In a move to highlight its innovation and engineering expertise around the globe, Emerson (NYSE: EMR) today launched a new multimillion-dollar advertising campaign that puts a creative spotlight on first-of-their-kind customer solutions delivered by the company.

The new extension of Emerson’s seven-year “Consider It Solved!” campaign is called “It’s Never Been Done Before.” The campaign focuses on unique and innovative solutions that Emerson delivers to customers – from helping Colorado-based Range Fuels develop a commercially viable process for creating alternative fuels from non-edible biomass to enabling the Milwaukee Metropolitan Sewerage District to convert more ground-up home food waste to electricity.

“Although this campaign arrives during a difficult economic period, a recession is an opportune time for companies like ours to more tightly partner with customers to better help them prepare for the turnaround,” said Emerson Chief Marketing Officer Kathy Button Bell. “We want to proudly demonstrate to multinational audiences how Emerson’s innovation is helping to unlock new growth opportunities and create dramatic industry changes.”

The first flight of the campaign, which runs through May, is valued at $10.6 million and includes newspaper, magazine, TV, radio, Internet, and airport digital boards and dioramas. The campaign was created by DDB in Chicago.

In the United States and Canada, ad placements include:

• TV: CNBC, Bloomberg TV, Fox News, Fox Business Channel, and The Golf Channel.
• Print: The Wall Street Journal, The Economist.

• Radio: “The Osgood File” on Westwood One, National Public Radio’s “Morning Edition.”
• Airport advertising in Chicago, Dallas, New York, Miami, Los Angeles, San Francisco, and Calgary.

Outside North America, the ads will run in Europe, Mexico, Brazil, India, the Middle East, Japan, and China.

In addition to showcasing case studies involving leading biofuels company Range Fuels and the Milwaukee Metropolitan Sewerage District, the new ads also highlight first-of-its-kind heat pump technology Emerson developed for deployment in China’s northern provinces so residents there can heat their homes without relying on coal-fired heating plants, and Emerson’s first-in-its-industry approach to maximizing data center energy efficiency.

“‘It’s Never Been Done Before’ delivers on the promise that Emerson is a powerful force for innovation,” said Button Bell. “It shows the results of Emerson’s fantastic work across a multitude of industries to create new-to-the-business and new-to-the-world solutions. And in a world of uncertainty, it reinforces the message that Emerson has the answers to not only sustain customers but help grow their businesses in surprising new ways.”

The new campaign, Button Bell said, provides “a bolder and more exciting approach to our creative. And building upon the Emerson signature use of vibrant color, we have now added unexpected print visuals and computer-animated dynamic TV shots to tell our remarkable innovation stories.”

Button Bell added that the TV commercials include unexpected music from fresh, new alternative bands, which “supports our innovative theme and really adds energy and some fun to the new TV spots. It should also help break through the financial news clutter on television.”

For more information about the new campaign, to read stories about the case studies highlighted in the ads, and to view select creative, please visit www.Emerson.com. To watch one of the new Emerson TV ads, visit www.YouTube.com/emerson.

About Emerson

Emerson (NYSE: EMR), based in St. Louis, Missouri (USA), is a global leader in bringing technology and engineering together to create innovative solutions for customers through its network power, process management, industrial automation, climate technologies, and appliance and tools businesses. Sales in fiscal 2008 were $24.8 billion. For more information, visit www.Emerson.com.