NEW YORK: After a competitive and closely watched agency-selection process, DuPont has selected Ogilvy & Mather and its sister units, including Ogilvy PR, to lead a consolidation of the chemical company's marketing and communications across its businesses.
DuPont said the key to the process was finding one agency that could lead all aspects of communications and marketing. The move marks the first time in its nearly two centuries of business that the company has handed over its marketing to a single agency. The size of the account is expected to be $75 million, with the fees to be spilt up among the partner agencies.
Ogilvy was selected after a four-month process that appeared to be run largely by DuPont's procurement unit.
The selection process took an unusual turn last month when the finalists were asked to participate in a live, online auction for the business. Some in the marketing world said the auction treated a creative industry like a commodity.