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BHP Billiton spends $10 M to drop Billiton

"Think Big" ? How about "What bs!"

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robert99 robert99 Sweden Posts: 1360
1 15 May 2017

Global miner BHP Billiton is taking its first steps to preparing to drop "Billiton" from its name, with the launch of a global rebranding which will also mark the move away from styling the group as "the big Australian".

In a $10 million advertising campaign to commence this week, BHP will instead use the slogan "Think Big" as it seeks to improve its public image.

The campaign, the first since it used the late actor Bill Hunter 30 years ago in the initial "Big Australian" promotion, will be rolled out domestically at first before also being undertaken globally.

Company officials said since the global financial crisis the resources group has encountered rising scepticism over the role of big companies in the economy, which has prompted it to launch the new campaign. During this time, there was also the prolonged public brawling over the Rudd government's introduction of a mining resource tax, and more recently the Samarco dam failure in Brazil.
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