O&M picks up £40m global DuPont advertising account

Ogilvy & Mather has won the £40 million global ad account for DuPont following a pitch that included an online auction to decide which agency met the client's criteria.

O&M competed against Young & Rubicam, the incumbent McCann-Erickson, FCB Worldwide and Saatchi & Saatchi for the account, which includes the Lycra and Teflon brands. McCann and the other roster agencies, BBDO Worldwide in New York and Doner, will continue to work on the textiles and interiors division.

DuPont called the pitch despite appointing McCann in August to create a global campaign for its Lycra brand. DuPont has also worked with Y&R in the US.

As well as a creative and strategic element, part of the pitch process included an online reverse auction, in which each pitching agency was asked to show how much they would charge to service the account and to explain how they came to their figures.

DuPont's communications manager for global sourcing and logistics, Julia Saia, said: "The auction is a standard industry tool we are using to evaluate price. It's just one of many factors being taken into account."

The pitch came as DuPont rallies against difficult times - products and services for cars and houses account for a third of its revenue, and sales of both have slumped.


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