Shell’s Marketing Head Has No Business Leading the Assoc. of National Advertisers
Few brands have been the subject of more legal, ethical, and regulatory action for their advertising than Shell.
Last Wednesday, the Association of National Advertisers, an American trade group representing some of the world’s biggest brands and advocating on marketing public policy, appointed the CEO of Shell Brands International, Dean Aragón, as their new president.
That same day, half a world away in the Philippines, survivors of Super Typhoon Odette filed suit against Shell for their decades of contributions to climate disasters like the storm that destroyed their homes.
There is no better contrast to show how far corporate leaders have strayed from common sense when it comes to climate strategy in 2025. Cowed by headlines and short-term thinking, marketers and brand leaders of all kinds have stepped away from taking vital steps needed to protect the planet and the economy that connects us all.
Putting the head of Shell’s marketing into a leadership role at the ANA is a bizarre and self-destructive decision. Shell is the subject of dozens of legal and regulatory actions around the world for misleading marketing, and continues to produce products that directly harm dozens of ANA members in the insurance, health, and food sectors.
A forward-thinking organization with its members' interests at heart wouldn’t put their leadership in the hands of a company that harms every other sector on the planet.
The ANA is made up of companies whose business models are fundamentally threatened by climate change, which is caused by Shell's products—from Piedmont Healthcare and the American Heart Association dealing with diseases caused by extreme heat, to Mars and Anheuser-Busch struggling with higher commodity prices caused by flood and drought.
Shell has recommitted to producing more oil and gas, and less clean energy, despite their own research from the 1970s and 80s onward showing that fossil fuel production posed a fundamental threat to the global economy and the consumers who use their products.
But promoting Shell as a leader in marketing is particularly laughable. Few brands have been the subject of more legal, ethical, and regulatory action for their advertising than Shell.
Their advertising campaigns have been banned in the UK, ruled to be misleading in the Netherlands, cited as evidence in lawsuits in the United States, and are also laughably bad at times. There is no reason to be elevating the mind behind projects like “Shell Ultimate Road Trip”—a Fortnite experience that attracted single-digit users and never worked properly, or cringe-inducing, disturbing AI videos of engineers talking to their "younger selves."
In short, appointing the CEO of Shell's marketing as chair is a guarantee of the ANA losing credibility in the eyes of regulators and organizations with sustainability agendas worldwide. It’s also a sign of a lack of original thinking as the climate emergency grows and clean energy becomes the dominant form of new energy worldwide.
There is no worse representative for the marketing industry, either for regulators or for the rest of the economy, than Shell, and the ANA will lose credibility with Dean Aragón as its figurehead. A forward-thinking organization with its members' interests at heart wouldn’t put their leadership in the hands of a company that harms every other sector on the planet, or one that continues to rely on the old tropes of climate delay and denial.
The marketing industry should be looking to companies in clean energy, healthcare, and the circular economy—all growing sectors with pressing needs for communication expertise—to help chart a sustainable future. Fossil fuels and Shell represent the past and a dead end for marketers everywhere.
