After a thorough review of the market and following a competitive pitch, Ogilvy has successfully expanded its existing relationship with BP Australia. In addition to being BP Australia’s creative agency of record, Ogilvy’s new scope will now include all below-the-line creative, promotions, video and digital support.

This lower cost model will deliver efficiencies for BP through technology and automation of templates, briefing, approvals and digital creative asset management. The new model will be serviced via an in-house graphic operations team based at BP in Melbourne’s Docklands.

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

Michael McEwan, managing partner, Ogilvy Melbourne, added, “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 their frequent flyer points as currency in a retail store.