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Siemens to Break Ads

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Publicis New York will launch in July a $45 million global campaign for engineering and electronics company Siemens Corp., its first for the client.

The campaign's goal is to raise brand awareness, said Tony DeGregorio, the New York agency's president and chief creative officer. "People in this country don't know what Sie mens is and what they do," he said. The work, aimed at a general audience, is meant to convey the client's human side, he said.

Five spots each focus on one of the Munich, Germany-based client's services, which include industrial machin ery, healthcare and energy. One starts with a sunrise and then shows a power plant's control room and power lines, as the globe drifts onscreen. "Everything's bigger in Texas," says the voiceover. "Even the energy level." It adds that Siemens is "engineer ing new ways to efficiently distribute power."

A 60-second spot, "Omnibus," features a montage of images culled from the other ads, such as rural landscapes and movie screens. The tagline is, "Spin the globe"; a song with that name, performed by R&B group Lucas, is the soundtrack.

Earnest Thompson, client director of marketing and brand com munications, said the campaign differs from prior work in that it shows the "human end benefits from Siemens technology."

A 30-second teaser aired on ESPN and NBC last week dur ing the U.S. Open. The ad, which showed a sunrise and a computer-animated globe floating onscreen, ended with scrolling text that read, "If you haven't heard of us, you will."

The other five spots will debut on network and cable TV the first week of July. Five print ads will appear in the July issues of Newsweek, Business Week, Time, Fortune and Forbes.

TV and print ads will break in China, Portugal, the Netherlands and Germany in September.

The work is DeGregorio's last for Publicis. He will join Tierney Communications in July. Publicis won the business in January after beating incumbent The Lord Group and Wie den + Ken nedy. RJ Palmer handles media.