The American Chemistry Council
A Great Next Step
The American Chemistry Council (ACC) was the Chemical Manufacturers Association (CMA) when Gardner began working there. He was tasked with the re-branding of the organization from chemicals to chemistry. At the time the organization as a little more than 175 years old and was/is the oldest trade association in the US.
Gardner was also tasked with the change management that went along with such a massive re-branding, creating the new "Divisions" within ACC.
He then led the organization through a three-year process with the board of directors to approve and launch a $20 million annual communications campaign, called essential2.
This campaign encompassed:
- National television advertising
- Issue specific advertising in Washington DC.
- New web site and digital strategy
- Industry employee communications
- Earned media
The campaign dramatically improved public perceptions and importantly the perceptions and attitudes of employees.