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Beyond DDB Crafts Integrated Push for Emerson

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Beyond DDB is pre-paring the first major integrated marketing campaign for global electric and industrial manufacturing company Emerson.

The $8-10 million campaign, from the integrated communications group of DDB Chicago, will break in April with TV spots on business cable stations. Print executions are slated for April issues of The Wall Street Journal, Fortune and Forbes.

An online digital campaign by Tribal DDB, the digital online marketing arm of DDB, will break at the same time.

Airport dioramas will be used in key airports worldwide in an additional effort to get Emerson's brand in front of business people, said Nicole Foster, Beyond DDB's senior account supervisor. "That is a great way for us to get them as they travel doing business," she said.

While the campaign's theme was not revealed, the company is expected to tout the diverse services offered by its many divisions. "Emerson is marketing to the business community to make it easier to understand the company and do business with them," Foster said.

The campaign is part of the St. Louis-based company's new brand and marketing strategy launched last week to target high-level business decision makers. Emerson redesigned its 30-year-old logo to a blue and silver-colored double helix shape. The company also changed its name, dropping Electric & Co., to just Emerson, said Katherine Button Bell, Emerson's chief marketing officer. Interbrand handled the branding initiatives. "These are dramatic moves for the company. But our brand needs to reflect the company's repositioning into much higher-growth markets," Bell said.

The campaign will be part of an ongoing strategy to promote Emerson's eight business segments, Bell said. The April spots will focus on Emerson's network power unit. In the fall, Emerson will break different spots for its process control group.

Emerson, which reported revenue of $15.5 billion in fiscal 2000, specializes in electronics, telecommunications, industrial automation, heating and air conditioning, and tools. KAREN HIRSCH