BP Appoints WPP as Its Preferred Global Partner

Team Energy Created Specifically for BP Launches with Fully Integrated, Next-Generation Marketing Services Model

BP has 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 the company, 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.

As part of an innovative new approach, Team Energy includes a flexible media model for the company – 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 e-commerce.

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

“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 the company’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,” said Geoff Morrell, Group Head of Communications & External Affairs at BP.

“As long-term partners to BP, we are delighted to begin a new chapter of our relationship. To help the company meet its needs we have created a purpose-built team that brings together hand-picked talent and expertise from across WPP.

“Our bespoke vision for the company 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,” said Andrew Scott, Chief Operating Officer at WPP.

BP was a winner of the World Branding Awards 2015-2016 in the Petrol/Gas Stations category.