Mill-Max, the largest manufacturer of precision-machined interconnects in North America, found itself challenged by the emergence of short-lived electronics and the trend some industries were making to go with lower-quality, less costly “stamped and formed” products. Our strategy to move Mill-Max forward was to identify its key selling strengths and exploit them to targeted industries where reliability and performance were critical concerns: industrial, aerospace, medical and military. Once identified, we developed a multi-media rollout that included print advertising, videos and a two-time Davey Award-winning digital campaign.