NEW YORK—Dow Chemical has hired a team of agencies from Interpublic Group, including public relations firm GolinHarris. The chemical company will consolidate its advertising and marketing accounts to manage its corporate reputation. Estimated billings for the integrated communications effort are around $25-$30 million.
The Interpublic team beat out a group from WPP (including Burson-Marsteller) in the final round of the competition, which also included representatives of the other two major holding companies, Omnicom and Publicis Groupe.
In a statement, Dow said it chose the IPG agenciess “to help accelerate [our] integrated corporate reputation strategy on a global basis.” The company “wants key stakeholders to better understand how its products, people and actions contribute to human progress. Contractual and legal aspects of the relationship between Dow and IPG will be finalized in the coming weeks.”
Golin will work alongside ad agency Foote Cone & Belding on the assignment. The two firms also collaborate closely on their work for SC Johnson. The Golin team was led by Patti Temple Rocks and Scott Farrell from Chicago, Lane Bailey from Washington, D.C., and Ellen Ryan-Mardiks and chief executive Fred Cook from the corporate staff.
Cook says he believed from the start for the process that Golin would be a good fit for Dow because of “our ideas. Dow is a very large and diverse company and we felt it needed to focus its communications on specific initiatives that would really differentiate it from the sameness in its category. These concepts also needed to be very compelling to their internal and external audiences if they are going to have significant impact.
“Second, as another Midwestern company, I think we really understood Dow’s values and culture and its historical approach to telling its story.”