DuPont looking for fresh image

Chemical giant DuPont is searching for new PR and advertising agencies to revamp its image before the company enters its third century.

Chemical giant DuPont is searching for new PR and advertising agencies to revamp its image before the company enters its third century.

While executives declined to comment on the progress of the search, they were scheduled to meet with several unnamed agencies last Wednesday.

One source, whose firm was denied the opportunity to pitch for the account, painted a picture of confusion within the DuPont ranks. 'They had better make up their minds soon if they want to meet their goals,' said the source, referring to the tight timetable leading up to the company's 200th anniversary in 2002.

DuPont corporate brand manager Carol Gee had previously expressed hope the company would have 'positioning that can carry us into the 21st century' in place by now.

The company is said to be seeking a comprehensive brand repositioning campaign, with elements of PR, advertising and Internet-based communications.

The strategy will likely be directed towards several audiences, including employees, customers and shareholders.

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