UK Volume 20 BP Superbrands UK Annual Vol.20 the need to meet the world’s demand for more energy, whilst also lowering carbon emissions. In 2018 BP set itself some ambitious targets to reduce carbon in its traditional energy operations, improve its products so its customers can reduce their emissions, and create new low carbon businesses. In fact, BP introduced an Advancing Low Carbon (ALC) accreditation programme in 2018 to shine a light on some of its successes and help further drive low carbon actions across the company. Promotion At the start of 2019, BP launched its first global advertising campaign in a decade. The campaign’s optimistic adverts feature a range of activities from across BP’s broad portfolio, including natural gas, wind, solar, advanced fuels, electric vehicle charging and venture partnerships. Together, the campaign stories illustrate how BP ‘sees possibilities’ in making all forms of energy cleaner and better, and is committed to delivering the energy the world needs, while advancing a low carbon future. The campaign launched in the UK, US, Berlin and Brussels, as well as in some of the world’s busiest airports. Media included TV, print, digital, out-of-home and social content. The advertising reinforces BP’s brand essence – ‘Keep Advancing’ – signalling that the energy BP provides truly helps advance human progress. Brand Values BP is committed to values of safety, respect, excellence, courage and one team. In a fast- changing world, these values provide continuity and a shared point of reference for every action taken and every decision made. BP’s goal is to create an environment of inclusion and acceptance. BP believes that for its employees to be motivated and to perform to their full potential, they need to be treated with respect, dignity and without discrimination. BP has been supporting the Paralympic Movement since July 2008 when it became the Official Oil and Gas Partner for the London 2012 Paralympic Games. Not only is the continued growth of the Paralympic Movement something that BP is proud to be a part of, its Paralympic partnerships in more than 10 countries around the world are a strong cultural fit as they share similar values, particularly courage, respect and excellence. For more than a century BP has provided heat, light and mobility to help society grow and prosper . Operating across six continents, its products and services are delivered to customers in more than 70 countries through a range of internationally respected brands Market From the deep sea to the desert, from rigs to retail, BP delivers energy products and services to people around the world. It finds and produces oil and gas on land and offshore and is one of the largest renewable energy operators amongst its peers. BP provides customers with fuel for transport, energy for heat and light, lubricants to keep engines moving and the petrochemicals products used to make items such as paints, clothes and packaging. BP employs 74,000 people. In 2017 it produced 3.6 million barrels of oil equivalent per day, 1,432MW from wind farms and 776 million litres of ethanol equivalent, from its biofuels sites. Product BP has a diverse energy portfolio, producing energy resources for people on the road, at home or for business. BP leads the field in a series of specialist energy technologies. This includes seismic imaging that enables it to ‘see’ underground and find new oil and gas reservoirs. BP has been investing in renewables for many years and is one of the top wind energy producers in the US, currently operating 10 farms. BP believes that biofuels also offer one of the best large-scale solutions to reduce emissions in the transportation system and has three biofuels sites in Brazil. BP has over 1,200 service stations in the UK, which provide trusted quality fuels and everyday convenience items, while Wild Bean Cafés provide food and coffee for on-the-go motorists. In addition to its own offering, BP has partnered with Marks & Spencer Simply Food at selected locations across the UK to provide customers with an even greater choice. Achievements In 2017 BP joined forces with Lightsource, Europe’s largest solar developer. The goal was to accelerate growth of worldwide solar. By 2018, the Lightsource BP partnership had doubled its footprint, with a presence in 10 countries. In 2018 BP acquired the UK’s largest electric vehicle charging company. BP Chargemaster operates more than 6,500 charging points across the country, with ultra-fast charging points due to start appearing on BP forecourts from spring 2019. BP’s support for the arts and culture in the UK goes back more than 50 years. Today it is focused on long-term partnerships with the Royal Opera House, National Portrait Gallery, British Museum and Royal Shakespeare Company. BP estimates that over this period some 53 million people have benefited from BP’s sponsorship. BP is the principal funder of the Science Museum Group Academy, which launched in October 2018. It will reach up to 600 teacher and museum educators and 250 scientists / STEM professionals each year, training them in approaches to build science capital. It is being delivered in partnership with the UK-wide Association of Science and Discovery Centres (ASDC). Recent Developments The energy transition the world is facing over the next decades is defined by the ‘dual challenge’ – Brand History 1909 The Anglo-Persian Oil Company, as BP was first known, is formed. 1940 s BP’s sales, profits, capital expenditure and employment all surge upwards as post-war Europe restructures. 1975 BP pumps the first oil from the North Sea’s UK sector ashore after purchasing the Forties field – financed by a bank loan of £370m. 1990 s BP merges with US giant Amoco, and the acquisitions of ARCO, Burmah Castrol and Veba Oil turn the British oil company into one of the world’s largest energy companies. 2000 The brand relaunches, unveiling the new ‘Helios’ brand mark. 2005 BP Alternative Energy is launched, a new business dedicated to the development, wholesale marketing and trading of low carbon power. 2012 BP supports Britain in staging the world’s biggest sporting event – the London 2012 Olympic and Paralympic Games – as an Official Partner. 2017 BP and Lightsource agree to form a strategic partnership, bringing Lightsource’s solar development and management expertise together with BP’s global scale. The company is renamed Lightsource BP. 2018 BP announces it is to buy the UK’s largest electric vehicle charging company, Chargemaster, which operates more than 6,500 charging points across the country. The company is renamed BP Chargemaster. Each year BP is investing $500m in low carbon businesses DIDYOU KNOW?