Maxx Marketing and Licensing Matters are the licensing agent for the Shell brand

15 May 2018

Shell Brands International appoints the strategic partnership of MAXX Marketing & Licensing Matters as a Global Licensing Agent

MAXX Marketing (MAXX) & Licensing Matters Global (LMG) today announced their appointment by Shell Brands International AG as the licensing agent for the Shell brand. This is the culmination of a strategic review and an extensive business planning process. MAXX and LMG will work hand-in-hand with Shell to bring their brand extension program to life.

As the licensing agent MAXX and LMG will deliver creative ideation and business development, driving material licensing value by leveraging Shell’s reputation and brand strength.

Mark Edridge, Senior Vice President of MAXX Marketing commented: “The clear and unique brand position Shell has created in recent years, on top of the phenomenal brand awareness, provides an incredible foundation upon which to build the brand extension solutions.”

Satish Murthi, Commercial Manager, Shell Brands International commented: “Our brand is a market leader across the globe and is recognised for its heritage and premium quality. MAXX and LMG  have been chosen for the innovative ideas they can bring to the brand extension program, providing consumers with a direct connection to our brand through a range of products and services.”


Maxx Marketing, a WPP Group company, and its long-term strategic partner, Licensing Matters Global, is a full-service global licensing and creative product solutions provider. The complementary talents of the two teams combine to create a culture of licensing innovation and creatively-driven, insights-led product development.

This unique approach brings added value to the category and drives licensing strategies that are informed by an understanding of consumers, markets and product. &

Hong Kong: 15th May, 2018