Two-pronged approach to ‘fuel the future’ of BP

IN ADDITION TO trying to recover lost ground with consumers, BP is also fighting a rearguard action with shareholders as it suffers the fallout from the Deepwater Horizon oil spill and a failed joint venture in Russia. The London 2012 sponsor has commissioned Ogilvy and Mather to create a series of poster adverts and a TV campaign featuring Olympic and Paralympic athletes under a new strapline of ‘fuelling the future’. Separately BP has appointed a new head of investor relations, Fergus MacLeod, to win back shareholder confidence and try to revive the company's flagging share price. Despite a turnaround in its financial performance BP's valuation is still languishing and MacLeod will have to persuade investors that it is on course to deliver its strategy.