A strategy to support a more aligned culture of 'One Shell' was devised and the smaller publications were replaced with one quarterly magazine – Shell World UK.
The Fifth Business managed all aspects of the magazine including the content, graphic design, production and distribution. The key aim was to build awareness of Shell's activities throughout the UK and how these activities link to the global business strategy, while upholding the company's ethics and values. The style was to be that of a magazine available on newsstands and the appeal had to be wide and culturally diverse.
The publication won the CiB Award of Excellence in the Quarterly Internal Magazine category.