Houston-based Conoco, which recently came out from under thewing of DuPont, launched a corporate advertising campaign that willtout its ability to compete against the “super-majors.” Conococompleted its separation in August and returned to the New YorkStock Exchange, trading under the symbols COC.A and COC.B.

“It’s important to reestablish Conoco’s distinctive personalityas a strong, independent global energy company in the minds of thefinancial community and the general public,” said Conoco CEO ArchieW. Dunham. “Some may think that a company of Conoco’s size willhave a hard time competing with ultra-large companies, like thosecreated by recent mergers in our industry. We strongly disagree,and we say so in our new ads, which emphasize our lean, resourcefuland nimble nature.”

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

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