by Adam Woods, 14.07.2008
Mounting criticism has made it crucial for Shell to engage with a broad audience, from green campaigners to Formula 1 fans. Adam Woods meets the man behind its digital strategy.
Few companies find themselves more conflicted by the raging environmental debate than Royal Dutch Shell. Along with its oil rivals, it has long been lambasted by campaigners over the ecological and humanitarian impact of its businesses.
These aren’t Shell’s only critics. There are the car-owning consumers, who have recently singled the group out for special criticism, contrasting its record profits with rising petrol prices; then there are the company’s own tanker drivers, whose strike over pay dragged Shell into the headlines once again in June.