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| | BP Case Study - Ogilvy PR (Site not responding. Last check: 2007-10-09) |
 | | The re-branding entailed the introduction of a new visual identity and a new brand positioning, designed to help BP transcend the oil sector, deliver top-line growth, and define the company as innovative, progressive, environmentally responsible, and performance-driven. |
 | | Position BP as a new type of global energy company that confronts such difficult issues as the conflict between energy and environmental needs and takes actions beyond what is expected of an oil company. |
 | | To target the media, we produced press kits, a VNR of the new BP Connect retail service station and managed a press tour of the prototype with major media. |
| www.ogilvypr.com /case-studies/bp.cfm (399 words) |
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