Ketchum scores in three-way fight over DuPont work

NEW YORK: Ketchum has beaten out teams from Edelman and Porter

Novelli to become agency of record for DuPont apparel and textile

sciences. The multimillion-dollar win also represents a change in

strategy for DuPont, which previously used a number of small specialty

agencies.



Annabelle Freeman, Ketchum VP and brand group manager, said both

internal and external audiences will be targeted, including DuPont's

sales force, the mills to which it sells yarn, manufacturers, fashion

designers, and consumers. Targeted publications include apparel and

textile trades, business media, and fashion media.



The account will be run out of New York. Backup will come from the

Atlanta office, which will handle communications to the home fabrics

industry, as well as incubator businesses including military uniforms,

diapers, and shoes to be made with the Lycra DuPont fabric.



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