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C+M’s PR Partner Wins Seven Anvil Awards – Four Silver Anvils and Three Bronze Anvils
Colle+McVoy’s PR arm, Exponent Public Relations, won seven awards during last night’s Public Relations Society of America (PRSA) 2013 Silver Anvil Awards ceremony in New York.
The Anvil Awards honor organizations that have successfully addressed a contemporary public relations issue with exemplary professional skill, creativity and resourcefulness. The Silver Anvil are the industry’s oldest and most prestigious awards program honoring complete strategic public relations program.
Exponent won two Silver Anvils for work on behalf of The Medtronic Foundation’s HeartRescue Project, which is dedicated to teaching proper bystander response to sudden cardiac arrest (SCA) — the leading cause of death in the United States. The nominated entries, “HeartRescue Project Rallies Public to Save Lives” and “HeartRescue Project Inspires Virtual — and real-life — Heroes” provide an overview of the Save-a-life-Simulator, an immersive online experience that lets users make virtual life-or-death choices and teaches the proper steps to follow. The Save-a-Life Simulator has gained viral momentum, training more than 5.5 million people to save a life since the spring of 2012.
The agency’s third Silver Anvil was won for the entry, “Land O’Lakes Brings Butter Back.” Exponent helped inspire younger generations to cook with Land O’Lakes Butter more often, through a digitally integrated campaign that leveraged celebrity blogger and Food Network personality, Ree Drummond, The Pioneer Woman.
Exponent’s fourth Silver Anvil was awarded for the entry, “International Olive Council Adds Life to Olive Products Promotion,” in which Exponent developed a multifaceted campaign — called Add Some Life — that showcased how olives and olive oil can add excitement to everyday life, to help reverse stagnant sales in North America.
The Bronze Anvils, which honor tactics within public relations programs, were first announced in May. Exponent received three Bronze Anvils for work on behalf of Farm Credit Mid-America (in the annual report category), Medtronic Foundation (in the website category) and Winfield (in the direct mail category). The agency also received three Bronze Anvil Awards of Commendation for its work on the International Olive Council, Medtronic Foundation and Winfield.
“This recognition is a reflection of the creativity, passion and effectiveness of collaboration with our wonderful client partners,” said Tom Lindell, managing director, Exponent.
C+M Again Named Top Workplace and Receives Appreciation Award
For the third year in a row, Colle+McVoy has been named one of Minnesota's Top 100 Workplaces for 2013 by the Star Tribune. We are honored to be placed within the top ten in the mid-size employer category. C+M also received the one and only Appreciation Award, which was based on responses to survey questions about feeling genuinely appreciated by the company.
Read the story here
Don’t Call Him Mr. Mom – Catching Up With The New Dad
Dad’s role in the family is changing and it’s time for the media and marketers to catch up.
Over the past couple of decades, the New Dad has quietly made a place for himself in family life, in the kitchen, in the grocery store—wherever he’s
needed. He is parenting his own way, playing his role with confidence and gaining on Mom in spending power.
The New Dad is not a fad. He’s here to stay, and those who give him an authentic and relevant welcome are poised to win not just today, but in the future as well.
Who is the New Dad?
The New Dad is not just a hands-off economic provider. He still tosses baseballs in the yard, but that’s not all. He nurtures, he mentors. He changes
diapers, and he knows which aisle to find them in. He puts dinner on the table, and not just from the drive-through. He’s got opinions on brands of baby socks and considers himself an expert on car seats.
He doesn’t parent exactly like Mom does, but he parents just as much as she does. He’s present. And he wants his presence in his kids’ lives to be
recognized. He’s not out there crusading for recognition; he’s just quietly, confidently doing his thing.
The New Dad is not perfect, but he’s not a buffoon, and he doesn’t like to see fathers portrayed that way. Marketers should give dad as much respect as mom when marketing to their needs.
The New Dad reflects the new family
Traditional families in which one spouse works and the other stays home have shrunk to about 20 percent of all families, down from 44 percent in the 1970s. Dual-earner families are on the rise, making up almost 60 percent of all married-couple families with children under 18, the highest percentage yet.  That, inevitably, has changed the division of labor at home.
The new family is also closer than ever. More than half of parents describe their kids as their best friend. Families share interests in everything from
music to clothing, and everyone has a voice in making decisions. Taking time out together is parents’—dads included—most sought after activity.
The New Dad is in the kitchen and the grocery store
Today’s young parents (generally millennials/Gen Y) grew up in more egalitarian homes than the country had ever seen and expect to create egalitarian homes for their families. In 1965, women spent six times as many hours on housework as men did; today they spend a little less than twice as much time on these chores. It’s not even, but it’s getting there.
Men are also shopping more and spending more on groceries—and the trend should continue upward. More than 75 percent of dads claim they take primary responsibility for food shopping or share the task equally with their partner. And, in 2012, men spent $35.26 at the grocery store per trip, compared with $27.49 in 2004. 
Food industry consultant Phil Lempert even put men’s increasing presence in the kitchen and the grocery store on his influential list of the top 10 food
trends of 2013.
That means that the sight of Dad in the kitchen or the grocery store can no longer be played for laughs—at least not by brands who want to stay relevant.
The New Dad embraces social media
It’s not just Mom posting family updates and photos on Facebook and other social media channels. Dad is posting at a similar rate—more than half of dads write family-related status updates at least a few times a week.
Dad is also turning to social networks for inspiration at mealtime. About one-fifth use friends to crowd-source ideas, and a similar number use social media to hunt for recipes directly. In fact, fully 80 percent use technology in some way for cooking and meal planning. 
Dad is online for the same reasons as Mom: to stay connected with others despite busy schedules and to make family tasks like cooking easier and more fun.
The New Dad may not want to invite your brand or service into this social time unless you offer useful, relevant content—content that reflects his true role in the family.
Just being online where Dad is isn’t enough.
Brands and services that create tools that suit his needs and personality will have an edge. And brands that give him ways to have fun and involve the kids will be even farther ahead.
Reality does not match the New Dad’s ideal
While the New Dad aspires to share equally in the care of his family, he is often not able to do so in reality. Very few fathers take time off after the birth of their children. And fathers frequently report that responsibilities at work interfere with their family lives. 
In fact, dads in dual-earner couples now feel significantly great work-life conflict than moms—a remarkable change from decades past.
Brands should provide solutions, not stereotypes
Although wives are still doing more work around the house than their husbands, the decades-long trend toward a more even split is likely to continue as millennials model the more egalitarian households of their childhood.
The New Dad is inarguably more present in the kitchen, at family meals, and in family life in general than he ever has been before. He’s trying to balance work and family and live up to a new ideal of fatherhood. He’s not trying to be Mom—and certainly not Mr. Mom—he’s just trying to be the best dad he can be.
Savvy brands will dump the outdated stereotype of the bumbling, incompetent dad and offer useful tools and meaningful messages that reflect his new role in the family.
Get Out More: Stay Healthy, Creative And Productive
Spending time outdoors refreshes the soul, invigorates the spirit and reduces stress. For those very reasons, it should not be a surprise that the “Great Outdoors” has its very own month of June to inspire us to get outside, appreciate the environment and suck up all the healthy mind and body benefits it has to offer. But have you thought about spending time outdoors as a competitive advantage? The benefits of even 15 minutes outside can inspire thinking that is transformative for business.
Well over 100 studies of outdoor experiences in the wilderness and natural areas show that natural outdoor environments produce positive physiological and psychological responses in humans, including reduced stress and a general feeling of well being. According to a new study from Scotland published in The British Journal of Sports Medicine, “brain fatigue,” the mind being overwhelmed by the
constant noise and hectic demands of urban living, can be eased by simply walking a half-mile through a park. We don’t need a scientist to tell us that clearing the mind and invigorating the soul can inspire creative thinking.
But as a culture that works long hours and is enslaved by technology meant to keep us “always on,” how do we exactly take advantage of being outdoors during the energy-sapping, long workweeks? Here are ways that employers can encourage a culture that spends a portion of the day outside:
- Celebrate Great Outdoors Month and influence behaviors beyond June. Minneapolis ad agency Colle+McVoy is challenging the entire staff to take an “adult recess” each workday of the month or spend at least 15 minutes outside doing non-work related activities. We hope this becomes a behavior changing activity.
- Create a collective passion for getting outdoors by commemorating other related national movements like Bike Walk to Work Week. Host friendly, prize-incentivized competitions to see who bikes the most; compensate people for being active in their spare time through a company wellness fund; sponsor recreational sports teams among employees; create outdoor patios or seating areas; host a company picnic; create walking clubs.
- Lead by example. When a company’s C-suite is visibly partaking in the culture they are promoting — biking to work, taking runs over lunch, joining group workouts — others will follow.
- Give people the means to embrace the outdoors by providing a supportive infrastructure. Install bike racks, showers, lockers or other means that make it simple for employees to get outside and be active before or during the workday.
- Encourage employees to take their vacation days and get out into the great outdoors. Reimbursing the cost of a State or National park pass is a great way to support our parks. Supporting time off helps reinvigorate your most valuable asset – your people.
Encouraging people to do whatever they can, even during the workday, to stay healthy and be creatively inspired not only creates a happier culture, it’s well worth the investment since it affects the bottom line.
C+M Wins Bees Award
C+M won two Bees Awards for its Advertising Week Question Generator and Tanks of Thanks® program. The Bees Awards honor the best social media marketing executions of the year.
The Advertising Week Question Generator, which won in the category of Best Copywriting, is a web app created by Colle+McVoy in honor of Advertising Week when the best and brightest in the ad world converge in NYC. The app became a fun, go-to resource for brilliant, yet thoughtfully absurd questions filled with the latest buzzwords to ask during the event.
The Cenex® Tanks of Thanks® program, which won in the category of Best Reputation Management, celebrates people in the communities where Cenex stores are located by rewarding them with free fuel for doing good deeds. People are nominated by friends, family and neighbors and monthly drawings are held.
This year's Bees Awards competition received more than 250 social media marketing campaigns from six continents and 23 countries. An international jury of renown professionals selected winners in 23 specialized categories. The Bees Awards is the first international social media competition honoring communication and marketing professionals. Since the beginning, The Bees Awards gather the world's interest for innovation and inspiration in social media marketing practices. The original goal remains still today: helping to define the best practices and the best professionals. For more information visit http://bit.ly/UIq0OO.
The New Digital Consumer
What’s the new consumer path to purchase, and are you ready for it?
As participants discussed at the recent Advertising Research Foundation conference in Minneapolis, the traditional sales funnel from awareness to purchase is a thing of the past. The new path to purchase is nonlinear and complicated, more like a flight map than a funnel.
To expand on the metaphor: There are more touch points (cities) at which users connect with the brand and more channels (flight paths) and platforms (type of plane) on which they can connect.
Think about buying a new car. In the past, you might see a commercial on TV that piques your interest, ask friends and family for their opinions, read some reviews, visit a couple dealerships and then buy a car when there’s a big sale.
Today you are more likely go online and start searching for cars based on specific requirements, read reviews on Edmunds.com, take to Facebook to ask for advice, and check out a dealer website on your iPad after seeing a commercial on TV. Once you finally make a trip to the dealership, you might even whip out your phone during negotiations to check prices at neighboring dealerships.
The path to purchase just got a lot more complicated.
This poses a huge challenge for marketers because it requires a much deeper understanding of the audience and their user journey to determine which channels and platforms are right for their brand (not everyone brand should be on Pinterest).
Mapping the new consumer path to purchase is only half the battle. The real work happens when you aspire to build a truly holistic strategy that engages users and gives them the content they want, when and where they want it. Within an integrated, full-service agency, this requires a level of client and cross-functional team collaboration that was unheard of in the days of Mad Men.
The digital landscape is changing rapidly. However, I believe there is enormous opportunity for brands and agencies to capitalize on these changes if they take a step back and build a holistic strategy based on a deeper understanding of their audience, the consumer path to purchase and the impact emerging digital trends will have on their businesses in future.
Pruett and Taylor Make Ad2’s 32 Under 32 List
C+M's associate creative directors Matt Pruett and Emily Taylor were honored at Ad2's first ever "32 Under 32" awards event in which 32 young professionals were selected and showcased as some of the top young talent in the Twin Cities across every spectrum of the agency world. The award is sponsored by Ad2, the young professionals segment of the Advertising Federation of MN (an AAF affiliate). In addition to being recognized at the event, Pruett and Taylor will be profiled in Thirty Two Magazine. More information can be found: http://bit.ly/10CzFJR.
Living the Brand
People who work in advertising like to talk about living the brand. To fully understand the brands you work with, you must experience them on a regular basis—drinking your client’s brand of coffee or wearing their outdoor clothes. But is that fully living a brand?
I spent three days in a tent. With a dog. To tell our client’s story. Now that is living the brand.
At Colle + McVoy, we work with Novartis Animal Health on, among other products, Parastar Plus, which protects dogs against ticks and fleas. The brand is positioned to empower dogs and their owners to enjoy the outdoors without worry. To bring this positioning to life, we launched a campaign called Dogs Need Adventure in January 2013 at the largest veterinary conference in the world, North American Veterinary Conference (NAVC).
Like most major trade shows, NAVC is a sea of branded signage. Everywhere you turn, brands are screaming at you through massive banners, clings, wraps and fliers. When every brand is trying to get your attention this way, nothing really stands out. That’s why we decided to bring a real outdoor adventure to the conference in the form of a man, his dog and a campsite set up outside of the convention center. And when I say real, I mean real: a real person living, eating and sleeping at the campsite with his dog for three days. Adventure Man was born.
And, with plenty of camping experience and familiarity with Novartis. I got to be Adventure Man.
The night before the conference, I spent some time with my colleagues while soaking up the feeling of being inconspicuous, knowing tomorrow would be completely different. At the crack of dawn, I put on my branded camping gear and headed to the site to set up camp and meet Freckles, a calm and playful golden Lab. I was ready to start my adventure.
For three days, Freckles and I kept busy walking the convention floor, playing games outdoors and meeting curious, dog-loving veterinarians. And, yes, we even slept in the tent and made all our meals outdoors. With my yellow flannel, hiking pack and walking stick I sure stood out, but it was Freckles who quickly became the star of the show. I can’t even count the number times a group of vets ran up to pet Freckles and get their “fur fix.” This attention gave me plenty of opportunity to build awareness of the brand and drive people to the Novartis booth. Word from the convention floor was that it was working: There was a noticeable buzz and we stood out among the clutter of traditional signage.
After three days and two nights, Freckles and I became close pals on a common mission: to enjoy the outdoors together. I left Orlando knowing we made a difference for our client. I also left with a completely new perspective on what it means to live the brand.
C+M Hires Associate Design Director
MINNEAPOLIS, May 21, 2013 — Colle+McVoy today announced that Sam Soulek has joined the agency as associate design director, a new role at the agency. As C+M continues to further its design offerings, Soulek will play a key role in the day-to-day design direction across all clients.
Soulek joined Colle+McVoy from Mono and has experience working with Apple, Nike, Target, Philips Distilling, Lucy Activewear and Time Warner Cable among others. His work has been recognized by Communication Arts, Esquire Magazine, Graphis, HOW, Print, STEP Inside Design, Graphic Design USA, Creativity Design Annual, RAC Awards (Retail Innovation Awards), MN AdFed’s The Show and AIGA.
Thriving on the Vine
A few months back, to much fanfare, Twitter bought video-sharing service Vine. Like Twitter before it, Vine is another excellent example of the freedoms of limitations. Instead of 140 characters, Vine limits you to 6 seconds of looping video.
The app recently had its mass media moment when someone’s Vine of the recent terrorist attacks in Boston was featured by news programs across the globe. The Tribeca Film Festival had a Vine contest this past April and brands like Lowe’s and Urban Outfitters have been experimenting with Vine-centric campaigns.
I appreciate the immediacy and urgency when creating Vines and thought it would be a great way to capture my experiences at SXSW. Because you need to capture video “live” and there is no editing after the fact, creating a Vine involves careful planning or just plain lucky timing. Brands will find success in the former, figuring out what story they want to tell in a mere six seconds. Those who understand the medium will embrace the spontaneity and rawness of the output and take advantage of features like perpetual looping.
All in all, I found Vine to be a great way to capture some of the various themes at SXSW. Themes such as:
I Get Paid to Do This?
Chief creative officer Mike Caguin gave a longer version of this speech at the Student Advertising Summit in February. For recent, and not-so-recent, grads heading into an advertising career, it’s also a good reminder of why they found this path so alluring in the first place.
It’s 1962 in New York City. Don Draper is looking at a second round of creative concepts for Mohawk Airlines. He sent his creative teams back to the drawing board just 24 hours ago because the work wasn’t good enough. Peggy Olson, a young, talented copywriter, and her art director partner, Sal, lay their work on Don’s desk with conviction. They’re confident they’ve nailed the campaign. They show two ads. Each concept overtly depicts an attractive woman in a short skirt. Pop quiz: who’s the target audience? It’s an attempt to deliver upon one of the oldest clichés in advertising: sex sells.
Don hates it. He steers the conversation in search of a deeper meaning for the fledgling airline. When Peggy challenges him, he counters, “Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and just stick it in a briefcase, completely unaware that their success depends on something more than their shoeshine. You are the product. You—feeling something. That’s what sells. Not them. Not sex. They can’t do what we do, and they hate us for it.”
Like any good period fiction, “Mad Men” is an exaggeration of what was the truth. Many of its characters carry enough personal baggage to fill a Boeing 747—they chain smoke, drink heavily, use drugs, cheat on their spouses. They are almost all morally questionable. Sounds like the best job on the planet, doesn’t it?
Of course, all of that juicy stuff helps keep the storyline interesting, but when you strip away all of that, you’re left with an industry and career choice that are still unbelievably exciting. What Don Draper meant when he said, “You are the product. You—feeling something,” was that when advertising is at its best, it stirs your soul in a big way.
It’s the reason why every first Sunday in February we debate at great length and measure in infinitesimal detail the most memorable commercials of the Super Bowl.
It’s the reason why we all know someone who’s cried or gotten goose bumps because a commercial tugged on their heartstrings.
It’s the reason why some people proudly and permanently tattoo their bodies with company logos.
Or share something hilarious—it just happens to be an ad.
Or decide to train for that marathon after all.
Or feel compelled to help those in need.
And, whether we admit it or not—or consciously think about it or not—every person in this room owns the things they own, at least in part, because somewhere along the way those brands we wear, share and evangelize made us feel something.
It’s the same in 2013 as it was in 1962. When marketing is done well, it not only connects with people, it becomes a part of people. The only difference is that today, things are more exciting than they’ve ever been. Today, with technology changing every minute and the lines separating advertising, design, digital, media, product development and public relations blurring all the more, our creative sandbox is now infinite.
Here’s the best part of all this. You will find many moments throughout your career where you will say to yourself, “I get paid to do this?” Yes, yes you will. And it’s a beautiful thing.
C+M Wins Adweek Project Isaac Award
Colle+McVoy has been recognized with Adweek's 2013 Project Isaac Award for work on behalf of the Medtronic Foundation's HeartRescue Project. Project Isaac celebrates the coolest, smartest, most inventive ideas across the industry.
The agency was awarded within the Best Practices category for creating the Save-a-Life-Simulator — a dramatic and immersive online experience that lets users make virtual life-or-death choices and teaches proper bystander response to sudden cardiac arrest (SCA), the leading cause of death in the United States.
A highly esteemed panel of judges considered 500 entries across 35 categories, and selected gold winners in 29 of those categories.
C+M Hires Within Creative Department
MINNEAPOLIS, May 1, 2013 — Colle+McVoy today announced the addition of 11 employees in its creative department, reflecting the agency’s continued growth.
"Our recent hires not only add to our existing talent, they add to our culture," said Mike Caguin, chief creative officer, Colle+McVoy.
Colle+McVoy’s 11 new hires include:
- David Middlecamp, senior creative developer. Middlecamp works with brands including RBFF, Parastar, Land O’Lakes, Cenex and Purina.
- Laura Reilly, senior copywriter. Reilly has worked with Geek Squad, Best Buy, AARP and JetBlue.
- Stephanie Terhaar, senior interactive producer. Terhaar has worked with Marvin Windows and Doors, Pfizer Animal Health, Payless and SUPERVALU.
- Katie Miller, integrated project manager. Miller has experience with Polaris, Marvin Windows & Doors, Cargill, H&R Block, Target.com and Hormel Foods.
- Timothy Salwei, integrated project manager. Salwei has experience with Macy's, Target, General Mills and Northwestern Mutual.
- Angie Miller, integrated project manager. Miller works with Dupont, CHS, Kozy Shack and Farm Credit.
- Nicole Goodman, interactive producer. Goodman has experience working with The Mosaic Company, Jack Link’s Beef Jerky, General Mills and Medtronic.
- Elizabeth Bandy, junior integrated project manager. Bandy has account experience with the Mayo Clinic, United Way and WinField.
- Carl Martin, editor. Martin has worked with brands such as Target, Caribou and Levi's.
- Justin Tholl, editor. Tholl has experience with Shure, Famous Dave's, United Healthcare and Toro.
- Amy Evans, production artist. Evans has worked with Polaris, US Bank, Schwan's, Tony's Pizza, Boston and Pillsbury.
Digital Is Much More Than a Strategy
Digital communication, while unique and filled with infinite possibilities, is not that different from how other effective marketing strategies have helped brands connect people. The digital and physical spaces need to work together. You have to relate to people, make relationships, and create content that is relevant and engaging.
That’s the core of what was addressed at this year’s Ad Age Digital Conference – a 101 of the top digital marketing challenges facing brands today. Other topics that bubbled to the top include:
- Brands should create a content strategy in the digital space.
A brand’s content is the brand’s ad in every space. People don’t see advertising in buckets; they know a brand from every touch point. Whether content is produced by a company or a person via social media, brands need to know how they make their consumers feel. It’s not just about the assets; it’s about finding a way to connect.
- A thriving digital engagement strategy focuses on providing value. People expect brands to know what they want and how they want to engage. Personalization is key and the customer should always be at the core. Marketers can enhance the experience by leveraging data and insights to define the strategy and objective. That said, content must drive the idea, with the understanding that being relevant, informative and nimble are important to increase and maintain engagement.
- Multi-screen is the new normal. People want convenience. They expect interactions across touch points to be seamless. Purchasing behavior is changing more rapidly than predicted, “anywhere commerce” is here and making it imperative for marketers to prepare for transactions at any time, whether content- or commerce-related.
- Visual storytelling creates emotional brand connections.By 2015, 50 percent of all photos taken in the U.S. will be from a smartphone. The digital space allows consumers and marketers alike to create stronger connections to the everyday, outside of the physical world, through photos and video. Storytelling through visual communication allows marketers to make emotional and lasting impressions with their consumers.
- Big data is here, but applied data is king.The byproduct of digital is data, but big data is more than just (exponentially growing) volume. Today, we have more tools to help us analyze the data and better communicate with the right audience at the right time in the right space. It is important for companies to leverage the data they have to anticipate the needs of people—before they even know what they need. But, we also have to recognize that although we have a vast amount of data, we can’t measure everything and expect to get ahead; we have to measure and act on those things that will benefit the audience.
In other words: the key to a strong digital strategy is about having a meaningful customer engagement strategy.
C+M Wins 2013 Webby Award
Colle+McVoy and its client partner, Medtronic Foundation, won a People’s Voice award in The 17th Annual Webby Awards, the Internet’s top honors. The “Save-A-Life Simulator” for Medtronic Foundation won in the Interactive Advertising & Media: Health, Wellness, and Pharmaceutical category thanks to Internet voters. The Save-a-Life-Simulator is a dramatic and immersive online experience that has been very successful in teaching more than 5 million people proper and timely bystander response to sudden cardiac arrest (SCA), the leading cause of death in America.
This is the fifth year that Colle+McVoy has been honored with the "Internet's highest honor," as hailed by The New York Times. The agency was also nominated in the Websites: Government category for “The Bike Friendly State” website for Pedal MN.
The Webby Awards is the leading international award honoring excellence on the Internet. This year's Webby Awards received more than 11,000 entries from over 65 countries globally. From the thousands of entries submitted, only seven percent - five in each category - are recognized as Nominees.
C+M Is Most Awarded Agency At National NAMA Awards
Colle+McVoy and Exponent, its PR partner, won nine first-place awards and three merit awards, making them the most awarded agency at the 2013 National Best of NAMA awards, sponsored by the National Agri-Marketing Association (NAMA). Award-winning work included campaigns for WinField, Purina Animal Nutrition, CHS Inc., DuPont Crop Protection and Farm Credit Mid-America.
NAMA serves the food and fiber industry, focusing on members’ professional development by providing access to solutions and opportunities in agribusiness. Each year, Best of NAMA honors excellence in agricultural communications. Companies and agencies must first qualify through regional competitions to advance to the national level.
Colle+McVoy and Exponent PR’s first-place clients and categories include:
- Single-page ads, series – WinField Answer Plot® Print Ads
- Radio, series – WinField Answer Plot® Radio
- TV, single or series – “We’re With You” for CHS
- Corporate identity – Farm Credit Mid-America Brand Identity Refresh
- Public relations program, internal – Farm Credit Mid-America: A Fresh Coat of Paint
- News or feature article – “South Korea Packs a Wallop” for CHS
- Direct mail, directed to farmers, growers and ranchers - flat – WinField MAX-IN® X-RAY Direct Mailer
- Company publications, internal – WinField Expertise® E-Newsletter
- Companion animal; or turf and ornamental campaign – Purina Animal Nutrition Big Thoughts from Small Animals Videos
Colle+McVoy and Exponent PR’s merit clients and categories include:
- Billboards or other outdoor ads – WinField Answer Plot® Field Giants
- Brochures, catalogues, etc, directed to dealers, distributors, sales reps or others serving agribusiness – WinField Brand Brochure
- Producer or company funded public relations program to consumers – CHS Tanks of Thanks
Indian Motorcycle: Choice is Coming Teaser Campaign
For the last half century, there has been only one option for bikers who want an American motorcycle with a rich, legendary history. As America's first motorcycle company, Indian Motorcycle is bringing choice back to the industry. This teaser campaign, created by Colle+McVoy, begins to set the stage for the worldwide reveal of the all-new Indian motorcycle later this year.
The Future Is in Your Pocket: All Things D
If there is one overarching theme coming out of The Wall Street Journal’s D: Dive Into Mobile conference, it’s that the future is in your pocket.
It’s no surprise that a conference focused on mobile is going to claim that mobile is the future, but when the executive chairman of Google, the CEO of Mozilla and the CTO of engineering for Facebook are doing the talking, it can’t be ignored. As Mike Schroepfer, the CTO of Facebook said, “If you’re building for the Web, you’re doing it wrong.” It wasn’t just tech companies evangelizing this message either. Bob Bowman, president of Major League Baseball Advanced Media said, “We’re big believers that this [phone] screen is the first screen. Anybody that doesn’t believe that is living on another planet or doesn’t have children. Reality is the second screen.”
That brings up another point made clear during the conference: For younger generations, mobile is their primary avenue of communication. Nancy Lublin, CEO of the nonprofit DoSomething.org, reaches more than a million teens every week via Twitter, Facebook and Tumblr, but her number one way of reaching them is SMS. In fact, her organization boasts a 97 percent open rate on SMS, with an average reply time of just 14 minutes. If you want to reach a teen, it better be on mobile.
Snapchat CEO Evan Spiegel illustrated an adoption pattern worth noting. His ephemeral photo-sharing app was widely adopted by teenagers, followed by an older generation representing the teens’ parents. Only then did the millennial generation start to catch on, an adoption pattern to remember the next time you’re launching an app or a marketing program. To put Snapchat’s success in perspective, Instagram gets 45MM photo uploads a month. Snapchat gets 150MM. Why? Spiegel said, “We believe the default should be ephemerality.” The notion of ephemerality is worth watching. The permanence of Facebook or the self-aware nature of Instagram and Twitter restrict us, in a way in which we are consciously publishing a piece of our idealized self. Snapchat is very much in the moment and in many ways is closer to everyday conversations that live on in memory rather than on your permanent record. Brands should acknowledge this shift and consider moving some resources in this direction to attract this audience.
Notably absent from the conference was Apple. While execs from Snapchat, Waze and WhatsApp were there to represent iOS app success, most off-the-cuff comments about the future of mobile centered on Android. The open nature of the Android operating system plays perfectly into mobile, especially when thinking of mobile as a context and less as a device. If the context is a house or a car or a backyard, the versatility of Android can adapt to that setting. As marketers, we need to design for this future, giving more weight to location and time of day, rather than device. This way, we can put context data to use to deliver the kind of relevant stuff that makes peoples’ lives easier, productive and fulfilling.
C+M Adds To Creative Department
MINNEAPOLIS, April 24, 2013 - Colle+McVoy today announced the addition of two employees to its creative department.
Roven Bashier has joined the team as a senior interactive designer. Prior to Colle+McVoy, Bashier worked as a digital designer at Fallon. He has experience working with brands like Cadillac, 3M, Buffalo Wild Wings and Cambria USA.
Previously at Space 150, Lance Becker is a senior developer at Colle+McVoy. Becker has worked with Dairy Queen, Orange Julius, American Express, US Bank and Cascadian Farm.
"Talent is everything, and we couldn't be more excited about adding to our arsenal,” said Mike Caguin, chief creative officer, Colle+McVoy.
Explore Minnesota Tourism: Minnesota in Six Words
Just how far do you need to go to showcase how awesome the Land of Sky Blue Waters is? How about 1,500 miles, give or take a few.
Showing off the North Star State—the Gopher State, the Land of 10,000 Lakes, Minnesnowta, especially Minnesnowta, these days—was just what Explore Minnesota asked us to do.
But here’s the thing: We didn’t want to churn out a standard-issue tourism spot filled with a montage of prairie, lakes and more prairie and more lakes. That’s not how things are done here at C+M. Instead, we challenged ourselves to find six words that would seamlessly tie together compelling Minnesota-centric activities. The words that bubbled to the top were: spin, try, hold, rock, share and catch. Each word was the focus of its own 15-second spot.
Over the course of last summer (and deep into fall) we set out to bring this campaign to life. It was a fantastic experience. During 11 full days of shooting (not in a row), we covered more than 1,500 miles and captured exactly 52 different shot set-ups.
It was an amazing experience set against the backdrop of an amazing state.
Minnesota. Explore it.
Nicole Pomerleau Wins Women In Business Award
Colle+McVoy’s director of media, Nicole Pomerleau, has been named a winner in The Minneapolis/St. Paul Business Journal ‘s annual Women In Business Awards. Each year, the Business Journal recognizes 50 women for their professional achievements, leadership qualities, and contributions to the broader Twin Cities community. Pomerleau will be featured in a special publication on May 24 and recognized at a luncheon on May 23.
Pomerleau was recognized for her outstanding achievements to the agency. In her two-year tenure at Colle+McVoy, she has rebuilt Colle+McVoy’s media team, as well as recruited and retained great talent across the agency. She has grown media billings more than 15 percent and played a significant role in new business. And under Pomerleau’s leadership, the agency has won two prestigious media awards this year: the MediaPost Creative Media Award and the first-ever O’Toole Award for Media Excellence.
Click here for more information:
C+M Named To Outside’s Best Places To Work List For 2012
C+M Named to Outside's Best Places to Work List for 2012
Colle+McVoy twice named a Best Place to Work by Outside.
For the second year in a row, C+M was named to Outside magazine's annual "Best Places to Work" list. The agency was ranked No. 6 in the midsize category (out of 100 selected companies nationwide) for its unique culture and innovative perks.
Letscher Named Director Of Digital Strategy & Analytics
MINNEAPOLIS, March 28, 2013 – Colle+McVoy announced today that Tim Letscher has joined the agency in the new position of director of digital strategy and analytics. Letscher will oversee the creation of all programs that guide client interactions online and across the broader digital ecosystem. He will also play a leading role in the agency’s new business efforts.
“Tim has an incredible track record in digital, design and advertising,” said Jim Silburn, director of client services, Colle+McVoy. “He brings a unique vision that connects strategy with analytics throughout the entire creative and implementation process to encompass all the ways in which a person can connect with our clients’ brands.”
"As the world of digital has exploded to include basically all waking moments in a person's life, it's no longer a question of online/offline, but awake/asleep,” said Letscher. “We know this world and how consumers want to be engaged. We’ll provide steady guidance to clients on what to do now and how to prepare for the future.“
As an ad agency executive and entrepreneur, Letscher has more than 20 years of experience developing brand identities and innovative online environments for small businesses and Fortune 500 clients. He has held strategic leadership positions at numerous agencies and venture companies in the Twin Cities and Chicago. Most recently he was responsible for developing social media footprints and digital strategies for clients including Subaru, Harley-Davidson and Sherwin-Williams. He led the creation of brand-building digital solutions and strategies for Hewlett Packard and Microsoft. And his earlier years as a designer allowed him to specialize in brand identities, commercial web site design and interactive marketing media development for clients like Gatorade, BlueCross BlueShield, Boeing, Crate and Barrel, and OfficeMax.
Letscher joins a thriving practice at Colle+McVoy. Overall billings at the agency have grown annually for eight consecutive years. Much of this growth has been fueled by interactive work, which accounts for more than 46 percent of the agency’s work product. The agency has hired more than eight digital specialists in the past six months and international recognition for it’s digital work continues to build with recent accolades for the Medtronic Foundation’s Save-A-Life-Simulator, Land O’Lakes mobile sites and PedalMN online experience.
C+M Hires In Its Strategy And Media Groups
MINNEAPOLIS, March 27, 2013 - Colle+McVoy today announced the addition of five new employees — two within the agency’s strategy group and three in its media department.
"We couldn't be more thrilled to add this talented group to our team,” said Jim Silburn, director of client services, Colle+McVoy. “These new hires are a reflection of our agency’s continued growth.”
Colle+McVoy’s five new employees include:
- Kjersti Hanneman, senior strategist. Hanneman has worked with brands including JCP, Sephora, Gap, Lipton Naturals, Burger King and Hefty.
- Hilary Lund, strategist. Lund has worked with Chipotle, Great Clips, Children's Hospital of Philadelphia, The Hartford, Popeyes, Purina and United Way.
- Erick Jensen, group media director. Prior to joining Colle+McVoy, Jensen worked with clients that include 3M, Airborne, E*Trade, Johnsonville Sausage, Mayo Clinic, Toro and U.S. Bank.
- Amy Larson, senior media supervisor. Larson has worked with brands such as Pfizer Animal Health, Asics, General Mills and Anderson Windows.
- Jake Coldren, media supervisor. Coldren has worked with Harley-Davidson, Subaru, Target, Northwestern Mutual, P.F. Chang’s China Bistro and the University of Minnesota.
C+M Named A Top 100 Workplace For The Second Year
Colle+McVoy has been named one of Minnesota's Top 100 Workplaces for 2012 by the Star Tribune. We are honored that our employees placed us in the mid-size employer category.
Agency POV: Facebook Hashtags
So, the social world is all aflutter with news first reported by The Wall Street Journal that Facebook is working on incorporating the hashtag function into its platform.
As marketers we’re excited because hashtags on Facebook would provide a new search enhancement allowing users to group conversations and sort messages about one topic or news event. As social counsel, it gives us another tool to help brands find fans and get into conversations. It also could give us another tool on Facebook to promote conversations and much like Twitter, use hashtags to find fans, aggregate stories and react to trending conversations if relevant to the brand.
Not knowing what’s exactly coming though, our initial take is, “Why?”
The common language on Facebook is wordier and more conversational than on other social media platforms. It doesn't have the same post-length constraints as Twitter and Instagram. It’s even stranger when you think about Facebook's rollout of Graph Search, which is supposed to be so semantically smart in its parsing.
Why build a cornerstone feature that is so reliant on users to appropriately tag something with a hashtag? Why not build a search function that is actually smart enough to determine what’s relevant or recommend topic meta tags based on content without the distracting hashtag?
But rest assured, there’s a long-range plan behind it. Maybe it’s a positioning move to unseat Twitter as more people do all their socializing on their phone. Maybe it’s part of a grand plan for Facebook to bump Twitter from their hold on the instant feed.
Our faith is in your hands team Zuckerberg. We’re #waitingwithanxiousanticipationforyournewhashtagcoolness.
SXSW: It’s All About ME
While everyone else in our industry attended SXSW as a developer, advertiser, designer, or what have you. I actually attended SXSW as your consumer. And what I learned is that your entire industry is slowly getting in on my little secret:
It’s all about ME.
Yup, you used to think that you could bucket me with a bunch of other people who have similar HHIs, genital parts and ages. You were essentially saying that Marilyn Manson, Bobby Brown and Tim McGraw were the same person and had the same values. Turns out that we all want to be spoken to individually and that technology and the digital space are enabling that. Not only do we want to be spoken to individually, we want it on our terms and on our own schedule. I don’t want to wait for episodes of my favorite show; I want the entire season and I want it now on any device (see: Netflix’s “House of Cards.”)
And I want to be the star of the show. At SXSW I got to sit on the throne from HBO’s hit series “Game of Thrones.” I got my picture taken and of course I put it on Facebook so all my friends could see ME. The New York Times made a profile of my face out of words, but then I learned that the words weren’t about ME—not cool. I visited the GE Brilliant Brew truck for a free latte and got my face drawn into the foam. I could have gotten a free latte with a GE light bulb drawn in the foam and only waited a few seconds, but instead I waited 45 minutes to get ME in the foam. It ended up looking like a mash-up of Abe Lincoln and Mr. Clean. But it was well worth the wait, Why? Because it was a picture of ME.
I was also shocked to see that brands were actually offering me things that I needed and wanted rather than yelling at me with a megaphone. Chevy offered me free rides around town through their “Grab a Chevy” program. AT&T let me power up my phone in a secure locker as I roamed the conference (while feeling naked without my phone). And countless brands gave me free stuff, like 3M post-its, battery packs and cell phone cases. The cell phone case came from a company that lets me customize and design my cover with—what else—pictures of ME.
The sessions were great, and, shockingly, they all revolved around ME. A few sessions touched on the power of humor, and I like to laugh—as long as you make it easy. And storytelling—I love a good story and you’re actually starting to learn that I would rather hear about the story behind your products than the features of your products. I attended Jonah Berger’s session (he’s the author of Contagious) and realized that you’ve started to figure out what makes things contagious. And as you suspected, it’s the content and type of content that makes things memes, not just calling them “viral” or making sure the right blogger or TV show mentions them. And, speaking of contagious, I waited in line one hour to get a picture of Grumpy Cat (and ME).
I even found it comforting to hear the stories of how Panera Bread and Whole foods are becoming more meaning-driven. It makes ME feel good when I eat there.
So keep it up marketers.
Your consumer (ME)
C+M Partner Exponent PR Wins At MN PRSA Classics Awards
MINNEAPOLIS, March 22, 2013 — Colle+McVoy’s public relations arm, Exponent PR, was honored with ten awards last night during the 35th annual Minnesota PRSA Classics Awards, including two Industry Campaign of the Year awards for its work on behalf of Land O’Lakes and Medtronic Foundation. Sponsored by the Minnesota chapter of the Public Relations Society of America (PRSA), the awards celebrate the best public relations campaigns of 2012.
“The recognition demonstrates the collaborative, creative relationships we have with our great client partners,” said Tom Lindell, managing director, Exponent PR. “We are honored to have our work stand among the best in the region.”
Exponent PR received recognition for its work on behalf of a range of clients including General Mills, International Olive Council, Land O’Lakes Medtronic Foundation, Nestlé Purina, CHS and WinField. Following are the specific awards:
- Brochures: Facts vs. Fiction Busting Myths about Kibble Ingredients for Nestlé Purina Pet Care
- Newsletters: Experts in Expertise for WinField
- Magazines (External): “C” the World Through CHS for CHS Inc.
- Media Relations (Business/Industry - Budget >$75,000): Fiber One Battles Cravings, Sweetly for Fiber One
- Media Relations (Government/Nonprofit): Giving North American Consumers More Reasons to Say “Olive-You” for International Olive Council
- Technical Writing: Making GI Science Digestible for Busy Veterinarians for Nestlé Purina Pet Care
- Marketing Products (New - Budget > $75,000): Land O’Lakes Bridges the Butter Generation Gap for Land O’Lakes
- International Public Relations: Bon Appetit! Olives and Olive Oil Add Joie de Vivre for International Olive Council
- Industry Campaign of the Year (Consumer Products): Land O’Lakes Bridges the Butter Generation Gap for Land O’Lakes
- Industry Campaign of the Year (Healthcare): HeartRescue Project Inspires Virtual – and Real-Life – Heroes for Medtronic
FoundationMinnesota PRSA is the tenth-largest chapter of the PRSA, the world's largest organization for public relations professionals with nearly 32,000 professional and student members. Minnesota PRSA comprises more than 400 members who represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations.
C+M Wins Media O’Toole Award
MINNEAPOLIS, March 13, 2013 – Colle+McVoy has been awarded the 2013 4A’s O’Toole Award for Media Excellence in the Mid-sized Agency category. This is the first year the award has been given. The prestigious O’Toole Awards program recognizes excellence and innovation across a body of work and is known as one of the most coveted awards in the advertising industry.
Colle+McVoy was recognized for integrated media campaigns for Winfield Answer Plot and PedalMN. The Winfield Answer Plot Program used two 22-foot tall giant farmers placed in an Iowa cornfield to draw attention. They were also symbolic of the large amount of data afforded to farmers through the WinField Answer Plot Program and the hands-on learning opportunities at Answer Plot Knowledge Events. Colle+McVoy teamed up with a coalition of public partners to create PedalMN, a campaign designed to declare Minnesota the bike friendly state and encourage biking through tools and advocacy. PedalMN became more than a multi-platform campaign, it grew into a burgeoning movement that continues to spread awareness about Minnesota’s excellent cycling reputation.
For more than 20 years, the O'Toole Awards have recognized the highest level of creative excellence for an agency's body of work on behalf of multiple clients. The first-ever Media Excellence Award honors agencies that consistently drive media excellence through innovation, transformation and creativity.
Caribou Coffee: Life Is
Caribou Coffee Life Is
For 2013, Caribou Coffee sought to refocus and evolve its brand presence. The exploration led to a core insight that became a theme for the new campaign: “Life is more than coffee. That’s why there’s coffee.” The theme is an extension of Caribou’s longstanding tagline, “Life is short. Stay awake for it.” and demonstrates how Caribou and its fans view life.
The campaign includes 15 and 30 second television spots, radio, cups, napkins, a 3D billboard, and in-store posters and manifestos. All the work features inspirational “life-isms” meant to encourage fans to think of their coffee as more than just a daily routine, but a personal experience that fuels their day and their passions.
Beautiful photography, iconography and type is intended to draw consumers in, offering a sense of wonder and exploration, inspiring coffee drinkers everywhere to enjoy the best that life has to offer.
C+M & Exponent Receive Honorable Mention at PR Week Awards
C+M & Exponent Receive Honorable Mention at the 2013 PR Week Awards
At last night's 2013 PR Week Awards ceremony in New York, Exponent PR and its advertising partner Colle+McVoy took home Honorable Mention in the Best Use of Digital/Broadcast category on behalf of Medtronic Foundation's HeartRescue Project. The PR Week Awards celebrate the best work within the public relations industry.
The awarded entry, Online Experience Imitates Life to Save Lives, summarizes the nonprofit’s “All Alone” PSA and Save-a-Life-Simulator — an immersive online experience promoting proper and timely bystander response to sudden cardiac arrest, which is the leading cause of death in America.
C+M Receives Effie Award Recognition
Gold, silver or bronze awards to be announced May 22 in New York
MINNEAPOLIS, Feb. 20, 2013 – Colle+McVoy has received recognition as an Effie Awards finalist, the preeminent industry award that honors the most effective marketing communications campaigns. Gold, Silver and Bronze Effie trophies will be announced at the 45th annual Effie Awards on May 22 in New York.
The agency was recognized in the Disease Awareness & Education category for its work with the Medtronic Foundation. When tasked with the job of increasing survival rates of sudden cardiac arrest (SCA), the leading cause of death in America, the agency created the Save-a-Life-Simulator dramatic and immersive online experience instead of making a typical instructional video. Found at www.HeartRescueNow.com, the interactive, online tool launched for The Medtronic Foundation’s HeartRescue Project promoted proper and timely bystander response to SCA. A dynamic “choose your own adventure” style of interactive experience with first person point-of-view videos puts the viewer in the shoes of an everyday mall-goer who witnesses SCA. Viewers get to test their response skills and make fight or flight choices that decide the fate of a victim.
“Moving the needle on this project meant helping to save lives,” said Christine Fruechte, President & CEO, Colle+McVoy. “We’re grateful for a client partnership that supported outside-of-the-box thinking and creative ideas that work.”
Colle+McVoy has received recognition from the Effie Awards in the past for work with Caribou Coffee, Rhymesayers Entertainment, Schell’s Brewing Co, Erbert & Gerbert’s, Nestlé Purina Veterinary Diets, Minnesota State Lottery and more.
About the Effie Awards
The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the annual World Effie Festival, the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs. For more details, visit effie.org.
Ben Eine Today Time Lapse Video
Ben Eine Today Time Lapse
We're so lucky. When renowned international street artist Ben Flynn, a.k.a. EINE, was in town recently, he painted an amazing mural on two of our walls. We were introduced to him by agency friend Chank Diesel who assisted with the installation. EINE was so laid back and approachable, even though he's one of London's most famous, prolific and original street artists and his work sells for tens of thousands of dollars. In our Minneapolis office we have his artistic vision to inspire us, as well as a reminder that there's no better time than now to make things happen. EINE would totally agree.
Starkey Brings Hearing to New Orleanians
The Starkey Hearing Foundation Brings Hearing to New Orleanians during 2013 Super Bowl
Starkey Hearing Foundation turned to Colle+McVoy's public relations partner, Exponent PR, to raise awareness of its commitment to provide 100,000 hearing aids to people in need annually, and one million by 2020, as a member of the Clinton Global Initiative. With many foundations doing great work, it’s difficult for consumers to realize the true impact Starkey Hearing Foundation has and continues to have, both domestically and internationally. Hearing loss is pervasive, affecting 34 million Americans – or one in 10. Exponent leveraged compelling patient stories and the power of celebrities to resonate with media and the public —ultimately elevating awareness of Starkey Hearing Foundation and its missions.
For Starkey Hearing Foundation’s first domestic mission of 2013, Exponent launched a hard-hitting media relations program announcing two missions taking place taking place in New Orleans during Super Bowl weekend. With the help of country music superstar Garth Brooks, American Idol winner Jordin Sparks, and NFL players including Greg Jennings, NFL Pro Bowl MVP Kyle Rudolph, Brian de la Puente, and Will Witherspoon, more than 100 people, including 50 children, were fitted with customized, digital hearing aids—some hearing for the first time.
Between the human interest angle, timing and location, Exponent was able garner extensive coverage during one of the busiest media times of the year. Exponent secured an Associated Press placement that was picked up immediately by The Huffington Post, CBS Sports, and ABC News, as well as in-depth broadcast and feature print coverage in the New Orleans market. And, the story continues to spread.
· American Idol winner Jordin Sparks sang “Happy Birthday” to a young boy who was being fitted for a hearing aid on his 14th birthday.
· New Orleans Saints player, Brian de la Puente, has a personal connection to the cause – his sister is hearing impaired.
· One of the missions in New Orleans took place in the Musicians Quarter at the Ellis Marsalis Center for Music. Several musicians, including Smokey Roberts, drummer for Fats Domino, were fitted with hearing aids.
What Is Your Super Bowl?
The Super Bowl is the most anticipated and talked about event in the advertising industry. It’s our Oscars, Grammys and Fashion Week wrapped into one. We expect to see some of the best creative, soundest strategy and most effective marketing of the year. But with all the flash and hoopla, how does it affect the average marketer? What can the millions of marketers, business leaders and entrepreneurs take away on Feb 3rd?
First, they should ask, “What is my Super Bowl?” Instead of looking at the event as the advertising star-studded night it is, consider it just a platform, a launching pad that top tier advertisers decide (or can afford) to leverage. Every marketer has a “Super Bowl” or big stage and you don't need $4 million plus (average cost of the Super Bowl media buy) to own it. While helping Caribou Coffee with a major rebranding effort, we approached the design of their coffee cups as their Super Bowl. After all, to the nation's second largest premium coffee shop, their cups actually garner the sort of impressions a commercial during the Super Bowl does. All of a sudden, the cup designs became a lead element in the campaign and everything followed.
And with Land O'Lakes, we treated their new mobile site as their Super Bowl. Today's busy Moms (and Dads) are turning more and more to mobile devices to plan and prepare meals, so we placed great emphasis on creating a user experience that was intuitive, simple and inspiring. After all, it will be used by millions of people.
Once you identify your Super Bowl, it might not reach hundreds of millions of viewers in one fell swoop—or feature the mishaps of Janet Jackson— but there are some things we can all learn from the big game that can be applied.
It's not just about showing up, it's about standing out.
Whether it's at a trade show such as CES, packaging on a store shelf, or something as simple as a sweepstakes—just think, what would happen if you treated it as if everyone was watching? Pretend for a second that USA Today is going to gauge your efforts with a meter the next day. That your family and friends are going to point out "I know the person who did that…" The reason so many Super Bowl spots are memorable isn't just because they cost a lot of money. It's because a lot of thought went into them. No one wants to disappoint.
Make sure it’s the right kind of memorable.
Too often, in their efforts to stand out, advertisers make the mistake of not linking their creative idea to the uniqueness of the product. They do a great job making people laugh, or maybe even coaxing a tear or goosebumps with a heartfelt message, but the viewer is unable to remember what brand moved them in the first place. Will your audience walk away your Super Bowl message the way you'd like?
Get the most out of your investment.
Two trends have emerged from advertising during the big game. First, creating buzz for your ad prior to game day is a great way to make your marketing dollars work harder. Can you tease your Super Bowl effort before it launches?
Second, advertisers are doing an increasingly good job of tying a social component to their spot, whether it’s an online game or asking viewers to vote for the ending of the spot on Twitter. By doing this they engage consumers, increase conversations and build buzz. Be sure you’ve employed all the tools in your marketing toolbox to promote your Super Bowl.
C+M Wins 2013 Creative Media Award
Sometimes, bigger is better. Proof of this can be found in a recent creative execution from WinField and its agency partner Colle+McVoy, which won a 2013 Creative Media Award in the Outdoor Media category. The Creative Media Awards is the only awards competition that honors creativity in the media industry.
The awarded work raised awareness for the Answer Plot Program and used two 22-foot tall giant farmers placed in a cornfield along a well-traveled stretch of interstate in Iowa. These giants were not only attention-grabbing, but they were also symbolic of the large amount of data afforded to farmers through the WinField Answer Plot Program and the hands-on learning opportunities that exist in the outdoor classroom setting at Answer Plot Knowledge Events.
C+M And Exponent Receive PR Week Award Recognition
Winners announced March 7, 2013
MINNEAPOLIS, December 13, 2012 – Exponent PR and its advertising partner Colle+McVoy are finalists in the 2013 PR Week Awards, which celebrate the best work within the public relations industry. This year’s winners will be announced during a reception on March 7 in New York City.
The agency is a finalist in the Best Use of Digital/Broadcast Content category for work on behalf of the Medtronic Foundation’s HeartRescue Project. The nominated entry, Online Experience Imitates Life to Save Lives, summarizes the nonprofit’s “All Alone” PSA and Save-a-Life-Simulator — an immersive online experience promoting proper and timely bystander response to sudden cardiac arrest, which is the leading cause of death in America.
“We are honored that Medtronic Foundation has allowed us to work on such a life-changing project,” said Tom Lindell, managing director, Exponent PR. “This recognition exemplifies the creativity and effectiveness that results from collaborative client partnerships.”
A group of more than 75 esteemed judges from across the industry narrowed 800-plus entries to finalists in 35 categories.
Click here for a full list of the 2013 PR Week Award finalists.
C+M Hires And Promotes Within Account Service
MINNEAPOLIS, Dec. 5, 2012 - Colle+McVoy today announced a new hire and five promotions in the agency’s account service group.
Robin Rooney joined Colle+McVoy as a senior account executive to work on the WinField account. Previously, Rooney worked with brands such as Aerobed, Huffy Bikes and Principal Financial Group.
The five promotions include:
- Rachel Zwirlein was promoted to senior account executive from account executive. Zwirlein has worked with the Almond Board of California, The Mosaic Company and WinField.
- Tricia Schlaefer was promoted to account executive from assistant account executive. Schlaefer has worked with the American Refugee Committee, Arthritis Foundation and Novartis Animal Health.
- Mindy Davis was promoted to account executive from assistant account executive. Davis has worked with Land O'Lakes, Novartis Animal Health and Mentoring Partnership of Minnesota.
"We have amazing talent within our walls,” said Jim Silburn, director of client services, Colle+McVoy. “It’s wonderful to recognize that talent and growth, and add to our already strong team.”
Land O’Lakes: Mobile Relaunch
Land O' Lakes Mobile
Visit the site: http://m.landolakes.com/ »
Since the early 1920s Land O’Lakes has strived to bring good food to busy families. Today that means providing a resource for moms constantly on the go. The new Land O’Lakes mobile site contains a practical navigation that can quickly serve up products, recipes, and inspiration whenever and wherever moms need it.
C+M Hires And Promotes Within Strategy And Media Departments
MINNEAPOLIS, December 4, 2012 - Colle+McVoy today announced the hire of six employees and the promotion of three others across its strategy and media groups.
"We are thrilled to add this great talent to our team,” said Jim Silburn, director of client services, Colle+McVoy. “These additions will enhance the strong and strategically grounded work our clients expect.”
Colle+McVoy’s six new hires include:
- Briana Peterson, digital strategist. Peterson has experience with brands such as UnitedHealth Group, TCF Bank, Ford, Jack Links, 3M, Pentair, Toro, the National Pork Board and more.
- Carolyn Ahlstrom, senior strategist. Ahlstrom has provided council for brands such as Novartis Animal Health, Land O'Lakes, Rubbermaid, Harley-Davidson, Boston Market, Volkswagen and Dominos.
- Alyssa Raiola, junior analyst. Raiola works with Purina Breeder, Purina Mills, Novartis Animal Health and Land O’Lakes.
- Laura Rubenstein, associate strategist. Rubenstein works with Purina Animal Nutrition, the Recreational Boating & Fishing Foundation and Novartis Animal Health.
- Susan Andersen, strategist. Andersen has experience with brands such as WinField, General Mills, Target, UnitedHealthcare, U.S. Bank, Avon and Hormel Foods.
The three promotions include:
- Megan Weisenberger was promoted to strategist from junior planner. Weisenberger has worked with Hormel, Farm Credit Mid-America, Explore Minnesota Tourism, Purina Mills, Nestlé Purina and Caribou Coffee.
- Casie Cook was promoted to digital strategist from account executive. Cook has worked with Land O'Lakes, Taubman Shopping Centers and Nestlé Purina.
- Kerry Moore was promoted to media supervisor from senior contact planner. Moore has worked with Indian Motorcycle, the Recreational Boating & Fishing Foundation, Novartis Animal Health and Mountain Hardwear.
Goodbye Hassle. Hello All-Set Card Set.
All-Set Card Set 2012
We’re big fans of holiday tradition. That’s why, for the third year in a row, we’ve created an All-Set card set. It contains seven painstakingly crafted cards for seven card-worthy celebrations in the coming year. So, basically, you’re all set. All year.
C+M Hires Sunny Fenton As Director of Business Development
MINNEAPOLIS, Colle+McVoy announced that Sunny Fenton has joined the agency as director of business development. She will be instrumental in guiding new business opportunities, including overall stewardship of the agency brand and the cultivation of new client relationships, which have fueled the agency’s seven consecutive years of growth.
“Although we have experienced tremendous growth and transformation, we still have amazing opportunities in front of us,” said Christine Fruechte, president and CEO, Colle+McVoy. “We are constantly looking for great talent and will continue to develop our team with the best in the business to fuel long-term expansion.”
Fenton joins the agency after leading business development efforts at several Twin Cities advertising agencies. While most recently managing new business and marketing at a Minneapolis-based design firm, she was responsible for defining and implementing the firm’s strategies, resulting in numerous high-profile client wins. Prior to this, she led the account management team, established the agency’s new business strategy and cultivated client relationships, which led to significant growth. Her nearly 15-year career in the advertising industry has also included serving as account lead for clients such as Target, Best Buy, Schwan’s, Blue Cross Blue Shield of Minnesota and Pentax.
C+M Wins 43 Awards At The Show
MINNEAPOLIS, November 12, 2012 – Colle+McVoy won 43 awards at The Show, the Advertising Federation of Minnesota’s annual award show, which recognizes the best work in advertising, design and interactive, as well as student work. Colle+McVoy won 43 awards total, including one gold, six silver, six bronze and 30 merit awards.
“It's always great to be recognized among the best work in the Twin Cities, and for such a big range of mediums and clients,” said Mike Caguin, chief creative officer, Colle+McVoy.
Work was accepted into every medium of the awards (interactive, design, print, radio, TV, digital, OOH, guerilla and integrated), recognizing creative work for Caribou Coffee, Indian Motorcycle, Medtronic Foundation, Nestlé Purina, Recreational Boating & Fishing Foundation, Explore Minnesota Tourism, Farm Credit, WinField, as well as internal agency work.
The more than 1,000 entries that were submitted to The Show were voted on by a well-respected panel of industry experts from across the country.
Silburn Named Director Of Client Services
MINNEAPOLIS, October 23, 2012 - Colle+McVoy today announced that Jim Silburn has joined the agency as director of client services overseeing account management, strategy and analytics, and media. Silburn will play a key role in maintaining the agency’s recent momentum.
Colle+McVoy has experienced seven consecutive years of growth fueled by organic growth from existing long-term client partners and a string of new clients. Its ability to modernize iconic brands has earned national and international recognition in recent years. The agency was named a Best Place to Work two years in a row by Outside magazine, Advertising Age and the Star Tribune.
“Jim will be instrumental in helping to harness all the opportunities available to us and our clients at this time,” said Christine Fruechte, president and CEO, Colle+McVoy. “He shares our modern approach to building brands and is a thought leader in brand and digital strategy.”
For over 20 years, Silburn has created brand value across a wide range of marketing deliverables for some of the best companies. Silburn most recently served as senior director of marketing, brand communication & value proposition at Capella Education Company where he helped transform Capella University’s marketing model. Prior to joining Capella, Silburn’s background in brand value creation includes a variety of escalating roles at advertising agencies, including Fallon, Martin-Williams and Carmichael Lynch. In these roles, he helped lead teams through brand architecture definition and communication development on a wide variety of consumer brands, including Harley-Davidson Motorcycles, U.S. Bank, Purina Dog Chow & Puppy Chow, Lee Jeans, Sports Illustrated, Coca-Cola, and Rolling Stone.
“I was drawn to Colle+McVoy’s ability to evolve and grow while maintaining a strong foundation,” and Silburn. “The agency’s ability to successfully diversify its client portfolio and simultaneously transform into a fully integrated, digital agency is rare. I want to build on this growth and help shape what the agency will next become.”
C+M Hires And Promotes Within Creative Department
MINNEAPOLIS, November 8, 2012 – Colle+McVoy today announced the addition of 10 employees and promotions for eight others in its creative department, which is reflective of the agency’s continued growth.
"Our recent hires not only add to our existing talent, they add to our culture," said Mike Caguin, chief creative officer, Colle+McVoy. Colle+McVoy’s 10 new hires include:
- David Kelly, senior art director. Kelly joined Colle+McVoy from Pereira & O'Dell in San Francisco and has account experience with Corona, Skype, Muscle Milk, Cisco, Yahoo!, Stoli and more.
- Michele Morales, junior art director. Morales has worked with Cadillac, Animal Humane Society, Target Commercial Interiors and Novartis Animal Health.
- Eric Skaare, studio manager. Skaare has worked with Best Buy, Geek Squad, russel+hazel, Target and Walmart.
- Ann Panian, project manager. Prior to joining Colle+McVoy, Panian worked with Target, Best Buy and 3M.
- Kelly Silbernagel, print production manager. Silbernagel has worked with Kashi, Barclays, Citibank, The Body Shop and more.
- Shannon Laylon, broadcast business manager/associate producer. Laylon has worked with brands such as United Airlines, Citibank, Starbucks, Saint Paul Companies and PBS.
- Lyn Schrader, creative resources manager. Schrader has experience overseeing a variety of brand teams.
- Cynthia Anderson, senior retoucher/production artist. Anderson has experience with brands such as Target, Buffalo Wild Wings, Bridgestone, Truvia and Walgreens.
- Marc Hortsch, production artist. Hortsch has worked with Delta Airlines, Carlson Hotels, Dell Computers, AT&T, True Value, Best Buy and more.
The eight promotions include:
- Micah Dahl, promoted to senior editor from editor.
- Tom Ferrara, promoted to senior creative developer from creative developer.
- Amy Gohman, promoted to senior production artist/designer from production artist/designer.
- Lee Hanson, promoted to senior copywriter from copywriter.
- Emily Taylor, promoted to associate creative director from senior art director/designer.
- Phil Kjelland, promoted to senior production artist from production artist.
- Adam Ridgeway, promoted to senior copywriter from copywriter.
- Brit Ryan, promoted to art director from junior art director.
C+M Wins Best In Show At 2012 OMMA Awards
MINNEAPOLIS, Oct. 2, 2012 – Colle+McVoy was honored with two awards last night during MediaPost's 2012 OMMA Awards reception in New York, which celebrates the year's best in online media, marketing and advertising. The agency took home Best in Show and a Web Site Excellence award in the Charity/Non-Profit category for work on behalf of Medtronic Foundation.
The nominated work, Medtronic Foundation's Save-A-Life Simulator, is an immersive online experience promoting proper and timely bystander response to sudden cardiac arrest – the leading cause of death in America.
Click here for a full list of the 2012 OMMA Award Winners.
C+M Recognized in 2012 OMMA Awards
- Member’s Choice voting takes place until Sept. 28 -
MINNEAPOLIS, Sept. 4, 2012 – Colle+McVoy has been recognized three times as a finalist in the 2012 OMMA Awards, which celebrate the year's best in online media, marketing and advertising. Winners will be announced Oct. 1, 2012, during MediaPost’s OMMA Awards Reception at the OMMA Global New York Conference and Expo.
The OMMA Awards for Online Advertising Creativity were created in 2006 to honor those advertisers that push the potential of online advertising creative. While the finalists were selected by the MediaPost editorial team and will be judged be the 2012 OMMA Awards panel, there is also a “Members’ Choice Award” when people can vote online until 5 p.m. EST on Sept. 28 at http://www.mediapost.com/ommaawards/judging/.
Colle+McVoy work being recognized includes Pedal Minnesota, an integrated campaign advocating more bicycle use and attracting more tourists to the state, in the Integrated Online Campaign - Travel and Tourism category, and Medtronic Foundation's Save-A–Life Simulator, an immersive online experience promoting proper and timely bystander response to sudden cardiac arrest, in the Web Experience - Non–profit category. Colle+McVoy is also a finalist in partnership with Nina Hale in the Search Marketing – SEO Campaign for the Land O’Lakes website.
Bryan Michurski Joins C+M As Group Creative Director
MINNEAPOLIS, August 16, 2012 - Colle+McVoy today announced that Bryan Michurski has joined the agency as a group creative director. Michurski will help manage the growing needs of the department.
“What I love about Bryan is that his experience spans everything from integrated campaigns for major brands to Super Bowl TV to interactive," said Mike Caguin, chief creative officer, Colle+McVoy.
Michurski has more than 20 years of industry experience. He has lent his advertising industry expertise to the media, including the Associated Press, CNN, FOX, NBC and ABC news networks.
In addition to hiring Michurski, Colle+McVoy added two new people to the agency’s creative team:
- John Borchardt, director of broadcast. Borchardt has produced award-winning work as a TV and film producer. He has experience with Super Bowl TV, as well as with brands such as Dairy Queen, Ford Motor Company, H&R Block, Hostess and Totino’s, among others.
- Derek Kirchhoff, interactive creative developer. Kirchhoff has experience with Intel, Best Buy, United Health Group and 3M, among other brands.
C+M Expands Account Service To Meet Growth
Two account directors hired to help lead team
MINNEAPOLIS, August 3, 2012 - Colle+McVoy today announced that Kelly Harmon Schmitt and Michael Murray have joined the agency as account directors, in addition to 13 other account service new hires. Colle+McVoy’s expansion of the account service department is in response to growing needs of current and new clients, including Mountain Hardwear, Indian Motorcycle, DuPont, Nestlé Purina, WinField and Novartis Animal Health.
Schmitt is putting her more than 20 years of industry experience to use overseeing the Novartis Animal Health account. Before joining Colle+McVoy, she led accounts at MRM Worldwide and Ogilvy & Mather in New York, and has worked with brands such as Betty Crocker, Hamburger Helper, Chex, BMW, AT&T and Health Partners.
With prior experience in the outdoor recreation industry, Murray leads the Mountain Hardwear account. Throughout his career, Murray has worked with BMW, MSNBC, Organic Valley, Red Wing Shoe Company, Teva Footwear, St. Jude Medical and K2 Snowboarding, among other brands.
“Kelly and Mike have exceptional experience and leadership qualities to manage and grow our clients’ accounts,” said Christine Fruechte, president and CEO, Colle+McVoy. “They both share the agency’s vision and passion for client success.”
Greg Scott Joins C+M As Interactive Creative Director
MINNEAPOLIS, June 21, 2012 - Colle+McVoy today announced that Greg Scott has joined the agency in the new position of interactive creative director. Scott will help manage the interactive group, which has also added six new staff members and promoted two employees.
“Greg has a stellar reputation, portfolio and approach to interactive that will prove invaluable to our clients and the agency as we expand our capabilities,” said Mike Caguin, chief creative officer, Colle+McVoy.
Colle+McVoy has experienced six consecutive years of growth, due in large part to the agency’s significant investment in its social media and digital offering, which currently accounts for nearly 45 percent of its billings. In the last five years, digital billings have grown by 250 percent. Colle+McVoy’s interactive work has been recognized by the Webby Awards, Cannes Cyber Lions, The One Show Interactive, AdWeek Buzz Awards, The FWA and Communication Arts Interactive Annual.
Scott joins the agency from Ogilvy and R/GA, and will work to ensure that interactive projects exceed expectations for clients, including Indian Motorcycle, GT Bicycles, the Recreational Boating & Fishing Foundation, Land O’ Lakes and Cenex. He also has experience working with Nike, IBM, Axe, Google, Goldman Sachs and Verizon among others.
Adding to the interactive department news, Tiffany Hahnfeldt has been promoted to senior interactive producer from interactive producer and Max Thorson has been promoted to junior interactive creative developer from information technology coordinator. Hahnfeldt works with Colle+McVoy clients Caribou Coffee and Novartis Animal Health, and Thorson works with Schwinn Bicycles and People for Bikes among others.
C+M Named To Ad Age’s Best Places To Work For The Second Year
C+M On AdAge's Best Places to Work 2012
For the second year in a row, Colle+McVoy was placed on Advertising Age's 3rd annual Best Places to Work in Marketing & Media list, which honors 40 companies with the best benefits and most-engaged employees.
We are humbled to be in such great company. Nurturing a culture of creativity allows us to attract some of the greatest talent in the business to deliver outstanding work for our clients.
C+M Promotes John Neerland And Expands Creative Team
Colle+McVoy Promotes John Neerland and Expands Creative Team to Meet GrowthMINNEAPOLIS, May 15, 2012 – Colle+McVoy today announced that John Neerland has been promoted from associate creative director to group creative director, and six new hires have been made to meet the growing needs of the creative department and clients.
“John is as talented as they come and he has played an important role in creating work that has elevated our clients and the agency,” said Mike Caguin, chief creative officer, Colle+McVoy.
The creative department has grown more than 35 percent in the last year alone and Colle+McVoy has experienced six consecutive years of growth. This has been fueled by a significant investment in its social media and digital offering, organic growth from long-term client partners and new clients inspired by the agency’s ability to revitalize iconic brands — most recently Indian Motorcycle and Mountain Hardwear.
Neerland, who joined the agency more than seven years ago, has led creative efforts for Caribou Coffee, Schwinn, Old Navy, Yahoo!, Novartis Animal Health and Explore Minnesota Tourism among others. His work has been recognized by The One Show, D&AD, Cannes, the Webby Awards, the Effie Awards, the Obies and Communication Arts.
Joining Neerland in the creative department are:
-Erik Kvalseth has been hired as an associate creative director. Kvalseth has a wealth of experience including work on Polaris, E*Trade, Target, Ikea, OptumHealth and Cenex.
-Nate Hinz has been hired as a senior designer and has worked on brands like BMW, Jack Daniels, United Airlines, Nordstrom, Miller Lite and Citibank.
-Emily Honigsfeld has been hired as a senior art director/designer. Honigsfeld recently worked at Deutsch LA and has experience on brands such as Hyatt Hotels, Bill and Melinda Gates Foundation, Corona and T-Mobile.
-Brit Ryan has been hired as junior art director and previously worked at LA-based agency Mistress on the Red Bull, Jagermeister and FUZE brands.
-Chris Gault has been hired as a senior copywriter. Gault has experience with L.L. Bean, Payless ShoeSource and Finnegan’s Irish Amber.
-Ryan Burk has been hired as a copywriter and has worked on a range of outdoor and recreation brands like Shimano Cycling & Fishing, Northern Tool + Equipment and Zeiss Sports Optics.
-Additionally, Matt Pruett has been promoted to senior art director and has worked on brands such as Cannondale, Subaru and Harley-Davidson.
C+M Partner Exponent PR Wins At Silver Anvil Awards
Colle+McVoy PR Partner Wins At Silver Anvil Awards
MINNEAPOLIS, June 8, 2012 — Exponent PR, Colle+McVoy’s public relations division, won four awards during the Public Relations Society of America (PRSA) 2012 Silver Anvil Awards ceremony in New York on June 7. The agency was one of only eight agencies nationwide to receive recognition in a least four categories.
The Silver Anvil is an elite industry award honoring organizations that have successfully addressed a contemporary public relations issue with exemplary professional skill, creativity and resourcefulness. A prominent group of public relations professionals judge the awards.
Exponent was recognized with a Silver Anvil Award in the Marketing Consumer Products category for work on behalf of Nestlé Purina with an entry titled, “Helping Pets Win a Losing Battle.” The agency developed Project Pet Slim Down, a groundbreaking initiative to help battle America’s pet obesity epidemic.
Exponent received a Silver Anvil Award in the Marketing Consumer Products (Restaurants) category for work on behalf of Caribou Coffee — the nation’s second largest gourmet coffeehouse. The winning campaign honored Amy’s Garden, Caribou’s program to help raise awareness and donations for the Susan G. Komen Foundation. The program celebrates the memory of Amy Erickson, a beloved Caribou roastmaster who passed away from breast cancer.
Exponent was also honored in Marketing Consumer Products (Healthcare) category with an Award of Excellence for the entry, “Novartis Uncovers the Dirty Truth about Fleas.” The Dirty Truth campaign for Novartis Animal Health helped educate consumers on how dog owners can deliver the best care to their pets. For this campaign, Novartis turned to the quirky personality of spokesperson Mike Rowe.
The agency’s fourth award was an Award of Excellence in the Events/Observances (More Than Seven Days) category honoring the Amy’s Garden commemorative events hosted by Caribou Coffee.
“Our agency is expected to deliver innovative ideas that make a difference,” said Tom Lindell, managing director, Exponent PR. “This recognition demonstrates the creativity, passion and effectiveness of collaboration with our client partners,”
PRSA selected 143 finalists out of a record 923 entries this year.
To view PRSA’s official announcement, and a complete list of the 2012 Silver Anvil and Awards of Excellence winners, visit PRSA.org.
Mike Caguin Named CCO And Eric Husband Made ECD
Colle+McVoy Promotes Senior Creative Staff
MINNEAPOLIS, April 12, 2012 – Colle+McVoy announced today promotions in its senior creative leadership. Mike Caguin has been named chief creative officer and Eric Husband has been promoted to executive creative director.
“This is wonderful recognition for two leaders who have guided the agency through years of strong growth, transformation and record-setting recognition,” said Christine Fruechte, president and CEO, Colle+McVoy. “As we continue down this path of expansion, we have the leadership in place to drive growth for us and our clients.”
Colle+McVoy has experienced six consecutive years of growth fueled by a significant investment in its social media and digital offering, organic growth from existing long-term client partners and the addition of new clients inspired by its ability to revitalize iconic brands, including most recently Indian Motorcycle and Mountain Hardwear. The agency’s work has received more national and international recognition than at any other time in its history and has been recognized by the O'Toole Awards, the Effies, the Webby Awards, The One Show, Communication Arts and Cannes Lions. It was also named a Best Place to Work in 2011 by Outside magazine, Advertising Age and the Star Tribune.
“It’s a great time to be at this agency,” said Caguin, who has led the creative team for the last three years as executive creative director. “Eric is an exceptional creative, our talent is at an all-time high and our clients are doing exciting things.”
Under Caguin’s leadership, the creative department has grown more than 35 percent in the last year alone. In addition to his time at Colle+McVoy, Caguin has worked at Butler, Shine, Stern & Partners and TBWA/Chiat/Day, among other agencies. He has worked with numerous leading national brands such as BMW MINI, Cannondale, Caribou Coffee, ESPN, GT, Indian Motorcycle, Infiniti, InterContinental Hotels, Land O’Lakes, Nestlé Purina, Nissan, Novartis, Recreational Boating & Fishing Foundation, Sun Microsystems and Yahoo! His work has been recognized by The One Show, The One Show Interactive, D&AD, the Webby Awards, Cannes Lions, the Effies and the Kelly Awards.
Husband (previously group creative director) has been with Colle+McVoy for more than six years leading creative on numerous accounts, including Caribou Coffee, Schwinn, Mongoose Mountain Hardwear, Nestlé Purina and Explore Minnesota Tourism. He’s also created work for Target, Kellogg’s, BMW MINI and Sun Microsystems and spent time at Butler, Shine, Stern & Partners, as well as several local agencies. He’s won every color of Effie award (bronze, silver, gold), been recognized by the Kelly Awards, the Webby Awards, The One Show, and Cannes Lions. His work has been featured as ESPN's Play of the Day and enthusiastically discussed on Late Night with Jimmy Fallon.
C+M CEO Featured In The New York Times
New York Times Article
Christine Fruechte featured in Corner Office column of The New York Times
C+M president & CEO, Christine Fruechte, was featured in The New York Times Corner Office column offering highlights from conversations about leadership and management.
C+M Named AOR For Mountain Hardwear
MINNEAPOLIS, Feb. 1, 2012 – Mountain Hardwear, a leader in innovative, premium outdoor apparel, equipment and accessories, selected Colle+McVoy as its agency of record to lead its global branding, marketing and communications.
“The Colle+McVoy team showed tremendous drive and tenacity for our business and brought a level of professionalism, strategic thinking and creative bench strength that made us confident in their ability to be our strategic partner,” said Chris Harges, brand director, Mountain Hardwear. “Incredible opportunities exist for Mountain Hardwear, and we’re thrilled to have the agency by our side to help take advantage of them.”
“Mountain Hardwear is a beloved brand with the highest standards in the industry,” said Christine Fruechte, president and CEO, Colle+McVoy. “We are inspired by the entire brand team and look forward to partnering with them to launch the brand revitalization and further expand its global reach.”
Colle+McVoy is known for its expertise in the outdoor/recreation segment and has received recognition for its work in modernizing iconic brands, including Cannondale, Mammoth Mountain, Caribou Coffee, Indian Motorcycle, Land O’Lakes and Schwinn. The agency helps brands rediscover what made them beloved, harness this brand passion and then identify the opportunities that give them a 21st century footing.
About Mountain Hardwear
Mountain Hardwear is a leader in innovative, premium outdoor apparel, equipment and accessories. We celebrate bold ideas, the drive to challenge the edges of our potential, and the joy, friendships and personal growth that come from that endeavor. We work with era-defining athletes to develop lightweight, easy-to-use and incredibly well-crafted outdoor clothing and equipment. Mountain Hardwear, Inc., founded in 1993 and based in Richmond, CA, is a wholly-owned subsidiary of Columbia Sportswear Company and distributes its products through specialty outdoor, running, and sporting goods retailers in the United States and 58 countries worldwide. www.mountainhardwear.com
Caribou Coffee: Revitalizing The Nation’s Second Largest Coffeehouse
Caribou Coffee Rebranding
Our insights indicated that consumers are willing to pay a little more for a premium cup of coffee, in part because they’re also buying an experience. To better communicate the soul of the brand and differentiate the Caribou experience from its more-corporate competitors, we relaunched the brand by evolving the founders’ original tagline, “Life is short. Stay awake for it.” This seize-the-day mentality permeated through every brand touchpoint. No longer was a Caribou cup simply a cup, but rather, it is a reminder that life’s worth staying awake for. Since the relaunch, shareholder value has increased, traffic has improved and comp sales increased for the first time in three years, while outperforming the QSR industry. A 500 percent jump in Facebook fans increased online engagement and the campaign has been spotlighted in everything from PerezHilton.com to Fast Company.
Caribou Coffee is the world’s second-largest premium coffeehouse, but consecutive years of sales declines, driven by a recession that vilified the $4 mocha, left Caribou Coffee in the position of redefining its value and brand experience. Caribou needed to distinguish itself from competitors as disparate as Starbucks and McDonald’s.
C+M Named To Outside’s Best Places To Work List
Colle+McVoy was named to Outside magazine’s prestigious Best Places to Work list published in the September issue. The agency was ranked No. 10 out of 50 companies nationwide for its efforts to enhance employees’ enjoyment of active endeavors and make environmental and social involvement a priority.
Cannondale: Modernizing A Global Bike Brand
Cannondale Case Study
Communicate that Cannondale is The Perfect Ride. Knowing that the work needs to tell both a product and a brand story, we developed a brand system that could easily translate across mediums and continents. Our primary imagery and headlines are equal parts innovation and inspiration, capturing the best athletes in the world putting Cannondale bikes to the ultimate test. While the secondary images and language tout technological prowess in a way that reflects the attitudes of our audience. The system allows the same look and feel to extend beyond print ads to catalogs and interactive, giving Cannondale a unified, cohesive brand.
Since its earliest days, Cannondale has engineered premium products, redefining and reinventing the way bicycles are made. By creating industry-changing innovations through state-of-the-art design, Cannondale is globally recognized as a leader in product innovation. The challenge was to position the brand in a way that not only showcased its technological prowess, but also its rider-centric culture that crosses all cycling categories, around the globe.
C+M Named AOR For Indian Motorcycle
MINNEAPOLIS, Aug. 31, 2011 – Indian® Motorcycle, America’s first motorcycle brand, selected Colle+McVoy to lead its international branding, advertising, creative, design, retail and interactive marketing strategy.
“Colle+McVoy showed incredible passion for Indian Motorcycle and demonstrated prowess in how to evolve this iconic, global brand across a multitude of customer touchpoints,” said Ross Clifford, managing director, Indian Motorcycle. “We are delighted to have such a partner to help develop the brand for sustained growth.”
“Indian Motorcycle not only produces classic motorcycles, it is a symbol of American ingenuity and determination,” said Christine Fruechte, president and CEO, Colle+McVoy. “We are proud to be their partner and eager to leverage this legacy into powerful brand experiences that drive business success.”
Colle+McVoy has received international recognition for its work in modernizing iconic brands, including Caribou Coffee, Cannondale, Land O’Lakes and Schwinn. The agency helps brands find their 21st century footing by rediscovering what made them beloved and then identifying opportunities to harness this passion.
The Human Potential Conference: SXSWi 2013
Heading down to SXSWi for the first time, I was pretty skeptical that the conference could meet my expectations. So much hype has been built up over the years—it had me doubting that I’d return to Minneapolis digitally enlightened. In fact, I didn’t.
So much of the SXSWi experience is uninspiring. The long lines, the overabundance of choice, the panels that are simply boring. When I got past the harsh realities, however, I experienced what makes heading to Austin special.
Everyone who attends SXSWi is there to push the potential of what people can do. And it’s much bigger than talking technology. I was surprised by how most of my favorite talks barely touched on the notion of interactive as we typically understand it. Rather, the best speakers simply shared their ideas on how they’re improving the lives of people. It reminded me why interactive is not just a medium. It’s everything. Interactive has the power to affect everyone who roams this great Earth in the most meaningful ways. It's what we, as an agency, strive for with interactive.
I hope, in the years to come, to attend SXSWi. Or as I call it, The Human Potential Conference.