This isn’t your average recap. It’s a montage of some of our team’s favorite moments of the productions we created in 2025. Each frame is a powerhouse of creative excellence, a testament to the work we do at Hiebing, every day.

For decades, loyalty meant habit: the same cup of coffee, the same pair of sneakers, the same grocery run. But for Gen Z, loyalty looks a little different. In 2019, when we began our proprietary study of this cohort, their purchase power was on the rise and had not yet declared their allegiances to certain brands. Now,  during our seventh wave of this study, we’re diving into their current relationship with brands to better understand where loyalty stands today and where it’s headed next. Here’s what our survey uncovered across respondents aged 16-28.

When we last took a look at Gen Z, we were on the precipice of a new chapter in America. A presidential election was underway, the economy looked different and AI was moving from novelty to necessity. In our latest wave of proprietary research—surveying Gen Z respondents ages 16–28—we set out to understand how this generation is navigating a world that looks very different from when we first began studying them.

At Hiebing, we believe in creating an environment where our team members can thrive both personally and professionally. We strive to foster a collaborative and supportive atmosphere where every individual feels valued and empowered to bring their best ideas to the table.

We are honored to be part of the vibrant communities of Madison and Austin. With the trust and support of our amazing clients, in 2024, we worked with six remarkable nonprofit organizations that inspire us every day with their mission-driven efforts. This 5th annual Impact Report highlights the ways in which our team contributes to some of their key initiatives – and helps make a difference in the world around us. With immense pride, we present to you: the 2024 Hiebing Impact Report.

As 2024 draws to a close, we’re reflecting on a year where marketing was fueled by transformation and creativity. Mainstream AI tools caused disruption in marketers’ day-to-day so we could focus on the big ideas, personalization reached new heights and the ever-shifting digital landscape kept us all on our toes. Change wasn’t just happening—it was redefining how brands connect, engage, and grow.

When Lady Gaga casually dropped Culver’s restaurants’ name in an interview—what do you do? Seize the opportunity and create additional content, of course! Early in October, while out on a press junket, Lady Gaga went on Jimmy Kimmel Live and shared a tale about a memorable road trip with her Midwesterner fiancé–which of course included a stop at Culver’s.

Back in 2019, when we first set out to explore the older side of Generation Z, we had no idea what was coming. A global pandemic, social movements and a rapid digital revolution later, we’re circling back to that group—whom we call “Elder Z”—and sizing them up next to their younger Gen Z counterparts. How did these monumental years shape their views, behaviors and values? To answer that, we dove into the data, stacking up the insights from Elder Z (ages 20 to 25) against Younger Z (ages 16 to 19) at the same life stage.

Three years ago, our client ABC Supply—the nation’s largest wholesale distributor of roofing and other select exterior and interior building products —came to us with a bold vision: to channel their success into something bigger. With strong ties to the veteran community, ABC Supply sought a partnership that embodied their ethos of building something that endures and could leverage their momentum to make an impact where it mattered most. They found that in Homes For Our Troops (HFOT), a nonprofit dedicated to building specially adapted homes for severely injured post-9/11 veterans.

Imagine if? That’s the question Dr. Alex Gee first asked decades ago when he dreamt up the idea of having a Black-led, -designed and -inspired cultural home in the heart of Wisconsin — unlike anything else in the country. After one conversation in 2021 between Dr. Gee and Hiebing’s CEO Dave Florin, our team was energized and excited to lend our marketing expertise to Dr. Gee’s vision for a space where Black residents could freely celebrate culture, escape microaggressions and harness community brilliance.

We are privileged to call two amazing communities—Madison and Austin—our homes. In 2023, we continued our work with six commendable nonprofit organizations in these communities that inspire and move us to make a meaningful impact in the world. Our fourth annual Impact Report showcases the collaborations that give our team the opportunity to help shift the world around us.

When Roman Hiebing founded our agency in 1981, it was with a clear vision that a high bar for excellence and “we before me” collaboration would lead to great work. Nestled on the corner of Toomey and Sterzing, just steps away from the iconic Zilker Park, that vision shines brighter than ever before with the opening of our permanent home in Austin. And what better way to pay homage to Austin’s rich, unique heritage than with a stunning, one-of-a-kind neon sign crafted by none other than local artist and icon – Evan Voyles.

A unique intersection of eccentric vibes and the most delicious Tex-Mex, Chuy’s, a beloved brand throughout Texas and 16 other states, was on a mission to build brand awareness in underserved markets. But how to introduce the one-of-a-kind experience you can only find at Chuy’s? With cheeky, irreverent and playful concepts that complement the fun-loving energy you’ll find while savoring their heaven-sent handmade tortillas and signature sauces made from scratch. Enter Talkin’ Tex-Mex , a video campaign series highlighting conversations between food items that mirror conversations had by guests around any Chuy’s table.

Navigating the ever-evolving marketing terrain can feel like one giant Agatha Christie novel – plot twists around every bend. There is a key to unlocking the mysteries behind consumers’ dynamic behaviors, however, that can empower brands and solve the case: data. Like modern-day sleuths, harnessing insights from data can align brand messaging, piece together the strategy puzzle and connect target audiences with brands they love on a more personal level.

This isn’t your average recap. It’s a montage of some of our team’s favorite moments of the productions we worked on in 2023. Each frame is a powerhouse, a testament to the “we before me” work we do at Hiebing, everyday.

2023 is the year that brought us into uncharted waters with the skyrocket of Generative AI, an increased demand for Phygital strategies – and it even brought us the marketing phenomenon known as Barbenheimer. In a world that never stands still, here are the top 3 topics that remained top of mind in 2023.

An anvil is a critical forging tool used to create a new element – which is why it’s a fitting title for PRSA’S most prestigious award. We are beyond thrilled to accept the PRSA Silver Anvil for Integrated Communications award for the “From Wisconsin With Love” brand activation tour for Culver’s.     The From Wisconsin With Love tour was more than a food truck – it was a love letter on four wheels to loyal guests and an opportunity to create new fans along the way. Guests in 17 cities across 14 different states were able to experience the sights and sounds of Wisconsin’s small-town hospitality that Culver’s proudly serves up at every interaction.      Whether it was discovering that first delicious bite of a cheese curd, a sample of creamy Fresh Frozen Custard or playing on an interactive display brimming with Wisconsin fun facts right next to a cheese sculpture resembling the visited city – every guest was welcomed to delicious with a big Midwest hello.     Successfully orchestrating a cross-country tour was an extremely intense task that was only possible with a strong partnership between our entire agency and our partners at Culver’s. Receiving this incredible national recognition serves as a humbling acknowledgement of the power of collaboration and innovation between client and agency partners.

After a six-month RFP process, we are excited to announce a partnership as the new agency of record for the global powerhouse Illinois Tool Works (ITW) Welding. Hiebing will support ITW Welding’s industrial and commercial divisions and central marketing team through marketing planning, research, creative, public relations, social media, content creation, media planning and buying, measurement and more.

Chef and TV personality Andrew Zimmern knows delicious – so it only made sense that he was a fan of Culver’s ButterBurgers and creamy Fresh Frozen Custard. As good Midwestern neighbors, we invited him to get a true taste of Wisconsin, right where it all started. Here’s how it went.

Every year, the SXSW conference brims with insights from creative minds, innovative entrepreneurs and forward-thinking leaders from around the world who dig into topics and trends relative to the rapidly evolving global landscape. This year’s presenters inspired, informed and entertained a handful of Hiebingites. Whether you’re a seasoned SXSW veteran or a curious newcomer — we’ve gathered a little bit of everything from the conference. Here they are, our 2023 SXSW takeaways.

2022 may already feel like a lifetime ago, but we can’t say our last sayonara before celebrating the special partnerships that inspired us last year. We’re so grateful to our clients for trusting us to move their brands forward. Each year, our work with them fuels our curiosity, ignites our passion for excellence – and powers our ability to drive change in the communities we call home. In our third annual Hiebing Impact Report, we highlight some of the collaborations that gave our team the opportunity to help shift the world around us. We’re so honored to share this report with you.

The year 2021 was another historic one for our world, rife with triumphs, trials, and tribulations. Despite the ups and downs, our agency maintained a steady focus on our mission – partnering with companies and organizations committed to shaping our communities in meaningful ways. These partnerships have allowed us to give back and inspire hope for the things to come. In our second-ever Hiebing Impact Report, we take a look back at the collaborations that gave our team the opportunity to leverage our time and talents to make a difference. We’re so honored to share this report with you.

Our commitment to creating momentum for brands is centered around crafting meaningful stories that move audiences. To tell these brand stories, our work, balanced by our belief that everything starts and ends with the target audience, is fortified by leveraging consumer insights to inform brand decision-making. With these commitments in mind, we are excited to announce our new Director of Insights, Claire Mazzeo-Gnau. Claire will replace Ann Dencker as the head of our research and marketing science departments at the end of February when Ann retires after 15 years of incredible work and dedication to the agency.

In 1981, Roman Hiebing had a vision to build an agency that brought together proven marketing strategy and endless creative possibility. We honor 40 years of that vision with 40 unique things that make Hiebing, well … Hiebing.

Defining and understanding Generation Z as they venture into making their mark economically on the world is a growing focal point for brands. Studying Gen Zers, born between 1998 and 2013, was a primary focus for Hiebing prior to the COVID-19 pandemic. Our research concentrated on their habits and purchasing power, as well as the most meaningful tactics to reach this cohort.

Culver’s Pretzel Bites made their mark the moment they appeared as a limited-time menu item, quickly becoming a fan favorite. Beyond the impressive year-over-year sales increases, there was also a constant outpouring of love for these crispy, salty, dunk-able snacks whenever they were on the menu, as well as when they weren’t.

2020 will go down in history for a lot of reasons – some we’ll want to remember, most we’ll want to forget. But in a year unlike any other, our clients made it possible for us to continue a four-decade streak of giving back to our communities. Our agency was privileged to produce results-driving work for 10 difference-making organizations, and we wanted to share some of the inspiration with you.

As grassroots movements for racial and social justice swept the nation in 2020, individuals and organizations alike were forced to have tough, long-overdue conversations about systemic racism. We at Hiebing were no different.