Breaking News: When you re-brand the biggest of them all.

Mining company BHP has dropped Billiton from name in $10m ad campaign as the company announces a ‘clean brand change’, unveiling campaign to emphasise its Australian roots .

BHP’s Olympic Dam copper-gold-uranium mine near Roxby Downs in South Australia. The company is dropping the name Billiton from its name.
BHP’s Olympic Dam copper-gold-uranium mine near Roxby Downs in South Australia. The company is dropping the name Billiton from its name. Photograph: Bhp Billiton/AAP
From: Australian Associated Press and re-reporting, and the BHP website, Monday 15 May 2017

BHP Billiton, the world’s biggest miner, is re-branding, changing its name back to just BHP from this week.

The company is rolling out a $10m advertising campaign that includes television ads and a new slogan, “Think Big”, to facilitate the change.

Author: Stephen Yolland

Director of Creative Strategy and Partner @ Magnum Opus Partners.

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