Company: United Technologies Corp.
Years in current job: 2
Quote: “We are trying to foster a greater understanding of the makeup of UTC and the relationship between the UTC parent company and all of our operating companies, all of which have well-known brands of their own.”
George Jamison, who joined United Technologies Corp. in 2002 as VP-communications, had the challenge of continuing a rebranding campaign for the company that was launched in the fourth quarter of 2003.
The campaign, with a tagline of "Momentum," was developed by UTC's agency, Doremus, and seeks to build awareness of UTC among businesses and investors.
"We are in a variety of businesses and industries that we hold substantial market positions in, and we are well known in those industries," Jamison said. "But among Fortune 500 executives and even some people in the investment community, we are still not as well understood as we'd like to be."
UTC is a $31 billion corporation with operating divisions including Otis elevators, Chubb insurance, Pratt & Whitney aircraft engines, and Carrier air-conditioning.
The "Momentum" campaign features a blue stripe in seven hues that represent each of UTC's operating divisions.
This year, Jamison worked with Doremus on unique media placements and marketing strategies to build brand awareness of UTC and its operating divisions. He helped spearhead the use of innovative print ads in prominent business journals to catch the attention of senior business executives and investors.
The ads, running in publications including The Wall Street Journal, BusinessWeek, Forbes and Barron's, use the signature blue stripe across pages to build continuity and give the impression of movement. For example, a two-page partial ad running in Barron's started on the left-hand page and continued onto the right-hand page, featuring the stripe moving across both pages. Both pages contained some editorial.
Under Jamison's direction, UTC also broke its first major online advertising on wsj.com this month.
The online advertising continues the "Momentum" theme and features an animated blue stripe that moves through different venues in which UTC products are used. For example, the stripe moves up an escalator for Otis and through an airport for Pratt & Whitney.
UTC also used events this year to communicate its brand to the investment and business community, such as sponsoring Money magazine's Money Summit to reach a C-level and investment audience.
Jamison said it's too early to see significant results from the campaign, but the company has seen an increase in brand awareness, brand familiarity and brand favorability based on early research.