BP: Olympics Moves Brand Beyond Disaster
Talk about chutzpah: In a presentation to the Association of National Advertisers’ Masters of Marketing, BP’s CMO Luc Bardin explains how the company’s involvement in the London 2012 Olympics has helped move its battered brand forward. “I’m a big believer in the adage, 'What doesn’t kill you makes you stronger,’” he told attendees. “And what we’ve learned is to ask ourselves, 'What can go wrong and are we ready?’”
But it’s worth noting that Bardin, who shared the stage with John Seifert, chairman and CEO of Ogilvy & Mather North America, its ad agency, was the only conference presenter who did not take questions from the 2,000-plus attendees.
SARAH MAHONEY
Sarah Mahoney covers the retail industry for MediaPost's "Marketing Daily." She also is a contributing editor for "Parents" and "Prevention." Her work appears regularly in such publications as "AARP The Magazine," "Family Circle" and "Good Housekeeping."
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