Siemens Examines 2 Media Shops

With the creative portion of its $25 million U.S. account handed to Publicis New York, German electronic giant Siemens Corp. is shifting focus to a review of its U.S. media planning and buying.

In this one, New York-based R.J. Palmer, Siemens’ media shop for five years, is defending against Optimedia, the New York-based media arm of the French advertising company Publicis.

The media search was prompted by Siemens’ plan to launch a branding campaign tagging the company “the global network of innovation.”

Siemens is looking for media buying strategies that will inspire international media planning, said Earnest Thompson, Siemens’ U.S. managing director of corporate branding in Iselin, N.J.

Thomson wants to see how the shops negotiate U.S. media buys before launching the campaign globally. “The sense being,” he said, “if you can make it in the U.S., you can make it anywhere.”

A media decision is expected within two weeks.

Siemens claims about $18 billion in U.S. sales of computers, cellular phones, and medical systems, but it wants the upcoming campaign from Publicis to increase its currently scant brand awareness.