Jeffrey R Loibl

Business Challenge:
While wireless technology is ubiquitous in consumer life, Emerson faced a perception challenge in industrial markets: clients did not associate wireless solutions with harsh industrial environments like processing plants. The business needed a campaign that could differentiate Emerson’s innovations, communicate their unique technical capabilities, and reinforce thought leadership in a saturated “wireless” landscape.

Executive Ownership & Strategic Direction:
As Creative Director and Copywriter, I owned the strategic and creative vision for the campaign. My role included:

• Identifying the perception gap between consumer wireless familiarity and industrial application

• Defining a conceptual framework to communicate the technical sophistication and reliability of Emerson’s wireless solutions

• Partnering with marketing and engineering leadership to ensure messaging accurately reflected technical innovation and business impact

• Establishing a visual and verbal identity that could scale across print and high-visibility out-of-home channels

Creative Strategy & Execution:

• Developed a headline-driven narrative positioning Emerson’s wireless solutions as uniquely capable of operating in extreme industrial environments

• Highlighted technical innovation through visual storytelling and messaging clarity, cutting through consumer wireless saturation

Impact:

• Conceptually repositioned Emerson as a leader in industrial wireless innovation

• Reinforced technical credibility among industrial engineers, plant operators, and procurement decision-makers

• Elevated brand perception in a highly competitive, commoditized space