O&M retains £150m BP global advertising task

Ogilvy & Mather (O&M) has retained its grip on BP’s £150m global advertising business despite the oil giant speaking to other agencies.

Ogilvy & Mather (O&M) has retained its grip on BP’s &£150m global advertising business despite the oil giant speaking to other agencies.

In March, the disclosure that BP was talking to other advertising agencies fuelled speculation that it was about to review its advertising arrangements (MW March 18).

At the time, BP said the exercise was to make sure it was not missing out on any opportunities. The company now says it was purely a benchmarking procedure, led by its procurement division.

BP director of global advertising Dave Welch oversaw the process. It is understood that he used the services of Agency Insight and that nine advertising agencies supplied information.

A spokesman for BP says: “We thanked the agencies for their information, which we will use to develop our relationship with O&M. We do this with all our suppliers, whether it be advertising or pipe lines.”

The BP brief is the only major global account that is run out of O&M’s London offices. The agency created a multi-million pound television campaign for BP last year, promoting its Ultimate fuel brand, a rival to Shell’s premium Optimax fuel brand (MW October 9, 2003).

BP is the ninth-largest company in the world by market value.

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