Our Client Experience

 

Strengthening The BP Brand In China

Although BP has been operating in China for over 30 years and is widely recognized as a Fortune No.2 company by the international community, its brand awareness was low among Chinese audiences. To create more understanding about the company, Ruder Finn devised a media communications campaign to leverage BP's global and local socio-economic activities, with the aim of strengthening and enhancing BP's brand awareness and reputation in China. Ruder Finn also worked closely with the BP China communications team on a number of CSR projects which have helped to benefit the local community. In 2004, 1,400 media articles were published in key Chinese media as a result of Ruder Finn's ongoing media campaign. In addition, Ruder Finn also helped BP to win several high-profile awards including the "Best Corporate Citizen" by Global Entrepreneur magazine, "Most Charitable Multinationals in China" by Forbes China and the 2nd Guangming CSR Award.