Until this week, the energy company's global marketing teams had been working on a 'business-as-usual' basis, with the communications department leading the effort to restore the brand's reputation.
However, a pan-European mobile and digital push for BP's Ultimate premium fuel product, previously scheduled to roll out next month, has been postponed while efforts continue to stem the flow of oil into the waters off Louisiana, Alabama and Florida.
BP is also facing calls from tourism bodies in some southern US states to fund ad campaigns in support of their $20bn tourism industry, which has been hit by the spill.
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