2009 BRONZE

CORPORATE REPUTATION / PROFESSIONAL SERVICES

GROWING IDEAS

WEYERHAEUSER, WEYERHAEUSER CO.

Shannon Hughes, Dir.-Bus. Collaboration

DAILEY

Bruce Miller, CEO
Steve Rabosky, CCO
Tom Lehr, Exec. VP-Mngng. Dir.
Jean Grabow, Sr. VP-Mgmt. Super.
Mark Rouse, Sr. VP-Creative Dir.
William Waldner, Sr. VP-Creative Dir.
Aroon Mukhey, Sr. Copywriter
Bryan Carroll, Sr. Art Dir.
Rebecca Arnal, VP-Acct. Super.

Weyerhaeuser needed to reinvent its image. The campaign's challenge: Update the vitality of the Weyerhaeuser brand by taking credit for the company's many cutting-edge ideas and products. The campaign significantly increased traffic to the Web site versus the prior year and at a significantly increased click-through rate. At the site, visitors got a fascinating tour of all of Weyerhaeuser's innovations and left them with a more positive opinion of the company.