CLIENT
BP America Inc.
Dave Welch, Dir. -Brand Communications rs
Kathy Leech, Dir. - US Brand Communications - Communications & External Affairs
Pat Wright, VP - Government & Public Affairs
David Bickerton, Mgr. of Group Communications
Mark Ware, Group VP - Communications & External Affairs
AGENCY
David Fowler, Sr. Partner - WW Creative Dir.
Ken Shuldman, Sr. Partner - Creative Dir.
KJ Bowen, Sr. Partner - Creative Dir.
Patrick Collins, Sr. Partner - WW Client Service Dir. BP North America
Lily Pu, Sr. Partner - WW Planning Dir.
Ken Wright, Global Brand Dir.
John Seifert, Chairman - Global Brand Community
Colin Mitchell, Sr. Partner - Chief Strategic Officer
Kim Beauregard, Partner - Account Supervisor
Lisa Weinstein, Sr. Partner - Strategic Planning Dir.
Sara Brandt, Partner - Group Planning Dir.
Justine Herz, Account Executive
Elana Tuizer, Account Executive
Harold Breidenbach, Creative Dir.
Mark Dewings, Account Planner
Mindshare
SUMMARY
Against a backdrop of skepticism, the world's second largest energy company wanted to be different. The BP corporate reputation campaign communicates the company's progressive values in a distinctive, non-glossy way. The campaign asks difficult questions. Invites customers into the dialogue. Relies on facts instead of hot air. Stakes bold turf. Accepts criticism and does not hide from failure. The BP corporate campaign is a landmark platform for a company trying to change the way the world uses, and thinks about, the fuels that are vital to human progress.
