bp case study

How bp transformed global comms with a team of Smart Brevity “Ninjas”

The energy company equipped 5,725+ employees with strategic communication skills, driving change across 37 countries.

48,000

In The Know has over 48,000 subscribers

Nearly 6,000

bp employees have gone through some level of Smart Brevity training

30 to 40

Smart Brevity Ninjas have been trained, signed off, and are actively expanding the skill

The story

The challenge

Employees needed better, more frequent communication about the business, their roles, and ways to stay safe and productive.

The approach

bp partnered with Axios HQ to build a Smart Brevity training and editing program to define a new style of communication at bp, train the entire comms function on it, develop “Smart Brevity Ninjas” to expand the skillset beyond central comms, launch a daily newsletter called “In The Know” that would better serve all areas of the business, and continue to evolve the style over time alongside its operations.

In their words

“By shorter communication, better communication, clearer communication, and getting to the point of what we want people to do, we're all saving each other time.”

Mark Salt

Leads the Smart Brevity program within bp

See the source

Explore the full Axios HQ case study.

Read the source

Your next chapter

Bring clarity to the communications that matter most.

Talk to us