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ADWEEK
By Kathleen Sampey and Andrew McMains
February 21, 2006
NEW YORK- Agency teams from WPP Group, Omnicom Group, Interpublic Group and Publicis Groupe are competing to handle corporate image duties for Dow Chemical, sources said. Estimated billings on the global assignment, which represents an expansion of Dow's past image efforts, are $25 million.
The Midland, Mich.-based Dow initially approached the holding companies, asking each to field teams led by public relations agencies, sources said. For example, Porter Novelli is leading Omnicom's team, which also includes EnergyBBDO in Chicago, according to sources. Other disciplines, such as direct marketing and event marketing, are said to be represented as well.
GolinHarris and Foote Cone & Belding are leading IPG's team, Burson-Marsteller and Young & Rubicam are heading WPP's, and Manning Selvage & Lee and Publicis are in front for Publicis Groupe, sources said.
The agencies either declined comment or did not return calls.
Late Tuesday, the client issued this statement: "We are dedicated to helping our stakeholders understand the many ways in which Dow delivers on its mission, which is to constantly improve what is essential to human progress by mastering science and technology. Dow launched a comprehensive and integrated corporate communications program in 2005 and continues to discuss how to accelerate these efforts. We have no further detail to provide at this point."
Dow is the largest chemical company in the U.S. and No. 2 worldwide behind BASF.
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