FROM SARVADARSHI IN CHICAGO
Dow Chemical’s CEO and chairman-elect Andrew Liveris, is looking to reposition the Dow brand and agencies Foote Cone & Belding in Chicago and Golin/Harris have been given the job of creating a new global corporate image.
Dow’s reputation, following its 2001 takeover of the disgraced Union Carbide, has been on the slide and is seen to need a kiss of life. The corporation in recent years has used the slogan, “Living. Improved daily.” Dow executives think they can transform public perceptions more efficiently if their business is consolidated at a single holding company.
“We are seeking to increase our penetration and leverage through consolidation of agency resources into a comprehensive and integrated program,” the corporation told agencies competing for its business.
Dow has not announced how much it will spend on the global drive. Between 2000 and 2004, it spent less than $1 million annually in major measured media on corporate image ads in the U.S. [Nielsen Monitor-Plus] However, in the last year the figure jumped to more than $10 million, albeit still a modest sum for a company of its size.
Sources within Dow’s agencies believe the coming ad spend will be in the $25-30 million range, based on strategies and media under discussion.