Archive for bp

BP back and badder than ever

Posted in Marketing, advertising, ethics with tags , , , on November 7, 2010 by marketingheart

Following on from my earlier post about BP, it’s become interesting to follow this business..what happens to a brand and indeed a business after such an appalling event?

Well the business is just fine, thank you, in fact returning to profit despite the cleanup costing around US$40bn!It’s turned a second quarter $17bn loss into a $1.84bn profit in the latest quarter. So, if the business community bears no grudges whatsoever, what about consumers. well, as the downstream customers, one would have to assume nor to they. The era of 5 minute attention spans provides an infinite source of forgiveness!
BP brand emerges
This was very possibly helped by some massive advertising support. During the crisis, BP withdrew most of its international ad campaigns and focused on advertising in the region concerned, primarily using print as an information vehicle. However, between April and 2 July this year, BP spent $93m (£60m) on advertising, more than $5m a week. It took the Congressional energy committee to extract that fact. And they weren’t impressed. Republican Kathy Castor said: “While BP’s advertising campaign ramped up, businesses and the Gulf communities struggled to deal with the costs of the disaster. While BP’s advertising campaign is being executed like clockwork, business and state claims have languished.”

In terms of damage and repair done to the brand, in September Luc Bardin, group chief sales and marketing officer at BP, said the oil giant has a “massive task” ahead to try and salvage its reputation. “The BP brand has been tarnished. In 2009, BP was ranked 83rd in the global ranking. The 2010 results show BP falling out of the top 100 for the first time. I never thought I would see the brand move so deeply.”

The families of the dead rig workers as well as the many thousands impacted by the spill will find irony in his statement “The brand belongs to the people, and a brand like BP belongs to all those who are associated with it in any way. We are going to continue to try and get it right.”

If a brand can survive this, well, it shows the power of advertising. Should we be proud?
bp death logo


BP commits to cleaning up…its image

Posted in Marketing, advertising, ethics, sustainability, Uncategorized with tags , , on October 16, 2010 by marketingheart

Old news but: According to Advertising Age, in June 2010 BP spent nearly $3.6 million buying keywords associated with the disaster as “oil spill”, “leak”, “top kill” and “live feed”. BP spokesman Toby Odone confirmed to ABC News that the oil giant had in fact bought internet search terms.

The words ‘oil spill’, ‘BP oil spill’, ‘Deepwater Horizon’ and ‘oil spill response’ are among several other related search terms that linked to BP’s website where soothing and reassuring messages were published about the situation.
Before the spill, BP did very little search engine marketing, and it seems the key word purchases are no longer current.

Prior to this little piece of SEM, BP screwed up the PR stuation royally, initially blaming anyone else it could thnk of the mispreresenting the seriousness of the situation; they initially claimed that 1,000 barrels of oil a day were leaking when the spill began, then they admitted to leaking 5,000 barrels a day. In fact it was estimated that 53,000 barrels per day were escaping from the well just before it was capped. It is believed that the daily flow rate diminished over time, starting at about 62,000 barrels per day and decreasing as the reservoir of hydrocarbons feeding the gusher was gradually depleted. bp oil spill
The leak flowed for three months, killed 11 platform workers and injured 17 others and was the largest accidental marine oil spill in the history of the petroleum industry. Although it’s disappeared from the news, the impact of the spill continues since the well was capped. “We’ve never had a spill of this magnitude in the deep ocean,” said Ian R. MacDonald, a professor of oceanography at Florida State University.

“These things reverberate through the ecosystem,” he said. “It is an ecological echo chamber, and I think we’ll be hearing the echoes of this, ecologically, for the rest of my life.”

as of Sept 8 when it released its internal investigation report, BP still seemed unwilling to accept full responsibility saying decisions made by “multiple companies and work teams” contributed to the accident which it says arose from “a complex and interlinked series of mechanical failures, human judgments, engineering design, operational implementation and team interfaces.”

Sorry seems to be the hardest word.
bp sorry