BHP Bil­li­ton is now BHP

New Straits Times - - Business - BHP

SYD­NEY: Miner BHP Bil­li­ton yes­ter­day an­nounced it would drop the name Bil­li­ton in a re­brand­ing ex­er­cise to build its stand­ing as a ma­jor Aus­tralian com­pany rather than a multi­na­tional gi­ant.

The world’s big­gest miner’s Aus­tralian roots stretch back to the Bro­ken Hill Pro­pri­etary Co that be­gan op­er­a­tions in the out­back in 1885.

It opened head of­fices in Mel­bourne the same year, but be­came BHP Bil­li­ton in a merger with the South African com­pany that bore that name in 2001.

Chief ex­ter­nal af­fairs of­fi­cer Ge­off Healy said a new “Think Big” ad­ver­tis­ing cam­paign was de­signed to demon­strate the im­por­tant role BHP plays in the Aus­tralian econ­omy and com­mu­nity.

“The ad­ver­tise­ments will talk about the im­por­tance of our Aus­tralian her­itage, our con­tri­bu­tion and our com­mit­ment to com­mu­ni­ties where we op­er­ate. The cam­paign will fo­cus on what peo­ple can and should ex­pect of us.”

“In launch­ing Think Big, we will take the op­por­tu­nity to change our logo and move to a brand that Aus­tralians have known us by for gen­er­a­tions — BHP.

BHP is among the world’s top pro­duc­ers of ma­jor com­modi­ties in­clud­ing iron ore, met­al­lur­gi­cal coal, cop­per and ura­nium, along with oil, gas and coal.

The re­brand­ing comes at a sen­si­tive time for the com­pany, with United States-based hedge fund El­liott Ad­vi­sors, a sig­nif­i­cant share­holder, push­ing for a re­struc­ture of the busi­ness, ar­gu­ing as much as 50 per cent more value in the stock could be un­locked. AFP

The cam­paign will fo­cus on what peo­ple can and should ex­pect of us.

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