dollars 200m BP Amoco task goes to O&M

BP Amoco, the world’s third-largest oil company, has appointed Ogilvy & Mather to its dollars 200 million global advertising account.

BP Amoco, the world’s third-largest oil company, has appointed

Ogilvy & Mather to its dollars 200 million global advertising


The move puts two of the world’s biggest oil companies into the WPP

network, as J. Walter Thompson handles the bulk of the global Shell


The incumbent Doner network, which held BP globally, and Leo Burnett,

which held Amoco’s worldwide account, were informed of the oil giant’s

decision to appoint another agency earlier this week. The move follows

the pounds 30 billion merger of BP and Amoco at the end of last year and

the impetus for it was said to have come from Amoco, rather than BP.

BP Amoco is understood to have approached several agencies about the

global account in the past year, including both incumbents as well as

Bozell and St Luke’s. M&C Saatchi, which was hired in January to promote

BP Amoco as the world’s third-largest oil company, was also involved in

the review.

The company has been in senior-level talks with O&M for several months,

and the network is understood to have secured the business without a

formal pitch. Talks have focused on strategic rather than creative

ideas, and have involved the network’s New York and London offices.

According to insiders, the incumbent agencies were expecting to pitch

for the merged account and were surprised by the news that BP Amoco had

appointed O&M.

O&M resigned its remaining Shell business, the dollars 40 million US

account, at the beginning of the week, ending a 30-year


The news is a blow for Doner’s London agency, Doner Cardwell Hawkins,

which recently created a campaign for BP’s cleaner fuels drive. The

advertising, which sought to position the company as a supplier of

cleaner fuels, introduced the endline: ’BP - for the journey ahead.’

BP represents a significant slice of Doner Cardwell’s billings, and is

the only global account the London agency handles. BP has spent pounds 4

million in the UK during the last 12 months.

BP Amoco is planning to rebrand all its petrol stations around the world

under the BP logo. It currently has three brands - BP, Amoco and Arco -

and together the merged chains own almost 35,000 petrol stations

globally, including 9,000 under the BP shield in Europe, and about

20,000 split between Amoco and Arco in the US.

The rebranding is expected to be the first task O&M will work on. It is

unclear whether the review will encompass media, held by MediaCom TMB in

the UK.

A spokesperson for BP Amoco said: ’Yes, our branding and advertising is

under review, but we are not prepared to say what may be the outcome of


No-one from O&M would comment on the win.


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