The global marketing company Havas Media is set to take over Shell’s B2C media buying strategy in a move that’s been widely criticised by activists.
Shell told the advertising sector publication Adweek that Havas Media would take over the oil company’s B2C media buying starting in January 2024.
The move has been criticised by campaigners from Extinction Rebellion and the group Clean Creatives, which campaigns to reduce ties between the advertising industry and the fossil fuel sector, encouraging agencies to sign a pledge not to take on contracts from the sector.
Clean Creatives executive director Duncan Meisel said on LinkedIn: “There is no ambiguity about taking this contract: Havas Media Network is making itself a vital part of Shell’s plans to accelerate the climate emergency. Shell has put in writing that they have no plan to become a net zero business for decades. They’ve told investors that they will continue producing more fossil fuels, even during a global heatwave.”
“Their own research said that their current business plan would create a global catastrophe – in the 1980s. Partnering with them is incompatible with Havas’ stated values, and their climate goals. That goes double for the B corp agencies in their network.”
“I predict the decision will have significant impact on Havas’ reputation, CSR certifications and recruitment.”
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The move comes after Clean Creatives shared its annual F list of advertising companies with the most fossil fuel clients on their books, including WPP, Omnicon and Ogilvy.
Recently, Shell has come under fire amid claims it is not doing enough to focus on reducing its carbon emissions.
The Church of England pension fund dropped its shares with Shell, after CEO Wael Sawan abandoned plans to cut oil production and failed to increase emissions reductions goals in line with the Paris Agreement to help global warming stay at less than 1.5C above pre-industrial levels.
Other notable names to cut ties with fossil fuel companies include the LGBT awards and the British Museum (which dropped ties with BP earlier this year after 27 years).
