Newport News Shipbuilding
Handling advertising for the U.S. Navy, foreign military and commercial
divisions, Clay created separate campaigns which resulted in repositioning
as well as sales. Understanding the complicated procurement process
as well as diverse cultures from the U.S. military to the United Arab
Emirates royal family and military, Clay was able to produce award-winning
ads that reached specific buyers in a format and tone they understood.
A German company with a stellar reputation in the marine industry, Westfalia
hired Clay to handle advertising and public relations worldwide. Clay's
Great Separator ad campaign broke with a series of six ads that woke up
the conservative shipbuilding market. The ads have been consistently
ranked number one in recall surveys, and have been directly responsible
for increased positive perception of the company.