Hornall Anderson Develops Weyerhaeuser Roadmap for Success: Brand Design Firm Helps Guide Strategic Direction by Forest

SEATTLE (BusinessWire EON) June 21, 2007 -- The strategy positions Weyerhaeuser, generally considered a strong yet traditional company, as a brand that has evolved to meet the needs of today's and future generations. One of its first marketing executions: a new corporate advertising campaign developed by Dailey & Associates.

TreeCell Technology springs from the science that drives Weyerhaeuser innovation. Brand messaging will revolve around how these fibers and polymers (cellulose and more) can be transformed both into products you'd expect (such as paper and packaging), as well as those that push new frontiers. Examples include clothing, food, medicine, biodegradable plastic, emergency housing and biofuels.

Messaging also addresses how the combination of dedication, creativity and human imagination releases the potential in trees. Instead of seeing a tree, for instance, Weyerhaeuser employees see potential to solve problems. Instead of accepting the status quo, employees commit to pursuing new ideas, safer processes, greener solutions, and better ways. Employee innovation stems from a culture that values ideas.

The Roadmap, institutionalized in poster form and distributed to both internal and external audiences, serves not only as a directional planning tool, but establishes targeted performance goals and the behaviors required for reaching them. Metrics relating to employee safety, shareholder value, value delivery, stock performance and workforce representation are all addressed in the colorful print work. The goals represent a desired destination, reachable by talented individuals who lead, perform, invent and grow.

Weyerhaeuser initiated the branding work in fall 2005 to articulate the vision, values and behaviors of the company. Over the ensuing 18 months, researchers gathered stakeholder feedback on the company through a variety of quantitative and qualitative measures. Findings were shared with business leaders throughout Weyerhaeuser and formed the core messages from which the Roadmap was created.

"One of the most positive outcomes of this endeavor has been how it has been embraced across both corporate and the individual business units," said Shannon Hughes, Weyerhaeuser Director of Public Affairs. "We're seeing the language articulated in the company's vision, values and behaviors show up in everything from recruitment advertising to customer dialogue. That tells us we've struck a resonant chord."

Hornall Anderson's work scope also included the design of a Weyerhaeuser interactive employee intranet site, as well as a brand guidelines document. The latter is being distributed to marketing and communications teams within Weyerhaeuser's various business units.

The agency's graphic strategy focuses on giving the brand a bolder, assertive look that's consistent for a company that's uniquely qualified to solve some of earth's most vexing problems. In the process, they transform the somewhat overlooked tree into a powerful symbol of hope - not only for employees, investors and customers, but for everyone.

About Hornall Anderson

Hornall Anderson is a leading brand design/interactive agency specializing in research-driven, creatively inspired business solutions. Founded in 1982 by award-winning designers John Hornall and Jack Anderson, the firm serves a diverse mix of clients ranging from Fortune 500 brands to emerging growth companies. Hornall Anderson (http://www.hadw.com) is a part of Omnicom Group Inc. (NYSE:OMC)

About Omnicom

Omnicom (http://www.omnicomgroup.com) is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.