How can we elevate BP's role in the changing world of energy?

ChallengeThe world’s dependence on energy for heat, light and mobility puts companies like BP right at the heart of society’s biggest challenge.

The energy transition requires whole-scale transformation of energy sources, technology and distribution. And delivering on the Paris Agreement requires companies to develop new thinking, new models and new ways of engaging with the world. During our six year partnership with BP, the business has emerged into a new era through ongoing investment for the future and building new opportunities.

Our challenge was to convey how BP is advancing the energy transition, through engaging communications.

The transition to a lower carbon economy requires everyone to be involved, from individual consumers to global corporations, and from local authorities to national governments. When we all work together we can make progress, as happened in Paris in 2015.

Bob Dudley, Group chief executive

Solution BP’s reporting has moved from in-depth, expert-focused content, to accessible and open engagement appropriate for all stakeholders.

An exciting new visual look and feel, vibrant infographics and case studies have simplified the complexity of the energy transition, reinforced the new ambitions, and transformed how the business communicates this.

Our work has provided a rich toolkit of assets that have been widely repurposed online and via social media.

Commissioning more human and contemporary photography has also helped position BP as a more open and accessible business – clearly participating in the developing agenda.

We produce the full reporting suite, including the Annual Report and Sustainability Report, as well as the first-time Advancing the Energy Transition Report and the Technology Outlook 2018.


We successfully shifted BP's communications in line with the company's new ambitions, providing a vital platform for engagement and dialogue with all of its stakeholders.


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