BP and WPP are to enter their third decade working together after the petroleum company selected the ad group as its global marketing partner for its Corporate, Fuels and Castrol businesses.
As part of a new approach, however, WPP will now offer what is being described as a flexible media model – EnergyMedia – that combines talent from across WPP agencies such as Mindshare and Essence, and matches global buying power with skills in programmatic, search and e-commerce.
Handled by the London-based Team Energy, the model will provide BP with a full range of marketing services, including advertising, digital media, public relations and brand research, whilst drawing on expertise from WPP agencies.
“BP has enjoyed a highly successful relationship with WPP and we appreciate their exceptional partnership throughout the last 20 years,” said Geoff Morrell, group head of communications & external affairs at BP.
“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.”
Andrew Scott, chief operating officer at WPP 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.”
The news comes after Martin Sorrell stepped down as chief executive following an investigation held by the company into an ‘allegation of personal misconduct’. The advertising group is currently searching for a new CEO as it addresses a series of issues that have impacted its revenues.
BP’s decision results from a competitive pitch which began in mid 2017.
