As a follow-on to our work for Idemitsu, our CIA partners called us back to make another brand presentation. In this case, Idemitsu bought a 33% interest in Showa Shell from Royal Dutch Shell. The were interested in a new name, and new trademark, and a new company-wide brand expression, which was captured in the phrase, "The Power To Move". Together, we presented many ideas, but one of our favorites was the merger of the Idemitsu and Shell names.

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Results: This is one of those pitches that did not work out, but the exercise in our total brand approach is worth mentioning as an example of what we can do for new clients.