Here’s a great big full page advert run no doubt in every metropolitan newspaper around Australia.
It’s part of a big PR campaign by BHP to promote the fact that it’s dropping the ‘Billiton’ off its name.
Interestingly, once upon a time, BHP had the strap or positioning line of “The big Australian” and you can see remnants of that thinking in this advert. Well, at least, big money, for a big advert with a big picture and nothing much else.
What a ridiculous waste!
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Surely they could have used a much smaller sized picture that was just as effective and gone into big details of how they are achieving such marvellous things for the planet, Australia, our community, people like us and their shareholders!
In their copy they could’ve explained exactly what sort of hard work and imagination is continuing to be done by this global resources company. They could’ve given some detail on what is happening across Australia and around the world to ensure they build a cleaner, more sustainable future for all of us. They may have even done some blue sky thinking to help us imagine what we could all achieve if we continue to think big.
By so doing, they might have had some success in convincing us they are a wonderful company, really concerned for us and not just motivated by the almighty dollar.
Big seems to be important to them but weren’t we always told that “size isn’t important”?
Winno nobody at BHP realises the harm tagging Billington on has done over all these years… and if you have old thinking you get BIG full page ads.
Old thinking, as you know has no relation to actual age!
You’re dead set right about that Wayne!