Siemens, the U.S. subsidiary of German-based Siemens AG, has launched an advertising campaign with the message "Made in America." The goal aims to help brands making their way back to the United States create "the next era of manufacturing."
The campaign brings awareness to the cause and shift Siemens' advertising strategy to run more high-impact programs with fewer publisher partners. Each publisher committed "significant media resources" to the Siemens brand. For example, Bloomberg created a manufacturing channel sponsored by Siemens.
The manufacturing channel on Bloomberg.com supports only Siemens' content, according to Michael Hill, digital supervisor at Omnicom Media Group's global media agency PHD. "They had a home page takeover that focuses on how Siemens helps companies that manufacture in America become more efficient," he said. "The Atlantic has a blogger going around America to find new ways that companies manufacture."
The campaign, which began in early August, will run through the end of September on Bloomberg, Salon, Fox, TIME, BBC, and The Atlantic. The ads will use Interactive Advertising Bureau formats, such as Filmstrip, Billboard and Pushdown.
Ogilvy produced the creatives. PHD manages the media buys and planning. DG provides the technology.
Hill said the content on each publisher site will send the same message about manufacturing, for the exception of Salon, which focuses on building more efficient cities.
Manufacturing has been slowly moving back into the United States from China, Vietnam, India and other countries since its exodus in 2001. Companies finally came to their senses and discovered that outsourcing what they once called low-value manufacturing jobs underpin the American economy and remains critical to sustain employment.
Even Orabrush, known for its tongue-cleaning gadget, will bring manufacturing back to the United States. To some extent, it already has. Its new product Orapup, for dogs, is manufactured in the U.S., said Jeffrey Harmon, co-founder of Orabrush.