Siemens selects Edelman as first agency of record

NEW YORK: Edelman has beaten four agencies to become the first agency of record for Siemens USA, the US subsidiary of the German electronics giant Siemens.

NEW YORK: Edelman has beaten four agencies to become the first agency of record for Siemens USA, the US subsidiary of the German electronics giant Siemens.

NEW YORK: Edelman has beaten four agencies to become the first agency of record for Siemens USA, the US subsidiary of the German electronics giant Siemens.

The appointment comes amid an internal communications restructure at Siemens while it prepares for its first listing on the New York Stock Exchange in March.

The budget for the account is currently in the high six figures, according to Eric Jackson, Siemens' managing director of corporate communications.

But that figure is expected to grow to seven figures. 'It is a competitive based budgeting piece where there is significant upside for achievement,' Jackson said.

Although the US is Siemens' largest market, the brand is relatively unknown here. Siemens reported US sales of dollars 6.5 billion in 2000.

Building awareness of Siemens and bringing a single voice to its US operating companies are the core challenges for Edelman. Siemens employs 73,000 people in the US and is involved in a broad range of industries, including medical imaging, power, financial services, information and communications.

'It is not a launch in the traditional sense,' said Judi Mackey, Edelman's international practice leader, 'but one of a company that is well established outside of the US.'

Edelman will also provide support for the NYSE listing, although Siemens uses Citigate Dewe Rogerson for IR.

Siemens currently employs 20 people in PR functions across the country but is now restructuring its internal PR functions. 'We are in the process of changing the talent and are looking to add staff,' said Jackson.

The overhaul is designed to support the reorganization of Siemens' US business and the rollout this year of an integrated promotional campaign that will include advertising, PR and other marketing activities.

Siemens has never retained a single PR agency in the US, but worked with Edelman in 2000 on several brand identity and message development projects.

Siemens chose Edelman because it was 'smarter, hungrier and more flexible to meet our needs,' said Jackson.

'In the final analysis a company like ours needs a large global player and there is only a handful of agencies that could work for us.'





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