MRO Magazine

Effie Worldwide Selects Miller for 2015 North American Finalist Award

May 12, 2015
By Business Wire News


As part of its 2015 Effie North American awards program, Effie Worldwide, Inc. has selected Miller Electric Mfg. Co. to receive a 2015 North American Effie Finalist Award. The Effie Awards are widely seen as the preeminent award program in the industry, recognizing the highest level of achievement in marketing communication.

The Miller Electric Mfg. Co. marketing team, clockwise from left: Vickie Rhiner (Brand Manager), Ric ...

The Miller Electric Mfg. Co. marketing team, clockwise from left: Vickie Rhiner (Brand Manager), Rich Thompson (Vice President of Marketing), Terry Wegner (Director of Marketing Operations), Sue Feldkamp (Interactive Marketing Director). (Photo: Business Wire)

Miller® received the only 2015 Finalist award in its category for the WE BUILD campaign, a fully integrated multi-channel campaign that celebrates hard working welders and their everyday achievements that make the world a bigger, brighter and better place. The campaign included print and digital advertising in national outlets, a custom microsite, the Build & Win sweepstakes inviting users to share what they build with the world and special content delivered through social media channels, e-newsletters, public relations tactics and live events.

Effie finalists are nominated through a rigorous evaluation process from a select jury of senior industry executives. Jurors evaluated each case on the basis of marketing effectiveness – proven results within the context of challenging communication goals and objectives. This year, the Effies saw a record number of case study entries in North America.

“We are thrilled to see the success of the WE BUILD campaign, and how it has become emblematic of the true value of the work done by everyday welders,” said Rich Thompson, vice president of marketing at ITW Welding, North America. “From the early days, when it started as an idea on a whiteboard at 2:00 in the morning, it was really a question of talking with our audience, not to them. Our entire team – all who worked tirelessly to bring it to life – couldn’t be more pleased to see what WE BUILD has grown into, and how it has created such a deep resonance with the men and women of the welding industry.”

Launched in 1968, the Effie awards recognize the best in marketing effectiveness from companies, agencies and individuals on six continents, including more than 40 national Effie programs. Miller stands among other Finalist winners this year, including Apple®, IBM®, Budweiser®, Chevrolet®, YouTube®, Toyota®, Burger King® and others.

The award marks the first time in company history that Miller has been recognized as an Effie finalist, outperforming other brands in the Agricultural, Industrial and Building category. Its selection places Miller on the Effie index, a global ranking that identifies the most effective brands, marketers and agencies.

The WE BUILD campaign was also recognized with an American Advertising Silver award by the American Advertising Federation of Des Moines, Ia. The award represents creative excellence in the art of advertising for a regional and national integrated marketing campaign.

To learn more about the WE BUILD campaign, the Build & Win sweepstakes or to see the hard work of the men and women of the welding industry in action, visit

About Miller
Miller Electric Mfg. Co., headquartered in Appleton, Wisconsin, is a leading worldwide manufacturer of Miller brand arc welding products and is a wholly owned subsidiary of Illinois Tool Works Inc. (NYSE: ITW). For more information, visit, call 1-800-4-A-Miller (800-426-4553), email, fax 877-327-8132, or write to Miller Electric Mfg. Co., P.O. Box 100, Lithonia, GA 30058.

Two Rivers Marketing
Zachary Keller, 515-557-2058