Some marketers argue that advertising to engineers is not the same as advertising to consumers. Others argue that engineers 'are people too'. Either way, the audience always needs to know how they will benefit from the product or service.

These print ads were the results of collaborative efforts between marketing and talented graphic artists. I was responsible for the copy.

	The Matrox Supersight is a high-performance computing platform. We decided to go with a comic-superhero concept to illustrate the strength of the ultimate data-cruncher. The artist did a great job.
	The graphic artists laughed at me when I presented my concept for this ad. This 'smaller and better' camera was a third-generation product and one of several on the market. I suggested we use a 'renaissance' theme, using a Da Vinci theme and showing the product as an 'artist's conception'. This ad got a lot of attention.
	The idiom 'think outside the box' is a euphemism for thinking creatively. For this next-generation industrial computer, we decided to highlight the components and have the audience think 'inside the box'.
	Image processing is a tricky business. Using this company's software library is like getting 60 developers in one box. The message of this ad is that using a field-proven off-the-shelf software package lets you tackle the application instead of developing the algorithms.
	An ad for a new release of the Matrox Imaging Library software package. The product is tough, powerful, a real contender.
	This ad showed all the hardware products that supported Camera Link, an industry-standard video acquisition interface. There were products at several price points and features, in many flavours, so to speak.