Challenge
With a rich, storied history that predates the Civil War, one of America's oldest industries—chemical manufacturing—and its trade association, the American Chemistry Council (ACC), understood that for far too long this industry had been defined by others.

Our Work
Ogilvy PR is working to reposition the industry, strengthen the brand and energize an employee base nearing one million citizens. The integrated campaign and rebranding effort was dubbed "essential₂," which illustrates the contributions that chemistry companies make to society and a new industry transparency. Through this campaign, the ACC team

Through this campaign, the ACC team:

• Created the dynamic Web site, www.americanchemistry.com, to display the new, branded look of the association.
• Developed, produced and marketed a series of broadcast and print advertisements, including a comprehensive cable buy on news channels and advertisements on key Sunday morning television shows in the Washington media market such as, "Meet the Press" and "Face the Nation."
• Designed and produced an employee video that is currently being rolled out at plants and facilities across the country.
• Launched the essential2 campaign with a high-profile event at the New York Stock Exchange, where the CEOs of nine member companies rang the closing bell.
• Hosted a second launch that occurred in Washington at a media luncheon with a select group of CEOs, a trade show on Capitol Hill and an evening reception, where CEOs built and strengthened relationships with a diverse group of elected officials.
• Co-hosted the first ever National Chemical Security Forum with The George Washington University Homeland Security Policy Institute at the Capital Hilton in Washington. The event consisted of a keynote address given by Michael Chertoff, Secretary of the Department of Homeland Security, and a panel focused on key issues, including the steps necessary to enhance chemical facility security and the role of new federal legislation around this issue.
• Co-hosted a series of added-value roundtables, forums and events nationwide with various high-profile publications.

Results
In the first few weeks of the campaign, traffic to the American Chemistry Council’s Web site has jumped by more than 105 percent. More than 20,000 industry employees have seen the video and/or watched the ringing of the closing bell. Ogilvy PR generated significant media coverage with a noticeable shift to a more positive tone, including articles in The New York Times, the Washington Post and National Journal. In addition, member company CEOs appeared on CNBC, CNN and Bloomberg to discuss the campaign and its objectives in greater detail. The security forum event resulted in broadcast, print and online media coverage nationwide and generated an astounding 69,501,507 impressions.