"Over the last six months, Siemens has been focused on reorganizing our business along three main areas—health care, energy and the environment, and industry," said Tom Haas, Siemens CMO. "The goal of the campaign is to get people to understand Siemens better."
The company, which dates to 1847, has businesses in automation and control, power, transportation, information and communications, and medical equipment. The new campaign, which uses the tagline "Siemens answers," is designed to provide a simplified look at the company and show how it provides innovative solutions across its three core business pillars.
"Innovation is part of our heritage and DNA," Haas said. "We really try to answer the toughest questions facing society, particularly in the areas of health care, energy and the environment, and industry."
The campaign will kick off Thursday with a four-page "manifesto" ad that will run in national newspapers including The New York Times, USA Today, The Wall Street Journal, and Washington Post. The ad begins with a page reading, "Who has answers to the world’s toughest questions confronting health care, industry, energy and the environment?"
The next three pages go on to show how Siemens provides solutions across these areas, from early detection and prevention technologies in health care to wind turbines and other energy-efficient power sources to product design and maintenance equipment for industrial manufacturing.
Single-page ads focused on each of these core areas will appear in publications including BusinessWeek, Forbes, Fortune, Newsweek, Time and U.S. News & World Report.
The campaign will also include banner ads on companion Web sites of the print publications, as well as on CNNmoney.com, Yahoo Finance and industrial sites ThomasNet.com and GlobalSpec.com.
Out-of-home ads will appear in major airports across the country.
The campaign is initially being launched in the U.S., Europe and Brazil.