Ads urge community:  “When you can’t do, donate.”

MINNEAPOLIS – Greater Twin Cities United Way’s workplace campaign has launched with ads donated by local agency Campbell Mithun. The “When you can’t do, donate” campaign emphasizes the make-a-difference power of a donation to the United Way.  Ads feature people (real donors, by the way) who want “to do something” for others but feel ill-equipped to give hands-on help: a cook offers a burned turkey, a handyman falls off a ladder, etc.

“We wanted to capture the giving spirit of the Twin Cities community, but with a lighthearted approach appropriate for these economic times,” said executive creative director Reid Holmes.  “These are fun, self-deprecating reminders that a donation to the United Way is easy and helps the community in very specific ways.”

Campbell Mithun developed versions of the creative for billboards, radio spots, online video and digital banners.  Digital ads offer click-through-to-donate functionality, and donors can follow “yourUWdonations” via Twitter for updates about local donations in action.  Advertising placements were secured by Haworth Media and will run from the end of August into October.

This campaign marks the sixth year Campbell Mithun has provided pro bono work to support Greater Twin Cities United Way’s workplace campaign.  Chaired this year by US Bancorp CEO Richard Davis, the 2010 effort aims to raise $87 million to address the most pressing needs in the Minneapolis / St. Paul metro area. In past years, the annual drive has secured donations from approximately 120,000 donors at 1,200 different workplaces. 

About Campbell Mithun

Since its formation in 1933, Campbell Mithun has a history of philanthropy inspired by founder Ray Mithun, who served on many community boards, set up minority scholarships at the U of MN, endowed a Chair of Advertising there and is quoted as saying:  “There is no lasting success, happiness or reward unless a man is truly useful – useful to his family, to his business and to his community.”  Current agency CEO Steve Wehrenberg teaches at the U of MN and sits on Greater Twin Cities United Way’s board of directors.

Campbell Mithun has a national brand-building reputation and, with its Compass Point Media unit and BrandOptix package-design resource, continues to build client marketplace success by making Everything Talk at each (increasingly granular) point of customer contact. 

Websites:  www.cmithun.com; www.compasspoint-media.com; www.brandoptix.com

Campbell Mithun CEO Steve Wehrenberg names MRM managing director Rachael Marret as president 

MINNEAPOLIS – In a move that accelerates its digitally centric future, Campbell Mithun announced plans to unite with the Minneapolis office of MRM Worldwide, the leading digital agency in the Twin Cities.  The deal brings CEO Steve Wehrenberg additional assets for implementing his plan to optimize Campbell Mithun’s digital competence agency-wide and places MRM’s cutting-edge technology capabilities within deeper brand-building expertise.

“We’ve certainly been actively building our digital capabilities, but this combination instantly creates a full-service integrated offering with a deeper, more strategic digital competency than our typical competitors,” said Wehrenberg. “Rachael and her team will be incorporated not as a siloed department but infused throughout the agency.”

The new organization will retain the Campbell Mithun name as well as its Compass Point Media unit. As Campbell Mithun’s new president, Rachael Marret, a 15-year digital veteran, will oversee the integration of digital sensibilities throughout all aspects of the combined agency.

“This is a merger of equals,” said Marret.  “With our ability to create technically sophisticated, immersive consumer experiences and Campbell Mithun’s proven brand-building expertise, we’re powerfully equipped to forge the consumer-brand connections of the future.”

Digital Assets

MRM executives will play key leadership roles in bringing best-in-class expertise to Campbell Mithun’s existing digital capabilities. Lynn Cerra and Sean O’Brien will join the leadership team as director of integrated operations and director of technology and innovation, respectively.

“This team will bring to the next level our ability to deliver forward-thinking solutions that drive client business,” said Marret.  “Marketers now face an entirely new set of engagement needs; we’re placing ourselves ahead of that curve.”

The merger will deepen the combined agency’s ability to provide digital business strategy; user-experience planning; digital connections planning; systems architecture; mobile, game and other application development; agile development; social marketing and platforms; SEM/SEO; one-to-one digital communications; and performance analytics and optimization.

The Transition

Several factors will ease this transition for the two organizations.  Campbell Mithun and MRM are both owned by parent company IPG, and the sister agencies have worked together for 10+ years to serve a number of clients including General Mills, National City, H&R Block and Supervalu. 

“The merger is effective immediately, but our existing relationship and proximity gives us more time and flexibility to work out transition details and configure operations,” said Wehrenberg.

“Merging MRM Minneapolis with Campbell Mithun, provides our IPG sister agency with a stronger digital offering, said Reuben Hendell, MRM Worldwide Chief Executive Officer.  “Concurrently, MRM Worldwide will both be able to support an integrated offering for the Worldgroup’s Minneapolis-based clients and create more focused growth on its other North American offices in New York, San Francisco, Detroit, Princeton and Toronto, Canada.”

About MRM Worldwide, Minneapolis

MRM Worldwide, Minneapolis was created in 1999 resulting from a merger of two Twin Cities digital shops that grew up during the nascent years of the Web. Over the past decade, MRM has established itself as the leading, full-service digital marketing agency in the Twin Cities and has been part of the MRM Worldwide Network (www.mrmworldwide.com) -- one of the top five digital and direct agencies in the world.

About Campbell Mithun

Began in a post-depression era on the 13^th floor of the Northwestern Bank building in Minneapolis, Campbell Mithun thrived due to Ray Mithun’s founding philosophy:  make “everything talk” for client brands.  The agency has built a national brand-building reputation and, with its Compass Point Media unit and BrandOptix package-design resource, continues to build client marketplace success by making Everything Talk at each (increasingly granular) point of customer contact.  

MINNEAPOLIS – Rachael Marret, former managing director of digital agency MRM Worldwide Minneapolis, has become Campbell Mithun’s first female president after the two companies announced a merger earlier today.  A fifteen-year digital veteran, Marret will lead the charge to align the combined agency with future consumer-engagement needs.

“I’m happy to welcome Rachael to Campbell Mithun’s management team,” said agency CEO Steve Wehrenberg. “We’ve already had a very collaborative and successful partnership; going forward, we plan for her to focus on bringing our clients new solutions to drive business and build brands.”

Marret brings to the position more than 20 years of both agency and client marketing experience and, since 1995, has focused exclusively on marketing in the digital space.

“In a post-digital world, everything will be digital, social and mobile,” said Marret. “Our future is more than just deepening channel expertise; it’s about new and agile ways to create greater consumer insights, rich experiences, and ideas worth talking about.”

Under her leadership, the MRM Minneapolis office grew to being a top digital agency in the Twin Cities, serving clients such as General Mills, Nestle Purina, H&R Block, and Microsoft.  The agency has collaborated with Campbell Mithun on shared clients for the past 10+ years.

Marret herself has performed as a leader, receiving several corporate honors in recent years: She was the 2006 inaugural recipient of the MRM Worldwide “Stimati Award” and also received the H. K. McCann Award for Outstanding Leadership, the highest honor of parent-company McCann Worldgroup.

Before joining MRM Minneapolis, she served on the client side, developing eCommerce platforms and online marketing strategies for Carlson Companies; and also spent nine years playing a creative role for various agencies.

Her strengths directly support the “Everything Talks” branding philosophy articulated by Campbell Mithun’s founder Ray Mithun.  The agency has a 77-year national brand-building reputation and, with its Compass Point Media unit and BrandOptix package-design resource, continues to build client marketplace success.

Latest ads in national Make Today Famous campaign feature “time-slice” technology and an interactive text-for-coupon offer

MINNEAPOLIS – Famous Footwear’s national back-to-school ads debut this week featuring a time-slice filming technique new to the mid-tier shoe-retailer category.  Developed by agency Campbell Mithun as part of the Make Today Famous campaign, the fast-paced ads capture teens in mid-air situations – garage-band jam, BMX tricks, break dancing, cheerleader jump splits -- with the most famous brands of shoes on their feet.

“Back-to-School is such a busy time for families, we wanted to depict the idea of stopping to absorb and enjoy the many great moments that make each day famous during this season,” said Will Smith, Famous Footwear’s senior vice president of marketing. “Campbell Mithun has been a terrific partner in understanding our vision and translating that through a technology that also gives viewers something exciting to watch.”

The ads aim to catch texters mid-action as well, with two of the campaign’s seven TV spots featuring a text-in offer for an additional 20 percent off the buy-one-get-one-half-off back-to-school sale.  Consumers can also opt-in via text to receive future Famous Footwear offers.

Campaign Details

Campbell Mithun filmed the nine scenes of the back-to-school spots in three days, partnering with director Nez and a film crew that used a 20-camera rig and a Canon 5D camera for the shots.  The flight of fast-paced Back-to-School ads includes general brand spots (:30, :15), text-for-coupon spots (:30, :15) and three buy-one-get-one-half-off spots (:30, two :15s).

“Everything – the choice of technique, cast and wardrobe – came together to create a spot that hopefully conveys the same inspiration consumers will get from the styles and brands they'll find at Famous Footwear,” said Robert Clifton, executive creative director at Campbell Mithun.

The national campaign runs on television for seven weeks and includes companion radio and print executions.   Other production partners include:  editor, JD Smyth / Final Cut; visual effects, The Mill; and original soundtrack, Nylon. Spark is the media agency.

Make Today Famous

Famous Footwear’s Make Today Famous campaign was created by Campbell Mithun in 2009.   The campaign features a series of vignettes showing how people can make even everyday activities “famous” in their own unique ways, influenced by the shoes on their feet. The 2010 Back-to-School executions dial up the power of these life moments and are the fourth seasonal effort under the Make Today Famous campaign umbrella.

About Famous Footwear

Famous Footwear is a leading family branded footwear destination, with 1,100 stores nationwide and e-commerce site FamousFootwear.com. The chain offers consumers more than 80 nationally recognized brands, including Nike, Skechers, Naturalizer, Puma, Steve Madden, Converse, New Balance, DC, Rocket Dog and Carlos by Carlos Santana, and features a broad assortment of toning footwear from brands like Skechers and Reebok. A proud national partner of the March of Dimes, the retailer sponsors March for Babies walk events in more than 1,000 communities nationwide. Famous Footwear is operated by the retail subsidiary of Brown Shoe Company, Inc. (NYSE:BWS), which has $2.3 billion in sales as a retailer and wholesaler of footwear. For more information, visit www.famousfootwear.com and www.brownshoe.com.

About Campbell Mithun

Minneapolis-based agency Campbell Mithun (www.cmithun.com) has 77 years of experience creating marketplace success for clients.  The agency’s “Everything Talks” integration philosophy engages client brands with consumers at each and every point of contact.

See the e-invite (and a 30-sec promo spot): http://cmtalkinar.eventbrite.com/

Get ready to get talking about how social media impacts branding strategy. Campbell Mithun will celebrate the recent launch of its new website by hosting a live interactive online conversation between a panel of key industry players and you. 

The 2010 Mediaweek award marks the third national honor received by Campbell Mithun in recent weeks

MINNEAPOLIS – A strategy of “going local” across the country brought home a prestigious “Media Plan of the Year” award to Compass Point Media (a division of Campbell Mithun) for an out-of-home media campaign developed for Johnsonville Sausage’s “Blank-Ville” advertising campaign.  Mediaweek magazine sponsors the annual competition and will honor the 2010 winners June 16 in New York.

Capitalizing on relatable, engaging and locally relevant reasons to prepare sausage, the agency’s media plan placed targeted billboards in key locations around the country:  “Adiosville” greeted California travelers en route to Mexico, “Vacationville” appeared near resort areas, “Bleacherville” ran near Chicago’s Wrigley Field and “Badgerville” appeared near Camp Randall Stadium at the University of Wisconsin.

“A market-by-market tailoring of the media placement allowed us to convey the versatility of the campaign idea,” said Jim Romlin, senior vice president, Compass Point Media.  “We married the media plan to the creative and connected Johnsonville with a locally relevant moment.”

Creative for the campaign was developed by Cramer-Krasselt (C-K) and also just received a Silver OBIE from the Outdoor Advertising Association of America, as one of the outstanding outdoor campaigns of the year.  Compass Point Media and C-K collaborated deeply to unify the plan and execute the local-market strategy.

Going beyond the out-of-home placements, to further strengthen consumer engagement with the Johnsonville brand, the media agency also brokered a digital partnership with Evite as part of its execution of the “Blank-Ville” campaign.  That custom sponsorship, featuring Super Bowl invitation templates and an unprecedented inclusion of Johnsonville recipes within a potluck feature, helped put the brand on consumers’ shopping lists and on their game-day tables.

Serving up big awareness / sales gains

Research documented consumers’ response to the campaign.  After the program, brand awareness jumped 50 percent nationwide.

“We’re pleased with the success the Blank-Ville campaign generated, and we look forward to continuing to build out elements that make it even stronger,” said Ryan Pociask, Johnsonville senior brand manager.  “This campaign has proven to be relatable and memorable, and we credit much of this success to the creative and placement executions our agency partners helped us achieve for the campaign.”

Good news comes in threes

The Mediaweek award is the third national award Campbell Mithun has received within the past six weeks.  Other recent awards include:
* Gold Ogilvy award (honors the use of research in advertising) for its campaign to introduce a new Hefty kitchen trash bag product
* Three first-place Best of NAMA awards, presented by the National Agri-Marketing Association, for its work on behalf of Syngenta Seeds. 

About Campbell Mithun
Campbell Mithun (www.cmithun.com), with its media division Compass Point Media (www.compasspoint-media.com), has been Johnsonville’s media agency for the past four years.   Recently celebrating its 77th anniversary, the agency excels at making Everything Talk for client brands at every point of consumer engagement.

About Johnsonville Sausage, LLC
Wisconsin-based Johnsonville Sausage (www.johnsonville.com) is the No. 1 national brand of brats, Italian sausage, smoked-cooked links and fresh breakfast sausage links.  Johnsonville employs approximately 1,300 members.  Each member takes ownership of product quality to ensure the excellence and “Big Flavor” of Johnsonville Sausage.  Founded in 1945 by Ralph F. and Alice Stayer, the company remains privately owned today. 

MINNEAPOLIS – Campbell Mithun’s campaign to launch NK-1 Class Soybeans for Syngenta drove high-performance yields at the recent Best of NAMA awards.  The agency received first-place awards in three different categories of the competition sponsored by the National Agri-Marketing Association:  national multi-media campaign, single-page print (single ad), and radio (series).

“We were thrilled to have NAMA confirm what we already know about this campaign,” said Lori Thomas, head, marketing services, Syngenta Seeds.  “From the beginning, it generated incredible buzz throughout the category and successfully launched our NK-1 Class Soybeans.”

Development of the agency’s “Beyond Expectations” campaign leveraged strong creative to garner attention for the new product and employed a multi-pronged media plan to give the campaign legs and push it into the digital space.

The ads depict everyday events happening in extraordinary ways to communicate that the high-yield soybeans perform beyond expectations:  a cat stakes out a mouse hole with a gun, a dog mops up his own muddy paw prints, and a rooster actually pours coffee in the kitchen.  Radio ads mention a garage-sale painting being a Rembrandt, an ultrasound predicting a baby will bat .400, and a dog fetching the paper and a cold beverage.

“We needed to communicate a real product breakthrough to high-acre growers across the country,” said Reid Holmes, executive creative director at Campbell Mithun.  “But merely boasting would have been met with resistance.  This campaign conveyed the product’s business advantage in a message delivered with charm and endearment.”

The agency’s three national NAMA wins build on last year’s regional accolades as well as its win of the Plambeck Award (distributed by the National Association of Farm Broadcasters) for the Beyond Expectations radio ad.

The Best of NAMA competition is sponsored annually by the National Agri-Marketing Association to honor the best in agricultural marketing communications.  This year’s competition included 1,169 entries submitted by companies and agencies at the regional level; after being judged, 465 entries advanced to the national level.  Awards were distributed in 59 different categories.

Campbell Mithun (www.cmithun.com) just celebrated its 77^th anniversary and remains the Twin Cities-market leader.  The agency and its media division Compass Point Media (www.compasspoint-media.com) remain dedicated to making Everything Talk for client brands at every point of customer contact.

Syngenta (www.syngenta.com) is one of the world's leading companies with more than 25,000 employees in over 90 countries dedicated to one purpose:  Bringing plant potential to life.  Through world-class science, global reach and commitment to customers, Syngenta helps increase crop productivity, protect the environment and improve health and quality of life.

MINNEAPOLIS – Campbell Mithun announced the recent promotions of the following six employees:  Peggy Arnson, promoted to associate creative director; Alex Colvin, promoted to integrated producer; Kristy Duenwald, promoted to account supervisor (Compass Point Media); Pete Leacock, promoted to vice president, management supervisor; Tim Putnam, promoted to network and systems administrator; and Quinn Risdall, promoted to art director.

Peggy Arnson’s promotion to associate creative director reflects her client-centered ability to bring wisdom and persuasion to her creative work.  Her significant contributions to projects completed for Tresemmé, Nexxus, Land O’Lakes, Burger King Kids and SuperValu have proven her leadership skills.

Production-pro Alex Colvin has been promoted to integrated producer.  This past year Alex pulled off photo shoots in South Africa, Paris and Prague for two major agency clients.  In addition to managing international casting, integrating print and TV shoots, and rounding up talent around the globe, he “grew” tropical trees on one set and created a humid day on another.   His work speaks for itself.

Kristy Duenwald, recently named account supervisor in media division Compass Point Media, brings a passion for research and strategic thinking to the advancement of client objectives.  Currently working on the Great Clips and Chipotle accounts, Kristy also is a key member of the agency’s corporate social-media team.

A promotion to vice president, management supervisor, gives Pete Leacock well-deserved recognition for his ability to drive sound strategy and flawless execution.  In his new role, he has assumed responsibility for the TRESemmé account and continues to oversee projects with Allianz and the United Way.   Pete also has steered great work for clients including Burger King and Schwan’s.

In Tim Putnam’s new role as network and systems administrator, he has assumed responsibility for supporting the agency’s network and server infrastructure; developing, testing and implementing new systems and services; and overseeing user administration.  Since joining Campbell Mithun in January 2009, Tim’s contributions have furthered the goals of both the IT department and the agency.

Quinn Risdall’s promotion to art director recognizes her ability both to generate great creative concepts and to execute them well.  Recently contributing to work developed for clients TRESemmé, Nexxus, Land O’Lakes and Burger King Kids, Quinn now will assume more responsibility for directing a particular project’s ability to communicate with and appeal to a target audience.

Campbell Mithun(www.campbell-mithun.com)  recruits staff to join what Ray Mithun himself described as a “smart army” of professionals possessing both the breadth and depth of talent to turn an idea into business success.  Employees of the agency and its media division Compass Point Media (www.compasspoint-media.com) excel at making Everything Talk for brands at every point of consumer engagement. 

Carol Grothem of Compass Point Media honored with appointment to national board of the Alliance for Women in Media 

MINNEAPOLIS – The national chapter of the Alliance for Women in Media (AWM) recently appointed Carol Grothem, vice president, broadcast media at Compass Point Media (division of Campbell Mithun), to a two-year term on its national board of directors. 

Grothem, a member of the association for 15 years, served on the board of the local chapter for the past 10 years and also is its past president.  She also has received the Diamond Member of the Year award twice since the local chapter created the award six years ago.

Other members of the 19-member AWM national board represent organizations including Google, Discovery Communications, CBS Radio, CNN and other media-related legal and consulting service providers nationwide.  Grothem will be the only board member representing the advertising-agency industry.   Only one other person from the Twin Cities has served on AWF’s national board:  Norma Cox, national sales manager for Minnesota Public Radio.

The appointment acknowledges Grothem’s national leadership and visibility in the radio industry.  She gives credit to her own local mentors – Mary Murphy of Initio Advertising and Anne McKean, Martin Williams – for igniting her passion and drive for the media business.

The Alliance for Women in Media (formerly known as American Women in Radio & Television) celebrates its 59^th anniversary in 2010 and is the longest established professional association dedicated to advancing women in media and entertainment.  

Campbell Mithun (www.campbell-mithun.com) and its media division Compass Point Media (www.compasspoint-media.com) together have nearly 250 employees committed to making Everything Talk for its clients’ brands at every point of consumer engagement.

Gold Ogilvy awarded to Campbell Mithun along with client Pactiv and research-partner Millward Brown

Campbell Mithun is sole Twin Cities agency to receive a 2010 David Ogilvy Award

MINNEAPOLIS – An advertising campaign for kitchen trash bags brought treasure -- gold -- to agency Campbell Mithun, its client Pactiv (owners of the Hefty^® brand), and research agency Millward Brown.

The campaign to introduce Hefty Tall Kitchen Bags with Unscented Odor Block^® Technology received top honors in the Household Products category at the 2010 David Ogilvy Awards in New York.  The awards celebrate advertising campaigns that combine creative inspiration and research insight.  Campbell Mithun was the only Twin Cities agency honored with a 2010 Ogilvy by the Advertising Research Foundation.

“Research informed every stage of ad development and confirmed in-market business results,” said Steve Gordon, senior vice president at Campbell Mithun.  “People have strong feelings about smelly kitchen trash.  We listened and used our findings to build a campaign that resonated with consumers to launch this product.”

The research paid off:  Consumers identified with both the “stinky, stinky, stinky” horror of smelly garbage in “The Horror” and with the “wasting money stinks” premise of “Take it Out.”   And product sales?  Not stinky at all.  In fact, sales volume quickly met initial business goals, and tracking by Millward Brown showed strong gains for the Hefty brand on numerous key measures.

“We are very pleased in being recognized with this award,” said John Schwab, senior vice president and general manager, Pactiv Consumer Products Division.  “We have a long history of using market research to help guide our marketing and advertising decisions, and this award is confirmation that our rigorous approach to research is paying off.”

Lisle, Illinois-based Millward Brown, a global market-research agency, worked with Campbell Mithun and Pactiv to conduct the consumer research throughout the campaign. 

Campbell Mithun and Pactiv celebrated a 10-year relationship on April 1, which also was the agency’s 77^th anniversary.   Campbell Mithun (www.campbell-mithun.com) has nearly 250 employees dedicated to making Everything Talk for its clients’ brands at every point of customer contact – even at the kitchen trash can.