Breathing Life into a Legendary Brand


Meritor, an equipment and commercial vehicle component manufacturing company with more than 100 years of success behind it, wanted to reinforce their relevance in a changing and innovating market. They needed something to get the world to take notice and had taken the first step by developing the campaign line, Run With The Bull. Meritor asked HMH to help add meaning to the line to better unify Meritor employees and customers, as well as create an emotional connection with the brand and drive sales growth. In essence, to bring it to life, which we did, literally.

capabilities tested

Art Direction & Design
Brand Strategy
Customer Insights
Media Planning & Buying
Public Relations


Meritor is a mainstay in commercial trucking and equipment manufacturing. The company had gone through a few identity changes through the years but had managed to remain a leader because they make reliable products that perform. We worked closely with the client, as an extension of their internal team to help understand what they needed out of this campaign and why the Run With The Bull line resonated with them. While Meritor enjoyed their reputation for reliability, they also wanted to be known as a forward-thinking company with relentless momentum, an industry leader with product and service innovations that customers rely on to move their businesses forward. They also wanted Meritor to be known as a force to be reckoned with – all of which familied into the idea that you stay ahead with Meritor, and that if you want to win, you Run With The Bull.

Winged bulls are few and far between, so our first step was to develop a CGI bull. We then built an integrated campaign around it that included print and digital ads, a manifesto, messaging platforms, building signage, trade show support, videos, logo updates and guidelines and so much more. It got noticed and got people talking, so we built on that successful work by helping them update their product-specific ads to match the brand. Using the same dark background and elevating their heavy-duty products into objects of art, we were able to capture the strength and beauty of what they manufacture in a way that helps them stand apart.


The refreshed brand redefined market perception of Meritor, created a more consistent and elevated brand experience, strengthened their innovation positioning and instilled pride and excitement among employees globally. The refresh was timed to coincide with the company moving in a new direction and has helped continue to shift momentum and financial performance over the past four years.

Impressions at the IAA Commercial Vehicles Show
Corporate video views
Adopted by Meritor Divisions across 4 continents