BP poised for global rebranding

BP Amoco agencies Leo Burnett and Doner International are believed to have lost out in a pitch for the energy giant’s $200m (&£125m) global rebranding account.

The company confirms a review has taken place, but refuses to say which agency has won the account. Neither Burnett nor Doner are aware of winning the business, and are believed to have been beaten by another agency.

A BP Amoco spokesman says: “The branding and advertising is under review, but we are not ready to say what the outcome is.” He says he “would rather not say” whether an agency has been appointed.

Doner has handled BP business for a number of years, and Leo Burnett is Amoco’s agency. It is unclear how the appointment will affect the agencies handling other BP Amoco business.

The rebranding issue is highly sensitive within BP, which has acquired Amoco and Atlantic Richfield (Arco) in the past two years giving it a chain of almost 35,000 petrol stations worldwide under three different brands.

It is believed BP Amoco is considering rebranding all the stations as BP, which could anger Atlantic Richfield executives.

M&C Saatchi, which created a corporate campaign for the merger of BP and Amoco, says it was not involved in the pitch.

It has emerged that Ogilvy & Mather has resigned from the Shell account for North America and shut down its office in Houston Texas.

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