The Dow Chemical Co.
THE DOW CHEMICAL CO.
Patti Temple Rocks VP-Global Comm. & Reputation
Mike Kolleth Dir.-Corp. Brand Comm.
Doug Brinklow Global Leader Corp. Advt.
John Claxton Sr. VP-Creative Dir., Copywriter
Kurt Fries Sr. VP-Creative Dir., Art Dir.
Sean McCarthy VP-Mgmt. Dir.
Sandy Kolkey Exec. VP-Group Mgmt. Dir.
Jim Bachor Assoc. Creative Dir.
James Shuttleworth Exec. VP-Chief Strategic
Brenda Gonzalez Group Media Dir.
THE HUMAN ELEMENT
At best, the work of the Dow Chemical Co. was faceless. At worst,
it was perceived to be everything detrimental to life on Earth.
Hence, the campaign’s challenge: Reframe Dow, fundamentally
changing the way opinion leaders view the chemical company.
By embodying the company’s vision to address some of the most
pressing economic, social and environmental concerns facing
the global community, this campaign touched the target’s hearts
and minds and caused them to dramatically reevaluate how they
view the Dow Chemical Co.
Sharon Gallacher Mngng. Dir.
OGILVY & MATHER
Dan Burrier CCO
Jan Leth CCO
Jeff Compton Creative Dir.-Art Dir.
Bob Strickland Creative Dir.-Copywriter
Sung Chang Creative Dir.
Heather MacPherson Co-Pres.
Elizabeth Shanklin Exec. Group Dir.
Bill Jeffway Client Services Dir.
Julie Salik Genl. Mgr.-Creative & Production
WELCOME TO THE HUMAN NETWORK
In recent years, the Internet has entered a new chapter sometimes called Web 2.0. This change has had profound implications
for Cisco. The company’s extraordinary success in the late 90s
with the first chapter of the Internet had made it synonymous
with Internet hardware. Though Cisco was helping lead the next
wave of the Internet revolution, the brand was not receiving credit
for its role. The challenge in 2006 was clear: How to reposition
Cisco’s brand to help it catch up with the rapidly increasing footprint of Cisco’s business?