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.
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 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
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.
C+M Named AOR For Dorel Recreational/Leisure Segment
MINNEAPOLIS, Oct. 26, 2010 - Today Colle+McVoy was named global advertising agency of record for Dorel Industries Inc.’s (TSX: DII.B, DII.A) Recreational/Leisure segment, a worldwide leader and innovator in high-end and enthusiast bicycles and sports apparel, including the Cannondale, Schwinn, GT, Mongoose, IronHorse and SUGOi brands. The agency will lead global strategic and creative development of integrated programs across all traditional and nontraditional mediums targeted to consumers, independent bike dealers, mass merchants and sporting goods retailers.
"As Dorel Recreational/Leisure grows, we need a best-in-class partner to help us continue to evolve and maintain the relevance of our iconic consumer brands," said Andrew Coccari, CMO Global Marketing, Dorel Recreational/Leisure segment. "Colle+McVoy’s passion for bicycling is evident in their work with groups like Bikes Belong. Their consumer-centric focus toward building beloved lifestyle brands is tried and true, and their appreciation for the dynamics and pace of this industry is unparalleled."
"Enthusiast lifestyles are a core focus and expertise of ours. It’s an honor to partner with Dorel Recreational/Leisure to advance the growth of its iconic brand portfolio," said Christine Fruechte, president and CEO, Colle+McVoy.
This substantial AOR assignment is the latest win by Colle+McVoy, which was also awarded new business recently from Old Navy, Mammoth Mountain Ski Resort, Medtronic Foundation, Explore Minnesota Tourism, Regis Corporation, General Mills, Land O’Lakes and Nestlé Purina.