Westinghouse Electric Company experienced profound change during the 1980s and 1990s. In 2005, the image of the company among people age 45 and older involved businesses sold long ago. Younger people had little awareness of the once ubiquitous brand. Advertising was produced internally on an ad hoc basis, absent the guidance of an overall strategic plan.
Westinghouse selected Smith & Harroff (S&H) in December, 2005 to be its advertising agency of record. S&H conducted a communications audit, image research and media analysis which was used to develop a strategic long-term advertising plan. S&H has developed dozens of variations of our “Simple Ideas, Great Things” creative concept for print, radio, television and online advertising. Our creative concept is now used by the company on their website, convention exhibits, and all external and internal communications.
During the years we have worked for Westinghouse, the company has seen explosive growth. Westinghouse nuclear power technology is often the technology of choice for utilities and governments throughout the world. As the company has grown so has the scope and reach of its advertising. In addition to the U.S., we have placed Westinghouse advertisements in the United Kingdom, Ukraine, China and many other countries. As a result, Westinghouse has significantly improved its image among key audiences, fueling even greater success for the company.