BP seeks 'more positive' sentiment with return to advertising

BP plans to return to above-the-line advertising next year with a campaign showcasing the contribution the company makes to society, as it looks to draw a line under the 2010 Deepwater Horizon oil spill in the Gulf of Mexico.

BP: plotting campaign to launch in 2013
BP: plotting campaign to launch in 2013

The brand is developing a push, to roll out in March, focusing on BP's cultural sponsorships, including its long-term partnerships with the Royal Opera House and British Museum and this summer's Olympic Games.

The TV, print and online activity is intended to 'make people feel more positive' about BP nearly three years on from the devastating oil spill, according to a source.

A BP spokesman said 'no final decision' on a campaign had yet been made.

BP pulled its UK marketing in the wake of the spill, and returned only this year with a campaign to promote its sponsorship of London 2012.

BP was recently hit by the biggest fine in US history, after agreeing a $4.5bn settlement with the authorities over its part in the disaster, which killed 11 workers and dispersed millions of barrels of oil into the Gulf of Mexico.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).