WPP wins BP, creates Team Energy to service its advertising, media and PR accounts
WPP has retained the global advertising, media and PR account for multinational oil and gas company BP, after a review kicked off last year.
To service the account, WPP has created a bespoke offering called Team Energy which combines talent from across WPP agencies including Mindshare, Grey, Landor, VML, SocialLabs, Essence and Ogilvy.
Team Energy will handle BP’s advertising, media investment management, digital media, marketing communication and branding services, public relations and brand research accounts, and draws on the holding group’s global programmatic, search and media buying skills.
Within Team Energy, WPP has created Energy Media, a media model which draws on talent from Mindshare, Essence, Neo and Possible.
The media model will be headquartered in London but have offices around the world to drive BP’s business across the globe.
Andrew Scott, chief operating officer at WPP, said: “To help BP meet its needs we’ve created a purpose-built team that brings together hand-picked talent and expertise from across WPP.
“Our bespoke vision for BP is a clear demonstration of how we see the future – delivering agile, responsive and impactful services that drive results and help realise the client’s growth ambitions.”
Geoff Morrell, group head of communications and external affairs at BP, said in a statement: “BP has enjoyed a highly successful relationship with WPP and we appreciate their exceptional partnership throughout the last 20 years.
“This has led to some iconic work – not least the development of BP’s Helios logo and a series of award-winning advertising campaigns. As we enter the third decade of our relationship, we
have agreed on a completely new way of working to enable easy access to the best talent and ideas that WPP has to offer. We are excited by the possibilities this creates.”
Earlier in the month WPP’s PR arm won the PR account for Telstra, also creating a bespoke offering drawing on talent from across the group to service the account.
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Guys you need to correct your article.
They didn’t “win it”, they retained it. They’ve had it for a long time.
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Hi ‘Get it right’,
We say very clearly within the first three words ‘retained’, which has been there since the article was published. We also have quotes mentioning the 20-year relationship.
There was a competitive review process undertaken, and WPP (once again) emerged as the preferred global partner, which I’m sure they would view as a ‘win’. At no stage though do we say this is a new account for WPP.
Thanks,
Vivienne – Mumbrella
@Vivienne
The parlance is retain in a pitch situation, otherwise the term “retain” would never be used. The headline using “win” is indeed wrong. It does need correction.
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Whenever there is a “winner” there is at least one “loser”.
So if this was a “win” for WPP, to balance the ledger you have to rack up a “loss” to the other agencies that pitched as well. Then you would have the absurd situation of having more losers than winners, especially if you tallied the billings.
A win is when an account changes agencies (balanced by a loss for the incumbent), and as others have pointed out, if the account doesn’t change hands after the competitive review then the account is a “retain”.
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