Australia's BHP heads back to roots, drops Billiton from its name

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BHP chief external affairs officer Geoff Healy said the campaign was created to demonstrate the important role the company plays in the Australian economy and community, and more broadly, in global economic growth and development.

Dropping the name Billiton will see the multi-commodity miner be simply known as BHP, returning to its Australian roots when it was known as Broken Hill Proprietary Co Ltd, Reuters said.

The company will change all its significant branding from Monday, including its well-known four-blob logo, but has no immediate plans to formally change its listed name.

Working with creative shop Big Red and media agency Atomic 212, 30 years after its last major ad campaign, mining, metals and petroleum giant BHP has today unveiled a $10m brand re-launch.

"The advertisements will talk about the importance of our Australian heritage, our contribution and our commitment to communities where we operate".

"We will take the opportunity to change our logo and move to a brand that Australians have known for generations - BHP."
A BHP spokesperson tells AdNews that Think Big will also be launched globally in a phased approach into other BHP markets.

In recent years, the company has consolidated its portfolio of assets and sought to simplify its structure around iron ore, oil and gas, copper, and coal. Two years later, he hived off numerous former Billiton assets - including the aluminium, manganese...

The re-brand comes as the company faces pressure from USA hedge fund Elliott International to shift its primary stock market listing away from Australia. In early May, Australian fund manager Tribeca Investment Partners issued its own call for BHP to exit its U.S. onshore oil-and-gas assets and for a renewal in the board and senior management.

"We're using our own people, this is not some slick campaign", Mr Healy said. "This has been in the works for many months", Mr Healy said.

"All that will happen gradually, in due course, when it makes sense to do it", Mr Healy said. "If we weren't doing this, I think our shareholders should be saying to us, 'Why aren't you doing this?'"