The agency partnered with two leading business dailies and launched two integrated communication initiatives: “Answers through Innovation” with The Economic Times and “The India Agenda” with The Mint. Both programmes raised and discussed the four mega trends, and the solutions from Siemens were seamlessly incorporated into them. The output of both was purely editorial content, not advertorials. They were promoted across media by the media partners to amplify the initiatives.“Answers through Innovation” included customised editorial columns, panel discussions on TV and a White Paper that captured the initiative. 1,500 copies of the White Paper were printed and sent to CEOs of ET Top 500 companies and other target groups.

The India agenda initiative included customised editorial columns, an exclusive microsite, and on-ground business conferences represented by industry stalwarts and Siemens. Each conference was captured into a half an hour episode and aired on India’s largest business news channel, CNBC TV 18.

• Siemens leads TOM recall over GE, Philips & ABB (Source: AC Nielsen).• 3 out of 5 readers felt the campaign was unique and relevant. • Siemens established direct contact with over 1,600 key decision makers.• Value of new projects signed up grew by 40% over previous year (source: Siemens Annual report).• Multi-media promotion gave high visibility though paid for the print campaign only.• These initiatives have become global benchmarks within Siemens: they are cited as best practice examples in Siemens' annual Global Media Guide Book, circulated to all 130 countries running the ongoing Siemens Answers campaign.