EssenceMediacom

Background

EssenceMediacom (formerly MediaCom) is a media and communications agency housed within GroupM, WPP’s media investment management branch.¹ Founded in 1986 in Germany by Grey Group, MediaCom merged with The Media Business Ltd. in the UK in 1998 before WPP acquired it in 2004.² In 2023, MediaCom merged with digital performance marketing agency, Essence, to form EssenceMediacom, becoming GroupM’s largest agency with 10,000 employees across 120 offices worldwide.³

Shell Eco-Marathon ads part of a campaign created by EssenceMediacom — Over the two decades that EssenceMediacom worked for Shell, the agency created many campaigns focused on Shell’s renewable energy investments. Source: EssenceMediacom Creative Futures UK Vimeo Account

MediaCom had a long history of working with fossil fuel giant Shell, one of the world’s largest greenhouse gas emitters.⁴ In 2001, MediaCom won Shell’s global media buying and planning account, then valued at $165 million.⁵ In 2018, MediaCom retained Shell’s international media account following a global review.⁶

When Shell selected MediaCom in 2018, Shell’s global head of media, Chris Hayek, stated:

“This [selection] builds on our long-term partnership with MediaCom and sets industry-leading standards for audience planning and accountability of media-buying practices.”⁷

Notably, while serving as Shell’s media agency, MediaCom worked on the “Make the Future” campaign in 2018.⁸ The “Make the Future” campaign aimed to position Shell as an environmentally-conscious company and a leader in the renewable energy transition. In 2020, in a climate lawsuit filed against Shell and other major petroleum producers, attorneys representing the city of Hoboken, New Jersey, cited the campaign as evidence of Shell’s effort to mislead consumers through greenwashing.⁹

In addition to Shell, MediaCom has also worked with Centrica/British Gas, one of the UK’s largest energy suppliers.¹⁰ In 2023, EssenceMediacom lost Shell’s media buying account to Havas.

Stance on Climate Change

In 2022, EssenceMediacom became one of the founding members of GroupM’s “Coalition for Media Decarbonization,” alongside fellow GroupM agencies Mindshare, Wavemaker, and mSix&Partners.¹¹ According to a GroupM press release, the coalition’s goal is to “accelerate the decarbonization of the world’s media supply chain.”¹²

In collaboration with CO2balance, MediaCom also helped develop the Media Carbon Calculator, a tool used to calculate the carbon emissions associated with a media plan or advertising campaign.¹³ According to the Institute of Practitioners in Advertising Climate Charter, the calculator quantifies carbon emissions up until the campaign message is delivered, but excludes the impact of content delivery, including increased fossil fuel sales and subsequent emissions.

Adfree Cities Protest

In 2022, UK-based anti-outdoor advertising coalition, Adfree Cities, staged a protest outside of Mediacom’s London office.¹⁴ Protestors held up “Stop Greenwashing” and “Drop Shell” signs, and demanded that the agency end its client relationship with Shell.

Brandalism Protest

Brandalism ad mocking Mediacom's work for Shell — Source: Brandalism

In October 2021, activist group Brandalism launched a campaign using satirical posters to protest against the greenwashing practices of advertising agencies, including MediaCom, Ogilvy, VCCP, and others.¹⁵ According to the group’s website, the effort was part of a four-day Europe-wide protest against fossil advertising and sponsorships, under the banner #BanFossilAds.

Funding

While WPP does not disclose revenue for its subsidiaries, trade publication Ad Age estimated EssenceMediacom’s revenue in 2023 to be more than $2.1 billion.¹⁶

Key People

Stephen Allan

Stephen Allan was the global CEO of MediaCom from 2008 until his resignation in 2020.¹⁷ In 2001, Allan led the agency team that initially pitched for and won the Shell account.¹⁸

Larry Swyer

Larry Swyer was a managing partner at MediaCom, where he worked for 42 years according to his LinkedIn profile.¹⁹ As managing partner, Swyer oversaw all account activity for the Shell brand.²⁰ In 2015, he was credited as managing partner on MediaCom’s “Power of Sport: #MaketheFutureRio” campaign for Shell, in partnership with J. Walter Thompson for the 2016 Rio Olympics.²¹ Also in 2015, he worked on Shell’s Eco-marathon, an annual “fuel efficiency challenge,” made in collaboration with NBCUniversal’s “Today” and featuring Jay Leno.²² In 2014, he served as managing partner on MediaCom’s “Cities Energized: The Urban Transition” native ad campaign for Shell, which ran in The New York Times and showcased Shell’s “commitment to meeting the fuel needs” of the world, positioning the brand as “deeply involved with sustainability initiatives.”²³

Nigel Robinson

From 2011 to 2020, Nigel Robinson was the global client lead on the Shell account at MediaCom, according to his LinkedIn profile.²⁴ In 2016, Robinson served as managing partner on MediaCom’s “Best Day of My Life” campaign for Shell.²⁵ In 2015, he was credited as managing partner on Shell’s “Power of Sport: #MaketheFutureRio” campaign for the 2016 Rio Olympics.²⁶

Morgan Buksbaum

Morgan Buksbaum worked at GroupM from 2006 to 2016 and served as vice president for MediaCom’s entertainment and sports partnership (ESP) division.²⁷ ²⁸ In this role, he worked on a number of Shell campaigns. In 2015, Buksbaum worked on Shell’s “Eco-marathon: #MakeTheFuture” campaign, made in collaboration with Jay Leno and NBCUniversal’s “Today.”²⁹ In 2014, Buksbaum helped lead the “Mario Kart Reimagined” campaign for Shell’s Pennzoil brand.³⁰ In 2012, he worked on the “Long Love Cars” campaign, which featured country music artist Tim McGraw as a brand ambassador for Shell’s Pennzoil brand.³¹ According to a MediaCom press release, Buksbaum “planned and negotiated all aspects of the artist’s participation on behalf of Pennzoil, including the Pennzoil sponsorship of McGraw on the ‘Brothers of the Sun’ summer tour.”

Geoffrey Campbell

Geoffey Gampbell was the head of content and production at MediaCom, where he worked from 2012 to 2019, according to his LinkedIn profile.³² In 2015, he was the senior director of content on MediaCom’s “Power of Sport: #MaketheFutureRio” campaign for Shell, for the 2016 Rio Olympics.³³ Also in 2015, he worked on the on Shell’s ‘Eco-marathon: #MakeTheFuture” campaign, made in collaboration with Jay Leno and NBCUniversal’s “Today.”³⁴

Gavin McGrow

Gavin McGrow has served as global strategy director at EssenceMediacom since 2014, according to his LinkedIn profile.³⁵ In 2016, McGrow worked on MediaCom’s “Best Day of My Life” campaign for Shell.³⁶ In 2015, he was global strategy director on Shell’s “Power of Sport: #MaketheFutureRio”campaign for the 2016 Rio Olympics.³⁷

Rachel Norwick

Rachel Norwick has worked at EssenceMediacom since 2005 and as of August 2023 was a senior partner at the company, according to her LinkedIn profile.³⁸ In 2015, she served as the communications planning director on MediaCom’s “Power of Sport: #MaketheFutureRio” campaign for Shell in for the 2016 Rio Olympics.³⁹ In 2014, she was the communications planning director for Shell’s “Cities Energized: The Urban Transition” campaign.⁴⁰ In 2012, she contributed to Shell’s “Earth 2050: The Future of Energy” television special.⁴¹

Rebecca (“Becky”) Jones

As of August 2023, Rebecca Jones was the director of major media partnerships and former business director for the Shell brand at MediaCom, according to her LinkedIn profile.⁴² In a 2018 press release regarding Shell’s 2018 collaboration with Oath Media for its #MakeTheFuture campaign, Jones said:

“At Shell, collaboration and partnership is incredibly important to address tomorrow’s energy challenges. In this spirit, we’re really excited about the output of a productive and collaborative partnership between Shell, Mediacom and Oath. We’re looking forward to creating deeper engagement with Shell’s audience, via a connected system of relevant Oath assets, to positively enhance the image of the Shell brand.”⁴³

In 2015, she served as group account manager on MediaCom’s “Power of Sport: #MaketheFutureRio” campaign for Shell, for the 2016 Rio Olympics.⁴⁴

Jakob Reich

As of August 2023, Jakob Reich was a digital media partner at MediaCom, where he had been employed since 2013, according to his LinkedIn profile.⁴⁵ In 2015, he was the digital media supervisor on MediaCom’s “Power of Sport: #MaketheFutureRio” campaign for Shell, for the 2016 Rio Olympics.⁴⁶ In 2014, he served as a digital media manager on Shell’s “Cities Energized: The Urban Transition” campaign.⁴⁷

Janie Debiol

As of August 2023, Janie Debiol was a business director at MediaCom, according to her LinkedIn profile.⁴⁸ In 2015, she was associate director on Shell’s “Eco-Marathon: #MakeTheFuture” campaign, made in collaboration with Jay Leno and NBCUniversal’s “Today.“⁴⁹ That year she also served as an associate director on Shell’s “Power of Sport: #MaketheFutureRio” campaign for the 2016 Rio Olympics.⁵⁰

Julia (Zeldin) Khin

As of March 2022, Julia Zeldin Khin was a director of paid social at EssenceMediacom. That year, she worked on the “Station Nation” campaign, a collaboration between Shell and Food Network, according to a LinkedIn post.⁵¹ In 2021, she was an associate director on Shell’s “Football Town Showdown” campaign, which was nominated for a Shorty Award.⁵²

Actions

2022

In 2022, EssenceMediacom helped Shell launch “Station Nation,” a road trip-style cooking show and campaign made with the Food Network.⁵³ The show was hosted by Hunter Fieri, the son of Food Network personality, Guy Fieri.⁵⁴ In addition to showcasing food items available at Shell gas stations, the campaign also encouraged viewers to join Shell’s Fuel Rewards Program.⁵⁵

September 2021

Source: British Gas YouTube Account, September 6, 2021.

In 2021, WPP-owned Nucleus, which included staff from MediaCom, The & Partnership, Wunderman Thompson, and BCW, launched a multimedia ad campaign for Centrica/British Gas, one of the UK’s largest energy suppliers.⁵⁶ The campaign, called “This is what being more sustainable looks like,” sought to “demystify” sustainability and demonstrate how British Gas planned to reach net-zero carbon emissions, all while “positioning the brand as trustworthy as we head into an uncertain future.”⁵⁷

Although British Gas claims that 48 percent of its fuel portfolio is renewables,⁵⁸ openDemocracy has alleged these numbers may be inflated by carbon credits — investments to help deliver renewable energy projects around the world that could not have been built otherwise.⁵⁹ British Gas also received backlash for greenwashing, including its promotion of hydrogen boilers as a green way to heat homes.

Also in September 2021, MediaCom launched Shell’s “Football Town Showdown” campaign, in collaboration with ESPN.⁶⁰ The campaign sought to increase membership in Shell’s Fuel Rewards program by targeting so-called “Road Warriors,” Shell’s primary demographic, composed of families across the U.S. who commute frequently and “are well-known football fans.” According to an entry submitted by MediaCom to the Shorty Awards, the campaign successfully increased Program registration by over 500 percent.

2020

Graphic showing the reach of Mediacom's Pitch the Future campaign for Shell — MediaCom submitted this graphic to World Media Group as part of its award entry. Source: World Media Group

In 2020, MediaCom helped Shell launch its “Pitch the Future” campaign, a six-week virtual competition co-hosted by British YouTuber Colin Furze and U.S.-based science influencer Astronaut Abby. The competition challenged competitors to “think of ways to reduce CO₂ emissions from the home” that would not “impede users’ everyday needs and comforts.”⁶¹

The campaign won World Media Group’s 2021 Corporate Influencer award.⁶² According to the award submission, it delivered almost one billion impressions, 127 million views, and over 66 million engagements. Additionally, the Shell-branded content developed with Colin Furze “outperformed Colin’s own organic content benchmarks, achieving 59% more interactions than the norm for posts on Colin’s owned channels.”

2019

Source: J Walter Thompson London YouTube Account.

In 2019, MediaCom co-produced “The Great Travel Hack,” a five-part reality YouTube series sponsored by Shell and hosted by the Big Bang Theory’s Kaley Cuoco.⁶³ The series, which has since been removed from the site, challenged two teams of digital creators to a low-emissions race across the United States, where the goal was not to finish the fastest, but to emit the least amount of CO₂.

Critical reception of the campaign was mixed. While some publications praised it’s ingenuity,⁶⁴ others dubbed it a corporate greenwashing scheme.⁶⁵

When asked in an interview with Cleveland news channel, WYKC 3, why she chose to get involved with Shell, host Kaley Cuoco said:

“I haven’t been totally environmentally aware over the past few years and I wanted to get better. I wanted to learn more about this. When [Shell] brought this idea to me I was like, “This is very fascinating and this is not something I know much about.” And the series itself is so much fun—there are five episodes, they’re quick, they’re to the point. The contestants are adorable, they’re endearing. And it’s just kind of a fun thing to watch, and you might learn something along the way! So we kept it entertaining with things to learn, and I was very proud to be part of it.”⁶⁶

When the show was rebooted for a second season in Europe in fall 2019, Twitter users quickly denounced the campaign as “impractical” and greenwashing. Shell pushed back against negative comments in a series of tweets.⁶⁷

2018

Source: Yemi Alade’s YouTube Account, published December 4, 2017.

In 2018, MediaCom and Oath created a music video, “On Top of the World,” for Shell’s #MaketheFuture campaign, managed by Edelman PR.⁶⁸ The video, which featured performances by musical artists Jennifer Hudson, Yemi Alade, Luan Santana, Pixie Lott, and Monali Thakur, showcased Shell’s renewable energy initiatives and commitment to reducing air pollution.

March 2018

Mediacom worked on the #MaketheFuture campaign for Shell, which included this Gravity Light ad for Shell — Source: Clio Awards

Shell won the 2018 Corporate Influencer award from World Media Group for its Gravity Light advertisements⁶⁹ as part of the larger #MaketheFuture campaign.⁷⁰ In the award entry, MediaCom described the campaign’s “challenge” as “Shell is striving to address the misconception that it is simply a traditional oil company. By working with inventors, communities, citizens, and influencers, Shell aims to positively transform lives, by bringing more and cleaner energy to communities around the world, communicated via the #makethefuture brand platform.”

2016

In 2016, MediaCom UK helped Shell assemble the “Shell Influencer Collective,” a selection of social media influencers who created content to boost the company’s image among millennial audiences.⁷¹ According to a case study video published by MediaCom Creative Systems UK, the Collective “used an entirely new approach” to engage a younger audience:⁷²

“Rather than create a new media plan, we assembled the Shell Influencer Collective. First, we identified ultra-relevant bloggers. We uncovered authentic pop-science vloggers to tell Shell’s story in a peer-to-peer way. Through these partners, we were able to tell stories about the bright energy ideas supported by Shell—generating light from gravity to enhance the lives of people living off the grid, improving lives in a Brazilian community by harnessing kinetic and solar energy to power lighting on a football pitch, using coffee waste to help heat buildings.”

The campaign included 73 pieces of content, shared across multiple channels and platforms. The campaign received 113 million views on social media.⁷³ The Shell Influencer Collective had a positive significant impact on consumer perceptions; as the case study video states:

“Social listening data showed Shell mentioned in almost three times as many conversations regarding innovation and technology compared to their nearest direct competitor, BP, with positive mentions outnumbering negatives by a ratio of 3 to 1. Incredibly, Shell were mentioned in more innovation conversations in the period than GE Energy, Google Energy, and IBM combined. Positive comments on Shell’s influencer content outweighed negative comments by a ratio of 4 to 1.”

MediaCom UK won an ad industry award for the Shell Influencer Collective campaign, “Changing Minds, Raising Voices,” which was made with J Walter Thompson and Possible.⁷⁴

In 2016, Mediacom launched Shell’s “Best Day of My Life” music video campaign, which featured musical artists Jennifer Hudson (U.S.), Pixie Lott (UK), Luan Santana (Brazil) and Tan Weiwei (China).⁷⁵ The goal of the campaign was to “get more Energy Engaged Millennials – the energy influencers and policy makers of the future – to view Shell as a company committed to innovation and new energy solutions.” According to its entry for the Shorty Awards, the campaign was viewed 262 million times in its first three months and shared 4.1 million times. “Most importantly,” MediaCom stated in the entry, campaign viewers “were 80% more likely to view Shell as actively addressing future energy needs and over three times as likely to feel this way compared to our nearest competitors.”

2015

Source: EssenceMediacom YouTube Account

In 2015, Mediacom launched the “Power of Sport” campaign for Shell as part of the company’s #MaketheFuture campaign.⁷⁶ The campaign featured a soccer field in Brazil with floodlights powered by players’ movements, and consisted of three short videos produced by Mediacom. According to a promotional video for the campaign published on EssenceMediacom’s YouTube channel, the campaign delivered over 100 million impressions and “got people thinking about Shell differently.” The campaign won Bronze at the 2015 Cannes Lions International Festival of Creativity in the Corporate Image and Communications category.⁷⁷

In 2015, MediaCom helped launch a campaign for Eco-marathon, Shell’s annual “fuel efficiency challenge,” made in collaboration with NBCUniversal’s “Today” featuring Jay Leno.⁷⁸ The campaign included a promotional advertisement, which aired on “Today” and CNBC, as well as a six-episode television program that followed six students as they designed and tested their vehicles for the competition. On the program, judges assessed the efficiency of the student-created cars by fuel type, based on several runs around a track. An episode of Leno’s Web series, “Jay Leno’s Garage,” also included a segment on Eco-marathon.

In addition to promoting Eco-marathon and portraying Shell as a “future-forward” company, the campaign also intended to encourage more young people to pursue careers in science, tech, engineering and math. According to Dean Aragon, CEO of Shell Brands International at the time: “That’s a big part of Shell’s messaging and a big need of the Shell business.”⁷⁹

Larry Swyer, a managing partner at MediaCom, and Geoffrey Campbell, senior director of content at MediaCom Entertainment, spearheaded the campaign.

November 2014

In 2014, MediaCom and T Brand Studio launched “Cities Energized: The Urban Transition,” a “native ad” campaign for Shell which ran in The New York Times.⁸⁰ ⁸¹ “Cities Energized” included The Times’ first print-format native ad — an advertisement that mimics the appearance of an editorial. The campaign, produced by T Brand Studio, showcased statistics on increasing urbanization and population growth and emphasized the need for “the efficient use of energy.” Although Shell and MediaCom did not disclose the cost of the campaign, billings were estimated at upwards of $200,000. MediaCom executives Larry Swyer, Rachel Norwick, and Jakob Reich were among those credited for the campaign.

May 2014

MediaCom co-produced “Breaking Barriers: Mankind’s Pursuit of Speed,” a primetime documentary for Shell’s Pennzoil brand.⁸² The documentary, narrated by country musician Tim McGaw, aired on May 7, 2014, on National Geographic and tells the story of the Hennessey Venom GT production vehicle, the fastest car in the world.⁸³ According to a press release, “Breaking Barriers” was “inspired by the launch of Pennzoil Platinum with PurePlus™ Technology, the new line of synthetic motor oils made from natural gas.”

Regarding the campaign, Shell’s global brand manager, Chris Hayek, told Adweek: “[Breaking Barriers] is a good example of [MediaCom] turning a dry spots-and-dots assignment into strategic, creative, consumer-facing work that gets people excited, breaks through and ultimately drives sales… Our sales grew roughly 30 percent in a category that grew at about half that rate.”⁸⁴

Also in 2014, Pennzoil was the official motor oil and auto fuel sponsor of the 2014 SXSW Interactive Festival, an Austin-based interactive media conference, festival, and showcase.⁸⁵ To advertise Shell’s Pennzoil brand, MediaCom created “Mario Kart Reimagined,” a live go-karting experience based on Nintendo’s Mario Kart 8 video game for the festival.⁸⁶ The campaign won AdWeek’s “Media Plan of the Year” award and was recognized as the Creative Media Awards’ “Best in Show.”⁸⁷

2013

In 2013, MediaCom launched the “Unsung” documentary series for Shell’s Rotella brand, produced by former head of content and production at MediaCom, Geoffrey Campbell.⁸⁸ The series included five mini-documentaries featuring five “often-overlooked” American heroes.⁸⁹ According to a Shell press release, the series was “part of the continued efforts by Shell Rotella to honor hard working Americans from around the country.”

2012

In 2012, MediaCom launched the “Long Love Cars” campaign and sponsorship of the Brothers of the Sun tour, in partnership with country music artist Tim McGraw, for Shell’s Pennzoil brand.⁹⁰

Describing the campaign, Aimee Cronfel, Public Relations and Media Planning Manager for Pennzoil, stated: “In order to engage with consumers on a more emotional level, we worked with MediaCom to develop a platform that would complement the creative advertising and reach a broader base of consumers in a unique way for the motor oil category. Tim McGraw brings to life the strong link people have with their cars and music.”⁹¹

MediaCom executives Duncan Smith, managing partner and group client leader, and Morgan Buksbaum, vice president of the entertainment and sports partnership (ESP) division, led the campaign, which received Billboard’s Concert Marketing & Promotion Award.

2011

Source: Tibor Roussou YouTube Account

In 2011, MediaCom partnered with Wired magazine and Discovery Channel to produce “Earth 2050: The Future of Energy,” a television special for Shell.⁹² The segment, directed by Michael Epstein, Lilibet Foster, and Nathaniel Kahn, showcases “the energy challenges our world [will face] over the next 40 years” as a result of impending global population growth, according to a press release from Wired magazine. The press release states:

“By the year 2050, the world’s population will reach nine billion. The demand on the world’s resources – energy, first and foremost – will be severe. But the road from now to then doesn’t need be bleak. There is a path to a future filled with opportunities, with amazing individuals and extraordinary projects leading the way.”⁹³

The “Earth 2050” special showcased the benefits of Shell products, including Shell/Raízen ethanol, and spotlighted technological innovations that could reduce CO₂ emissions, like digital mapping and self-driving cars to make commuting more efficient and improve fuel economy. It also presented Masdar City, the failed zero-carbon city in the UAE desert, as a renewable energy-powered urban utopia.⁹⁴ But despite showcasing Masdar as a fossil-free ideal, the segment emphasized that a world without fossil fuels is just that, an ideal, repeatedly underscoring the necessity and reliability of fossil fuels. Referencing the solar technologies at Masdar, the documentary noted:

“There’s just one problem: neither of these solar technologies work at night. So, Masdar needs to draw power from the grid when the sun goes down. And that power comes from natural gas. The reality is, it’s just not yet possible to power Masdar entirely without fossil fuels” (at the 36:16 – 39:40 minute mark)

Despite touting its commitments to researching and developing “cleaner fuels” in Earth 2050, Shell’s investment in renewables to date has been negligible. According to GlobalWitness, just 1.5 percent of Shell’s capital expenditure has gone to renewables, with the vast majority of the division’s resources devoted to gas.⁹⁵

2010

In 2010, Mediacom created the Shell campaign, “Shell helps drivers save fuel.”⁹⁶ The campaign won the “Best International Corporate Branding/CSR [Corporate Social Responsibility] Campaign” award at the 2010 M&M Media awards.

WPP – Parent Company

Contact & Address

London office:
124 Theobalds Road
London WC1X 8RX
United Kingdom
+ 0044 207 158 5500

New York office:
175 Greenwich Street,
3 World Trade Center
+1 212 912 4200

Twitter: @emglobal
Facebook: EssenceMediacom
Instagram: essencemediacomglobal
LinkedIn: EssenceMediacom

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Julia Khin. “LinkedIn Post,” 2022. Archived August 16, 2023.
54
Jack Moraglia. “Guy Fieri’s Son, Hunter, Talks Up New Show About Texas Gas Station Barbecue,” Dallas Observer, December 16, 2022. Archived August 16, 2023. Archive URL: https://archive.ph/PdIuB
55
“Station Nation,” Food Network. Archived August 16, 2023. Archive URL: https://archive.ph/48Bgg
56
“British Gas: Are they saving the planet or themselves?” DecisionMarketing, September 10, 2021. Archived August 7, 2023. Archive URL: https://archive.ph/q5TZ9.
57
“This Is What Sustainability Looks Like,” CampaignMedia. Archived August 7, 2023. Archive URL: https://archive.ph/JD1ZI.
58
“British Gas Fuel mix disclosure table for 1st April 2021 – 31st March 2022,” British Gas. Archived August 7, 2023. Archive URL: https://archive.ph/qvRMG
59
Lucas Amin. “More energy giants accused of misleading public over ‘green investments,’” openDemocracy, October 14, 2022. Archived August 7, 2023. Archive URL: https://archive.ph/T07as
60
“The Ultimate College Fan Contest & Hometown Road Trip With Shell,” Shorty Awards, 2021. Archived August 18, 2023. Archive URL: https://archive.ph/PXd3t
61
“Pitch the Future: A competition to help find new ways to decarbonise homes,” Shell Energy, December 18, 2020. Archived August 21, 2023. Archive URL: https://archive.ph/aRGXS
62
“Winner 2021- Corporate Influencer,” World Media Group. Archived July 25, 2023. Archive URL: https://archive.ph/2udwi.
63
Kyle O’Brien. “Shell hits the road with Kaley Cuoco for a low carbon challenge,” The Drum, March 21, 2019. Archived August 21, 2023. Archive URL: https://archive.ph/UkUw
64
Lorna Keane. “Campaign of the Month: Shell – ‘The Great Travel Hack,’” GWI, April 1, 2019. Archived August 21, 2023. Archive URL: https://archive.ph/O3Nej
65
Heydon Prouse. “It’s time we scrubbed the greenwash off the oil industry,” The Independent, December 10, 2021. Archived August 21, 2023. Archive URL: https://archive.ph/pFkRR
66
LIVE On Lakeside. “Kaley Cuoco – Shell & The Big Bang Theory’s Kaley Cuoco bring you “The Great Travel Hack,”” WKYC 3 Studios, March 21, 2019. Archived August 21, 2023. Archive URL: https://archive.ph/1Idag.
67
“Two teams are travelling from London to Istanbul using epic lower CO2 emission vehicles. See them all in The Great Travel Hack Series 2: http://go.shell.com/2OAl9lq #MakeTheFuture,” Shell X Account, October 16, 2019. Archived August 6, 2023. Archive URL: https://archive.ph/xzKaG
68
Shawn Lim. “Ad of the day: Shell takes its ‘Make the Future’ campaign to the next level with music,” The Drum, February 13, 2018. Archived August 16, 2023. Archive URL: https://archive.ph/19IPh
69
“Shell – Gravity Light,” Clio Awards, 2017. Archived June 30, 2022. Archive URL: https://archive.is/lSBLg
70
“Winner 2018: Corporate Influencer,” World Media Group, 2018. Archived July 8, 2019. Archive URL: https://archive.ph/aufcU
71
MediaCom. “Fact Book 2017,” ISSUU, March 1, 2017, pg. 49. Archived August 21, 2023.
72
MediaCom Creative Systems UK. “Shell Influencer Collective – MediaCom Case Study,” Vimeo, 2016. Archived August 21, 2023. Archive URL: https://archive.ph/MajeG
73
MediaCom Creative Systems UK. “Shell Influencer Collective – MediaCom Case Study,” Vimeo, 2016. Archived August 21, 2023. Archive URL: https://archive.ph/MajeG
74
“Accenture’s Wheelchair Fitness Tracker wins Grand Prix at 10th anniversary Dadi Awards,” The Drum, October 19, 2016. Archived August 21, 2023. Archive URL: https://archive.ph/W37Bh
75
“Best Day of My Life,” Shorty Awards, 2017. Archived August 18, 2023. Archive URL: https://archive.ph/584qo
76
EssenceMediacom. “Shell | Power of Sport | Cannes Lions 2015 | BRONZE, Corporate Image and Communication,” YouTube, June 24, 2015. Archived August 18, 2023
77
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023
78
Andrew McMains. “Jay Leno Helps Shell Promote Its Annual Fuel Efficiency Challenge,” AdWeek, April 8, 2015. Archived August 20, 2023. Archive URL: https://archive.ph/R3RqF
79
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
80
“The NY Times runs its first print native ad,” Digiday, November 19, 2014. Archived August 20, 2023. Archive URL: https://archive.ph/v4keX.
81
“Cities Energized: The Urban Transition,” The New York Times, 2014. Archived August 20, 2023. Archive URL: https://archive.ph/MTodG
82
MediaCom. “MediaCom USA Named “Media Agency of the Year” By Adweek and Advertising Age,” PR Newswire, February 9, 2015. Archived August 21, 2023. Archive URL: https://archive.ph/9IgOZ.
83
Pennzoil. “Pennzoil® Turns the Spotlight on the Pursuit of Speed and Testing the Limits of Technology in New Primetime Documentary,” PR Newswire, April 8, 2014. Archived August 21, 2023. Archive URL: https://archive.ph/DQJOz#selection-3919.0-3919.119.
84
MediaCom. “MediaCom USA Named “Media Agency of the Year” By Adweek and Advertising Age,” PR Newswire, February 9, 2015. Archived August 21, 2023. Archive URL: https://archive.ph/9IgOZ
85
“Pennzoil® Reimagines Go-Karting With Real-World Mario Kart 8 Experience At SXSW,” PR Newsweek, March 5, 2014. Archived August 21, 2023. Archive URL: https://archive.ph/Lmr0D
86
MediaCom. “MediaCom Wins Adweek Media Plan of the Year for Pennzoil SXSW Activation,” PR Newsweek, November 10, 2014. Archived August 4, 2023. Archive URL: https://archive.ph/YtQhF
87
MediaCom. “MediaCom USA Named “Media Agency of the Year” By Adweek and Advertising Age,” PR Newswire, February 9, 2015. Archived August 21, 2023. Archive URL: https://archive.ph/9IgOZ
88
“Untitled,” Shell ROTELLA. Archived August 20, 2023. Archive URL: https://archive.ph/XtT3u
89
“Unsung’ Documentaries Debut: Series Recognizes Often Overlooked Heroes,” Shell, November 7, 2013. Archived August 21, 2023. Archive URL: https://archive.ph/xUX6Y
90
“MediaCom and Pennzoil Win Billboard’s Concert Marketing & Promotion Award for Tim McGraw Partnership,” Yahoo Finance, November 12, 2012. Archived August 21, 2023. Archive URL: https://archive.ph/6SIGn
91
MediaCom. “Pennzoil(R), MediaCom and Tim McGraw Strike a Chord With Music Marketing Program,” GlobeNewswire, March 9, 2012. Archived August 21, 2023. Archive URL: https://archive.ph/8jKIz
92
“Shell Oil Company | Earth 2050: The Future of Energy,” The One Club. Archived August 20, 2023. Archive URL: https://archive.ph/srnYE
93
“Presenting ‘Energy 2050,’” Wired. Archived August 21, 2023. Archive URL: https://archive.ph/g6AEE.
94
Suzanne Goldenberg. “Masdar’s zero-carbon dream could become world’s first green ghost town,” The Guardian, February 16, 2016
95
Oliver Milman. “Shell’s actual spending on renewables is fraction of what it claims, group alleges,” The Guardian, February 1, 2023. Archived August 21, 2023. Archive URL: https://archive.ph/UfsXq
96
“MediaCom named M&M Media Agency of the Year 2010,” MediaCom, September 10, 2010. Archived September 7, 2023

1
“MediaCom,” WPP. Archived August 18, 2023. Archive URL: https://archive.ph/tHMoB.
2
Arvind Hickman and Gideon Spanier. “WPP to merge MediaCom and Essence in radical Group M restructure,” Campaign, April 26, 2022. Archived August 18, 2023. Archive URL: https://archive.ph/zY1i2
3
Olivia Morley. “EssenceMediacom Officially Launches After a 9-Month Wait,” AdWeek, January 31, 2023. Archived August 18, 2023. Archive URL: https://archive.li/zs1P2
4
Tess Riley. “Just 100 companies responsible for 71% of global emissions, study says,” The Guardian, July 10, 2017. Archived August 18, 2023. Archive URL: https://archive.ph/ic4Rc
5
David Kaplan. “MediaCom Wins Royal Dutch/Shell Media,” AdWeek, November 8, 2001. Archived August 18, 2023. Archive URL: https://archive.ph/RXBHX
6
“MediaCom retains global Shell account,” AdNews, August 3, 2018. Archived August 18, 2023. Archive URL: https://archive.ph/I7zOe
7
“MediaCom retains global Shell account,” AdNews, August 3, 2018. Archived August 18, 2023. Archive URL: https://archive.ph/I7zOe
8
“Shell: Make the Future by Oath & MediaCom,” The Drum, February 2018. Archived September 7, 2023. Archive URL: https://archive.ph/K9nJU
9
“City of Hoboken v. Exxon Mobil Corp.,” Climate Change Litigation Databases, September 2, 2020. Archived September 7, 2023.
10
“British Gas: Are they saving the planet or themselves?” DecisionMarketing, September 10, 2021. Archived August 21, 2023. Archive URL: https://archive.ph/q5TZ9.
11
“GroupM Announces Coalition for Media Decarbonization,” GroupM, November 10, 2022. Archived August 18, 2023. Archive URL: https://archive.ph/TgNWr.
12
“GroupM Announces Coalition for Media Decarbonization,” GroupM, November 10, 2022. Archived August 18, 2023. Archive URL: https://archive.ph/TgNWr.
13
“How to use the IPA Media Carbon Calculator,” IPA Media Climate Charter. Archived August 18, 2023. Archive URL: https://archive.ph/PTEv1.
14
“Network it! Wrap up of our 2022 Beyond Consumerism conference,” Adfree Cities, May 21, 2022. Archived August 21, 2023. Archive URL: https://archive.ph/IUVlF
15
“#BanFossilAds Campaign Targets Advertising Agencies Over Work With Highly Polluting Clients,” Brandalism, October 2021. Archived August 21, 2023. Archive URL: https://archive.ph/sPNjh
16
Brian Bonilla. “ESSENCEMEDIACOM LAUNCHES AS THE WORLD’S LARGEST MEDIA AGENCY NETWORK,” Ad Age, January 31, 2023. Archived January 31, 2023. Archive URL: https://archive.ph/8QTad
17
Erik Oster. “MediaCom Global CEO Stephen Allan Steps Down After 12 Years,” AdWeek, May 11, 2020. Archived August 16, 2023. Archive URL: https://archive.ph/WLb9L.
18
Jeremy Lee. “Mediacom captures £112m Shell account,” Campaign, November 12, 2001. Archived August 16, 2023. Archive URL: https://archive.ph/rrAlR
19
“Larry Swyer,” LinkedIn. Archived August 20, 2023.
20
“Larry Swyer,” AdvertisingWeek, 2018. Archived August 20, 2023. Archive URL: https://archive.ph/eKRZU
21
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
22
Andrew McMains. “Jay Leno Helps Shell Promote Its Annual Fuel Efficiency Challenge,” AdWeek, April 8, 2015. Archived August 20, 2023. Archive URL: https://archive.ph/R3RqF.
23
“2015 Best in Show,” OMMA Awards, September 28, 2015. Archived August 20, 2023. Archived .pdf available at DeSmog.
24
“Nigel Robinson – Experience,” LinkedIn. Archived August 18, 2023.
25
“Best Day of My Life,” Shorty Awards, 2017. Archived August 18, 2023. Archive URL: https://archive.ph/584qo
26
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
27
“Morgan Buksbaum,” LinkedIn. Archived August 21, 2023.
28
MediaCom. “Pennzoil(R), MediaCom and Tim McGraw Strike a Chord With Music Marketing Program,” GlobeNewswire, March 9, 2012. Archived August 21, 2023. Archive URL: https://archive.ph/8jKIz.
29
“2015 Finalists – Integrated Online Campaign,” OMMA Awards, September 28, 2015. Archived August 21, 2023. Archive URL: https://archive.ph/Bwg1Z.
30
“Winners – 2014 Best In Show,” OMMA Awards, October 1, 2014. Archived August 21, 2023. Archive URL: https://archive.ph/DiRY1
31
MediaCom. “Pennzoil(R), MediaCom and Tim McGraw Strike a Chord With Music Marketing Program,” GlobeNewswire, March 9, 2012. Archived August 21, 2023. Archive URL: https://archive.ph/8jKIz
32
“Geoffrey Campbell – Experience,” LinkedIn. Archived August 20, 2023
33
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
34
Andrew McMains. “Jay Leno Helps Shell Promote Its Annual Fuel Efficiency Challenge,” AdWeek, April 8, 2015. Archived August 20, 2023. Archive URL: https://archive.ph/R3RqF
35
“Gavin McGrow,” LinkedIn. Archived August 18, 2023.
36
“Best Day of My Life,” Shorty Awards, 2017. Archived August 18, 2023. Archive URL: https://archive.ph/584qo
37
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
38
“Rachel Norwick – Experience,” LinkedIn. Archived August 20, 2023.
39
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
40
“2015 Best in Show,” OMMA Awards, September 28, 2015. Archived August 20, 2023. Archived .pdf available at DeSmog.
41
“Shell Oil Company | Earth 2050: The Future of Energy,” The One Club. Archived August 20, 2023. Archive URL: https://archive.ph/srnYE
42
“Rachel Norwick – Experience,” LinkedIn. Archived August 20, 2023.
43
“Shell collaborates with Oath to launch next phase of its “Make the Future” campaign,” Bloomberg, February 12, 2018. Archived August 20, 2023. Archive URL: https://archive.ph/B6ayl
44
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
45
“Jakob Reich,” LinkedIn. Archived August 20, 2023.
46
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
47
“2015 Best in Show,” OMMA Awards, September 28, 2015. Archived August 20, 2023. Archived .pdf available at DeSmog.
48
“Janie Debiol,” LinkedIn. Archived August 21, 2023.
49
“2015 Finalists – Integrated Online Campaign,” OMMA Awards, September 28, 2015. Archived August 21, 2023. Archive URL: https://archive.ph/Bwg1Z
50
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
51
Julia Khin. “LinkedIn Post,” 2022. Archived August 16, 2023.
52
“The Ultimate College Fan Contest & Hometown Road Trip With Shell,” Shorty Awards, 2021. Archived August 18, 2023. Archive URL: https://archive.ph/PXd3t.
53
Julia Khin. “LinkedIn Post,” 2022. Archived August 16, 2023.
54
Jack Moraglia. “Guy Fieri’s Son, Hunter, Talks Up New Show About Texas Gas Station Barbecue,” Dallas Observer, December 16, 2022. Archived August 16, 2023. Archive URL: https://archive.ph/PdIuB
55
“Station Nation,” Food Network. Archived August 16, 2023. Archive URL: https://archive.ph/48Bgg
56
“British Gas: Are they saving the planet or themselves?” DecisionMarketing, September 10, 2021. Archived August 7, 2023. Archive URL: https://archive.ph/q5TZ9.
57
“This Is What Sustainability Looks Like,” CampaignMedia. Archived August 7, 2023. Archive URL: https://archive.ph/JD1ZI.
58
“British Gas Fuel mix disclosure table for 1st April 2021 – 31st March 2022,” British Gas. Archived August 7, 2023. Archive URL: https://archive.ph/qvRMG
59
Lucas Amin. “More energy giants accused of misleading public over ‘green investments,’” openDemocracy, October 14, 2022. Archived August 7, 2023. Archive URL: https://archive.ph/T07as
60
“The Ultimate College Fan Contest & Hometown Road Trip With Shell,” Shorty Awards, 2021. Archived August 18, 2023. Archive URL: https://archive.ph/PXd3t
61
“Pitch the Future: A competition to help find new ways to decarbonise homes,” Shell Energy, December 18, 2020. Archived August 21, 2023. Archive URL: https://archive.ph/aRGXS
62
“Winner 2021- Corporate Influencer,” World Media Group. Archived July 25, 2023. Archive URL: https://archive.ph/2udwi.
63
Kyle O’Brien. “Shell hits the road with Kaley Cuoco for a low carbon challenge,” The Drum, March 21, 2019. Archived August 21, 2023. Archive URL: https://archive.ph/UkUw
64
Lorna Keane. “Campaign of the Month: Shell – ‘The Great Travel Hack,’” GWI, April 1, 2019. Archived August 21, 2023. Archive URL: https://archive.ph/O3Nej
65
Heydon Prouse. “It’s time we scrubbed the greenwash off the oil industry,” The Independent, December 10, 2021. Archived August 21, 2023. Archive URL: https://archive.ph/pFkRR
66
LIVE On Lakeside. “Kaley Cuoco – Shell & The Big Bang Theory’s Kaley Cuoco bring you “The Great Travel Hack,”” WKYC 3 Studios, March 21, 2019. Archived August 21, 2023. Archive URL: https://archive.ph/1Idag.
67
“Two teams are travelling from London to Istanbul using epic lower CO2 emission vehicles. See them all in The Great Travel Hack Series 2: http://go.shell.com/2OAl9lq #MakeTheFuture,” Shell X Account, October 16, 2019. Archived August 6, 2023. Archive URL: https://archive.ph/xzKaG
68
Shawn Lim. “Ad of the day: Shell takes its ‘Make the Future’ campaign to the next level with music,” The Drum, February 13, 2018. Archived August 16, 2023. Archive URL: https://archive.ph/19IPh
69
“Shell – Gravity Light,” Clio Awards, 2017. Archived June 30, 2022. Archive URL: https://archive.is/lSBLg
70
“Winner 2018: Corporate Influencer,” World Media Group, 2018. Archived July 8, 2019. Archive URL: https://archive.ph/aufcU
71
MediaCom. “Fact Book 2017,” ISSUU, March 1, 2017, pg. 49. Archived August 21, 2023.
72
MediaCom Creative Systems UK. “Shell Influencer Collective – MediaCom Case Study,” Vimeo, 2016. Archived August 21, 2023. Archive URL: https://archive.ph/MajeG
73
MediaCom Creative Systems UK. “Shell Influencer Collective – MediaCom Case Study,” Vimeo, 2016. Archived August 21, 2023. Archive URL: https://archive.ph/MajeG
74
“Accenture’s Wheelchair Fitness Tracker wins Grand Prix at 10th anniversary Dadi Awards,” The Drum, October 19, 2016. Archived August 21, 2023. Archive URL: https://archive.ph/W37Bh
75
“Best Day of My Life,” Shorty Awards, 2017. Archived August 18, 2023. Archive URL: https://archive.ph/584qo
76
EssenceMediacom. “Shell | Power of Sport | Cannes Lions 2015 | BRONZE, Corporate Image and Communication,” YouTube, June 24, 2015. Archived August 18, 2023
77
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023
78
Andrew McMains. “Jay Leno Helps Shell Promote Its Annual Fuel Efficiency Challenge,” AdWeek, April 8, 2015. Archived August 20, 2023. Archive URL: https://archive.ph/R3RqF
79
“Lions Daily News 2015 Issue 5,” ISSUU, June 24, 2015. Archived August 18, 2023.
80
“The NY Times runs its first print native ad,” Digiday, November 19, 2014. Archived August 20, 2023. Archive URL: https://archive.ph/v4keX.
81
“Cities Energized: The Urban Transition,” The New York Times, 2014. Archived August 20, 2023. Archive URL: https://archive.ph/MTodG
82
MediaCom. “MediaCom USA Named “Media Agency of the Year” By Adweek and Advertising Age,” PR Newswire, February 9, 2015. Archived August 21, 2023. Archive URL: https://archive.ph/9IgOZ.
83
Pennzoil. “Pennzoil® Turns the Spotlight on the Pursuit of Speed and Testing the Limits of Technology in New Primetime Documentary,” PR Newswire, April 8, 2014. Archived August 21, 2023. Archive URL: https://archive.ph/DQJOz#selection-3919.0-3919.119.
84
MediaCom. “MediaCom USA Named “Media Agency of the Year” By Adweek and Advertising Age,” PR Newswire, February 9, 2015. Archived August 21, 2023. Archive URL: https://archive.ph/9IgOZ
85
“Pennzoil® Reimagines Go-Karting With Real-World Mario Kart 8 Experience At SXSW,” PR Newsweek, March 5, 2014. Archived August 21, 2023. Archive URL: https://archive.ph/Lmr0D
86
MediaCom. “MediaCom Wins Adweek Media Plan of the Year for Pennzoil SXSW Activation,” PR Newsweek, November 10, 2014. Archived August 4, 2023. Archive URL: https://archive.ph/YtQhF
87
MediaCom. “MediaCom USA Named “Media Agency of the Year” By Adweek and Advertising Age,” PR Newswire, February 9, 2015. Archived August 21, 2023. Archive URL: https://archive.ph/9IgOZ
88
“Untitled,” Shell ROTELLA. Archived August 20, 2023. Archive URL: https://archive.ph/XtT3u
89
“Unsung’ Documentaries Debut: Series Recognizes Often Overlooked Heroes,” Shell, November 7, 2013. Archived August 21, 2023. Archive URL: https://archive.ph/xUX6Y
90
“MediaCom and Pennzoil Win Billboard’s Concert Marketing & Promotion Award for Tim McGraw Partnership,” Yahoo Finance, November 12, 2012. Archived August 21, 2023. Archive URL: https://archive.ph/6SIGn
91
MediaCom. “Pennzoil(R), MediaCom and Tim McGraw Strike a Chord With Music Marketing Program,” GlobeNewswire, March 9, 2012. Archived August 21, 2023. Archive URL: https://archive.ph/8jKIz
92
“Shell Oil Company | Earth 2050: The Future of Energy,” The One Club. Archived August 20, 2023. Archive URL: https://archive.ph/srnYE
93
“Presenting ‘Energy 2050,’” Wired. Archived August 21, 2023. Archive URL: https://archive.ph/g6AEE.
94
Suzanne Goldenberg. “Masdar’s zero-carbon dream could become world’s first green ghost town,” The Guardian, February 16, 2016
95
Oliver Milman. “Shell’s actual spending on renewables is fraction of what it claims, group alleges,” The Guardian, February 1, 2023. Archived August 21, 2023. Archive URL: https://archive.ph/UfsXq
96
“MediaCom named M&M Media Agency of the Year 2010,” MediaCom, September 10, 2010. Archived September 7, 2023

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