How BP Castrol killed the jargon and stopped overstating its impact

by Ben Davis
Adrienne Liebenberg is global B2B marketing director for BP Castrol. She spoke at the Festival of Marketing about how the company has moved away from traditional comms and PR and into thought leadership and a focus on how the customer interacts with the brand. The numbers The company is a big one to change: 15,000 SKUs. In 120 countries. Selling direct and indirect.Read the full article