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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here