Below the Line

BP turns to Ogilvy to run its BTL creative and production services

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By Tony Connelly | Sports Marketing Reporter

August 29, 2016 | 3 min read

BP Australia has strengthened its relationship with Ogilvy after handing it the below-the-line creative and production services.

Ogilvy, which is already BP Australia’s creative agency of record, will now take responsibility for all the below-the-line creative, promotions, video and digital support.

The appointment of the WPP-owned agency is part of a lower cost model designed to deliver efficiencies for BP through technology and automation of templates, briefing, approvals and digital creative asset management. The new model will be serviced via an in-house graphic operations team based at BP in Melbourne’s Docklands.

BP

BP

“Ogilvy is known to many as the agency that delivers our above-the-line advertising campaigns including BP Ultimate and our loyalty partnership with Velocity Frequent Flyers rewards program,” said BP Australia’s b2b marketing manager, Rebecca Fyson.

“In the below-the-line space, Ogilvy will bring to BP a streamlined creative model, along with innovation, technical and production expertise. We are very pleased to announce the appointment of Ogilvy and looking forward to get started.”

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Michael McEwan, managing partner at Ogilvy Melbourne, added: “We are thrilled to expand our remit on the BP business. Over the years we have consistently enjoyed working with the BP local team, including the launch last year of their ‘Fill and up and Fly’ loyalty partnership with Virgin Australia’s Velocity program. This win means more alignment, more value and ultimately more opportunity for both Ogilvy and BP.”

Last month, Velocity Frequent Flyer and BP Australia announced the Pay with Points initiative which allows BP customers to pay with Velocity Points within the BP retail stores.

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