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An advertising agency developed a symbol of a yellow helios surrounded by what looked like leaves, using BP s traditional green and yellow colors It also added a slogan BP now meant beyond petroleum Some in the industry accused Browne of greenwashing, hyping alternative energy to make the company appear to be something it wasn t But the campaign worked, raising BP s pro le around the world, and especially in the United States BP re agged Amoco stations as BP, a move that Browne was later to say was a mistake22 Amoco s torch logo was well known, with a loyal following After the Deepwater Horizon accident, with BP s corporate image sullied by the worst oil spill in US waters, the red, white, and blue Amoco oval might have muted some of the backlash against BP as a foreign oil company Many of BP s independent retailers, some of whom became targets for boycotts and vandalism, would have preferred just about any brand name to BP at that point
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The new image pushed Browne, already a star in nancial circles, to new heights of celebrity In 1998, he was knighted by Queen Elizabeth II, and in 2001 he became a life peer of the House of Lords, assuming the title of Baron Madingley He enjoyed ne wine and smoked four Epicure No 2 cigars a day, at a cost of 20, or about $31, each His Cambridge home was featured in Architectural Digest and included a banquet table that could seat 30 people The designer, Timothy Gosling, referred to Browne identi ed in the story merely as the client as having an opinion and always being willing to take risks 23 If Browne enjoyed the trappings of executive life in the grandest sense, he was also doted on in the press While his homosexuality was known or at least suspected by many BP executives, nothing ever reached London s raucous tabloids In 2002, the
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Financial Times ran a lengthy pro le, branding him the Sun King of the oil industry 24 A few years later, Vanity Fair featured Browne in its annual green issue, declaring him the oilman with a conscience 25 On the front lines of BP s operations, though, Browne s conscience was less evident Warning signs, subtle at rst, were piling up Beneath the veneer of fawning media coverage, BP s oil operations, which generated most of the company s revenue but far fewer headlines, were beginning to fray From the waters of the North Sea to a re nery in Texas, workers were fearing for their lives
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F LY I N G CLOSE TO THE WIND
he North Sea is the stuff of Gothic legend Its weather is cold and terrifying, roiled by relentless gales and massive undulating waves that roll toward the coast like a giant gray blanket unfurled by an angry maid Its bitter, powerful currents and frequent storm-force winds can make the most hardened sailor or pilot anxious Against this inhospitable backdrop 250 miles north of Scotland, BP found oil in 1965 Five years later, it discovered the Forties eld, touching off a North Sea oil boom and enabling BP to shift its reserve base from the Middle East, where countries were nationalizing their oil elds The Forties, along with Alaska, became the cornerstone of BP s reserve base By 2003, however, the Forties eld was in decline Production had peaked in 1979, and most of the easy oil had been pumped out long ago Now it was costing more and more to get less and less from the reservoir deep below the tumultuous seas It wasn t the sort of eld that BP wanted to hang onto Under John Browne, the
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