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Dow Corning conveys new strategy in ads

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Dow Corning Corp., which makes silicone-based products that are used in a variety of manufacturing industries, this month rolled out an ad campaign to introduce its new business strategy. That strategy, announced in June, focuses on three main areas: innovation, sustainability and efficiency. “We are always listening to our customers and looking for ways to develop solutions that matter to them in terms of what they buy and how they prefer to buy our materials,” said Randall Rozin, global director-brand management and marketing communications at Dow Corning. Going forward, the company will focus on developing innovative materials and solutions for such critical industries as electronics, construction and health care. The innovation also involves deploying resources more efficiently to improve manufacturing processes, Rozin said. In terms of sustainability, Dow Corning said more than half of its portfolio will be products linked to sustainability, such as solar power. The company is also expanding its Xiameter brand online ordering system, offering twice as many products and new volume ordering options. To communicate these changes, Dow Corning turned to its creative agency, Slack Barshinger, Chicago, to develop an integrated ad campaign. The effort includes print and online, and is aimed at engineers and product formulators in industries including life sciences, energy, automotive and electronics. One print ad features Dow Corning President-CEO Stephanie Burns, with a headline reading, “We're always working to understand your business. That's why we're changing ours.” Print ads are running in such publications as Chemical & Engineering News, Chemical Week, Design News, Renewable Energy World and Solar Today. Online banner ads also communicate the changes, with links to a microsite that further describes the new business strategy. Slack Barshinger handled overall brand strategy and creative, and Blue Interactive handled online. The campaign also included a substantial internal launch. Rozin said that while many b-to-b companies are cutting their marketing budgets because of the downturn, Dow Corning is increasing its marketing investment. “We need to communicate clearly with our customers—this does not stop with a down market,” he said. “Strong companies should be advertising, regardless of economic conditions.” M
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