July 29th, 2010
Paul Werth Associates is bringing its senior-level consulting and integrated marketing communications services to the “Second City” — Chicago.
Senior Vice President and Chicago insider David O’Dowd heads up the new office, located in the world’s largest commercial building and Chicago landmark, 222 Merchandise Mart Plaza.
“We are very excited about our continued growth and the addition of our Chicago office,” says Sandra Harbrecht, President and CEO. “We are seeing strong demand for our results-oriented communications in this vibrant market and plan to build on our strong ties and relationships within the business community to further expand our services and client roster.” Harbrecht plans to make monthly visits to the new office to meet with clients and prospects.
In Chicago as in Columbus, Werth provides a full range of communications services to drive client success:
- Public relations, including strategic planning, thought leadership, crisis communications, reputation management, change management, media relations, social media programs, blogger outreach, spokesperson training, message development, trade show support and community relations.
- Public Affairs, including government relations, lobbying, grassroots communications and engagement, ballot issue campaign management and research.
- Advertising, including creative strategy, brand strategy, corporate identity, advertising campaigns, video production, marketing collateral, direct marketing and word of mouth and viral marketing.
- Interactive Marketing, including analytics-based digital strategy, website/intranet development, microsites, e-commerce solutions, e-mail marketing, SEO, SEM, social media integration, online reputation audits, viral marketing, digital content creation and usability studies.
- Research, including needs assessments, strategy development, creative custom research design, communications audits, market potential/opportunity studies, brand positioning/image studies, advertising and communications testing, customer satisfaction studies, executive interviews and public opinion polling.
We welcome visitors to our new office! Call or e-mail David O’Dowd at dodowd@paulwerth.com or 312-297-1416 or Sandy Harbrecht swh@paulwerth.com or 614-224-8114.
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July 29th, 2010
A picture may be worth a thousand words, but a great logo can be worth thousands … or even millions … of dollars as the visual embodiment and “face” of a brand. Classic examples are the Nike swooshes, the swirling red font of Coca-Cola and the stalwart blue initials of IBM.
Werth’s logos not only help clients stand out in a cluttered communications landscape, but they’ve also been recognized for industry excellence. Three logos Werth designed will be published in the LogoLounge Master Library Series, Volume 3, Shapes & Symbols, which features exemplary logo design work from around the world.
This volume of the LogoLounge Master Library won’t be available until 2011, but we’re happy to give you a sneak peek, along with our analysis of why these logos stand out.
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Infosaic
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Best Light Video
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Capital City Radio
An elegant logo design may appear deceptively simple. However, effective design requires a multi-layered discovery and development process involving several prototype designs and refinements. At every stage, logos are evaluated for their ability to meet several goals:
1. Clearly identify the company and express its vision
2. Appeal to the target market
3. Differentiate the company from competitors
4. Be aesthetically appealing
5. Be memorable and stand the test of time
These three logos were developed for Columbus-based technology companies that needed new identities to help them stand out from their competitors. These are all combination marks with icons and type treatments that are clean and scalable for the Web. The icons are interesting shapes that can stand alone, while the integrated text is clean and contemporary.
Infosaic Technologies is a full-scale Windows Web hosting and applications development company. Initially developed in a single dimension, the logo evolved into a three-dimensional design that delivers greater impact. The type and color choices push the contemporary feeling.
Best Light Video is a video production house that helps brands develop their online video presence. This more abstract mark takes its influence from the visible light spectrum. From Web to print to video, this logo needed to be adaptable to multiple platforms and has been translated into several variations.
Capital City Radio is an online radio station streaming out an eclectic mix of news, music and original programming. Through the discovery process, we learned the station wanted to focus heavily its Ohio location. As a result, we developed a representational mark, playfully using sound equalization levels to create the state of Ohio. The accompanying text is concise and provides supplemental clarity.
Contact Chief Creative Officer Ken Waldron at 614-224-8114 or kwaldron@paulwerth.com for a consultation about effective logo design for your organization.
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July 29th, 2010
But you’ll leave your friends behind.
This month the National Safe Boating Council kicked off a unique campaign to promote life jacket awareness. The ‘80’s hit song “Safety Dance” was used in a video featuring a young man and woman who appear to be dancing. This “dance” is a metaphor for what they would look like if they were under water without a life jacket struggling to survive. In the end our subjects don a safety jacket and float safely to the surface and off the screen.
The campaign was just recognized by the United States Coast Guard and the United States Department of Homeland Security for outstanding work in the area of Marine Safety.
 The promotion, conceived by the Werth Creative team, uses the popular Facebook Connect application. Once you log in and allow access to your Facebook photos, they will fade up behind our subjects as a reminder of the friends you’d leave behind if you choose not to wear a safety jacket this boating season.
In the end, you are encouraged to forward “The Life Jacket Safety Dance” link to friends for a chance to win a Flip MinoHD™ camcorder, with the ultimate goal of spreading the word to as many people as possible about the benefits of wearing a life jacket.
The contest caps off Werth’s second successful year of managing the National Safe Boating Week, Inflatable Life Jacket World Record Day and “Wear It!”campaigns for the National Safe Boating Council.
Werth began national media outreach in February, targeting local media that reach active boaters. To date, the campaign has placed 455 articles and online media hits, reaching a potential audience of more than 106 million. Highlights include:
- AOL DailyFinance
- Forbes.com
- Sacramento Bee
- Atlanta Business Chronicle
- Dallas Business Journal
- Houston Chronicle
- CBS 11 (Dallas, TX)
- WTVF-TV CBS-5 (Nashville, TN)
- WBBH-TV NBC-2 (Fort Myers, FL)
- WFLX FOX-29 (West Palm Beach, FL)
- KFVE MyNetworkTV-5 (Honolulu, HI)
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April 29th, 2010
I don’t know about you, but I can’t watch CNN without reading the scroll at the bottom of the screen. I’ll listen to what’s being said, but for some reason, I can’t stop focusing on that scroll.
Why? First, people just love to read headlines. I admit, I’m not a huge fan of reading books, my attention span just won’t let me last that long. But put a magazine in front of me or e-mail me a quick news link, and most likely, I’m gonna read it. Second, people are naturally visual. They like to look at something and create their own story in their head. Everyone has a story, or at least likes to imagine one.
That’s why kinetic type is the new “it thing” in advertising. We use type to illustrate a script, create cool motion graphics and literally bring the words to life. The moving type creates energy and excitement, and with all that, who wouldn’t want to buy the product?
Here’s an example we just released:
Ohio Industries, Grow Your Future
The other benefit is that the message is being delivered in two, sometimes three ways at the same time. The graphics are spelling out the script word-for-word, and the words are animating to represent their meaning. Sometimes, a voice-over reads the entire script. Talk about hitting you over the head. The message is undoubtedly being delivered — loud and clear.
The kinetic approach is really taking off. You see it everywhere. There’s some good, some great and some…not so great. In cases of the “not so great,” the creators really lacked a creative direction. With technology at our fingertips, and stock imagery and footage so readily available, sometimes creativy is dictated by what’s available out there on the Web, and not by what should ultimately be custom-created specifically to deliver the appropriate message in a style that is consistent throughout the entire piece to hold it together.
Even though kinetic is a new approach to delivering brand messages, it still needs to be true to brand standards. Today advertisers are looking for cost-effective ways of delivering messages as quickly and precisely as possible. Kinetic is one answer to that question. Couple kinetic with viral video, and you’ve got yourself a campaign.
Werth has a talented team of creative professionals on staff, specializing in motion graphics, editing, shooting and delivering your advertising message on time and on budget. We understand how to deliver strategic branding and can help to determine whether kinetic is the best tool to help you get there. Give me a call at 614.224.8114 or e-mail me at kwaldron@paulwerth.com, and let’s talk about your next brand opportunity.
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November 16th, 2009
It’s that time of year again. Time to look back at the work we’ve done over the past year and see what has Addy award potential. The questions start to swirl:
• “Do we have enough to enter?”
• “What should I have done differently?”
• “What have I seen that might be up for an award?”
• “What are my friends at other agencies entering?”
• “Can I quickly think of a cool idea and produce it for someone, before the entry deadline?”
The last question is interesting. We creatives love to imagine, and sometimes our ideas aren’t right for our current clients. This is a terrific stretch opportunity. I see nothing wrong with developing a great idea and selling it to a prospect — when it’s the right fit. Sometimes, off-the-wall, in-the-moment creativity leads to long-lasting, profitable relationships.
A former boss of mine once came up with an idea, called a potential client and said, “I have a great idea that you must hear.” He met the prospect for drink, wrote a tagline on a cocktail napkin, slid it across the table….and a 10-year relationship was born.
On the flip side of the coin… there’s nothing better than winning an Addy for an existing client, especially if it’s a concept that resulted in increased sales. Years ago there was an award called “Documented Success.” To me, this was the most important Addy of all. This award recognized great creative, great marketing and the work that created the biggest return on investment. What client wouldn’t want to be part of that award?
And then there are the awards won for really good creative, but with little return on investment. Bottom line, these ads failed. Remember: the ultimate goal for advertising is to sell products. If we create something that is a work of art that never sells, we’ll end up being starving artists with a sad reel of unsuccessful work.
I’m proud that Werth has a reel of advertising successes with clear return on investment. Want to join me over coffee or drinks to inspire that next great Addy idea that will drive your sales? Give me a call at 614.224.8114, send me an e-mail at kwaldron@paulwerth.com or leave me a comment on this blog post.
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August 18th, 2009
COLUMBUS, Ohio – Paul Werth Associates senior account supervisor Caroline Cofer Golon has been featured – along with her cat Romeo – in Columbus Dispatch feature writer Joe Blundo’s Aug. 18 column. This is the latest coverage of Golon’s endeavor to raise money for animal rescues leveraging social media platforms.
The Dispatch column chronicles the Werth origins of Golon’s free-time pastime, which arose from a friendly debate among colleagues whether Twitter users would follow updates posted in the guise of her Persian rescue cat Romeo.
More than 6,000 Twitter followers later, having raised more than $20,000 for animal rescues and more than $250,000 in earned media coverage, Romeo’s popularity continues unabated, Golon said.
“Romeo has become something of a star,” Golon said. “While this is a fun personal project for me, it also allows me to make a difference for worthy animal rescue causes across the country. I have also been invited to speak about my experience at professional conferences and by pet-focused businesses. Who knew that Twittering could make such a difference?”
“It’s a testimony to the power of Twitter – or, perhaps, cats,” Blundo wrote in his column’s introduction. “Of course, the cat has a good ghost-Tweeter: Caroline Cofer Golon, who works for Paul Werth Associates, a public-relations company in Columbus.”
About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.
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July 20th, 2009
COLUMBUS, Ohio – Paul Werth Associates has announced the promotion of Kristin Mack Deuber, APR and Dace de la Foret. The Columbus-based public relations, public affairs and marketing firm has promoted Mack Deuber to vice president and de la Foret to account supervisor.
Kristin Mack Deuber, APR
Kristin Mack Deuber, APR has been promoted to vice president at Werth following a distinguished history of success with the firm. Mack Deuber leads the firm’s health care practice and manages client relationships throughout the firm. Prior to joining Werth she was the director of marketing and public relations for Columbus-based real estate development firm CASTO and began her career working with e-Merging Marketing and The Tomasi Marketing Group in Columbus.
Mack Deuber serves as an adjunct public relations professor to several area universities and is a member of the board of directors of the Central Ohio Chapter of the Public Relations Society of America. She also volunteers for The Women’s Fund of Central Ohio and The Columbus Art Museum’s ArtFUSION event. A recipient of the 2005 40 Under 40 Award from Columbus Business First, Mack Deuber holds her MBA from Franklin University and earned her journalism bachelor’s from The Ohio State University.
Dace de la Foret
Dace de la Foret has also been promoted several times at Werth, having risen to the position of account supervisor from his most recent role as senior account executive. de la Foret has most recently provided service to Werth’s media relations practice. Prior to joining Werth, he worked as a producer at WBNS-TV, and began his career working in production for NBC News’ Washington, D.C. bureau. He is a graduate of Miami University, where he earned his bachelor’s degree in communications.
About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.
Paul Werth Associates has previously received nine Silver Anvils, which is the highest level of recognition in the public relations industry. The Silver Anvil Award recognizes complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.
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