My Role: Project management; concept, copywriting/editing, creative direction; resource management.

Notes: This ad is somewhat typical of what was being done in the industry at the time -- straightforward portrait photography. What it did have going for it was a much better sense of design, layout, and professionalism. Also, many of the ads from that time simply featured happy end users in lifestyle shots. Since these ads run in trade publications and not consumer ones, it made more sense to try and appeal to the professional. Therefore, we decided to shoot a photo of the audiologist in their work environment with a happy customer, instead of just the customer. This marked the start of a series of campaigns building on the message of partnership between Siemens and their customers.

That message intended to partner Siemens with its customers by informing them of the wealth of products and services that Siemens offers. It also conveyed the idea that Siemens success was mutually based on their customers success.

---

We Dispense Success Every Day.

Success means providing your patients the most reliable products that fit right and look great. It means offering the latest technology and the finest acoustical and technical performance through the broadest array of hearing instruments designed to accommodate all types of hearing loss and budgets.

Success means providing you service and support from the industry's most established, proven manufacturer. It means more satisfied patients, few adjustments, repeat business, and more referrals.

You dispense success and we help you achieve it. Every day.