World’s biggest miner BHP Billiton in company rebrand

World’s biggest miner BHP Billiton in company rebrand

BHP Billiton (ASX:BHP) will drop the latter word from its name in a corporate rebrand that wishes to celebrate its Australian heritage.

The world’s biggest miner will be referred to as just BHP following the rebrand, dropping the Billiton from its marketing materials, business cards and letterheads.

The rebrand, rolled out via a AUS$10 million ‘Think Big’ advertising campaign, will see the company revert to its shortened name prior to the 2001 merger with Anglo-Dutch mining company Billiton.

“We started working on this 18 months ago. We realised we had to start by telling people what BHP Billiton is and what we do,” said chief external affairs officer, Geoff Healy.

“This is a clean brand change for the company,” he added.

The campaign will be launched globally in a phased approach, according to BHP.

BHP is currently navigating a tumultuous period in its illustrious history, which stretches back to 1885 when it began as Broken Hill Proprietary Company (BHP) in Australia.

Activist hedge fund Elliott Advisors has recently called for a significant restructure of BHP Billiton’s operations, while the firm is still recovering from the financial and reputational damage caused by the 2015 fatal dam disaster in Brazil.