BP reappoints WPP as global partner

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BP has re-selected WPP as its preferred partner to provide marketing communication services for its corporate, fuels and Castrol businesses globally.

The decision is the culmination of a thorough competitive review process which began in mid-2017.

WPP’s Team Energy, created specifically for BP, will provide services including advertising, media investment management, digital media, marketing communication and branding services, public relations and brand research – drawing on talent and expertise from agencies such as VML, Ogilvy, Mindshare, Grey, Essence, SocialLabs and Landor.

Washington-based head of comms Geoff Morrell said: “As part of an innovative new approach, Team Energy includes a flexible media model for BP – EnergyMedia – that combines talent from across WPP agencies such as Mindshare, Essence, Neo and Possible and matches global buying power with unparalleled specialist skills in programmatic, search and ecommerce.”

“BP has enjoyed a highly successful relationship with WPP throughout the last 20 years.”

Team Energy will be located in London with hub office locations around the world to support BP’s diverse business globally.

Morrell said: “BP has enjoyed a highly successful relationship with WPP and we appreciate their exceptional partnership throughout the last 20 years. This has led to some iconic work – not least the development of BP’s Helios logo and a series of award-winning advertising campaigns.

“As we enter the third decade of our relationship, we have agreed on a completely new way of working to enable easy access to the best talent and ideas that WPP has to offer. We are excited by the possibilities this creates.”

San Francisco-based WPP chief operating officer Andrew Scott said: “As long-term partners to BP, we are delighted to begin a new chapter of our relationship.

“To help BP meet its needs we’ve created a purpose-built team that brings together hand-picked talent and expertise from across WPP. Our bespoke vision for BP is a clear demonstration of how we see the future – delivering agile, responsive and impactful services that drive results and help realise the client’s growth ambitions.”

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