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

PLASTICS NEWS 31mar03

HOUSTON (March 28, 2003)—The American Chemistry Council (ACC) may be taking a page from the American Plastics Council's (APC) playbook in an attempt to improve its image. The ACC will make a decision this spring on a communications program that would be "similar in size and scope" [$50 million] to the one APC launched several years ago, said Nova Chemicals Corp. President and Chief Executive Officer Jeff Lipton, who serves as an ACC board member.

"APC spends most of its money on TV commercials that focus on young, married women," Lipton said.... " The commercials help young, married women feel that they and their families are safer because of plastic products.

"The concept has worked extremely well for plastics and it can work the same way for chemicals."

[On April 4, 2003, Ad Age reported that the American Chemistry Council had selected Ogilvy & Mather, New York, and its public relations unit Ogilvy PR for its $50 million advertising campaign. The American Chemistry Council is a trade association for chemical corporations. --Peter Montague]