Shell Lubricants & Metalworking

GCW was instrumental in advancing the educational initiatives of Shell's Metalworking and Food Grade Lubricant divisions. The work was research and authorship as much as placement: meticulous research and the creation of insightful articles, which is what it takes to be published in a technical trade journal rather than advertised in one.

The result was that both divisions were prominently featured in key trade journals across the globe, significantly enhancing Shell's ability to share knowledge and expertise on an international scale.

The titles that ran the work show the range: Good Manufacturing Practices: Animal Feed Production, and Using Food-Grade Lubricants in Feed Processing Helps Protect Meat and Poultry Supply.

This is a practice at GCW rather than a one-off. The agency researches, drafts and publishes the corporate case studies that carry a client's expertise into the record — investigating real-world scenarios, compiling the data, insights and outcomes, and putting the result through a rigorous review process before publication in respected industry trade magazines and journals. Titles for Shell included Sunoco and Shell: Products + Services = Success and Shell and Tropicana: A Safe Blend with Food-Grade Synthetic Lubricants, each structured around the challenge, the Shell solution and the measurable results.