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

15th May 2018

Licensing Matters Global (LMG) & MAXX Marketing (MAXX)  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. LMG and MAXX will work hand-in-hand with Shell to bring their brand extension program to life.


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


Mark Matheny, Founder of Licensing Matters Global, commented: “We look forward to delivering creative brand licensing opportunities and building on Shell’s existing brand and reputation with a broader consumer base.”


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. LMG and MAXX  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.”


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.”






Licensing Matters Global, and its long-term strategic partner, Maxx Marketing, a WPP Group company, 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

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