April 1999

Industrial Equipment Advertising has to be amongst the hardest to produce. When I say ‘hard’ I mean, appealing, sexy, different and not in the general styles you see in most business to business magazines.

Kemwall was a challenge as their equipment was well known well respected and boring to look at. But the good news was that all the competitor adverts and most of the related cosmetic or pharmaceutical advertisers were stuck in a rut and committed to an age old style of advertising.