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Ogilvy PR Lands Global BP Assignment

EMEA, Global, North America

Arun Sudhaman 01 Jul 2014

LONDON—BP has handed Ogilvy PR a major multi-market brief as the energy giant prepares for an upcoming retail launch.

The Holmes Report understands that BP selected Ogilvy PR following a competitive review that featured at least three other global PR firms.

The exact nature of the retail launch remains unclear, but Ogilvy has been tasked with a wide-ranging global consumer PR brief that is expected to cover multiple markets. Sources familiar with the situation noted that there is considerable sensitivity surrounding launch plans.

BP's retail division includes its 18,000-strong global service station network, along with biofuel, LPG, motor oil and lubricant products. 

BP has a long-term relationship with Ogilvy & Mather, which has also included numerous assignments with Ogilvy PR. Most recently, for example, Ogilvy handled the social media response to BP's Deepwater Horizon crisis, and oversaw PR for its 2012 London Olympics sponsorship.

BP's corporate agency is Brunswick, and the oil and gas giant also retains numerous consumer shops on a local market basis around the world. 

It is understood that pitches for the seven-figure assignment took place in London last month, led by BP's retail marketing team. 

BP representatives did not respond to request for comment as this story went live. Ogilvy PR declined to comment.

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