02/23/10

Phire Branding wins 19 Awards at this year’s Addy competition

We are proud to announce a very successful night at this year's Addy Awards. Nineteen awards in all, we were lucky enough to win in numerous categories and in a variety of vertical markets. The Addy winners will move on to compete at Districts for further consideration. We'd like to thank everyone who helped put together a wonderful awards celebration this year. But most of all, we'd like to thank our clients for allowing us/helping us/working with us to let us do what we do.

Results for the 2010 Ann Arbor Ad Club Addy Awards competition include:

JUDGES’ CHOICE
Phire Branding Company
Clancy’s Fancy Brand Relaunch

JUDGES’ CHOICE
Phire Branding Company
Ann Arbor Summer Festival Campaign


ADDY
Phire Branding Company
INTERACTIVE MEDIA: Websites, Consumer Flash, Products
Clancy’s Website

ADDY
Phire Branding Company
MIXED/MULTIPLE MEDIA: Consumer, Regional / National
Clancy’s Fancy Brand Relaunch

ADDY
Phire Branding Company
SALES PROMOTION: Packaging, Campaign
Clancy’s Fancy Packaging

ADDY
Phire Branding Company
INTERACTIVE MEDIA: Websites, B-to-B Flash, Services
Pitney Bowes Marketing Solutions

ADDY
Phire Branding Company
ADVERTISING INDUSTRY SELF-PROMOTION:
Creative Services and Industry Suppliers, Interactive
Phire Branding Company Website

ADDY
Phire Branding Company
OUT-OF-HOME: Campaign, Out-of-Home, Campaign
Flint Journal Outdoor

ADDY
Phire Branding Company
ADVERTISING FOR THE ARTS & SCIENCES:
Collateral, Brochure / Sales Kit
Ann Arbor Summer Festival Brochure

ADDY
Phire Branding Company
ADVERTISING FOR THE ARTS & SCIENCES:
Campaign, Mixed / Multiple Media Campaign
Ann Arbor Summer Festival Campaign

Silver
Phire Branding Company
SALES PROMOTION: Product or Service Sales
Presentation, Catalog
Merillat Masterpiece Catalog

Silver
Phire Branding Company
SALES PROMOTION: Product or Service Sales Presentation,
Sales Kits or Product Information Sheets
Clancy’s Fancy Sales Brochure

Silver
Phire Branding Company
INTERACTIVE MEDIA: Websites, B-to-B HTML/Other, Services
Second To None

Silver
Phire Branding Company
INTERACTIVE MEDIA: Websites, Consumer
HTML/Other, Products
Dale Earnhardt Website

Silver
Phire Branding Company
TELEVISION: Cinema Advertising, In-Theatre Commercials or Slides
Clancy’s Fancy Cinema
 

Silver
Phire Branding Company
ADVERTISING FOR THE ARTS & SCIENCES:
Broadcast/Electronic, Interactive
Ann Arbor Summer Festival Website

Silver
Phire Branding Company
ADVERTISING INDUSTRY SELF-PROMOTION:
Creative Services and Industry Suppliers, Collateral
Phire Branding Company Book

Silver
Phire Branding Company
ADVERTISING INDUSTRY SELF-PROMOTION:
Campaign, Single Medium Campaign
Phire Branding Company Advertising

Silver
Phire Branding Company
MIXED/MULTIPLE MEDIA: Consumer, Local
Be Saline Campaign
 

Advertising, Awards, B-to-B, B-to-C, Community, Design, Interactive, News

05/11/09

The new world of Pre-Customer Relationship Management

In this quickly-changing day and age, it is difficult to navigate the shifting world and its new rules. It used to be a fairly straightforward model of either 1) someone is interested in your product or service based on an ad or referral and contacts you directly. Or 2) based on direct cold calling, nagging, and/or visits, you finally get through. It was a fairly straightforward “do you want to dance?” followed by an abrupt “yes” or “no”.

Today, this model is very different. Through various means, the customer can now find everything out about you first. They can visit your website countless times. They can instantly find out what activities you are involved in. They can follow you on the various social networking sites. In other words, you need to prove to them that you are legitimate, smart, relevant, and offer something beyond your product or service. You must develop leadership and show results on a consistent basis. It’s “Pre-Customer Relationship Management.”

This development is a positive one for people who are competent, results-oriented, and have excellent reputations. Your brand is no longer your own. You can create and nurture it, build a look and feel, arm people with talking points, etc. But ultimately, you cannot put a brand façade around a broken company anymore. You must create a brand that showcases the very best a company has to offer.

To further the dance analogy, if you ask a customer to dance, they no longer say yes or no right away. They say “show me what you’ve got” and watch you dance for a while. They go around the room and ask if you’re a good dancer based on other people’s experience. They look and see if you’ve won any dance competitions in the past. They attend a dance seminar in which you are the teacher. Finally, after all that, they may say “yes”.

The bad news in this new world is that if you are a bad dancer, you will remain a lonely wallflower. But if you are good, present yourself well, follow up, and are exceptional at what you do, you will be able to dance until you drop.

I took that analogy way too far, but you get the point. Marketing today is about being extremely active – and backing up what you say every day with actions.
 

Awards, B-to-B, B-to-C, Community, Opinion

04/11/09

Phire Branding Company Wins 16 ADDY Awards

Ann Arbor, Mich. – February 27, 2009 – Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, took top honors at the Ann Arbor Ad Club ADDY Awards gala held Friday, February 13th.

In all, the agency received 16 awards at the annual creative showcase. In addition to 5 Gold, and 9 Silver ADDYs, Phire was honored with two out of three special judges’ awards for their work with the Ann Arbor Summer Festival and Deda’s Bakery.

In addition to those clients, Phire also won awards for their work with Merillat, MDI International, Saleen Automotive, Cliff Keen Athletic, Print Tech, Al Dente Pasta, and the Ann Arbor Public Schools Educational Foundation.

“We were honored to be recognized for our creative work.” said Jim Hume, Phire Principal. “Our main focus is to create results on behalf of our clients, and winning awards is simply the icing on the cake.”

About the ADDY's

The American Advertising Federation ADDY Awards is the world’s largest and toughest advertising competition. Every year, more than 60,000 entries are fielded through fifteen districts and the 200 member clubs. The competition is three-tiered with local, regional, and national levels. The ADDY Awards represent the true spirit of creative excellence.

 

Advertising, Awards, B-to-B, B-to-C, Community, Design, News, Press Release