ST. LOUIS, March 13, 2006 – For the first time in its history, Emerson (NYSE:EMR) is launching an advertising campaign on global business television. The campaign emphasizes the company’s readiness and ability to anticipate and meet the critical business demands of tomorrow for its customers.
The new “Are You Ready? ” campaign leverages the company’s strategic planning strength, technology leadership and global position by focusing on four world trends where its customers count on Emerson’s support: energy efficiency, the communications revolution, resources for the world, and business without borders.
The ads showcase Emerson’s ability to plan ahead and develop technologies and solutions for customers wherever they need them. They demonstrate how – when customers are ready to capitalize on these trends – Emerson is already there and prepared to help them succeed.
“We believe the campaign captures the excitement of the businesses we are in, as Emerson and our customers today are addressing dramatic global challenges,” said Emerson Chairman, Chief Executive Officer and President David N. Farr.
From helping to process valuable oil reserves in the black sands of Northern Canada to harnessing the hydro power of the raging rivers of the Chilean Andes to supporting wireless network expansion in the South African grasslands, Emerson’s television spots demonstrate the company’s leadership in anticipating customers’ technology needs and meeting them anywhere in the world.
In addition to the television spots, the campaign surrounds global decision makers via international business publications, major online business sites, and radio networks and programs; in-flight videos on three international airlines; and billboards and dioramas at 19 heavily traveled airports on five continents.
The campaign launch comes during a time of record performance for Emerson. the company in February reported record sales in its fiscal 2006 first quarter (ended Dec. 31, 2005), and previously reported record 2005 fiscal year sales of $17.3 billion.
The commercials are being aired on CNBC in North America, Europe and Asia, including “MarketWatch Weekend,” a national broadcast financial news program that airs weekly on 135 stations. It will also appear, translated to Mandarin, on Dragon TV, the business television medium of choice in China.
“This campaign is important because it takes Emerson well above our traditional problem-solving messages into a realm of bigger issues with broader relevance and impact,” said Emerson Vice President and Chief Marketing Officer Katherine Button Bell.
The campaign was created by DDB Chicago and the television spots were directed by Albert Watson, the famed New York director who has created hundreds of successful major ad campaigns, including some 500 television commercials. Alan Rachins, known for his distinctive characters on Dharma & Greg and L.A. Law, narrates the advertisements.
In addition to business television, the ads also will air/appear:
• In-Flight videos – American Airlines, British Airways, and Air China
• Global business publications – Four-color ads in The Wall Street Journal global edition, Barron’s, The London Times and South China Morning Post, among others
• Premium airport locations – United States, Europe, Latin America, China and Middle East/India
• Business Web sites – CBS Marketwatch.com, Reuters.com, FT.com,
• Business radio networks/programs – Charles Osgood’s nationally syndicated “The Osgood File,” The Wall Street Journal Radio Network
About Emerson
Emerson (NYSE: EMR), based in St. Louis, is a global leader in bringing technology and engineering together to provide innovative solutions to customers through its network power, process management, industrial automation, climate technologies, and appliance and tools businesses. Sales in fiscal 2005 were $17.3 billion. For more information, visit
www.emerson.com.
About DDB
DDB Chicago is the largest DDB agency and is one of the world’s most awarded agencies in terms of creativity and effectiveness. Named Agency of the Year by the Clio Awards in both 2003 and 2004, DDB Chicago works for a strong roster of blue-chip clients including Anheuser-Busch, McDonald’s, Dell, State Farm, OfficeMax, JCPenney, Capital One, LensCrafters, Midas, The Chicago Tribune and Dairy Management Inc.