Slack and Company - "XIAMETER"

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Company: Slack and Company
Company Description: Slack and Company is an integrated marketing communications agency that works exclusively with business marketers to build strong brands and create profitable demand. Founded in 1988 and based in Chicago with additional offices in Singapore and Sweden.
Nomination Category: Advertising Categories
Nomination Sub Category: Chemicals - Campaign

Nomination Title: XIAMETER brand campaign

The date on which the media element(s) in this entry was first run, aired, or otherwise made public:
April 13, 2010

Briefly describe this campaign's communications objectives and how it met those objectives (up to 100 words):

Silicones maker Dow Corning introduced its self-service XIAMETER brand to offer more efficient way of buying silicone products. In 2010, the XIAMETER brand needed to build market awareness and preference, while focusing its messaging on key benefits of saving time, gaining more control of inventory, realizing cost efficiencies, and optimizing cash flow. To meet these objectives, our integrated program included a round of print ads; online banner ads translated for global markets; a completely redesigned XIAMETER home page keying off selling messages and including a Flash “guided tour” that covers everything users need to start using the site.

Provide the applicable creative and production credits for this entry:

Ron Klingensmith - Chief Creative Officer
Matt Finizio - Creative Director
Mike Ritt - Associate Creative Director
Brian Lubluban - Assistant Art Director
Sara Elwyn - Production Coordinator
Kaitlyn Hillesland - Developer
Matt Vander Weit - Production Director