WILMINGTON—Chemical giant DuPont has named Ogilvy & Mather Worldwide as its lead global communications agency and Ogilvy Public Relations Worldwide as its PR agency. The appointment marks the first time in the company’s 200-year history that DuPont has consolidated marketing and communications across its businesses and the corporate brand with a single lead agency.
“This is a fundamental strategic decision that will enable DuPont to significantly enhance both the effectiveness and efficiency of our communications worldwide,” said John Hodgson, DuPont executive vice president. “We will now have the ability to present all DuPont brands and offerings to the marketplace in a much more consistent, mutually reinforcing and powerful way that contributes to business growth.”
An international team of DuPont communications professionals selected the Ogilvy agencies following a four-month process managed by DuPont global sourcing that used Six Sigma methodology. All wholly owned DuPont businesses with the exception of DuPont Textiles & Interiors were part of the agency review process.
The review created concern among advertising agencies because it required competing agencies to participate in an online-compensation auction, a process some said would make price rather than performance the most important factor in the decision. But Scott Nelson, global DuPont brand manager, said price was less than 25 percent of the decision, and the winning agency was not the lowest bidder.
According to Hodgson. “The Ogilvy team will be instrumental in helping us capitalize on opportunities and utilize communications for market advantage and business growth.”
DuPont will also retain a yet-to-be-determined number of specialty agencies for which Ogilvy will serve as strategic lead and integration point.