Three New Employees Join Hiebing

Hiebing welcomes Amanda Broderick, Heather Gjerde and Mary Greene Taylor to the roster. The three bring a variety of experience and target-centric focus to the firm.

Amanda Broderick joins Hiebing as a senior public relations counselor. She works on developing public relations strategy and orchestrating media relations and social media efforts. Before coming to Hiebing, Broderick was public relations manager for Lands’ End and held a position as public relations specialist for Sensis, an aviation technology company.

Heather Gjerde joins the firm as an associate public relations counselor and works with the team on social media, creating press releases and writing feature articles. Gjerde has direct-to-consumer experience as a brand ambassador for companies such as Rolling Rock, Kashi and Hershey’s. She’s also gained market research experience as an independent marketing contractor.

Mary Greene Taylor comes to Hiebing as an account coordinator. Taylor ensures projects stay on course and clients stay informed. Previously, she worked as a public relations associate at Genworth Financial in Richmond, Va., and also volunteered for special events and fundraising at the Children’s Hospital of Wisconsin, Madison.

Founded in 1981, Hiebing is an integrated marketing and brand development firm with annual capitalized billings of more than $50 million. The firm’s clients include Culver’s, Schneider National, Famous Footwear, Dean Health System and American Family Insurance.

Hiebing Welcomes New Faces

Jay Gullixson, Scott Kwiat and Sarah Ostermeier join Hiebing, an integrated brand development and marketing firm.

The creative team welcomes Jay Gullixson as broadcast producer/art buyer. Gullixson researches and facilitates new talent in all facets of production, pinpointing talented photographers, directors, production companies, illustrators and more. Previously, Gullixson enjoyed his own professional photography career in New York City, working for such clients as GQ, TV Guide, New York magazine, Men’s Journal and O: The Oprah Magazine.

Scott Kwiat joins Hiebing as a production manager/designer. He supervises both print and interactive projects for various accounts in the firm. Before coming to Hiebing, Kwiat was a senior multimedia specialist and design supervisor for Fidelity Investments and had worked as a graphic designer and production specialist for DWS Investments.

At Hiebing, Sarah Ostermeier supports various accounts as an account executive. Previously, Ostermeier developed and executed integrated marketing plans centered around high-profile spokespersons and cycling teams for Pacific Cycle. She managed national events and developed grassroots and Olympic campaigns that integrated social media for the Schwinn, GT and Mongoose bicycle brands.

Founded in 1981, Hiebing is an integrated marketing and brand development firm with annual capitalized billings of more than $50 million. The firm’s clients include Culver’s, Schneider National, Famous Footwear, Dean Health System and American Family Insurance. For more information on Hiebing, visit Hiebing.com.

Two Join Partnership Program at Hiebing: Ann Dencker and Paul Thompson Own Part of the Creativity and Inspiration

Hiebing, Madison’s largest integrated marketing and brand management firm, announced Ann Dencker and Paul Thompson are the latest employees to join the partner ranks. Through the partnership program, Hiebing creates a collaborative culture where team members are personally vested in their clients’ success. Dencker, Thompson and the remaining partners at Hiebing comprise almost 40 percent of the firm.

“The passion and commitment our employees have for our clients is shown through our partnership program,” said President Dave Florin. “The desire to carry out long-term connections resides in our partners, which is a quality that Ann and Paul have. Our partnership program grasps our ‘we before me’ attitude, retaining integral team members to produce the best work for our clients.”

Dencker, Director of Insights and Strategic Research, possesses more than 20 years of experience that fuels her insight on markets and marketing strategy, ultimately leading to the consumer-brand connection. Her client-side efforts for Kraft, Oscar Mayer, Rayovac and Remington and her work at Hiebing have uncovered deep insights that developed into successful business strategies. Her passion for the field is further complemented by her membership on the University of Wisconsin’s A.C. Nielsen Center for Marketing Research advisory board.

“Hiebing is a true example of a firm that does it right,” said Dencker. “Our work starts and ends with the target. I’m very proud to be a part of this team and the partners who have committed to this philosophy.”

As Strategy Director, Thompson has a drive to understand clients’ businesses and find solutions for their marketing challenges, helping Hiebing deliver the complete package to clients. Prior to Hiebing, Thompson’s efforts on the client side propelled brands such as Kraft Foods, Fiskars, Kleenex and DiGiorno’s to organic and acquisition-driven gains. His keen eye for growth opportunities, along with his creativity, has led to sound marketing strategies for Hiebing clients such as Schneider National, Kwik Trip and Nestle.

“Making ideas for a living with smart, passionate and creative people who all work toward a common goal is very fulfilling,” said Thompson. “It is an honor to be one of the partners at Hiebing.”

Dencker and Thompson’s curiosity, creativity and commitment make them integral team members, exemplifying the core values that comprise the heart of the Hiebing culture.

“These new partners inspire brand devotion not only among consumers but also personally with the passion they bring for the success of Hiebing and its clients,” said Florin.

About Hiebing

Hiebing is the largest integrated marketing and brand development firm in Madison, Wis., with annual capitalized billings of more than $50 million. Founded in 1981, the agency’s clients include regional and national brands such as Culver’s, Schneider National, Famous Footwear, Dean Health System and American Family Insurance.

Hiebing Launches Major Integrated Marketing Campaign for Culver Franchising System, Inc.

Two Wisconsin Powerhouses Partner to Engage Restaurant Guests

Hiebing, an integrated brand development and marketing firm, announces the launch of a new marketing campaign for Culver’s, the award-winning family restaurant franchise system famous for its signature ButterBurger®. Hiebing provides brand strategy, interactive, public relations and social media management as well as broadcast and print advertising for Culver’s as its agency of record.

“A passion for inspiring brand devotion drives all our work,” says Hiebing President Dave Florin. “With such a strong brand character and ardent fan base, Culver’s challenges us to find new ways to continue growing brand advocates and loyalists.”

The new campaign, the 3-Pepper Serenade, revolves around Culver’s guests’ unexpected experience of being serenaded by a mariachi band singing about the new 3-Pepper Chipotle ButterBurger and 3-Pepper Chipotle Chicken Sandwich as the guests enjoy these new menu offerings. Television and radio ads for the campaign are currently airing in 18 states.

“Telling a compelling brand story starts with clear, engaging ideas that resonate with the target audience,” says Hiebing Vice President and Creative Director Sean Mullen. “For this latest Culver’s campaign, that means making the food and the flavors come to life in an out-of-the-ordinary way.”

In addition to the commercials, Culver’s guests will experience the campaign across multiple touchpoints, including the Culver’s website, a radio ad, coupons, e-mail and social media efforts via the company’s Facebook and Twitter presence.

“Our new campaign entices the senses of our guests by highlighting the bold, layered flavors of the new 3-Pepper Chipotle menu offerings,” says Culver’s Vice President of Marketing David Stidham. “In addition to featuring the tasty menu options, the campaign draws on the franchise’s family values and charm by putting our CEO and co-founder Craig Culver at the forefront of the story, further strengthening guests’ connection with our brand.”

Stidham shared that Hiebing’s first campaign for Culver’s featuring Craig Culver helped generate the best Lenten season Culver’s has seen as a company in four years and lifted systemwide same-store sales across the board.

About Culver’s
Culver’s serves fresh food with genuine family values to each and every guest. Culver’s is an expanding franchise system with more than 420 independently owned and operated restaurants in 18 states. The restaurants’ award-winning customer service is based on small-town, Midwestern values, genuine friendliness and an unwavering commitment to quality and cleanliness. Signature items include the ButterBurger®, made from fresh, never frozen U.S. beef, and fresh Frozen Custard, including the famous Flavor of the Day program.

About Hiebing
Hiebing is the largest integrated marketing and brand development firm in Madison, Wis., with annual capitalized billings of more than $50 million. Founded in 1981, the agency’s clients include regional and national brands such as Culver’s, Schneider National, Famous Footwear, Dean Health System and American Family Insurance.

The Art of Communicating an Apology

Watching famous people apologize is a national sport. Some do it well and some do not. No matter the person, the words are the same: “I’m sorry,” “I’m embarrassed,” “I brought this on myself.” Even if you have the perfect words, without expressing sincere emotion you will swing and miss.

This is exactly where Tiger Woods fell short. No one doubts that Woods regrets his actions. What people doubt is if his public apology was sincere. It came across as though Woods regretted being caught. By showing little emotion during the apology, reading from a script for long stretches, insincere hugs at the end, overly controlled setting, Tiger did nothing to overcome this doubt. People were left believing it was a calculated move to regain the support of endorsers.

Anyone in the PR world knows this was a PR 101 no, no. Everything was set to support Woods, his mother was placed between Elin’s mother and sister, his foundation supporters were visible and he even had the perfect script. Without the sincerity behind the words, though, the effort was futile.

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