How can a “Rust Belt parts-maker” become known as an innovative global leader in engineering solutions?
To help Parker reengineer their brand image, we stopped selling widgets, features, and benefits—and started selling what their engineer customers (and employees) really care about: big idea solutions. So we decided to own some higher ground and celebrate engineers around the world and the unique, analytical way they see things differently.
We evolved our North American campaign into a global, multimedia campaign that helped Parker’s 135 divisions in 1,200 markets speak with one voice for the first time in Parker’s 120-year history.