Our work so far

We’ve been working with the Shell Fleet Marketing team since 2010, starting with the production of content for a UK pilot customer magazine – Shell Refuel. The pilot was popular with customers as well as the Shell sales team, who found it a useful tool to help them stay in touch with their customers.

The magazine also heavily features customer interviews and photoshoots, which further aids communication between customers and sales teams. Due to the success of the pilot, two sister publications were launched in Germany and the Netherlands.

One size doesn’t fit all

When it comes to designing content for other European countries, we don’t believe in a one-size-fits-all approach – so the content in each publication is written in its local language and the features and interviews are carefully designed with the local market in mind. The content covers a broad range of topics designed to help its B2B audience – for example, tips on fuel efficiency, driving techniques and insights into how other companies in the industry have implemented new systems, or benefitted from using fuel cards. Shell Refuel magazine is delivered both digitally and in print to ensure that customers have a choice of how they prefer to consume the content.

Content / editorial strategy

We work with the in-country Fleet Marketing teams to produce B2B-friendly content that helps support their local marketing strategies.

Ongoing content delivery

We create calendars of content targeted at a number of predefined audiences and stakeholders and publish this in popular in-country print magazines as well as online.