MANILA, PHILIPPINES — Before Dean Aragon joined Shell as its Global Vice President for Brand, the historical energy company enjoyed a rich global legacy, but he was inspired to bring an even stronger human connection to its creative strategy.
Under Aragon’s direction, the Shell brand has undergone a creative transformation –– its vision of progress and human-centric philosophy driving the brand’s winning strategies. Take the ‘Sound of Shell’ sonic campaign: an entire soundscape that overlays another memorable component of ‘sensorial branding’, backed by a full library of mnemonics, soundtracks and ambient sounds with over 600 variations. In 2015, Shell turned to Academy member and British film and television composer Tom Howe, and commissioned an orchestra to record at the legendary Abbey Road Studios. Enriched by its signature sound, Shell transformed its brand experience by adding another human dimension that evokes visceral connections through the power of music. Shell’s sonic brand is already placed second at the ‘amp 2020 Best Audio Rankings’ for 2020 and 2021 (climbing from sixth place in 2019).
That said, humanizing the world’s largest energy brand is not done through the work of one person alone. Following Aragon’s vision of B2H (brand-to-human) marketing and branding, the Shell Creative Solutions team was formed –– a top-notch team of creative and marketing talents from all over the globe. Their combination of culturally vast experiences and capabilities fuel the Shell brand’s penchant for authentic and positive human stories.
Led by a diverse mix of empowered and empathetic individuals, Shell’s Creative Solutions team is responsible for the creation of a wide range of creative assets and projects. From delivering the iconic Shell Eco-marathon events around the world to producing world-class films, digital, social and print content for a huge variety of channels, the team delivers integrated and innovative creative solutions that help Shell partners achieve their goals through effective, standout creativity.
The team is in charge of planning rich, powerful, and highly effective creative executions: with over 1 million assets in its photography and film archives, stunning and compelling visual imagery and brand identity, award-winning in-house film production, and shaping vivid, differentiated experiences and events.
Opening its Global Brand and Reputation Hub in Manila, Shell is looking for world-class creative and marketing talents who can help fuel their creative messaging and strategies to bring alive the Shell Purpose: Powering progress together by providing more and cleaner energy solutions. Under the Manila hub, the Creative Solutions team will lead creative projects for Asia-Pacific, as well as the Americas, Europe, the Middle East and North Africa.
As you explore the possibilities of pursuing a global career with one of the world’s most iconic brands, get to know the creative powerhouse of individuals that are at the helm of Shell’s most potent creative campaigns.
Global Discipline Leads
Jane is the Global Discipline Lead, Film & Content Engine, Creative Solutions that is at the helm of its prestigious and bespoke film and content creation. Under her direction, Jane has built the Content Engine (its in-house film production group) to massive success in just 2 years, achieving 12 awards in 2020: including a Lovie, a Gold Cannes Dolphin and Gold EVCOM. With decades of TV production under her belt, Jane produced the Emmy award-winning Steven Hawking’s Favorite Places in 2017, and has directed programs for global broadcasters such as BBC, Discovery Channel, and National Geographic.
“I believe the key to outstanding branded content lies in creative freedom. As Shell’s Global Lead for Film, I have engaged my passion for leading creative teams and ensuring our in-house Content Engine can convert their creative brilliance into exceptional brand campaigns. My hope is that the Global Creative Solutions team in Manila can continue to respond to the increasingly diverse needs of our clients and partners from all over the world.”
Kaori is the Global Discipline Lead, Design, Creative Solutions. She sets out creative and project direction and supervises the design strategy and brand identity across integrated brand campaigns and communications. She also manages a broad portfolio of curated creative agencies globally. She is known for demonstrating the power of human and business stories through compelling visual communications. Her strengths in brand communication, art direction as well as a truly international background have helped contribute to positive, authentic, and transcendent visual strategies for the Shell brand.
“Creatively executed brand communications with consistent visual language and tonality enrich the narrative by creating powerful emotional connections and relevance with audiences – and this is what we want to bring to Shell. Our brand identity must reflect our decades of legacy, with an optimistic, purposeful and profitable outlook towards tomorrow as we work towards powering progress. Our visuals and message must strike a chord in a human and authentic manner and deliver through strategic imperatives of diversity, inclusivity , accessibility and sustainability –– and I am excited to see how the Shell brand can push its limits with the right creative team in Manila.”
Conor Twohill is the Global Discipline Lead, Experiential, Creative Solutions. A Business Director with over 15 years of international experience, Conor has headed high-profile events, product launches, international conferences, and brand experiences. He has worked with the likes of Jaguar Land Rover, Mazda, Google, Android, YouTube, and Havas London.
“People decide to trust brands based on their experiences –– and our goal is to create rich, and vivid experiences that drive powerful connections and immersive interactions. I am excited to see Manila’s most astute marketing talents use their know-how to think out of the box and surpass KPIs while creating memorable campaigns.”
Behind Shell’s Creative Solutions are business leaders who fuel Shell’s internal and external initiatives on a global scale, handling crucial responsibilities such as strategic direction, business development, portfolio management and relationship building in its various regions of presence.
Regional managers lead day-to-day operations across their respective regions. This is a pivotal role to deliver its business growth aspirations across regions. They are in charge of ensuring the long-term viability and growth of the unit by championing strong customer relationships; developing a pipeline of work for the team and forward planning the growth strategy for the region to serve the businesses with quality output and a strong value proposition.
“We are thrilled to expand our Creative Solutions team in Shell’s Global Brand and Reputation Hub in Manila. Filipinos are innately curious, passionate, and hard-working, whose talents truly deserve an opportunity to be on the global stage”, according to Shell APAC Regional Manager Rose Gonzales, a Filipino who leads accounts and diverse strategic initiatives in the Asia-Pacific region.
The energy landscape is evolving, driven by the ambition to fuel a better world for all –– and it takes a diverse mix of empowered people to send the message. The global powerhouse behind Shell’s Creative Solutions team work every day to create exceptional brand content that captures Shell’s story of powering progress.
Shell is hiring for the following roles:
- Creative Solutions Design Lead, Asia (Key Competencies: Creative Leadership and Stewardship, Organizational Skills, Design/ Integrated Communications Mastery)
- Creative Solutions Account Manager (Key Competencies: Business Partnering & Creative Development of Branded Content & Experiences)
- Creative Solutions Project Manager – Film (Key Competencies: Project Management, Stakeholder Management, Film Production Expertise)
- Creative Solutions Project Manager – Design (Key Competencies: End-to-End Project Management, Integrated Communications)
- Creative Solutions Project Manager – Experiential (Key Competencies: End-to-End Project Management, Management of Live & Virtual Events & Experiences)
Learn how you can #MakeTheFuture and fuel Shell’s creative strategies to communicate the Shell Purpose: Powering progress together by providing more and cleaner energy solutions. Discover what it takes to pursue a global career with Shell through the adobo Talks: #MakeTheFuture: Drive Your Career to Greater Heights in Shell- Online Career Fair.
Go to Shell Corporate Relations and apply for the Global Brand and Reputation Hub in Manila today.