To b or not to B?

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AUCKLAND, Today: It took us a while to catch up (mainly because both the NZ agency and client are staying schtum). Quite possibly because they’re as embarrassed as we are by this cheap piece of “creativity” out of the UK.

We refer to British Petroleum’s rebrand – from BP (in caps) to bp. The global change took place some time ago – it looks great in the logo, but weakens the moniker in plain text.


“I’m delighted to share a press release regarding Ogilvy International’s first piece of work for bp.”

Like in the email PR piece M+AD received yesterday from Ogilvy NZ about a coffee promotion*. “Hi Ed,” it read. “I’m delighted to share a press release regarding Ogilvy International’s first piece of work for bp.”

See what we mean? We ran the story but just couldn’t bring ourselves to repeat the lower-case thing.

To be fair, Ogilvy NZ MD Mark Jenner did offer to meet and debrief us. We declined, but asked the Ogilvy assistant to send us a brief statement.

“Sorry,” she responded. “I don’t have one at hand.”


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