BSMG and Bozell urge wood industry to 'be constructive'

CHICAGO: BSMG and sister ad agency Bozell have signed for a three-year, dollars 45 million campaign to handle marketing outreach for the Wood Promotion Network (WPN), a newly formed coalition of US and Canadian wood products producers. According to a BSMG executive, 'dollars 1 million-plus' of the dollars 45 million effort will go to PR.

CHICAGO: BSMG and sister ad agency Bozell have signed for a three-year, dollars 45 million campaign to handle marketing outreach for the Wood Promotion Network (WPN), a newly formed coalition of US and Canadian wood products producers. According to a BSMG executive, 'dollars 1 million-plus' of the dollars 45 million effort will go to PR.

CHICAGO: BSMG and sister ad agency Bozell have signed for a three-year, dollars 45 million campaign to handle marketing outreach for the Wood Promotion Network (WPN), a newly formed coalition of US and Canadian wood products producers. According to a BSMG executive, 'dollars 1 million-plus' of the dollars 45 million effort will go to PR.

BSMG's Chicago arm will serve as lead office for PR, which will target consumers, professionals and trade organizations.

WPN has been set up to convince house builders that wood is still a viable material to build a house with - contrary to recent claims by the steel industry. WPN will also help to mitigate the effects of the strong environmental lobby.

The firm's DC office will handle media and online monitoring. Six Chicago and three DC executives will be dedicated to the account.

Heading up the Chicago team, managing director Todd Woodward - whose surname, joked Cathy Calhoun, president of BSMG's Chicago office, sealed the deal - said his group is the virtual office for WPN, an industry volunteer group comprised of 80 industry competitors.

On February 9, the day the campaign kicked off at the International Builder's Show in Atlanta, The Wall Street Journal and the Atlanta Journal-Constitution covered the story, which Woodward said gave his audience double exposure.

'All the CEOs and company people going to the show opened their papers and saw 'Be Constructive!' (the campaign's tagline) right there,' said Woodward.

Woodward hired 25 jumpsuit-wearing door greeters with 'Be Constructive!' hard hats. Children from Boys' and Girls' Clubs learned how to build and paint wooden doghouses, which were given to a local ASPCA to raffle off.

Woodward said his future plans include a possible partnership with Habitat for Humanity.

'The biggest challenge is the reaction you get from people: 'Wood? You're marketing wood?' ' said Woodward. 'But any time people ask a question, it gives PR the opportunity to give them an answer. We've got that answer: 'Be Constructive!'





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