The role of corporate advertising in building reputation Serge Giacomo Head of Corporate Identity Shell International London, 9 October 2009.

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Presentation transcript:

The role of corporate advertising in building reputation Serge Giacomo Head of Corporate Identity Shell International London, 9 October 2009

2 Business depends on stakeholder views The success of business decisions turns largely on how stakeholders respond Effective relationships create value Good communications leverages trust – gaining recognition and differentiation from our peers. Will Governments allow our projects? Will investors value our strategy? Will staff deliver our objectives and plans? Will customers buy our products and services? Will communities accept our presence? Biases Hopes Perceptions Fears Self-interest Effective relationships

3 Stakeholders and their expectations Customers, business partners Delivery, responsive, professional Employees Stability, participation, rewards Media Stories, reality check Analysts Investors Shareholders Transparency Predictable growth Governments Regulators Communities Responsive dependable jobs NGOs - Non Governmental Organizations Responsibility, sustainability Academics Recruits Cooperation career openings

4 Groups of external stakeholders whose opinions, economic and/or political decisions have a potential significant impact on Shell’s business performance and/or reputation: Governments, Policy makers NOCs/IOCs Business decision-makers NGOs/IGOs Academics Media Information brokers / Next generation SPs Prioritizing our Corporate Special Publics

5 The Special Publics Engagement Programme (SPEP) is a core element of Shell’s external communications, with a clear focus on creative and proactive communication, involving PR, advertising and sponsorships. This activity generates opportunities for direct and face-to-face engagement opportunities with Shell’s Special Publics Engaging with Special Publics globally and in key markets

6 Forecourts High controlLow/No control Website Display Advertising TV Digital Outdoor Loyalty Scheme Sponsorships Partnerships Viral Seeding Social Media PR Coverage + - Owned Media Bought MediaEarned Media From forecourt to face-to-face Loyalty Awareness Favourability

7 Role of advertising: pave the way to engagement Always-n strategy. Continued presence in international media and in key markets Serves to keep “the company’s flag flying” in a relevant opinion setting

8 AUGSEPOCTNOVDEC Search OWNED MEDIA PLATFORM DIGITAL DISPLAY TACTICAL ONLINE FILM NEF DIGITAL DISPLAY PPs rest of Shell.com NEF PRESS & DIGITAL DISPLAY LONG TERM STRATEGIC MEDIA PARTNERSHIPS (OFFLINE & ONLINE) ‘PERMANENT’, HIGH IMPACT, BOLD OUTDOOR ALONG CORRIDORS OF POWER MEDIA PARTNERSHIPS PRINT DISPLAY DIGITAL DISPLAY ONLINE FILM WEBCHAT Search EVENT STRATEGIC HONE BLOG WEBCHAT WEBHAT REVIEW ONLINE FILM COPENHAGEN Owned Channels Bought Channels Earned Exposure N.B. Additional bought media may be required in response to unpredictable occurrences Example - implementation

9 Global Key markets Paving the way for engagement through advertising, sponsorships and other creative tools -Adapt and use global materials in local media -Create opportunities to reach out to local SPs by using the global tools -Optimize participation in projects bringing in local perspective -Implement Energy Dialogues -Invite local SPs to join web chats, create follow-up engagement opportunities -Bring local SPs to participate in global events taking place in country -Use global partnerships as template for development of local/national similar ones Creating and optimizing engagement opportunities The SPEP as an integrated programme