BHP Billiton emphasises its Australian roots in new corporate rebranding campaign

A worker at the BHP Billiton Copper mine at Escondida Chile in this undated

"We fundamentally believe that as society changes it is up to us to make the case - more confidently and effectively - for the positive role that well-run and responsible companies play in society", BHP chief external affairs officer Geoff Healy said.

BHP, the world's largest mining company, adopted the "BHP Billiton" name after a merger with South Africa's Billiton in 2001.

Broken Hill Proprietary Company founded as a silver and lead mine at Broken Hill in western NSW.

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.

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BHP Billiton has unveiled a rebranding campaign that sees its name revert to BHP.

BHP Billiton PLC is dropping "Billiton" from its name in a move to simplify its corporate structure and return to its founding roots in Australia more than a century ago, Reuters reported on Sunday.

"The advertisements will talk about the importance of our Australian heritage, our contribution and our commitment to communities where we operate".

BHP is among the world's top producers of major commodities including iron ore, metallurgical coal, copper and uranium, along with oil, gas and coal.

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The miner has largely shed the Billiton assets since. USA hedge fund Elliott Management Corp.

BHP has operations in 25 countries, and will retain its dual listings in Australia and London. "The campaign will focus on what people can and should expect of us", he said.

Australia's treasurer, Scott Morrison, came out swinging for BHP after Elliott released its proposals publicly, warning that it was "unthinkable" that the Big Australian would be allowed to head offshore and that any attempt to move the primary listing to the United Kingdom would be blocked.

"Think Big" is the first significant campaign for the miner since "the Big Australian" ads over 30 years ago, which featured the voice of actor Bill Hunter, who starred in movies including "The Adventures of Priscilla, Queen of the Desert" and "Muriel's Wedding".

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Casemiro said that players need to relax before a big game. 'I want to win the League and Champions League like everyone else. Tony Adams' side, meanwhile, have nothing but pride to play for, after they were condemned to the Segunda last week.

Mr. Healy thinks the change will send a good message to shareholders.

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