| Overview
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In July 2003, DuPont™ consolidated all of its communications needs being served by more than 400 agencies worldwide when it named Ogilvy their lead global agency. We work in four continents and more than 15 countries across five business platforms and 23 business units while also providing services to the Corporate level.
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| Challenges
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A 203-year-old company, DuPont is in the midst of its third major transformation from a chemicals company to a broader science company, requiring a significant perception change in the marketplace.
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Research has shown that DuPont brand equity has been slipping over the years, especially among the under 35 demographic. A fragmented approach to marketing communications has contributed to this brand equity shift.
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| Objectives
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DuPont has a corporate mission of aggressive and sustainable top-line revenue growth. Only through greater synergies among operating units and by building a "One DuPont brand" can these goals be achieved.
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| Program Elements
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Ogilvy PR along with our sister companies provide advertising, interactive, public relations and public affairs services in North America, Latin America, Asia Pacific and Europe.
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Currently, 10 offices throughout the Ogilvy PR network are working together on a wide range of projects: from issues management to consumer marketing and public relations programs, from business-to-business and business-to-government media relations to internal communications, and from interactive marketing and communications to materials development.
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We ensure consistency of message and effort across the globe through a series of coordinated communications activities. We conduct a weekly call of the global leadership team as well as weekly regional calls. We have also established an Ogilvy PR/DuPont extranet to share materials, message, news and information. We also hold an annual two-day global leadership meeting with one day devoted to an internal workshop among the Ogilvy PR team and the second day as a planning session with the client.
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| Results
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Ogilvy PR has helped DuPont successfully launch several new industrial products and has raised the visibility of the DuPont brand, as well as its products (such as Corian® surfaces and Teflon®), among key purchasing audiences.
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We launched the DuPont "Monster Bridge," a state-of-the-art luxury box that spans the Dover International Speedway, working with more than a dozen DuPont products.
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The campaign generated more than 44 million print and broadcast impressions for DuPont, equivalent to more than a million dollars in free advertising.
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For the DuPont™ Teflon® brand team, we launched the "Search for the Greatest Grilled Cheese Sandwich in America" online contest (www.teflon.com/grilledcheese), resulting in thousands of contest entries with 1,300 unique visitors per day and over 3 million hits.
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We created the DuPont 2003 annual report, which was so well received by stakeholders that we were engaged to create their 2004 annual report.
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