Lumber Group Plants a Review

Seeks to Burnish the Industry’s Image
CHICAGO–A coalition of wood-product companies and industry associations is contacting advertising and public relations agencies about an image campaign.
The group comprises the American Paper Association/Engineered Wood Association; the American Forest and Paper Association; the Canadian Wood Council; and several private lumber companies, including Weyerhaeuser.
The group sent RFPs to 15-20 shops nationwide this month. At least three agencies declined to participate, said sources. Consultant Bruce Anderson, of Earnscliffe Research and Communications in Ottawa, Canada, could not be reached.
The coalition will likely cut the list to five ad agencies and three or four PR firms before scheduling presentations in January; spending is about $10 million, although that could include both ad and PR duties, sources said. The assignment, which is expected to include media duties, is to promote wood and wood-related products, sources explained.
The association wants to improve the industry’s image and outline people’s need for wood. One source said the goal is to produce something along the lines of the California Milk Processor Board’s “Got milk?” ads by Goodby, Silverstein & Partners. –with Angela Dawso