The argument that there is strength in numbers continues to give associations and corporations new ways of pumping up their brands. Wirthlin Worldwide - a research and consulting firm which generally isn't turning out fluff or churning out cookie-cutter studies - receives the Advertising Research Foundation's "David Ogilvy Research Award" for its work with TheSteelAlliance.
The alliance, a network of steel manufacturers which formed a U.S. consortium to boost their clout, worked closely with Wirthlin, ad house GSD&M and PR firm Porter-Novelli to create a campaign highlighting the safety of steel.
National tracking done showed over the course of the effort, Americans' favorability toward steel jumped from 58 to 82 (on a 100-point scale).
(Wirthlin, 801/226-1524)