Ogilvy’s existing relationship with BP, creative agency of record, has received the greatest endorsement. After a thorough review of the market and following a competitive pitch, Ogilvy’s scope will now include all below-the-line creative, promotions, video and digital support.

BP is one of Australia’s leading convenience retailers, with more than 1,300 service stations across the country, BP Shops and the popular Wild Bean Cafes.

Rebecca Fyson, B2C marketing manager, BP Australia, commented, “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. 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.”

BP will gain the benefits of a lower cost model through technology and automation of templates, briefing, approvals and digital creative asset management, serviced by an in-house graphic operations team based at BP in Melbourne’s Docklands.

Michael McEwan, managing partner, Ogilvy Melbourne: “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. We can’t wait to get started”.

Last month, Velocity Frequent Flyer and BP Australia announced Pay with Points, an Australian-first initiative that enables BP customers to pay with Velocity Points at the point of sale. It is the first time an Australian airline loyalty program has allowed its members to use its frequent flyer points as currency in a retail store.