Colle + McVoy: the next 70 years.by the Colle + McVoy Staff Founded in 1935, Minneapolis-based Colle + McVoy is an agency with deep history in agribusiness agribusiness Agriculture operated by business; specifically, that part of a modern national economy devoted to the production, processing, and distribution of food and fibre products and byproducts. . The Colle + McVoy corporate motto is a bit irreverent ir·rev·er·ent adj. 1. Lacking or exhibiting a lack of reverence; disrespectful. 2. Critical of what is generally accepted or respected; satirical: irreverent humor. , but based on sound business principles: "Fortune Follows the Brave." That's what founder Alfred Colle understood when he quit his steady job at the Bureau of Engraving engraving, in its broadest sense, the art of cutting lines in metal, wood, or other material either for decoration or for reproduction through printing. In its narrowest sense, it is an intaglio printing process in which the lines are cut in a metal plate with a more than 70 years ago--during the height of the Great Depression, no less--and opened what is now Colle + McVoy. That type of intelligent risk-taking still runs through the agency. "We believe the only way to predict a successful future for our clients is to help them imagine, invent and shape it themselves," says Phil Johnson, COO, and NAMA's 2007 Marketer of the Year. "Along with our brave and insightful clients, we have proved time and again that courage, along with hard work, unconventional thinking and foresight, is what moves people, moves product and moves mountains." INTEGRATION THAT WORKS Colle + McVoy has been an integrated shop since the day Al hung out his new shingle shingle Thin piece of building material made of wood, asphaltic material, slate, metal, or concrete, laid in overlapping rows to shed water. Shingles are widely used as roof covering on residential buildings and sometimes also for siding (see Shingle style). . While interest and integration has come and gone throughout the industry, the idea has endured over time at Colle + McVoy, allowing both client and employees to benefit from strategic thinking and specialized skills from all disciplines working together throughout the company. "Colle + McVoy is an agency of individuals committed to ideas, across all disciplines," says Johnson. "When you address a problem from a discipline-neutral perspective, the opportunity for far-reaching, category-busting, big ideas increases exponentially ex·po·nen·tial adj. 1. Of or relating to an exponent. 2. Mathematics a. Containing, involving, or expressed as an exponent. b. . The Colle + McVoy approach is based on collaboration. "We believe in connecting our clients with the extended Colle + McVoy team at the earliest stages," explains Phil Johnson. "Years of experience have taught us that when a client-agency relationship is a genuine partnership based on a common vision, trust and respect, together we can make a tremendous difference." The list of Colle + McVoy disciplines has grown considerably over the years. As a full-service agency, clients have access to any or all of these capabilities, with the mix changing over time, based on immediate needs and long-term communications programs Software that manages the transmission of data between computers, typically via modem and the serial port. Such programs were very popular for connecting to BBSs before the Internet took off. . CAPABILITIES The agency's capabilities include: Strategic architecture and positioning--The Colle + McVoy strategic and creative process focuses on customer mindsets, tapping existing and secondary research sources, along with a quantitative insight discovery process called TensionQuest, which identifies the critical mindsets or tensions and the most powerful ways brands and services can resolve them. Once those tensions are identified, a brand hierarchy is developed to articulate differentiating rational and emotional benefits and form the basis for creative blueprints and message development. Strategic and account planning--Colle + McVoy's account management and account planners teams collaborate with each client to define clear business and marketing goals. Using qualitative and quantitative research Quantitative research Use of advanced econometric and mathematical valuation models to identify the firms with the best possible prospectives. Antithesis of qualitative research. , they identify competitive opportunities and consumer insights, which drive sound brand strategy and creative execution relevant to target audiences. The account planning "Account Planning is the discipline that brings the consumer into the process of developing advertising. To be truly effective, advertising must be both distinctive and relevant, and planning helps on both counts. team also evaluates campaign effectiveness by tracking consumer perceptions before and after the campaign launch. Advertising and creative services--An experienced and innovative group of talented advertising account services specialists, creative directors, copywriters This is a list of well-known advertising copywriters who founded a major multinational agency, have been inducted into an advertising hall of fame, or have been recognized with a lifetime achievement award. and art directors tackles everything from 30-second television spots and print ads to content-rich Web sites and guerilla marketing. The creative team works to ensure that a big idea will stand apart and deliver a clear, motivating message in a compelling way. Design--From corporate identity to packaging, from collateral to point-of-sale, Colle + McVoy design experts work with clients to create comprehensive design solutions for brands and products. Direct (acquisition and relationship marketing)--A team is dedicated to evaluating and capitalizing on each stage of the customer purchase process to build and nurture enduring, profitable relationships with clients' customers. The group is adept at romancing individuals, motivating them to evolve from prospect to customer to loyal brand advocate. A fulfillment warehouse and team of fulfillment professionals manage small- to medium-sized direct projects and call center needs. Contact (media) planning and buying--Contact (media) strategists and planners work closely with the agency core team to ensure flawless integration of a message in traditional and untraditional Adj. 1. untraditional - not conforming to or in accord with tradition; "nontraditional designs"; "nontraditional practices" nontraditional ways, enhancing a creative message that drives results. The contact planning team is also skilled at post-campaign analysis to ensure effective deliverables. Interactive design and development--The Colle + McVoy interactive team is passionate about the power of interactive media to accelerate awareness, create deafening deaf·en·ing adj. Extremely loud. Idiom: deafening silence A silence or lack of response that reveals something significant, such as disapproval or a lack of enthusiasm. buzz and drive instant response. They are versed Versed® Midazolam Pharmacology A preoperative sedative at taking insight into consumers' habits and understanding the latest technology trends to create successful interactive experiences and conversations that are brought to life via online, e-mail, search and custom co-op marketing tools. Public relations/affairs--Colle + McVoy's public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most group, Exponent exponent, in mathematics, a number, letter, or algebraic expression written above and to the right of another number, letter, or expression called the base. In the expressions x2 and xn, the number 2 and the letter n PR, use belief as the foundation and result of everything they do for clients. In a world overwhelmed o·ver·whelm tr.v. o·ver·whelmed, o·ver·whelm·ing, o·ver·whelms 1. To surge over and submerge; engulf: waves overwhelming the rocky shoreline. 2. a. with competitive messages, multiple media and clashing agendas attempting to curry public favor, Exponent maintains a singular focus: Create and sustain belief in clients' brands. DOWNTOWN DIGS "And agency structure alone won't ensure the best ideas are generated," he adds. "Process and a collaborative environment are also critical." Putting that thought into action, last September Colle + McVoy and its 170 employees moved from suburban Bloomington, MN, to a just-renovated space in the historic warehouse district in Minneapolis. "While effective collaboration has long been a central attribute for our agency, we had the rare opportunity to create a space that could elevate el·e·vate tr.v. ele·vat·ed, ele·vat·ing, ele·vates 1. To move (something) to a higher place or position from a lower one; lift. 2. To increase the amplitude, intensity, or volume of. 3. that strong suit even further," Johnson explains. "Offices with doors went away--with the exception of our human resources The fancy word for "people." The human resources department within an organization, years ago known as the "personnel department," manages the administrative aspects of the employees. director--and all of us have modest work stations that are designed to get people out into our common areas and the many informal, comfortable collaborative work areas. "After several months in our new space," Johnson reports, "it's clear we have created an environment where our teams can work together easily and creatively, and where we can all feel part of the great work happening in every corner of the agency. Our clients love to visit our new high-energy space and we're adding even more fun, interactive elements every day." |
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