Helping a Major Oil Company Move "Beyond Petroleum": BP


SITUATION

Hydrocarbon fuels are essential for mobility, heating, and light, but carry serious consequences for the environment. After merging with Amoco in 2002, BP set out to define its mission and improve its market position by re-branding itself as a company focused on transcending the energy-environment paradox and developing renewable and low-carbon energy sources - making BP into a company going “Beyond Petroleum."

SOLUTION

Greenberg Quinlan Rosner helped BP and its then-CEO John Browne plan and evaluate its successful re-branding campaign, focusing the company's branding on energy solutions, including the development of solar and other renewable energy sources. Greenberg Quinlan Rosner's work included extensive testing of advertising and evaluating the global response toward BP’s pioneering positions on the environment, climate change, and energy efficiency.

Greenberg Quinlan Rosner helped BP assess and strengthen its reputation globally and in specific countries, including an intensive campaign to strengthen the company's profile in the U.S., culminating in BP rising to number 1 in the annual Fortune rankings for its sector.

METHODOLOGY

Greenberg Quinlan Rosner uses strategic and brand monitoring surveys in countries around the world to monitor reputation among key audiences for BP, including energy experts, opinion formers, investors, NGO leaders, journalists, political elites, and consumers.