Home | Business News | Browse by Publication | B | B to B

DuPont consolidates with Ogilvy; Industrial giant wants sub-brands to help build equity in corporate brand.

Publication: B to B
Publication Date: 09-JUN-03
Format: Online - approximately 652 words
Delivery: Immediate Online Access
Full Article Title: DuPont consolidates with Ogilvy; Industrial giant wants sub-brands to help build equity in corporate brand.(News)(E.I. du Pont de Nemours and Co., Ogilvy and Mather Worldwide Inc.)

Article Excerpt
Byline: SEAN CALLAHAN

For E.I. du Pont Nemours and Co., the news last month that it was consolidating its advertising with WPP Group's Ogilvy & Mather Worldwide carried more meaning than the typical agency review announcement.

The move, which pushed out McCann-Erickson Worldwide- the agency that created DuPont's "The miracles of science'' tagline, which will be retained- is more than the usual game of agency musical chairs. The selection of Ogilvy shows a DuPont that is aggressively changing its marketing game plan and, in doing so, is borrowing from the playbooks of two other multinational corporations,...

View this article FREE - Now for a Limited Time, try Goliath Business News
Free for 3 Days!



More articles from B to B
Cut to the Chase: Radio.(Chasers)(Dell Computer Corp. radio ad produce..., June 09, 2003
Optimize marketing resources.(Opinion), June 09, 2003
Quote Unquote.(Opinion)(Brief Article), June 09, 2003
IBM launches e-business on demand.(Special Report: Integrated Marketin..., June 09, 2003
Web site security; With the number of online attacks growing, marketer..., June 09, 2003

Looking for additional articles?
Search our database of over 3 million articles.

Looking for more in-depth information on this industry?
Search our complete database of Industry & Market reports by text, subject, publication name or publication date.

About Goliath
Whether you're looking for sales prospects, competitive information, company analysis or best practices in managing your organization, Goliath can help you meet your business needs.

Our extensive business information databases empower business professionals with both the breadth and depth of credible, authoritative information they need to support their business goals. Whether it be strategic planning, sales prospecting, company research or defining management best practices - Goliath is your leading source for accurate information.