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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