BP has promoted Castrol marketing manager Jurgen Bloemers to head of retail marketing for western Europe. He will oversee the company’s service stations.
The appointment is part of a restructure in which BP’s UK, French, Swiss and Dutch operations have been merged into one operation, called Western Europe Retail.
Bloemers, who is currently based in the Netherlands, will move to the UK, taking up his post on March 1. He will report to Graham Sims, formerly head of UK retail and now head of Western Europe Retail.
Former head of UK retail marketing Paul Waterman becomes head of BP’s UK performance unit. Marketing for the UK will be handled by marketing manager Mario Coletti, who will report to Bloemers.
BP has an extensive network of service stations, with 1,400 in the UK.
Last year BP launched an advertising campaign, through Ogilvy & Mather, to promote its cleaner fuels. The global campaign coincided with the launch of BP’s new sunflower logo, which replaced the BP shield (MW October 25, 2001).
The logo was originally unveiled in August 2000 along with the strapline “Beyond Petroleum”, which was designed to establish the company’s environmental credentials.
Last year, the company forged an international marketing alliance with the Red Cross to position itself as a responsible corporate citizen.