NEW YORK: Hoping to unify the company following a period of mergers and acquisitions, BP Amoco has unveiled a new corporate identity - and a PR push to match.
NEW YORK: Hoping to unify the company following a period of mergers
and acquisitions, BP Amoco has unveiled a new corporate identity - and a
PR push to match.
BP Amoco has already spent some dollars 7 million researching and
preparing its new identity, and will spend an additional dollars 25
million per quarter to support the changeover. The PR part of the
business is said to be worth in excess of dollars 1 million.
Both Ogilvy PR and ad sibling Ogilvy & Mather have been working on the
roll-out of the branding campaign, which includes sizable internal and
external components. The external promotion was recently bolstered by an
event at a futuristic retail site in Atlanta, while the internal push
has focused on explaining the thinking behind the company’s new
’This very much unifies the company,’ said director of financial and
corporate communications Ian Fowler. ’For the staff, the period of
transition is over. This (rebranding) was aimed at the staff as much as
Fowler noted that BP Amoco - which now encompasses British Petroleum,
Amoco Corp., ARCO and Burmah Castrol - will not entirely abandon the
regional identities of those companies. For instance, corporate
stationary will be used up rather than thrown out. The new BP Amoco logo
will be phased in at retail sites over the next few years.
’This is a company that is very progressive about how it is
communicating and how it has been differentiating itself in its sector,’
said Michael Fox, SVP and director of Ogilvy’s workplace group.
Greenpeace media officer Mary MacNutt, however, said that the total sum
being spent on the rebranding effort is more than BP Amoco spent last
year on renewable energy - thus making the company’s boasts about being
environmentally friendly hypocritical.
’Burning the planet would be more suitable for BP,’ said MacNutt. ’They
are spending 50 times as many investment dollars on new oil exploration
in the Arctic than they are on renewable energy sources.’
Responded Fowler, ’A good number of people know that BP has been a
leader in the issue of global awareness on environmental issues. We have
been very open about what we are doing.’
BP Amoco’s new logo is a sunflower-shaped mark intended to symbolize
energy from oil, gas and solar sources. It was designed by San
Francisco-based Landor Associates.