Despite a pledge to reach net-zero carbon emissions by 2050, which Shell announced in 2020, the oil company has repeatedly backtracked throughout 2023. CEO Wael Sawan has said that cutting fossil fuel production would be “dangerous,” alarming environmental groups during a year that’s served up climate-fueled catastrophes including deadly heatwaves around the world, unprecedented wildfires in Maui and flooding in California and Vermont.

“By accepting Shell’s largest advertising contract, Havas has wrecked its hard earned reputation as an agency leader on climate and ESG issues,” Duncan Meisel, executive director for Clean Creatives, told Adweek. “Shell has declared to investors that they do not plan to pursue Net Zero and that they will increase oil and gas production instead. This decision will have significant impact on Havas’ reputation, CSR certifications and recruitment.”

Shell declined to share details on what tipped the scales in Havas Media’s favor.