Ogilvy Wins Trade Group's $50 Million Contract

American Chemistry Council Wants to 
Improve Industry's Image 

CLAIRE ATKINSON & ALICE CUNEO / Ad Age 4apr03

[American Chemistry Council to Spend $50 Million to Improve its Image Among Women]

NEW YORK—Chemical industry trade association the American Chemistry Council said it selected WPP Group's Ogilvy & Mather, New York, and its public relations unit Ogilvy PR for its $50 million advertising account.

The appointment follows a three-month bid process that included WPP sibling Y&R Advertising, New York, and PR agency Burson-Marsteller; and Havas' Euro RSCG, New York, and PR agency Euro RSCG Middleberg.

More positive image

The trade group is looking to its agency to develop a more positive image for the chemical industry, which is battling negative views that have been stoked in part by war talk of chemical weapons and bioterrorism. The council wants the ad campaign to improve the public's perception of the contribution of chemicals to improve consumers everyday lives.

The council, based in Arlington, Va., represents industry giants such as Bayer, ExxonMobil Chemical Company and BP.

The pitch first involved 13 agencies and was managed by Bob Wolf Partners/TPG, Los Angeles.

source: http://www.adage.com/news.cms?newsId=37540# 1jun03