EMA Ads for Nucor Steel Make BtoB’s Top Creative of the Decade

Ads created by Eric Mower and Associates (EMA) for steel manufacturer Nucor are recognized among the “Top Creative of the Decade” by BtoB magazine.

BtoB’s June 14 issue features editors’ picks for the top business-to-business creative campaigns from the past 10 years. According to the publication, campaigns were chosen for best creative ad design, innovative use of media, and strong messaging. Read BtoB’s write-up on Nucor online here. Other brands featured include FedEx, GE, UPS, Cisco, American Express, IBM and Panasonic.

BtoB is asking readers to vote online here for their favorite campaign and results will be published in the July issue of the magazine.

EMA created Nucor’s first ads in 2006 and its campaigns have been recognized in BtoB every year because, according to the magazine, Nucor “positioned itself as eco-friendly early and built off that platform logically, breaking a steel industry stereotype with a dose of risk.”

BtoB applauded the “bold, controversial advertising” in the 2009 metro campaign EMA created for Nucor “because not only was the to-the-point message consistent, but so was the crisp imagery, the deep green hue and creative use of placement.”

The life-sized graphics were placed on the floor of metro stations in Washington, D.C., to grab the attention of key decision-makers, highlighting the need for fewer outsourced jobs and Nucor’s strong environmental record as the country’s largest recycler.

BtoB wrote that more companies should follow Nucor's lead—build on what works, but stay slightly outside the box.

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