Shell appoints Accenture Interactive to CRM roster

Shell has boosted its roster of global CRM agencies by handing a major slice of digital work to Accenture Interactive.
The agency will deploy CRM campaigns across Shell’s digital channels, aiming to boost one-to-one customer relationships using Adobe Campaign – the cross-channel campaign management tool in Adobe Marketing Cloud – as a managed service.
London-based Wunderman will remain the lead digital agency, providing overall global strategic planning and creative direction for Shell’s CRM programmes globally. The WPP-owned agency has held the account since 2013 and recently successfully repitched for the business.
Shell global head of CRM Sherine Yap said: “We are looking to drive deeper and more meaningful connections with customers across every touchpoint.
“We believe that Accenture Interactive can successfully support this ambitious scope of work as a CRM partner by building a robust digital network for global and local campaigns.”
Accenture Interactive lead for UK and Ireland Joy Bhattacharya added: “Shell is in a strong position to serve and respond to customers on a global scale, which is why we’re excited to be a part of its CRM programme. Through the consolidation of systems and services, we aim to drive efficiencies and scale personalised marketing campaigns, creating greater experiences for Shell customers.”