A research organization tracking advertising industry relationships has documented unprecedented levels of marketing engagement between fossil fuel companies and advertising agencies. According to the report released in 2026, the sector recorded 1,321 active contracts between energy companies and marketing firms, exceeding all previous years on record.
The analysis identified 386 fossil fuel companies operating across 73 different countries that had hired 802 advertising and public relations agencies to manage their brand positioning and public messaging. The research team spent nine months compiling data from multiple sources including lobbying records, creative portfolios, and professional networking platforms to quantify the scale of these business relationships. The findings suggest that as geopolitical tensions affected global energy markets, leading to increased profits for major oil and gas firms, a portion of these gains was directed toward advertising and reputation management efforts.
Large multinational advertising holding companies dominated these business relationships. Omnicom maintained the most contracts with 118 separate agreements with fossil fuel clients, followed by WPP with 88 contracts and Publicis with 34. The research noted that despite such extensive work with the energy sector, some of these same agencies have publicly positioned themselves as environmentally responsible organizations.
The marketing campaigns examined in the study employed different strategies depending on geographic region. In developed Western markets, advertising themes emphasized economic security, job creation, and national prosperity, often tying energy companies to concepts of patriotism and technological progress. In other regions, campaigns focused on cultural values, family connections, and community involvement, positioning energy companies as integral to local societies beyond their economic function.
Industry representatives acknowledged the advertising activity while emphasizing regulatory oversight. Trade associations noted that fossil fuel advertising represents a small portion of total advertising spending and that campaigns operating in certain jurisdictions face strict standards requiring accuracy and transparency regarding environmental claims.
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