DigitasLBi Wins $4 Million BP Digital Account

Ogilvy, Gyro and Mindshare Among BP's Agencies

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BP has tapped Publicis Groupe's DigitasLBi as its digital agency of record in the U.S., according to people familiar with the matter.

The budget is around $4 million, according to people familiar with the matter.

The shop will support digital strategy and creative for BP Fuels, which is the more consumer-facing gas station business.

BP didn't immediately respond to a request for comment. Digitas referred calls to the client.

It's not clear how BP Fuels previously handled digital work. Agencies Gyro, Mindshare and Ogilvy have worked with BP across various departments and disciplines. Ogilvy has handled creative and various other tasks for BP, including b-to-b marketing, for a number of years, long before the company's 2010 oil-spill crisis in the Gulf of Mexico. Mindshare supports media.

Recently, BP was among the companies that bought digital ads in the Financial Times as part of the newspaper brand's new program charging by the time for which advertising is exposed to consumers rather than the number of impressions that ads accrue.

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