Jeffrey R Loibl

Business Challenge:
Emerson was widely recognized as a reliable parts supplier, but market perception limited its positioning as a comprehensive solutions provider capable of helping customers solve complex, forward-looking operational challenges. The business needed a campaign that could both differentiate the brand in a competitive B2B landscape and reinforce its emerging tagline: “Consider It Solved.”

Executive Ownership & Strategic Direction:
As Creative Director and Copywriter, I owned the conceptual development and strategic execution of Emerson’s integrated campaign, defining the brand narrative, messaging pillars, and creative framework. My role included:

• Aligning marketing, product, and executive stakeholders on campaign objectives

• Developing a creative concept that conveyed problem-solving expertise at scale

• Ensuring the campaign translated effectively across high-impact broadcast, digital, and out-of-home placements

The strategy focused on positioning Emerson as a trusted partner that enables customers to anticipate challenges and confidently tackle the next operational hurdle.

Creative Strategy & Execution:

• Highlighted Emerson’s ability to provide end-to-end solutions, not just parts

• Leveraged customer-centric storytelling to illustrate problem-solving impact

• Scaled across multiple channels, including broadcast/OLV, print, and airport takeover OOH, maintaining consistency while optimizing for audience context

Impact:

• Strengthened perception of Emerson as a solutions-oriented brand, expanding consideration beyond traditional parts procurement

• Increased engagement with key B2B decision-makers via high-visibility OOH and broadcast placements

• Reinforced nascent tagline “Consider It Solved” as a credible, trusted brand promise