Emerson Expands Brand Campaign to Worldwide Audience; Communicates Ongoing Transformation to Global Solutions Provider.

ST. LOUIS -- Emerson (NYSE:EMR) announced today that it has expanded its corporate advertising campaign to include multiple international markets for the first time. The Emerson "Consider It Solved" campaign highlights the company's transformation to a global technology and engineering solutions and services provider.

Currently, 47 percent of Emerson's sales are outside the United States. The new media strategy mirrors the business by expanding Emerson's U.S. approach to target executives at global FORTUNE 1,000 companies. In addition to the United States, Emerson will be placing ads in leading international business publications in Asia, Europe and Latin America. Emerson will employ concentrated efforts in specific markets through local-language business magazines and newspapers. The campaign also is expanding to include heavily traveled international airports and carriers.

Long recognized as a well-managed and profitable company, the new campaign communicates Emerson's broadened reputation of being a dynamic, powerful and world-class problem-solver for its customers, helping them achieve tangible results.

World-Class Case Studies

The new ads highlight Emerson partnerships with three world-class customers: Shell Philippines Exploration B.V., China Mobile and the City of Los Angeles. They join with existing customer success stories of Tesco, Wyeth and Telefonica in extending the campaign's overall global presence.

"Much of Emerson's success can be attributed to combining our worldwide industry expertise with a deep knowledge of local markets," Emerson Chairman and Chief Executive Office David N. Farr said. "With about half of our sales outside the U.S., taking this campaign global is a powerful next step."

Emerson is greatly expanding its corporate advertising in China, which is the company's fastest growing market and its largest outside the U.S. Emerson will place ads in Chinese-language economic and financial analysis publications as well as the country's national and local newspapers. Emerson also will air a Mandarin version of its "For A World In Action" video on Air China flights.

"This campaign delivers proof through case studies that showcase customers achieving powerful results," Emerson Vice President and Chief Marketing Officer Kathy Button Bell said. "Today's business environment has increased our customers' aversion to risk. They require proof that our products and services deliver as promised, and that they're making a smart business decision in choosing to partner with Emerson."

High Visibility with Executives Worldwide

Beginning today through May, the campaign's efforts are focused on building awareness among global decision-makers through:

--Magazines, newspapers and online. Business publications continue to be a central part of the media mix. Emerson has expanded to include the international editions of the top seven global business publications: The Wall Street Journal, BusinessWeek, Fortune, Forbes, The Economist, Financial Times and International Herald Tribune. It is supplemented with the local, market-specific media in China and business magazines in France, Germany and Brazil. For the first time ever, Emerson banner ads will appear on The Wall Street Journal's WSJ.com, as well as Bloomberg.com, Forbes.com and Google.

--Network radio and Barron's. Emerson is continuing its successful sponsorship of Charles Osgood's nationally syndicated, morning drive-time radio program, The Osgood File, and full-page, color ads will again run in investor-focused business publication Barron's.

--Airport presence. Dioramas, banners and billboards have been added in 16 additional international airports for a total of 22 prime airport destinations for global business travelers.

--In-flight video. For American Airlines' domestic and international flights, Emerson will show a new "What Does it Mean to be Emerson?" video featuring the five members of Emerson's office of chief executive (OCE). In addition to Air China, Emerson is adding British Airways and Lufthansa as new carriers airing a version of its "For A World In Action" video previously shown only on U.S. carriers.

About the 2005 Ads

--The Shell Philippines Exploration B.V. (SPEX) project is the largest integrated-deck offshore platform and onshore gas processing plant in Asia Pacific. It's also the most significant industrial investment in the history of the Philippines. SPEX turned to Emerson and its PlantWeb digital plant architecture. PlantWeb provided extensive diagnostics in intelligent field devices that supplied critical process and equipment information to deliver the natural gas safely, efficiently and reliably. This has helped SPEX to deliver 30 percent of the whole country's power generation requirements and earned Emerson Shell's "Technical Innovation Award."

--The Los Angeles Department of Water & Power is responsible for delivering the drinking water to millions of people living in Los Angeles. When the city needed a system that could deliver both safe, pure drinking water and increase power efficiency with decreased emissions, it turned to Emerson. With Emerson's Ovation system in place, Los Angeles was able to minimize overall operating costs, as well as reduce energy usage and chemical costs. Now over 4 million people safely rely on the city for more than 614 million gallons of drinking water every day.

--China Mobile: With more than 315 million current users, China is the world's largest mobile phone market. To serve this rapidly growing market, China Mobile, the world's largest mobile network, tapped its long-time relationship with Emerson. Emerson provides China Mobile with about 35 percent of the power-related products and services, from backup power to precision cooling, that support its telecom network. As wireless technology moves towards third-generation wireless networks, Emerson's technology, training and service facilities, located throughout China, will help China Mobile's network grow and run smoothly.

About Emerson

St. Louis-based Emerson (www.gotoemerson.com) is a global leader in bringing technology and engineering together to provide innovative solutions to customers in network power, climate technologies, process management; industrial automation; and appliance and tools. Sales in fiscal 2004 were $15.6 billion.