In our original post on WTI, we introduced you to the company, the development of its brand-messaging strategy, and its first two ads. Naturally, we’d like to think those two ads were part of the reason WTI increased its driver force by nearly 24% in the first two months they were with us. However, by … Read More
Why Daylight Savings Time Should Be Postponed Until June Attention, DC-area politicians: Let’s assume, for the sake of argument, that your office hours begin at 8 AM. NOW: First thing in the morning, when you roll into the office at what should be 7 AM… >Ask yourself how it feels to be at your desk just minutes … Read More
Early this month, Baggett‘s recruiting director Daniel Buckhannan gave us contact info for Scott and and Darlene Carter—the husband-wife driver team he wanted to profile in the company’s new print ad. Although most of our past ads have focused either directly or indirectly on drivers’ earnings potential with Baggett, with the near-unprecedented level of competition … Read More
Almost true story: It’s the first day of kindergarten for Brian Giattina’s son, and his turn comes to introduce himself. “I’m Gus. My dad runs a meth lab and an extortion ring.” Horrified, the teacher pulls him aside. “Gus, your father is a good man. Why would you say something like that?” “I didn’t want … Read More
In mid-June, we started work with WTI—a flatbed trucking company in Tuscaloosa that needed an overhaul of its driver-recruitment branding and advertising program. To see a typical “pre-Hare” WTI ad, Click Here. DEVELOPING WTI’S BRANDLINE As always, we conducted a lot of background interviews—with everyone from recently-hired drivers to longtime CEO Rendy Taylor. From those … Read More
The perpetual challenge to producing testimonial ads for Baggett is that so few of their drivers are ever in town. That was certainly the case with Dennis and Abigail Huggins—a couple who had a story that was not only irresistible from a personal perspective, but which also perfectly matched our core brand-messaging strategy. After our … Read More
When I grow up, I want to be like Calvin Morris. If you’ve ever passed the Publix shopping center on Green Springs during weekday lunch hours, Calvin is the guy dancing on the sidewalk with the Firehouse Subs sign. In my entire life, I have never seen anyone bring more joy to his work. Calvin … Read More
And yes, it’s a fairly dramatic makeover for them—both in terms of design and messaging. Speaking of messaging, our background research indicated that Dunn Construction does business a lot like their sister company, Dunn Building Company (also a client of ours): They’re good, solid people; very easy to work with; very professional; and they tend … Read More
In October, we published This Post about the work we did in supporting The Owner’s Association‘s 2011 rebranding initiative. Not long ago we completed their first post-rebranding collateral piece—and it might just be my personal favorite of the entire campaign to date. It’s a brochure targeting potential Allied Members (typically vendors serving the hospitality industry). Click … Read More
## The following “Farewell” column was written by Thomas Spencer for the 10/26/03 issue of The Birmingham News. It remains one of my all-time favorite pieces from that fine and venerable publication. ## Lord Baltimore Gin was his balm and pork his passion. Virtually every evening after work, Franklin Headen would hold court from a … Read More
