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BP seeks direct agency to promote green credentials.
BP is setting out to reinforce its green credentials and is looking for a direct marketing agency to handle the initiative. The decision poses a threat to Ogilvy's eight-year grip on the consolidated business. The pitch, for BP's social responsibility DM business, is being overseen by the Haystack Group.
BP centralised its global creative and media into WPP's Ogilvy & Mather and MindShare in 1999, DM was added, to OgilvyOne, in 2000.
Since then, the ...
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