Publicis Reveals All of Siemens

NEW YORK While many people have heard of Siemens, few know what it actually does, a situation the German engineering firm hopes to reverse with a $15 million campaign.

The effort, breaking this week via Publicis in New York, tells more of a general brand story than its “Spin the globe” campaign in 2001. While that effort focused on specific operating units—such as healthcare, energy and transportation—the new executions encompass all Siemens’ offerings.

“Industry-specific print and out-of-home [airports] have been our foundation, but TV lets us get a general brand story out, that we make a difference to cities and the infrastructure of America,” said Bill Stabile, senior director of brand marketing at Siemens.