M&C Saatchi wins BP Amoco project

M&C Saatchi has been hired to promote the merger of BP and Amoco as the world’s third-largest oil company prepares to review its retail account later this year.

M&C Saatchi has been hired to promote the merger of BP and Amoco as

the world’s third-largest oil company prepares to review its retail

account later this year.



The official line of the newly christened BP Amoco is that its

relationship with the US-based Doner network, which has handled the BP

retail business for 12 years, will not change in the near future.



But as M&C Saatchi’s first corporate work for the combined company -

backed by a dollars 1 million budget - broke this Thursday in UK and US

newspapers, industry sources said moves were afoot to hold a pitch for

the multi-million pound account later this year.



Much of the impetus for the review is said to be coming from Amoco,

rather than BP.



The appointment of M&C Saatchi follows meetings between Bill Muirhead,

one of the agency’s founding partners, and Sir John Browne, the BP Amoco

chief executive, about how the pounds 33 billion merger should be

presented to opinion formers, shareholders and the financial sector. It

revives a link stretching back to the late 70s when Muirhead, then a

senior executive at Saatchi & Saatchi, successfully pitched alongside

Tim Bell for the BP brand account.



Jeremy Sinclair, who produced some of the earliest creative work on the

account at the Charlotte Street agency, has devised the latest task

under the theme, ’I do’.



The emphasis is on what the company sees as a quick and clean coming

together, although the advertising will not directly address reports of

job losses or whether the marriage is anti-competitive. Media is being

bought by MediaCom, a BP roster shop.



M&C Saatchi was left clear to work on BP last year when a planned

corporate campaign for Shell turned into a scaled-down PR initiative and

the launch of a smart card from a Shell-led consortium fizzled out.



BP’s last corporate campaign, through Saatchi & Saatchi, was more than

two years ago. The agency had already lost the retail business to Doner,

which had been handling Standard Oil of Ohio when BP acquired it.



Doner sources claim assurances have been given that the retail business,

covering 15,300 petrol stations in the US and more than 2,000 in the UK,

is safe with the agency.



Topics

Become a member of Campaign from just £46 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

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).