Ingersoll Celebrates Diversity

Ingersoll-Rand this month begins a $3 million corporate image campaign showcasing its diversification to the financial community.
Single- and double-page ads are scheduled to appear in Barron’s, BusinessWeek, Forbes and the Wall Street Journal through the end of 1999. Carrying a new tagline, “Fundamentally different,” the ads spotlight the many companies that now operate under the umbrella of the Woodcliff Lake, N.J.-based company.
“The last time Ingersoll-Rand did a corporate program was in the 1970s, and at that time the focus was American productivity versus the Japanese,” said Dick Sanderson, president of Bender, Browning, Dolby & Sanderson, the Chicago agency that handles several Ingersoll-Rand divisions. “Since then, it’s become clear that Wall Street isn’t aware of how diversified Ingersoll has become, so we approached [the client] with the idea of doing this kind of corporate communication again.”
Each ad features products that consumers may be surprised are manufactured by companies owned by an industrial giant like Ingersoll-Rand, said Sanderson. These include Club Car golf cars, Thermo King temperature controls and Schlage locks.