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Post DuPont, Conoco Resumes Advertising

Post DuPont, Conoco Resumes Advertising

Houston-based Conoco, which recently came out from under the wing of DuPont, launched a corporate advertising campaign that will tout its ability to compete against the "super-majors." Conoco completed its separation in August and returned to the New York Stock Exchange, trading under the symbols COC.A and COC.B.

"It's important to reestablish Conoco's distinctive personality as a strong, independent global energy company in the minds of the financial community and the general public," said Conoco CEO Archie W. Dunham. "Some may think that a company of Conoco's size will have a hard time competing with ultra-large companies, like those created by recent mergers in our industry. We strongly disagree, and we say so in our new ads, which emphasize our lean, resourceful and nimble nature."

A campaign was created by Conoco's new communications partner, Campbell-Ewald of Detroit. Television spots were launched Nov. 14 on major broadcast and financial cable networks. The ads will be running through Dec. 19 in a television schedule skewed toward the financial community audience through business-oriented cable television shows, although some sports and public affairs programs are included. Print ads, beginning this week, are limited to the Wall Street Journal, The New York Times, Barron's, Investor's Business Daily and the Houston Chronicle.

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