Shell Oil Products US Chooses SWG&M Advertising As Multicultural AOR.

Shell Oil Products US has tapped SWG&M Advertising as its multicultural advertising agency of record. SWG&M will design and implement marketing campaigns intended to resonate with African American and Hispanic audiences.

“SWG&M brings a fresh, creative energy and keen strategic insight into today’s diverse consumer environment,” said Brooks Herring, manager of brand and strategy for Shell Oil Products US. “Communicating our messages to African American and Latino/Hispanic audiences is a priority for Shell and we are confident SWG&M can help us connect with these important customers. We are delighted to have SWG&M on our team.”

As the multicultural agency of record, SWG&M will help increase African American and Latino/Hispanic usage of Shell-branded fueling products and services. In addition to creating multicultural marketing strategies and programs, SWG&M will play a supporting role and provide counsel when Shell develops mainstream advertising campaigns.

“Because consumers are inundated with advertising and marketing messages, it has become extremely important for companies to communicate using highly-targeted and customized approaches,” said Robert V. Wingo, president and CEO of SWG&M. “Shell has a varied customer base and we are excited to help Shell develop marketing strategies that are tailored to better reach and meet the needs of its African American and Latino/Hispanic audiences. This is a truly exciting time in multicultural marketing.”