Baldor Electric Company is the largest manufacturer of industrial motors, drives and generators in North America. With an 82 year history of marketing, designing and engineering a huge variety of industrial motor products, Baldor has earned an undisputed reputation for world-class quality and service. Breaking from a long history of "Baldor format" ads, we developed a new look and new themeline that took their advertising program from a horizontal marketing approach, to a very targeted, vertical approach.