Initially, BP downplayed the incident; its CEO Tony Hayward called the amount of oil and dispersant "relatively tiny" in comparison with the "very big ocean."[295] Later, he drew an outpouring of criticism when he said that the spill was a disruption to Gulf Coast residents and himself adding, "You know, I'd like my life back."[296] BP's chief operating officer Doug Suttles contradicted the underwater plume discussion noting, "It may be down to how you define what a plume is here… The oil that has been found is in very minute quantities."[297] In June, BP launched a PR campaign and successfully bid for several search terms related to the spill on Google and other search engines so that the first sponsored search result linked directly to the company's website.[298][299] On 26 July 2010, it was announced that CEO Tony Hayward was to resign and would be replaced by Bob Dudley, who is an American citizen and previously worked for Amoco.[300][301]