By Arun Sudhaman

LONDON: Oil giant BP has called on agencies to pitch for a new brief connected to its sponsorship of the London 2012 Olympics.

The Holmes Report understands that the company, which saw its reputation rocked by last year’s calamitous Deepwater Horizon oil spill, is hoping to use its Olympics partnership to improve global perceptions.

A BP spokesperson told the Holmes Report that “we are talking to a number of people about different aspects of our 2012 involvement but we are not giving any details of agency requirements at this stage.”

BP’s key current agencies are Brunswick and Ogilvy PR, which both played important roles handling the fallout from the Deepwater Horizon crisis.

BP is a “tier one” partner of the London 2012 Olympics, alongside such brands as British Airways, BT and EDF. This is one level below worldwide Olympics partnership; at least two worldwide sponsors  – Samsung Electronics and P&G – have  recently pitched similar assignments. P&G selected Hill & Knowlton, while Samsung’s review is still ongoing.

The company is the official oil and gas partner of the Games, and is also supporting the Cultural Olympiad.

It is understood that the review is being overseen by Claire Blakeway, who oversees communications and internal engagement for BP’s London 2012 partnership.