Shift is the branding agency that doesn’t leave your brand in someone else’s hands. Now that a new edition of the Eco Rally is kicking off, its partnership with World Shopper is hitting the road once again. It’s the perfect occasion to understand the driving force behind this initiative with Rita Oliveira, CEO of Shift. 

Shift has a long history of working with brands in mobility and energy. Can you tell us more about this journey? 

Of course! bp was Shift’s first client 27 years ago. Our first project was an internal campaign about the joint venture between BP and Mobil, aimed at Mobil exiting Portugal while bptook over its business. Back then, the term Employer Branding wasn’t widely used, but that’s exactly what this project was about. 

We then started working in the gas sector. Portugal has always been—and still is—a country where many households rely on bottled gas, making this a strategic business area for bp. Shift worked on the bp Gas brand, developing multiple projects in branding, B2B and B2C communication, activations, co-branding strategies (e.g., Vulcano), and promotions. Essentially, we were a 360º partner. 

One project that stands out in my memory was an initiative where we created limited-edition gas heaters in partnership with artists, transforming them into unique art works. BP supported social projects through the sales of these heaters while also building a privileged relationship with users of this type of equipment. It was one of the first projects to leverage digital platforms. 

Our role as communication partners in the energy and mobility sectors has allowed us to closely follow industry trends and challenges while studying consumer behavior. This ongoing commitment has kept us relevant to clients like BP and has even given us the opportunity to work with Galp on special projects. 

Today, global strategies for reducing CO₂ emissions, along with government incentives for renewable and clean energy, have brought us new clients in the energy sector. These include startups launching their businesses, companies acquired by foreign groups that need a brand transition strategy, and specialized service providers in the energy space. Many businesses have emerged beyond the traditional energy supplier model. 

So, as you can see, the energy sector has always been strategic for Shift—since its inception and to this day. 

How do you see Shift’s brand values aligning with this high-energy commitment to green energy? 

It’s not so much about our values as it is about our mission as a branding agency. 

A brand’s success depends on its ability to meet customer needs and desires. Sports, probably the most universal theme of all, engage a diverse range of consumer profiles. And when working in the automotive sector, we know that motorsports have a powerful ability to bring people together and foster identification. 

Events like this rally provide excellent opportunities for brand activations and content creation. 

Is this partnership also part of Shift’s own branding strategy? 

Absolutely. Motor sports are undergoing a major transformation with the rise of electric vehicles, and we want to be wherever innovation happens. 

Since the energy and mobility sectors are strategic for us, we have also immersed ourselves in electric mobility. Consumer needs and lifestyles have significantly influenced the evolution and transformation of mobility solutions. 

In 2009, Shift partnered with World Shopper to launch the World Shopper Conference, an event that has been held annually for 15 years. This conference helps automotive companies and brands understand industry trends through a customer-centric lens. 

With the rise of electric vehicles, innovation has been rapid. World Shopper launched Viver Elétrico, a comprehensive market education program on energy transition, with Shift involved from day one. This initiative includes electric vehicle training courses for professionals and customers, which, by 2024, had already trained over 4,500 people. Viver Elétrico also offers a broad range of digital content production services, including brand activation initiatives and much more. Our participation in the Oeiras Eco Rally Portugal 2025 is part of these Viver Elétrico initiatives. 

Shift’s story has always been about energy, and we know the future will be too. It’s part of our brand identity. 

What’s the goal? What are the objectives for this next competition? And how ambitious is Shift in continuing to be the agency for energy brands? 

We have extensive knowledge of the sector and invest heavily in our learning curve. This is an industry undergoing massive transformation and innovation. There is still no perfect strategy for transitioning from fossil fuels to green energy, and brands will face challenges for years to come. 

But that’s exactly why this is such an exciting landscape for a branding agency. We want to take part in these challenges and contribute to finding solutions.