Ads created for Nucor by Eric Mower and Associates (EMA) are being recognized by BtoB magazine as among the "Top Creative of the Decade".
BtoB's June 14 issue features editors' picks for the top business-to-business creative campaigns from the past 10 years. According to the publication, campaigns were chosen for best creative ad design, innovative use of media, and strong messaging.
BtoB is asking readers to vote online here for their favorite campaign and results will be published in the July issue of the magazine. In addition to Nucor’s ads, other brands featured include FedEx, GE, UPS, Cisco, American Express, IBM and Panasonic.
EMA created Nucor's first ads in 2006 and its campaigns have been recognized in BtoB every year because, according to the magazine, Nucor "positioned itself as eco-friendly early and built off that platform logically, breaking a steel industry stereotype with a dose of risk."
BtoB recognized the "bold, controversial advertising" in the 2009 metro campaign EMA created for Nucor "because not only was the to-the-point message consistent, but so was the crisp imagery, the deep green hue and creative use of placement."
For the campaign, life-sized graphics were placed on the floor of metro stations in Washington, D.C., to grab the attention of key decision-makers, highlighting the need for fewer outsourced jobs and Nucor's strong environmental record as the country's largest recycler.
BtoB wrote that more companies should follow Nucor's lead, building on what works, but staying slightly outside the box.
Eric Mower and Associates (EMA) is an integrated marketing communications agency with specialized expertise in business-to-business marketing, public relations and public affairs, consumer advertising, brand promotion and digital/direct/relationship marketing. With offices in Buffalo, Rochester, Syracuse and Albany, N.Y.; Charlotte, N.C.; Atlanta, Ga.; and Sarasota, Fla., plus a service office in Los Angeles, EMA serves clients throughout the United States. EMA also serves many of its clients through IN, a worldwide network of leading independent advertising agencies in more than 90 countries.
EMA belongs to the American Association of Advertising Agencies and IPREX, a worldwide partnership of independent public relations firms. EMA has 245 professionals and estimated 2010 capitalized billings of $220 million.