BP UK’s retail division has hired its first retained PR agency to
fuel its drive to become more customer focused. Corporate and political
agency LSA will help BP publicise its programme of convenience shop
The agency was appointed without a pitch, on the back of the ad hoc work
it had done for the service station division, which has over 2,000 UK
Duncan Blake, brand communications and promotion manager for BP UK, said
the company was aiming to shift consumer perception of BP service
stations, promoting them as a convenience shopping alternative.
BP have expanded some sites to include baby changing facilities, cash
machines, bakeries and fresh produce as part of the strategy to become
more customer focused. ’We know that people want to move towards
one-stop shopping,’ Blake explained.
Blake said that the decision to appoint a retained agency stemmed from
the recognition that BP UK Retail needed to have a thorough and well
thought out PR approach.
LSA also worked for BP Europe on the merger between Mobil and BP last
LSA will work closely with BP’s press office on media relations, and
develop campaigns to support promotions and marketing initiatives.
BP announced the merger of its European operations with Mobil’s in
February 1996. The merger created a venture with sales of over pounds
1.2 billion and a 12 per cent share of the European fuel market,
challenging the market leaders Shell and Exxon.
Shell is investing pounds 16 million in marketing its Select forecourt
retail division, including the launch of a new TV ad campaign last week.
Select stores will also target ’top up’ and impulse buy shoppers.