Following the execution of Nigerian environmentalist Ken Saro-Wiwa and its attempt to dump the Brent Spar oil platform in the ocean, Shell appointed a dozen people to oversee its image overhaul. A decade later, Simon Longstaff, one of Shell's twelve and the director of Sydney's St. James Ethical Centre, lashed out at Shell. "The process we went through was thorough and exhaustive, but what concerned me was seeing the marketing arm of the company turn it into a PR exercise as soon as we had finished," he said.