Emerson Launches Ad Campaign

Emerson, St Louis, MO, is launching its first-ever corporate advertising campaign. While Emerson's 60-plus divisions have traditionally marketed themselves independent of the corporate brand, the new "Emerson. Consider It Solved" campaign presents for the first time a unified Emerson "face" to the marketplace in high-profile national business media, making the Emerson brand more relevant to a general business audience. The campaign is the next step in Emerson's corporate branding program, and will feature ads in major business and trade media, including the Wall Street Journal, BusinessWeek, Barron's, The Economist, Fortune, and Harvard Business Review, as well as at high-traffic airports in Atlanta, New York, Chicago, Dallas/FortWorth, and St. Louis. Emerson also is developing a campaign in China -- where it has targeted significant growth potential -- that will include major television and print outlets, in addition to airport displays. "We believe the 'Consider It Solved' campaign will help us communicate the critical role Emerson plays in meeting the needs of our customers and how we have an impact on people's everyday lives," says David N. Farr, Emerson CEO. Created by DDB Worldwide Communications Inc. in Chicago, the ad campaign will profile three of Emerson's highest growth-potential businesses: Emerson Process Management, Emerson Network Power, and Emerson Climate Technologies. "For this campaign, we selected creative and media that not only change the face of Emerson, but also exemplify a step-change in industrial marketing," says Katherine Button Bell, Emerson vice president and chief marketing officer. "As we transition from a traditional product focus to a customer- and solutions-oriented marketing strategy, our “Emerson. Consider It Solved” tagline pays that off and represents all our businesses with a single, vibrant, and confident voice." In December 2000, Emerson began its rebranding initiative by introducing a shortened name and new logo to better reflect its repositioning into fast-growing markets and greater collaboration among businesses. At the same time, a new "overbrand" marketing architecture was developed to align Emerson and its businesses based on industries and customers served, with the goal of making it easier to understand and do business with Emerson. For more information visit www.gotoemerson.com.

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