quarta-feira, maio 25, 2005: BP INSTITUTES 'AD-PULL' POLICY FOR PRINT PUBLICATIONS
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Days after financial services giant Morgan Stanley informed print publications that its ads must be automatically pulled from any edition containing "objectionable editorial coverage," global energy giant BP has adopted a similar press strategy.
According to a copy of a memo on the letterhead of BP's media-buying agency, WPP Group's MindShare, the global marketer has adopted a zero-tolerance policy toward negative editorial coverage. The memo cites a new BP policy document entitled "2005 BP Corporate-RFP" that demands that ad-accepting publications inform BP in advance of any news text or visuals they plan to publish that directly mention the company, a competitor or the oil-and-energy industry.
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