CHICAGO – Amoco launches its first campaign targeted to women in November women’s magazines. The campaign, titled ‘New Perspectives,’ includes three print ads, the first of which deals with Amoco’s commitment to inner-city housing. The campaign was created by D’Arcy Masius Benton & Bowles/Chicago. ‘Research revealed that straight product advertising alone was too limited for Amoco when communicating with women,’ said Glenn Marrichi, DMB&B senior vp/group account director. The campaign is designed to highlight Amoco’s commitment to issues such as the environment, housing, safety, education and wildlife preservation. Future ads will focus on Amoco’s services.
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