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GSD&M Launches Steel Alliance Campaign
DALLAS–GSD&M, Austin, Texas, yesterday launched a $15 million image campaign for the Washington, D.C.-based Steel Alliance trade organization. The agency’s work follows a 1997 branding blitz that the Alliance first pushed to improve the image of the raw steel industry. In addition to emphasizing steel’s material strength for buildings and cars, the ads highlight the product’s environmental benefits. Five 15-second television ads, narrated by actress Anjelica Huston, will be aired on network and cable during prime-time, daytime and early-morning programming.
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