JEFF HUGGINS

To counter Agilent's belief that "our business is too technical and too scientific for a business audience," we developed a corporate brand campaign for the Wall Street Journal, New York Times, Economist, etc. that demonstrates how Agilent technology is used to answer many of life's most critical questions. Instead of delving into typical mass spectrometer subjects, we focused on general interest research that shows how far-ranging and ubiquitous Agilent equipment is in today's scientific laboratories.  CLIENT: Agilent Technology  CD's: Jeff Huggins, Andrea Janetos.  BRAND STRATEGY CONSULTANT: Brand Paradigm