Lunch & Learn - October 3

Lunch & Learn: Best of the EXCEL Awards

The EXCEL Awards recognize the best and the brightest in association media and publishing. Winners were chosen for taking bold chances in editorial, design, advertising and marketing, online publishing and electronic newsletter categories. Hear from some of our winners to learn the process they used to develop their winning entry.

Hear from Raj Mukhopadhyay and her team from American Chemical Society on their EXTRA! Award and Gold winning entry, The Chemistry of Delight, for Promotional Content: Advertising Campaign (Other).

The Chemours Company, launched in 2015, wants to put its stamp on the chemical enterprise. The company knew a content strategy would increase brand affinity with chemists so they partnered with C&EN BrandLab to create and execute a campaign. They wanted to create an immersive storytelling experience, including interactive and multimedia components that would make for content that was highly clickable, shareable, and sticky for readers.

C&EN BrandLab developed the "Chemistry of Delight" series, which offered opportunities for interactive and engaging content. The sounds and sights of the leisure activities covered in the series became engaging scientific animations, infographics and slideshows. With millions of impressions and over 21,000 pageviews, the campaign delivered not only impressive marketing metrics, but true business results. Of readers who were surveyed, 65% said they learned something new about The Chemours Company from these articles and 57% said that they were more likely to consider using The Chemours Company for their industrial chemical needs.


Rajendrani Mukhopadhyay
Rajendrani Mukhopadhyay, Ph.D
Executive Editor, C&EN BrandLab, American Chemical Society

Stephanie Holland
Stephanie Holland
Director, Advertising Sales & Marketing, American Chemical Society

Event Details

Thursday, October 3, 2019
12:30 – 2:00 p.m. EST

SIIA Offices
1090 Vermont Ave NW, Sixth Floor
Washington, DC 20005

AM&P Members: $20
Guest/Non-Member Employee of Member Organization: $30
Non-Member: $50

Register Now