ITW Welding/Miller Electric

Rich Thompson, VP of Marketing-ITW Welding N. America
Terry Wegner, Director-Marketing Insights and Operations
Sue Feldkamp, Director-Digital Marketing
Vickie Rhiner, Brand Manager-Miller

Two Rivers Marketing *Lead Agency

Brad Olsen, Executive Director
Amy Hutchins, Group Director
Drew Jones, Managing Director, Creative
Kiley Skadburg, Acct. Director

BAV Consulting

Michael Sussman, President, BAV Worldwide
Anuja Palkar, Director of Analytic Insights, BAV Worldwide

The welding industry has been long trapped in message sameness. How could Miller Electric find a way to break free of the "arcs and sparks" visuals, lists of product features and benefits and company chest thumping? Miller made the message about "WE" rather than "ME", by tapping the emotional connection and celebrating the welder that makes our world a bigger, better and brighter place. This drove measurable differentiation in our brand, tremendous social media engagement, and greater sales; so much so that even our competitors tried to copy our strategy!