Background

BBDO is a public relations and advertising agency based in New York that has worked for ExxonMobil since 2011.¹“Agency Performance Review 2024: BBDO,” Campaign US, April 9, 2024. Archived May 30, 2024. Archive URL: https://archive.ph/cedMn It is one of the major agency networks that comprise Omnicom, a public relations holding company.²“BBDO,” Omnicom Group, Accessed May 30, 2024. Archived October 10, 2023. Archive URL: https://archive.ph/INI4k 

Founded in 1891, BBDO works across 81 countries.³“Batten, Barton, Durstine And Osborn Inc. (BBDO) Records Now Open!” Hagley Museum & Library, August 24, 2022.  Archived December 10, 2023. Archive URL: https://archive.ph/iughl BBDO created the motto “Better things for better living…through chemistry” for longtime client DuPont. Its subsidiary agencies include GRACosway, Porter Novelli, and Marketforce. 

Unexpected Energy ExxonMobil Campaign

A series of internal ExxonMobil documents released by the U.S. Senate Budget Committee provided rare insight into BBDO’s development of the 2018 – 2019 “Unexpected Energy” campaign.⁵“Project: ExxonMobil ‘CCS Plants’,” Scholar, c. 2019. Archived October 25, 2020. Archive URL: https://archive.ph/kBamM The campaign claimed that ExxonMobil created jobs⁶“Project: ExxonMobil Once Upon A Job,” Scholar, 2018. Archived January 25, 2021. Archive URL: https://archive.ph/3Prfd and focused on algae as a potential biofuel and carbon capture technology.⁷“EM-HCOR3-00519728: ‘Suggested Note for Endorsement’ email from Steven Soper, February 27, 2019,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog. In July 2018, ExxonMobil issued a creative brief to BBDO for a campaign to “get: people who see ExxonMobil as part of the problem of rising emissions, rather than part of the solution to: believe ExxonMobil is actively working on effective ways to reduce the world’s CO2 emissions.”⁸“EM-HCOR3-00298426: BBDO Creative Brief,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog. ExxonMobil requested that BBDO create ads showing ExxonMobil as a leader in carbon capture and storage (CCS) and assert that independent scientists saw CCS as an important way to reduce emissions. 

A February 15, 2019 ExxonMobil presentation labeled “Confidential” showed drafts of digital ads created by BBDO⁹“Project: ExxonMobil ‘CCS Plants’,” Scholar, c. 2019. Archived October 25, 2020. Archive URL: https://archive.ph/kBamM to highlight CCS.¹⁰“EM-HCOR3-00519355: CCS Social & Digital Review/Phase 1: launch March 18,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1. 2024. Archived .pdf available at DeSmog. The presentation showed ad mock-ups for Facebook, Twitter, Instagram, and Snapchat. It also included two scripts for podcasts and radio ads, with one directed towards the general population and one towards opinion leaders.

Emails between ExxonMobil staff discuss how these ads tested among focus groups in Chicago, D.C., and Europe; “Overall message that we are working to reduce CO₂ emissions was effectively conveyed,” wrote Cynthia Langlands in an email dated February 28, 2019.¹²“EM-HCOR3-00519824: ‘Plants Recap’ email from Cynthia Langlands to Alan Jeffers,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog.

A March 12, 2019 email sent from ExxonMobil Public & Government Affairs official Ryan Shultz explained that a BBDO-created CCS ad, titled “Plants”, would air on television during the NCAA college basketball tournament, Sunday morning news shows, cable news, and across social media platforms.¹⁴“EM-HCOR3-00521296: Advertising Campaign CCS ‘Plants’ email from Ryan Shultz, March 12, 2019,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog. Shultz added that employees would be shown the “Plants” advertisement through Inside ExxonMobil. 

A separate March 12, 2019 email sent among ExxonMobil staff celebrated the “Plants” ad’s comparison of power plants to natural plants.¹⁵“EM-HCOR3-00521304: ‘New US Advertisement + Brand Guidelines’ email from Steven Soper, March 12, 2019,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog. “The analogy proved to be an effective way to help audience members, most of whom are unaware of carbon capture technology, better understand the general concepts of CCS.  Participants also came away with a more positive impression of ExxonMobil, knowing we are working on this technology,” wrote Steven Soper,¹⁶ Kevin McCauley. “FTI Consulting Recruits ExxonMobil’s Soper,” O’Dwyer’s, March 6, 2023. Archived March 2, 2024. Archive URL: https://archive.ph/FlWGe  a member of ExxonMobil’s Public & Government Affairs team.¹⁷“EM-HCOR3-00521304: ‘New US Advertisement + Brand Guidelines’ email from Steven Soper, March 12, 2019,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog. A complimentary digital campaign accompanied the “Plants” television ad and directed viewers to ExxonMobil’s Energy Factor blog, where ExxonMobil posted content about carbon capture technology.¹⁸“EM-HCOR3-00519728: ‘Suggested Note for Endorsement’ email from Steven Soper, February 27, 2019,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog.

$68 Million on ExxonMobil Carbon Capture and Storage ads 

The U.S. House of Representatives Committee on Oversight and Reform estimated that three advertisements related to carbon capture, created by BBDO, cost ExxonMobil $68 million.¹⁹“MEMORANDUM  To: Members of the Committee on Oversight and Reform Fr: Chairwoman Carolyn B. Maloney and Chairman Ro Khanna Re: Investigation of Fossil Fuel Industry Disinformation,” U.S. House of Representatives Committee on Oversight and Reform, September 14, 2022. Archived May 27, 2024. Archived .pdf available at DeSmog. BBDO created the television ads “Carbon Capture Technology,”²⁰“Carbon Capture Technology,” iSpotTV, August 8, 2016. Archived September 20, 2021. Archive URL: https://archive.ph/n9Kuk “A New Way to Capture Carbon,”²¹“A New Way to Capture Carbon,” iSpotTV, Archived October 21, 2022. Archive URL: https://archive.ph/a37Go and “Plants”²²“Plants,” ExxonMobil YouTube Account, March 17, 2019. Archived .mp4 available at DeSmog. in 2016, 2017, and 2019, respectively.

Stance on Climate Change

According to Omnicom’s 2022 Corporate Sustainability Report, the company is working to reduce its scope 1, 2, and 3 emissions by 46.2 percent by 2030, compared to a 2019 baseline.²³ “2022 Corporate Social Responsibility Report,” Omnicom Group, June 2023. Archived May 29, 2024. Archived .pdf available at DeSmog. Omnicom announced that the Science Based Targets Initiative verified its short-term emissions reduction goal in early 2023. BBDO does not have a climate policy separate from that of its parent company.

Clean Creatives, a campaign to stop advertising firms from working with fossil fuel clients, has featured BBDO on its annual F-List for its work with ExxonMobil and other oil and gas companies.²⁶“THE F-LIST 2023,” Clean Creatives, September 2023. Archived May 17, 2024. Archive URL: https://archive.ph/kCbeA In 2022, Clean Creatives awarded BBDO an “Excellence in Science Fiction” award for its work on ExxonMobil’s algae advertisements.²⁷“The Complete List of F-List Award Winners–and What’s Next,” Clean Creatives, March 3, 2022. Archived December 22, 2022. Archive URL: https://archive.ph/l3Skw

Funding

In 2023, Omnicom Group reported $14.7 billion in revenue.²⁸“Omnicom Annual Report 2023,” Omnicom Group, February 6, 2024. Archived May 29, 2024. Archived .pdf available at DeSmog. While Omnicom does not distinguish revenue among its subsidiary agencies, including BBDO, it did report that 2 percent of its revenue came from the oil, gas, and utilities sectors.

Key People

Leadership²⁹“Agency Performance Review 2024: BBDO,” Campaign, April 9, 2024. Archived May 30, 2024. Archive URL: https://archive.ph/cedMn

		2024	2023	2022	2021	2020
Andrew Robertson	President & CEO	✅	✅	✅	✅	✅
David Lubars	Chairman, Chief Creative Officer, Global	✅	✅	✅	✅	✅
Nancy Reyes	CEO, Americas	✅
Luiz Sanchez	Chief Creative Officer, Americas	✅	✅	✅
Chris Beresford-Hill	Chief Creative Officer, Americas	✅
Jason Rosario	Chief DE&I Officer	✅	✅	✅	✅	✅
Kirsten Flanik	President and CEO, New York	✅	✅	✅	✅	✅

Kristin Flanik worked on the ExxonMobil account at BBDO before being promoted to president of the agency’s New York office.³⁰Patrick Coffee. “BBDO New York Promotes Managing Director Kirsten Flanik to President,” Adweek, May 4, 2016. Archived December 14, 2018. Archive URL: https://archive.ph/PlGBB

Select Fossil Fuel Clients

Year	Market	Client	Agency	Income	Citation
2024	USA	ExxonMobil	BBDO		31“Exxon Mobil: Let’s Deliver,” Mirada, 2024. Archived May 29, 2024. Archive URL: https://archive.ph/7GUYJ
2023	USA	ExxonMobil	BBDO		32“ExxonMobil – Let’s Deliver Campaign representing @exxonmobil industrial employees working to deliver emission reduction solutions to create a path to net zero,” Clint Davis Instagram account, December 31, 2023. Archived May 29, 2024. Archived .pdf available at DeSmog.
2023	Canada	Esso	BBDO Canada		33“Esso – The Place Between Places,” Wanderlust Media, 2023. Archived June 2, 2023. Archived .pdf available at DeSmog.
2023	Latam	YPF S.A.	BBDO Argentina		34“YPF – Future Idols,” Little Black Book Online, July 20, 2023. Archived September 13, 2023. Archive URL: https://archive.ph/98sJq
2023	Turkey	Petrol Ofisi	PUNCHBBDO		35“EFFIE TÜRKİYE 2023 – KAZANANLAR,” Effie Awards Turkey, 2023. Archived June 27, 2023. Archive URL: https://archive.ph/Fg6Eq
2022	Latam	YPF S.A.	BBDO Argentina		36“BBDO E YPF PONEN LA TERCERA ESTRELLA,” LatinSpots.com, December 26, 2022. Archived October 27, 2023. Archive URL: https://archive.ph/99RiH
2022		ExxonMobil	BBDO		37Kim Shaw. “YOGI TAPANATI SIMBOLON SIGNS ON WITH BBDO INDONESIA AS NEW CREATIVE LEAD,” Campaign Brief Asia, November 3, 2022. Archived December 2, 2022. Archive URL: https://archive.ph/0Wd0F
2022	Colombia	Organización Terpel	Sancho BBDO		38“Finalistas y Ganadores, Effie Awards Colombia 2022,” Effie Awards Colombia, 2022. Archived August 28, 2023. Archive URL: https://archive.ph/mr2z4
2022	Colombia	Enel	Sancho BBDO		39“Los Sancho Runners iluminamos la ciudad en la carrera Enel X Night Race 10K,” Sancho BBDO Instagram Account, March 15, 2022. Archived October 29, 2023. Archive URL: https://archive.ph/TAv6U
2022	Portugal	Galp Energia	BBDO		40“i-Brothers apresenta três novas contratações,” Marketeer, January 4, 2023. Archived January 4, 2023. Archive URL: https://archive.ph/yCd0E
2021		ExxonMobil	Impact BBDO		41“Mobil 1 Ad Behind the Scenes,” Monkeys Facebook Account, September 29, 2021. Archived September 13, 2023.
2021	Latam	YPF S.A.	BBDO Argentina		42“YPF Serviclub y BBDO llevan música a todos los rincones de la Argentina,” Insider, November 14, 2021. Archived September 12, 2023. Archive URL: https://archive.ph/tqSdb
2021	Colombia	Organización Terpel	Sancho BBDO		43“Effie Awards Colombia 2021: la lista completa de ganadores” Insider, September 9, 2021. Archived September 12, 2023. Archive URL: https://archive.ph/mr2z4
2020	Latam	YPF S.A.	BBDO Argentina		44“YPF – Freestyle,” BBDO Argentina Youtube Account, July 13, 2020. Archived September 12, 2023. 45“Diente 2020: BBDO resultó agencia del año en el premio anual del Círculo de Creativos Argentinos,” Adlatina, December 2, 2020. Archived October 27, 2023. Archive URL: https://archive.ph/5Kn1A
2020	India	ExxonMobil	BBDO India		46“Exxon Mobil’s Lockdown Lessons Help Drivers Get Around Safer,” Little Black Book Online, July 1, 2020. Archived October 27, 2023. Archive URL: https://archive.ph/QoQnG
2020	Colombia	Organización Terpel	Sancho BBDO		47“Finalistas 2020: Insane Helmets, cascos que te volarán la cabeza; Moteros con causa,” Effie Latin America, 2020. Archived May 9, 2021. Archive URL: https://archive.ph/ZH0nr
2020	Colombia	Mobil	Sancho BBDO		48“Finalistas 2020: Insane Helmets, cascos que te volarán la cabeza; Moteros con causa,” Effie Latin America, 2020. Archived May 9, 2021. Archive URL: https://archive.ph/ZH0nr
2019	Latam	YPF S.A.	BBDO Argentina		49“YPF Y BBDO PRESENTAN SU TRABAJO PARA LA COPA AMÉRICA “NUNCA DEJAMOS DE CREER” TotalMedios, May 27, 2019. Archived May 27, 2023. Archive URL: https://archive.ph/3wAcz
2019	USA	ExxonMobil	BBDO		50“ExxonMobil: Miniature Science by BBDO New York,” The Drum, November 2019. Archived September 2, 2023. Archive URL: https://archive.ph/0zTsD
2019	Colombia	Organización Terpel	Sancho BBDO		51“Finalistas 2019: De camioneros a protagonistas de novela,” Effie Latin America, 2019. Archived March 21, 2023. Archive URL: https://archive.ph/vuRwN
2019	Colombia	Ecopetrol	Sancho BBDO		52Sancho BBDO. “Ecopetrol: Coral Pipes,” Ads of the World, August 2019. Archived September 12, 2023. Archive URL: https://archive.ph/QRYtI “EcoPetrol: De Todos, Para Todos,” Effie Awards Colombia, 2019. Archived October 29, 2023. Archive URL: https://archive.ph/dc4Ag
2018		ExxonMobil	BBDO		53“EM-HCOR3-00298426: BBDO Creative Brief,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog.
2017		ExxonMobil	AMV BBDO		54“Exxon Mobil: The Dot by AMV BBDO,” Creative Works, January 2017. Archived January 9, 2017. Archive URL: https://archive.ph/AbexF
2016		ExxonMobil	BBDO		55“EM-HCOR3-00133998: ‘Animatics and quick hit notes’ email from Brandon Fowler to Angela Snow, Abigail Rogers, Gantt Walton at ExxonMobil, November 2016” U.S. House of Representatives Committee on Oversight and Reform, April 29, 2024. Archived May 3, 2024. Archived .pdf available at DeSmog.
2016		ExxonMobil	AMV BBDO		56“Small Things Make A Big Difference In New AMV BBDO Campaign For ExxonMobil,” Little Black Book Online, November 18, 2016. Archived May 30, 2023.
2016	Colombia	Ecopetrol	Sancho BBDO		57“Los millonarios contratos de SANCHO BBDO,” La W Radio, March 9, 2017. Archived March 10, 2017. Archive URL: https://archive.ph/qBqsy
2015		ExxonMobil	BBDO		58Andrew McMains. “BBDO Wins Bulk of ExxonMobil’s Global Creative Business,” AdWeek, November 3rd, 2011. Archived April 23, 2017. Archived URL: https://archive.ph/tMMFS
2014		ExxonMobil	BBDO		59Andrew McMains. “BBDO Wins Bulk of ExxonMobil’s Global Creative Business,” AdWeek, November 3rd, 2011. Archived URL: https://archive.ph/tMMFS
2013		ExxonMobil	AMV BBDO		60AMV BBDO. “Mobil 1: Get Personal,” Ads of the World, April 2013. Archived November 30, 2022. Archive URL: https://archive.ph/Z0cM1 61Noreen O’Leary. “Kenyon Promoted to BBDO Planning Head,” Adweek, May 9, 2013. Archived December 13, 2018. Archive URL: https://archive.ph/tYiEj
2012	Global	ExxonMobil	BBDO		62Andrew McMains. “BBDO Wins Bulk of ExxonMobil’s Global Creative Business,” AdWeek, November 3rd, 2011. Archived April 23, 2017. Archived URL: https://archive.ph/tMMFS
2012	Colombia	Ecopetrol	Sancho BBDO		63“Ecopetrol: 60th Anniversary,” Shots, February 20, 2012. Archived October 27, 2023. Archive URL: https://archive.ph/8aDlK
2011	Colombia	Organización Terpel	Sancho BBDO		64“Preestreno de Sancho BBDO para Terpel,” Adlatina, February 28, 2011. Archived September 12, 2023.
2002	USA	Georgia Natural Gas	BBDO		65Alicia Griswold. “BBDO Breaks Campaign for Georgia Natural Gas,” Adweek, September 9, 2002. Archived December 14, 2018. Archive URL: https://archive.ph/mwuF7
2002	Latam	Chevron Texaco	BBDO		66Jeremy Lee. “Texaco calls $100m media review,” Campaign UK, July 4, 2002. Archived May 30, 2024. Archive URL: https://archive.ph/yAOeY
2000		Texaco	BBDO		67J. Dee Hill. “Texaco Pumps Up Its Emotions,” Adweek, June 17, 2000. Archived December 21, 2018. Archive URL: https://archive.ph/0WoTi
1999		Texaco	BBDO		68Glen Fest. “BBDO ‘Adds More Life’ to Texaco,” Adweek, May 10, 1999. Archived December 11, 2018. Archive URL: https://archive.ph/9Ocf7
1998	USA	Georgia Natural Gas (AGL)	BBDO	$5,000,000 – $10,000,000	69Jim Osterman. “Georgia Gas Begins TV Defense,” Adweek, October 12, 1998. Archived December 31, 2018. Archive URL: https://archive.ph/JJ0wD
1997		Texaco	BBDO	A World of Energy campaign – $30 million	70“A World of Energy Campaign,” Marketing Campaign Case Studies, May 9, 2008. Archived May 30, 2024. Archive URL: https://archive.ph/Bd3sS

Actions

April 30, 2024
The U.S. Senate Budget Committee and Democratic members of the House Committee on Oversight and Reform published internal BBDO documents related to ExxonMobil on April 30, 2024.⁷¹“Denial, Disinformation, And Doublespeak: Big Oil’s Evolving Efforts To Avoid Accountability For Climate Change,” U.S. House Oversight Committee and the U.S. Senate Budget Committee, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog.

October 2023

BBDO launched ExxonMobil’s “Let’s Deliver” campaign.⁷³“Exxon Mobil: Let’s Deliver,” Mirada, 2024. Archived May 29, 2024. Archive URL: https://archive.ph/7GUYJ The global digital campaign featured ExxonMobil employees saying that ExxonMobil could help reduce emissions from heavy industry through carbon capture and storage. In March 2024, The Guardian found that one of the sites ExxonMobil was advertising for its carbon capture and storage, an oil refinery in Fawley, UK, may never become operational because it failed to secure government licenses.⁷⁴Ben Webster. “ExxonMobil accused of ‘greenwashing’ over carbon capture plan it failed to invest in,” The Guardian, March 31, 2024. Archived April 1, 2024. Archive URL: https://archive.ph/ERW6p The Guardian also found that ExxonMobil had not invested any money to build the carbon capture technology. 

The ads ran on social media channels. An ad campaign published in the Washington Post by WP Creative Group included images from the BBDO-created ad campaign.⁷⁵(Advertisement). “Let’s deliver American industry with low emissions,” The Washington Post, September 15, 2023. Archived May 31, 2024. Archive URL: https://archive.ph/Iot8k

May 2023⁷⁶“Esso: Your Place Between Places,” Esso YouTube Account, May 15, 2023. Archived June 7, 2024. Archive URL: https://archive.ph/fN5pe

ExxonMobil’s Esso brand launched a corporate promotion campaign with BBDO Canada.⁷⁷“To launch Esso’s brand platform “Connecting what’s next™”, we told the story of Allie and Priya – two girls that connect while on the road and form a new friendship when they both stop at the place between places, Esso. Visit the link in our bio to watch the full spot,” BBDO Canada Instagram Account, May 15, 2023. Archive URL: https://archive.ph/uRck7. Archived .png available at DeSmog. The campaign, “The Place Between Places,” used animation to show two children becoming friends at an Esso gas station.⁷⁸“Esso – The Place Between Places,” Wanderlust Media, 2023. Archived June 2, 2023. Archived .pdf available at DeSmog.

September 2022
The U.S. House of Representatives Committee on Oversight and Reform published internal emails between BBDO staff and ExxonMobil representatives discussing forthcoming ExxonMobil advertisements.⁷⁹“Fossil Fuel Documents for Release: EM-HCOR3-00133998,” U.S. House Committee on Oversight and Reform, September 14, 2022. Archived December 22, 2022. Archived .pdf available at DeSmog.

November 2019

BBDO New York ran an ad campaign, “Miniature Science,” on behalf of ExxonMobil.⁸¹“ExxonMobil: Miniature Science by BBDO New York,” The Drum, November 2019. Archived September 2, 2023. Archive URL: https://archive.ph/0zTsD The ads targeted a younger audience and highlighted low-emissions energy research projects by ExxonMobil. One of the ads, “Power Plant Conversion,” showed natural gas substituting coal in a miniature power plant. In the video, the advertisement wrote “Natural gas generates cleaner electricity with less CO₂.” Another ad shows algae-derived biofuel fueling miniature cars, planes, and ships.⁸²“ExxonMobil – ‘Miniature Science #3: Algae-Fueled Engines’,” Ad Forum, 2019. Archived March 19, 2023. Archive .mp4 available at DeSmog. The ad closes with the statement, “Algae could fuel the trucks, ships and planes of tomorrow.” 

Mark Girand, BBDO’s senior creative director explained how the ads targeted Gen Z to Muse by Clio, saying “This was an opportunity to talk to an audience with no brand predispositions and pull them in with creativity.”⁸³David Gianatasio. “ExxonMobil Targets Gen Z in a Big Way With Tiny Science Experiments,” Muse, November 4, 2019. Archived December 14, 2019. Archive URL: https://archive.ph/ndX3E BBDO featured the ads on Instagram, Snapchat, Facebook, and YouTube, and in less than six months, the YouTube videos amassed over 250,000 views. “Our Gen Z target consume videos primarily on their phones. They are visual learners, and they care about authenticity. They refuse to be ‘sold to,’ and they are also extremely design conscious,” Girand told Muse. 

The campaign was nominated for a 2020 Webby Award, but was not selected.⁸⁴“ExxonMobil – Miniature Science: BBDO New York,” The Webby Awards, 2020. Archived May 29, 2024. Archive URL: https://archive.ph/avFDE

August 2019⁸⁵“India – Natural Gas :30 (English),” ExxonMobil YouTube account, August 27, 2019. Archived .mp4 at DeSmog.

BBDO India launched a campaign for ExxonMobil that claimed natural gas would positively impact air quality in India.⁸⁷Abhiramasingan T and Kevin Kainikadu James. “Natural Gas by ExxonMobil – Campaign,” Behance, December 2019. Archived .pdf available at DeSmog.“Abhiramasingan T: Creative Supervisor at Dentsu Creative,” Behance, 2024. Archived .pdf available at DeSmog.⁸⁸ An internal ExxonMobil presentation, released to the public following a U.S. Senate Budget Committee subpoena, said the goal of the campaign was “GET Indian opinion leaders in Delhi TO associate ExxonMobil’s supply of nat [sic] gas as the ‘right energy solution’ for India BY communicating that cleaner-burning liquid natural gas from ExxonMobil helps reduce air pollution.”⁸⁹“EM-HCOR3-00007129: ExxonMobil Corporate Campaign: India, April 1, 2019,” U.S. Senate Committee on the Budget, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog. 

July 2018

BBDO and ExxonMobil worked on a creative brief for an advertising campaign focused on carbon capture and storage, as part of ExxonMobil’s Unexpected Energy campaign.⁹⁰“EM-HCOR3-00298426: BBDO Creative Brief,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog.
ExxonMobil senior staff and the board of directors discussed the Unexpected Energy campaign strategy at the board meeting on July 25, 2018.⁹¹“EM-HCOR3-00132807: July 25, 2018,” U.S. Senate Committee on the Budget, April 30, 2024. Archived May 1, 2024. Archived .pdf on file at DeSmog.

April 2018⁹²“New Jersey Business April 1, 2018,” Media Radar, prepared by University of Oxford, December 4, 2023. Archived .pdf available at DeSmog.

BBDO New York ran a series of magazine ads in New Jersey publications that claimed ExxonMobil continued to “actively develop technologies such as carbon capture on a mass scale.”⁹³“EM-HCOR3-00322308: There’s a lot of science happening in your backyard,” Center for Climate Integrity, republished from U.S. House of Representatives Committee on Oversight and Reform, September 2022. Archived February 29, 2024. Archived .pdf available at DeSmog. The ads also mentioned biofuels made from algae as part of ExxonMobil’s research to “reduce emissions on a global scale.”

January 25, 2018

ExxonMobil’s Public and Government Affairs team members discussed proposed advertisements from BBDO New York⁹⁶“EM-HCOR3-00322308: There’s a lot of science happening in your backyard,” Center for Climate Integrity, republished from U.S. House of Representatives Committee on Oversight and Reform, September 2022. Archived February 29, 2024. Archived .pdf available at DeSmog. promoting the oil company’s work in New Jersey.⁹⁷“EM-HCOR3-00000219: ‘RE: EMRE Ads – New Jersey’ email from Mike T. Schulz on January 25, 2018,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 3, 2024. Archived .pdf available at DeSmog. The advertisements would target “policy, legislative and elite influencers.” 

“We worked to keep the facts high-level and tout the innovative work in research, science, and engineering to help lower emissions throughout the company,” wrote ExxonMobil’s Ryan Shultz.⁹⁸“EM-HCOR3-00000219: ‘RE: EMRE Ads – New Jersey’ email from Mike T. Schulz on January 25, 2018,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 3, 2024. Archived .pdf available at DeSmog.

September 2017⁹⁹“EM-HCOR3-00591762: ‘Fall Advertising Campaign,’ email sent by Steven Soper on September 22, 2017,” U.S. House of Representatives Oversight Committee, April 29, 2024. Archived May 1, 2024. Archived .pdf available at DeSmog.
BBDO created ads for ExxonMobil’s 2017 campaign “Energy Lives Here.”¹⁰⁰“ExxonMobil: The Tiny Organism,” BBDO, Archived February 15, 2021. Archive URL: https://archive.ph/Jbynd One ad, “The Tiny Organism,” presented ExxonMobil’s algae research, while another, “Efficiency Factory,” claimed ExxonMobil had created oils that made cars more fuel-efficient.¹⁰¹“Project: ExxonMobil ‘Tiny Organism’,” Scholar, Archived January 15, 2021. Archive URL: https://archive.ph/4JbBe

November 20, 2016

ExxonMobil asked BBDO to change the text of the “Energy Farmer” algae commercial to stress that ExxonMobil “is researching” algae as a biofuel, not “cultivating it,” and that algae biofuel is “for a potential future,” rather than “for a future.”¹⁰³“EMHCOR3-00134000 – EM-HCOR3-00134006: Email from Abigail Rodgers, ExxonMobil, to Gantt Walton, ExxonMobil on November 20, 2016,” cited in Memorandum To: Members of the Committee on Oversight and Reform From: Chairwoman Carolyn B. Maloney and Chairman Ro Khanna Re: Investigation of Fossil Fuel Industry Disinformation, September 14, 2022.Archived June 25, 2024. Archived .pdf available at DeSmog. 

The Energy Farmer ad used the phrase “in the future.”

November 15, 2016

BBDO’s Brandon Fowler emailed ExxonMobil employees recapping a meeting held earlier that day about several proposed algae biofuels and carbon capture and storage advertisements.¹⁰⁴Brandon Fowler. “EM-HCOR3-00133998: ‘Animatics and quick hit notes’ email chain between Angela Snow, Abigail Rogers, Gantt Walton at ExxonMobil, November 2016” U.S. House of Representatives Oversight Committee, April 29, 2024. Archived May 3, 2024. Archived .pdf available at DeSmog. ExxonMobil representatives asked BBDO to edit the algae advertisements to “replace any lines that imply the technology is live today, and the solution is more future focused (e.g. this could be a biofuel in the future…).” ExxonMobil noted that the advertisements “need to add more science to underscore point that this is in the research phase.”

In reference to a carbon capture and storage advertisement, Fowler wrote, “Will replace any lines that imply the technology is live today, and more the solution more future focused (e.g. we’re building a plant to test this…).”

August 2016
BBDO launched new ads for ExxonMobil’s “Energy Lives Here” campaign during the 2016 Olympics.¹⁰⁵“EM-HCOR3-00615681: ‘Might you have interest in writing about some new work for exxonmobil?’ email from Roy Elvove,” U.S. House of Representatives Committee on Oversight and Reform, April 30, 2024. Archived May 3, 2024. Archived .pdf available at DeSmog. The ad series featured 46 ExxonMobil employees discussing algae as a potential biofuel, carbon capture,¹⁰⁶“Carbon Capture Technology,” ExxonMobil YouTube account, August 5, 2016. Archived June 25, 2024. Archive URL: https://archive.ph/51tA8 and biodiversity protection. One BBDO-created ad, “Auto Efficiency,” claimed ExxonMobil was working on making cars lighter “to make cars better and use less fuel, helping you save money and reduce emissions.”¹⁰⁷“Auto Efficiency,” ExxonMobil YouTube Account, August 5, 2016. Archived July 25, 2023. Archive URL: https://archive.ph/lQ3Xv

April 2016

ExxonMobil employees discussed a television script for what would become BBDO’s “To Do List” ad.¹⁰⁹“EM-HCOR3-00436354: ‘Re: Updated TV scripts’ email from Todd W. Onderdonk, April 29, 2016,” Center for Climate Integrity, republished from U.S. House of Representatives Committee on Oversight and Reform, September 2022. Archived February 29, 2024. Archived .pdf available at DeSmog. Documents released by the U.S. House of Representatives Committee on Oversight and Reform show ExxonMobil’s corporate strategic planning team¹¹⁰“Todd W. Onderdonk,” LSU Law, June 2017. Archived June 10, 2024. Archive URL: https://archive.ph/MNjS6 debating how to describe ExxonMobil’s work with algae and methane gas.¹¹¹“William Landuyt,” Association of Insolvency & Restructuring Advisors, 2016. Archived May 16, 2021. Archive URL: https://archive.ph/NLP5m ExxonMobil’s Todd Onderdonk changed a line in the script from “Developing more cleaner-burning natural gas” to “Producing clean-burning natural gas” with the comment “suggest we make it ‘clean burning’ to avoid confusion that might suggest this natural gas is different from some other type of natural gas.”

Neely Nelson, a member of ExxonMobil’s Public and Government Affairs team, wrote to other team members that they should not describe ExxonMobil’s algae research as producing “abundant” biofuels.¹¹²“EM-HCOR3-00436354: ‘Re: Updated TV scripts’ email from Neely S. Nelson, April 29, 2016,” Center for Climate Integrity, republished from U.S. House of Representatives Committee on Oversight and Reform, September 2022. Archived February 29, 2024. Archived .pdf available at DeSmog. “The concern on abundant is that, even though they [algae] are abundant, it will take a ton of them to make biofuels so that might create some angst with the research folks who know that.” 

The final “To Do List” ad featured an ExxonMobil employee saying, “Turning algae into biofuels.”¹¹³“To Do List,” Gradcracker, August 2016. Archived September 22, 2020. Archived .mp4 available at Desmog.

November 2011

BBDO won ExxonMobil’s chemical/lubricant and corporate image advertising accounts, which comprise most of ExxonMobil’s global creative assignments to external agencies.¹¹⁵Andrew McMains. “BBDO Wins Bulk of ExxonMobil’s Global Creative Business,” Adweek, November 3, 2011. Archived April 23, 2017. Archive URL: https://archive.ph/Gl6wR Adweek estimated that ExxonMobil spent $50 million a year on media and creative contracts, which ExxonMobil largely split between BBDO and Universal McCann, ExxonMobil’s media agency. DDB, a fellow Omnicom agency, handled ExxonMobil’s fuels marketing assignment.

1997

In January, BBDO won Texaco’s corporate advertising account, which Adweek estimated to be worth $20 to $25 million.¹¹⁶Christina Merril and Glen Fest. “Bates to Lose Texaco to BBDO,” Adweek, June 9, 1997. Archived December 12, 2018. Archive URL: https://archive.ph/QGI8N By June, Texaco had shifted an additional $30 to $40 million in billings for its retail and products accounts to BBDO from Bates USA. Competitive Media Reporting estimated that Texaco spent $37 million on retail and product advertising in 1996. 
In September, BBDO launched a $30 million corporate image campaign for Texaco.¹¹⁷“Breaking: Texaco: Racing Around The World,” Ad Age, September 1, 1997. Archived June 25, 2024. Archived .pdf available at DeSmog. With the tagline “A World of Energy,” the campaign sought to burnish Texaco’s image after a recording of its executives making racist remarks leaked in 1996.¹¹⁸Sally Goll Beatty. “​​Texaco’s New Advertisements Emphasize Salt-of-Earth Image,” The Wall Street Journal, August 29, 1997. Archived June 25, 2024. Archive URL: https://archive.ph/WfgkX The campaign featured a racially diverse cast of actors and ran television, magazine, print, and radio ads.

Related Organizations

Parent organization: Omnicom

Contact & Address

1285 Avenue of the Americas
New York, NY 10019 USA

Tel: +1 (212) 459 5000

Social Media

• Instagram: BBDO Worldwide
• LinkedIn: BBDO Worldwide
• Facebook: BBDO Worldwide

Other Resources

• DeSmog: Over 450 Climate Scientists Say Advertising Industry Must End ‘Complicity’ in Climate Crisis
• The New Yorker: When “Creatives” Turn Destructive: Image-Makers and the Climate Crisis, by Bill McKibbon

Resources

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  “i-Brothers apresenta três novas contratações,” Marketeer, January 4, 2023. Archived January 4, 2023. Archive URL: https://archive.ph/yCd0E
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• 45
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  “Exxon Mobil’s Lockdown Lessons Help Drivers Get Around Safer,” Little Black Book Online, July 1, 2020. Archived October 27, 2023. Archive URL: https://archive.ph/QoQnG
• 47
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• 49
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• 50
  “ExxonMobil: Miniature Science by BBDO New York,” The Drum, November 2019. Archived September 2, 2023. Archive URL: https://archive.ph/0zTsD
• 51
  “Finalistas 2019: De camioneros a protagonistas de novela,” Effie Latin America, 2019. Archived March 21, 2023. Archive URL: https://archive.ph/vuRwN
• 52
  Sancho BBDO. “Ecopetrol: Coral Pipes,” Ads of the World, August 2019. Archived September 12, 2023. Archive URL: https://archive.ph/QRYtI “EcoPetrol: De Todos, Para Todos,” Effie Awards Colombia, 2019. Archived October 29, 2023. Archive URL: https://archive.ph/dc4Ag
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• 65
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• 98
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• 103
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• 104
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• 105
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• 106
  “Carbon Capture Technology,” ExxonMobil YouTube account, August 5, 2016. Archived June 25, 2024. Archive URL: https://archive.ph/51tA8
• 107
  “Auto Efficiency,” ExxonMobil YouTube Account, August 5, 2016. Archived July 25, 2023. Archive URL: https://archive.ph/lQ3Xv
• 108
  “Carbon Capture Technology,” ExxonMobil YouTube account, August 5, 2016. Archived June 25, 2024. Archive URL: https://archive.ph/51tA8
• 109
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• 110
  “Todd W. Onderdonk,” LSU Law, June 2017. Archived June 10, 2024. Archive URL: https://archive.ph/MNjS6
• 111
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