bp pulse
One creative system for every bp pulse market.
Global to local
One creative framework across markets
Master templates
Designed once, adapted everywhere
One system
Shared assets and approvals for every market
The brief
bp pulse is BP’s global EV charging business. As it expanded into new markets, every region was adapting global campaigns in its own way — and paying for it.
The challenge
Global guidelines and local execution had drifted apart. Markets rebuilt the same assets from scratch, rollouts lagged by region, local adaptations were inconsistent, and creative budgets were spent on duplication rather than impact.
What we did
We built a global-to-local creative framework: design it once, adapt it everywhere.
Master templates
Modular campaign templates that lock the brand essentials and leave room for local language, offers and imagery.
A standard asset system
One shared library and naming structure, so no market rebuilds what already exists.
A faster approval workflow
Clear roles and review stages between global and local teams, removing the back-and-forth that delayed launches.
The results
bp pulse now launches campaigns across markets faster and at lower cost, with one consistent brand and room for local relevance.
- Less duplicated production and lower creative spend
- Global and local teams working from the same system
- A repeatable model that scales as new markets open
