While working for Croxson, Weatherford posed quite a challenge to us: They wanted an ad campaign that would educate engineers, decision makers and other people of influence on the many different innovative products and services they provided. And be sure to cross sell other divisions. And always score high in readership surveys.
We designed a series of ads that utilized a navigation system in the header, so that no matter what the emphasis was for that particular ad, the viewer could always see additional services within that division as well as the other divisions called out. This system is became a template for each layout, allowing to focus energy on clever headlines, smart copy and arresting visuals, both photos and illustrations.
Nearly every ad in the series surpassed the previous one in readership surveys. We even had engineers quote ads back to us. Most of the ads were also recognized by the BMA and the IABC.