Founding story

Though now retired, Roman Hiebing was a builder. He built a chain of restaurants inspired by his graduate thesis at UW–Madison. He built classic brands with Leo Burnett in Chicago. He built a generation of marketing disciples through his classes at the University of Wisconsin—and his many books on marketing, especially How to Write a Successful Marketing Plan, which has been translated into multiple languages.

Yet of all the things Roman built, Hiebing stands as a testament to his vision of a company in Madison where target-led thinking ruled. With his quick smile, hearty laugh and energetic approach, Roman built long-standing relationships with diverse clients from small entrepreneurs to Fortune 500 companies. Roman dreamed of a place where hard work and a “we before me” culture would help all who embraced it prosper. Hiebing is his dream made real.