Background

WPP is the world’s largest advertising holding company by revenue.¹Eva Mathews & Sarah Young. “Advertising group WPP to merge two major creative agencies,” Reuters, October 17, 2023. Archived October 17, 2023. Archive URL: https://archive.ph/MNmV0 Through its numerous subsidiaries, including VML and Ogilvy, WPP has worked for fossil fuel clients including Saudi Aramco²“Campaign Middle East – Saudi Arabia Report 2022,” page 32. Campaign Middle East, published on Issuu, May 31, 2022. Archived .pdf available at DeSmog., Shell, BP, and TotalEnergies. 

WPP is based in London. 

Funding

WPP reported revenue of £11.8 billion ($14.38 billion) with pass through costs removed for 2022; with pass through costs included, its revenue was £14.4 billion ($17.5 billion).³“Annual Report 2022,” WPP, March 23, 2023. Archived July 14, 2023. Archive URL: https://archive.ph/nGlMH 

Stance on Climate Change 

WPP pledged to reach net-zero emissions from its direct operations by 2025, and across its supply chain by 2030.⁴“Annual Report 2022,” WPP, March 23, 2023. Archived July 14, 2023. Archive URL: https://archive.ph/nGlMH 

WPP had 55 contracts with fossil fuel clients across 2022 and 2023, more than any of the other five major holding companies in the advertising industry, according to a report by Clean Creatives.⁵“The F-List 2023,” Clean Creatives, September 19, 2023. Archived September 19, 2023. Archive URL: https://archive.is/kCbeA 

Key People

Clients

Actions

December 2021

At the World Petroleum Congress in Houston, Texas, ExxonMobil featured an augmented reality experience, which claimed  the fossil fuel corporation was developing carbon capture and storage technologies to reduce industrial emissions by up to 90 percent.²¹⁴“ExxonMobil is Using An Innovative AR Experience To Showcase How Carbon Capture Storage Can Remove 90% of Industrial CO2 Emissions,” Groove Jones, January 17, 2022. Archived June 9, 2023 Group SJR, a subsidiary of WPP-owned Hill + Knowlton Strategies, partnered with Groove Jones to create the presentation. 

June 19, 2020

Group SJR submitted two applications for a public relations industry award on behalf of its work for ExxonMobil.²¹⁵“The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog. The U.S. House of Representatives Natural Resources Committee later obtained the award applications and published them in a 2022 report, “The Role of Public Relations Firms in Preventing Action on Climate Change.” 

Group SJR ran the ExxonMobil website energyfactor.exxonmobil.com, which sought to “highlight ExxonMobil’s commitment to innovation, research, and emissions-reducing technologies,” according to the award submission.²¹⁶“The Role of Public Relations Firms in Preventing Action on Climate Change,” Appendix 1, House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog. The site was aimed at least in part at “skeptics of the brand” to show that the energy industry is “developing safe and reliable energy sources not only for today, but for the future, while also mitigating the risks of climate change,” Group SJR wrote. The site featured articles about algae as biofuel and carbon capture. Thirty million unique readers visited the Energy Factor website from its launch in 2016 to June 2019, according to the award submission.

The second award application Group SJR submitted focused on its “Natural Gas PB&J” video ads for ExxonMobil, which ran on Instagram, Facebook, Snapchat, and Twitter.²¹⁷“The Role of Public Relations Firms in Preventing Action on Climate Change,” Appendix 2, House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog. Group SJR styled the ads to resemble Buzzfeed’s “Tasty” videos, which were popular with young audiences. “Using a contemporary video style to convey hot-button topics, Group SJR and ExxonMobil aimed to reach Gen Z,” the WPP subsidiary explained in the award submission. Group SJR wrote that the ads showed how “ExxonMobil is helping to keep emissions down as a leading supplier of cleaner-burning natural gas.”

Source: X²¹⁸“Natural gas and renewable energy work great on their own but better together. Kind of like a peanut butter and jelly sandwich. Watch how.” @ExxonMobil X Account, December 5, 2019. Archived August 31, 2022.

2019

Group SJR, created the social media campaigns for ExxonMobil, “Opportunity Begins with Energy”²¹⁹“Exxonmobil Corporate,” Wyndham Stopford, Archived October 23, 2023. Archive URL: https://archive.ph/UoXnE and “Soothing Science.”²²⁰“2020 Finalists and Winners,” Content Marketing Awards, 2020. Archive URL: https://archive.ph/Cqv3H The ads ran on Facebook, Instagram, YouTube, and Twitter.²²¹“About,” Wyndham Stopford, . Archived October 23, 2023. Archive URL: https://archive.ph/YBmTw

May 2018

Norwegian oil and gas giant Statoil dropped “oil” from its name and rebranded as Equinor.²²²“Equinor – The New North Star,” WPPed Cream, 2019. Archived October 22, 2023. Archive URL: https://archive.ph/k4lBr Superunion, a WPP subsidiary known as Design Bridge and Partners as of October 2023, led the rebranding campaign. “Statoil needed to rebrand, to reflect its transformation from an oil and gas producer to a broad energy company, committed to people and a more sustainable future,” wrote Superunion in a campaign description for an internal WPP award. 

Superunion used renewable energy and nature imagery in advertisements for the new Equinor brand.²²³“Greenwashing Files: Equinor,” Client Earth. Archived June 11, 2023. Archive URL: https://archive.ph/FIaT4 In 2017, Statoil invested five percent in what it calls “new energy solutions.”²²⁴Joachim Dagenborg & Nerijus Adomaitis. “Statoil to rebrand as Equinor in green energy push,” Reuters, March 15, 2018. Archived March 27, 2023. Archive URL: https://archive.ph/UqQt1 In an announcement about the rebrand, Statoil said it planned to spend 15 to 20 percent of its capital spending on “new energy solutions” by 2030.²²⁵“Statoil to change name to Equinor,” Equinor, March 15, 2018. Archived July 30, 2023. Archive URL: https://archive.ph/Aqgw1 In its 2018 annual report, Equinor announced that the company had increased oil and gas production and planned to continue increasing production with new oil exploration licenses around the world.²²⁶“2018 Annual report and Form 20-F,” page 7. Equinor, March 2019. Archived .pdf available at DeSmog. 

Contact & Address

London Headquarters 

Sea Containers
18 Upper Ground London
London SE1 9GL
GB

Social Media

• Facebook: WPP
• X: @WPP
• Instagram: wpp
• LinkedIn: WPP
• Youtube: @wpp

Resources

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• 2
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• 3
  “Annual Report 2022,” WPP, March 23, 2023. Archived July 14, 2023. Archive URL: https://archive.ph/nGlMH 
• 4
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• 5
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• 6
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• 7
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• 8
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• 9
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• 10
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• 11
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• 12
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• 13
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• 14
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• 25
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• 31
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• 33
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• 34
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• 35
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• 38
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• 39
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• 40
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• 41
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• 42
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• 43
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• 44
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• 45
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• 46
  “Clients,” Grey Africa, 2022. Archived October 27, 2022. 
• 47
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• 48
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• 49
  Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived .pdf available at DeSmog.
• 50
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• 51
  “New Business League Hong Kong – July 2022,” R3, September 9, 2022. Archived October 5, 2022. Archived .pdf available at DeSmog.
• 52
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• 53
  “The Drum Awards,” The Drum Awards, Accessed March, 2024. Archived December 8, 2023. Archived .pdf on file at DeSmog.
• 54
  “Lobbyist Details,” Public Sector Commission, October 12, 2023. Archived March 28, 2023. Archive URL: https://archive.ph/XbNcn
• 55
  “ENEL BRASIL LLEVA LA SEGURIDAD CON LA RED ELÉCTRICA AL UNIVERSO DE LOS JUEGOS,” Latinspots.com, August 2, 2022. Archived October 30, 2023.
• 56
  “The Lobbyists Register,” New South Wales Electoral Register, 2023. Archived .png available at DeSmog. 
• 57
  “Hawker Britton Group Pty Limited,” NSW Electoral Register, 2023. Archived October 23, 2023. Archived .png available at Desmog. 
• 58
  “ExxonMobil is Using An Innovative AR Experience To Showcase How Carbon Capture Storage Can Remove 90% of Industrial CO2 Emissions,” Groove Jones, January 17, 2022. Archived June 9, 2023. Archive URL: https://archive.ph/pIWte
• 59
  “2023 Agencies of the Year EMEA,” PRovoke Media, March 2023. Archived June 3, 2023. Archive URL: https://archive.ph/ftrrN
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• 60
  “Dança das Contas: Ipiranga, Deezer e outras,” Meio&Mensagem, August 8, 2022. Archived October 24, 2023. Archive URL: https://archive.ph/96TJd
• 61
  Kim Shaw. “KLEENHEAT LAUNCHES NEXT ITERATION OF ITS “ARE YOU THINKING ABOUT GAS?” BRAND CAMPAIGN VIA THE BRAND AGENCY,” Campaign Brief, July 5, 2022. Archive URL: https://archive.ph/MVh2U
• 62
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• 63
  Camilla Hodgson. “COP27 communications group lambasted over work for fossil-fuel industry,” Financial Times, November 17, 2022. Archived November 18, 2022. Archive URL: https://archive.ph/TiIQq
• 64
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• 65
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• 66
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• 67
  “THE WORK 2022 ASIA HOT LIST #7: OGILVY THAILAND,” Campaign Brief, August 18, 2022. Archived August 29, 2022. Archive URL: https://archive.ph/FHY7a
• 68
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• 69
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• 70
  “2022 Aramco Saudi Ladies International lines up with 108 of the world’s best golfers representing 27 different countries,” Zawya, March 15, 2022. Archived December 2, 2022. Archive URL: https://archive.ph/rXOFD
• 71
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• 72
  “Shell: Micro-moments,” Ads of the World, December 2022. Archived August 23, 2023. Archive URL: https://archive.ph/llNuw
• 73
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• 74
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• 76
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• 77
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• 78
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• 79
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• 80
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• 81
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• 82
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• 83
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• 84
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• 85
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• 87
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• 88
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• 89
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• 90
  “Grey Group India combats excessive honking in new IndianOil campaign launched on World Environmental Day,” Campaign Brief Asia, June 8, 2021. Archived June 12, 2021. Archive URL: https://archive.ph/OOQA1
• 91
  “Kleenheat | Are you thinking about gas? | Locked Out (30 sec),” Kleenheat Youtube Account, June 9, 2021. Archive URL: https://archive.ph/nREja
• 92
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• 93
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• 94
  Sofia Serrano.”AKQA introduces Aramco LIFE: a bold approach to internal communications,” Campaign Middle East, April 5, 2021. Archived April 18, 2021. Archive URL: https://archive.ph/b8FmI 
• 95
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• 96
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• 97
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• 98
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• 99
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• 100
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• 101
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• 102
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• 103
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• 104
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• 105
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• 106
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• 107
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• 108
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• 109
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• 110
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• 111
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• 112
  “The Role of Public Relations Firms in Preventing Action on Climate Change,” House Natural Resources Committee Staff Report, September 14, 2022. Archived May 11, 2023. Archived .pdf copy available at DeSmog. 
• 113
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• 114
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• 115
  “THE BRAND AGENCY HELPS KLEENHEAT LAUNCH ‘KLEENHEAT TREATS’,” The Brand Agency, January 22, 2020. Archived March 2, 2023. Archive URL: https://archive.ph/qwE0a
• 116
  Sam Bradley. “Can media agencies afford not to pitch for Shell’s business?” The Drum, June 19, 2023. Archived June 27, 2023. Archive URL: https://archive.ph/pOMGQ
• 117
  “Abastecidos de música,” Adlatina, July 15, 2020. Archived October 24, 2023. Archive URL: https://archive.ph/KQ38J
• 118
  “Case Study: Australian Gas Infrastructure Group,” Cannings Purple, 2019. Archived November 22, 2022. Archive URL: https://archive.ph/RHwxE
• 119
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• 122
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• 135
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• 146
  “Delighted to have worked with @BP_plc on the very moving @ParaAthletics ad.Looking great here @PaddingtonCen @ScreenOutdoor @mindshare_uk,” Split Milk Media X Account, July 25, 2017. Archived July 25, 2023. 
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  Emily Tan. “WPP forms Team Energy to handle BP’s global media, advertising and communications account,” Campaign U.S., May 9, 2018. Archived July 27, 2023. Archive URL: https://archive.ph/yOe0G
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  Emily Tan. “WPP forms Team Energy to handle BP’s global media, advertising and communications account,” Campaign U.S., May 9, 2018. Archived July 27, 2023. Archive URL: https://archive.ph/yOe0G
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  Emily Tan. “WPP forms Team Energy to handle BP’s global media, advertising and communications account,” Campaign U.S., May 9, 2018. Archived July 27, 2023. Archive URL: https://archive.ph/yOe0G
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