Project Description

Case Study: Westinghouse

The Problem

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 products and services offered 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.

The Solution

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 developed dozens of variations of our “Simple Ideas, Great Things” creative concept for print, radio, television and online advertising. Our creative concept has been used by the company on their website, convention exhibits, and all external and internal communications. More recently, Westinghouse has turned to S&H for advice on branding, messaging and strategic communications.

The Results

During the years, we have worked for Westinghouse, the company has seen significant growth and success. Westinghouse nuclear power technology is often the technology of choice for utilities and governments throughout the world. As the company grew, so did 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.