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After several years of red ink, struggling engineering firm ABB is seeking to introduce itself to C-level executives with its first major ad effort in four years, an estimated $15 million campaign that brings the focus back to its core business: power and automation.
Breaking Wednesday, the work, by Stamford, Conn., independent Re:Think Group, features ABB employees discussing company projects under the theme, “Welcome to the world of ABB.” Three spots showcase locales ranging from a Moroccan market to a factory where robots place chocolates in boxes.
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