Inside the Campaign: HMH’s “Run With the Bull” for Meritor

In the series Inside the Campaign, the 4A’s features creative work from its member agencies. Here, HMH takes you inside its campaign for Meritor.


Campaign: Run With the Bull

Agency: HMH

Client: Meritor

Program Background
Meritor, a global supplier of drivetrain, mobility, braking, specialty and aftermarket solutions for the commercial vehicle industry, had a good problem. The century-old company had a solid reputation and the start of a great brand. They just needed to make it bigger and bolder—like the winged bull that graces its logo.

Through in-depth research, we created a brand position reflective of the company’s unstoppable strength and engaging rallying cry, “Run with the bull.” We then brought the position to life with a powerful campaign that highlighted the benefits of trucking with a leader.

The work ran on smart strategy, creativity and design. Elements included a brand video, print and digital ads, trade show materials, a brand manifesto and more. Because the best brands are built from the inside out, we also created an extensive rollout for internal audiences, which included a campaign backgrounder, messaging matrix and a campaign asset kit.

The feedback was positive, immediate and global. Employees were excited to get behind a company that stood for something powerful, and consumers created buzz about the work’s undeniable impact at the trade show and beyond.


  • Creative Director: Shawn Kelley – HMH
  • Creative Director/Copwriter: Steve Cox – HMH
  • Associate Creative Director/Art Director: Patti Bateman – HMH
  • Project Management – Julie Ditter, Paula Phillis – HMH
  • Media Director: Jenn Hausman – HMH
  • Account Service: Cindi Elsom, Ed Herinckx – HMH
  • Brand Strategy: Denise Hollingsworth – HMH