Doner Gets Boost From DuPont

Doner nearly tripled the size of its DuPont assignment by winning a roster-shop showdown for the client’s new Apparel and Textile Sciences strategic business unit account.

The added business includes some trade and retail work for Lycra, though the bulk of that account will continue to be handled by Saatchi & Saatchi in New York. Doner’s new assignment will also include work for DuPont’s Cordura, DuraLife and XtraLife brands.

Doner will also be charged with branding the new unit. The push will begin with a campaign breaking soon in publications such as Women’s Wear Daily.

“Doner demonstrated a genuine passion for our business and has an excellent understanding and track record of how to influence and motivate our entire value chain, from mills to retailers to consumers,” said Carol Gee, global brand director for DuPont Apparel and Textile Sciences.

Shops competing for the business included Saatchi, Stoner Bunting Advertising in Lancaster, Penn., and Reese, Tomases & Ellick in Wilmington, Del.

In a parallel review, Ketchum, New York, was chosen for the unit’s public relations duties.

Doner executives declined to reveal billings, saying only that it was a “significant” increase in business.

However, it was previously estimated that Doner’s work for the Wilmington, Del.-based company totaled about $8-10 million.

The account now is estimated at $20-25 million.

DuPont spent about $20 million in 2000 and $9 million through July of this year on advertising for its fibers division, according to CMR. But those totals do not include collateral work, which represents a large part of DuPont’s marketing plan.

A reorganization at DuPont earlier this year was part of the company’s strategy to be more “consumer-centric,” said David DeMuth, executive vice president and general manager of Doner’s Cleveland office, which services the account along with the agency’s Southfield, Mich., headquarters.

DuPont plans to focus more on consumer-targeted marketing and the business-to-business efforts.

The brands grouped under the new Apparel and Textile Sciences unit are expected to get “significant consumer and b-to-b support,” DeMuth said.

Doner will continue to handle brands it had before the review, including Tactel and Supplex, its two Nylon apparel brands.