Woodbine is a medium-sized, marketing and communications agency based in Winston-Salem, NC http://www.woodbine.com http://blogs.law.harvard.edu/tech/rss Mon, 10 September 2007 11:43:45 -0500 Fri, 13 Dec 2007 11:43:42 -0500 December 13, 2007 CHARLOTTE, NC – (December 5, 2007) Woodbine is pleased to announce the winner of Dating For A Cause is Community School of the Arts, an organization established in 1969 that offers quality music and arts instruction to students of all ages, races and economic situations. The school is under the able leadership of President Andi Stevenson. Woodbine has experience marketing music and the arts, as they are the ad agency for the A.J. Fletcher Opera Institute and its statewide opera initiative, VOCE Carolina. View website: www.woodbine.com/datingforacause Out of the 50 organizations that registered online and completed Woodbine's compatibility questionnaire, 25 finalists were selected using pre-established criteria and invited to speed date with agency executives at a hip Charlotte bar on Nov 14. Woodbine returned to the office to vote on the winner and on Nov. 30, the agency surprised Andi Stevenson at Community School of the Arts with a magical proposal. (Actually, it was a Ring Pop.) Woodbine CEO, and avid Winston-Salem arts supporter, Maureen Hall, was not at all surprised by her employees' final selection of the Community School of the Arts. "For 23 years, Woodbine has believed in offering our talents to help others, especially artists; it's ingrained in our values. So we're excited to spread that passion for the arts and music to our second home in The Queen City," said Hall. Hall wrote about why giving back to the community was important to Woodbine on her blog for Advertising Age's Small Agency Diary. View here: http://adage.com/smallagency/post?article_id=122179 Headquartered in the historic Blair House in downtown Winston-Salem, and with 23 years in business, Woodbine opened its Charlotte office in July 2006 as a means to expand its footprint, as well as, service their longtime client, Lowe's Home Improvement. Other Woodbine clients include Hanesbrands Inc., Levolor Window Fashions, Ekornes—The maker of Stressless furniture, Center for Creative Leadership, Piedmont Federal bank, Peds socks and Bonzini USA. http://www.woodbine.com Woodbine.com November 13, 2007 CHARLOTTE, NC – People say that love is free, but award-winning marketing creative sure isn't. But what if for once it was? That's what Woodbine, a strategic branding and creative shop located in Charlotte's South End, is proposing with its first ‘Dating For A Cause' pro bono contest for 25 non-profit organizations that serve the Charlotte area. Fed up with the traditional Request For Proposal (RFP) process, likening it to a really bad date, Woodbine decided to network and meet Queen City community members differently than their agency counterparts. Instead of dumping money into a billboard teaser campaign or designing new brochures, Woodbine put 200 hours of advertising and branding services (valued around $25,000) on the table for a deserving charitable organization. Because Woodbine is searching for the perfect match for its company's values and vision, not just any non-profit will do, hence the quirky e-Harmony-like online dating theme. Launched October 22nd and promoted with the help of the United Way of Central Carolinas, The Charlotte City Club, Leadership Charlotte, the Center City Chapter of the Charlotte Rotary Club and the Charlotte Business Journal, Woodbine's online compatibility questionnaire asked interested non-profit executives 10 questions about their organization's mission and wildest marketing dreams. By the November 8th submission deadline, more than 50 organizations had registered on the agency's Cupid-inspired microsite at www.woodbine.com/datingforacause. Based on pre-established criteria including organization/agency values-alignment, the possibility for creativity opportunity and a grassroots dedication to the Charlotte area, Woodbine selected 25 finalists to move on to the next communication level. Finalists must attend Woodbine's Speed Dating event on Nov. 14th from 3 – 5:30 p.m. at Loft 1523 on 1523 Elizabeth Ave. in Charlotte. Ten Woodbine executives, including the agency's CEO, Maureen Hall, President, Peter Mitchell, Creative Director, Jimmy Ashworth, and the Managing Director of the Charlotte office, Rob Niccolai, will take their seats at scattered dating stations and wait their turn to chat with excited finalists. After each has the chance to make a good impression, agency leaders will then vote on one winning organization and present them with the grand prize by Monday, November 19. Headquartered in Winston-Salem and with 22 years in business, Woodbine opened its Charlotte office in July 2006 as a means to expand its footprint, as well as service their longtime client, Lowe's Home Improvement. Woodbine clients include Hanesbrands Inc., Levolor Window Fashions, Ekornes—The maker of Stressless furniture, Center for Creative Leadership, Piedmont Federal bank, Peds socks and Bonzini USA. Visit woodbine.com for more info. http://www.woodbine.com Woodbine.com September 3, 2007 WINSTON-SALEM, NC (Sept 3, 2007) – Woodbine, a strategic marketing and branding agency with two offices in North Carolina, was awarded the task of creating a national broadcast and internet campaign to launch Levolor's new and updated lines of Roman, Natural and Cellular shades and Wood blinds. Polly Black, Vice President of Marketing at Levolor, knew that generating the right consumer message for the core target was imperative. "We were impressed by the ideas and valuable insights Woodbine brought to the table," said Black. "I think we have a good campaign and I'm confident that it will resonate." Woodbine CEO, Maureen Hall, believes her agency has a special knack for helping consumers view established brands in a whole new light and was thrilled with the opportunity to thrust Levolor's quality products into the limelight again. "With almost 100 years as a window fashions industry leader, the Levolor brandname has a loyal following," said Hall. "Making this new campaign more of a re-expression, than a re-invention." With help from Woodbine's media partner, Corder Philips, the team created a national broadcast campaign for Levolor that includes fashion-conscious websites and special interest/lifestyle cable networks. "Consumer relevancy has guided the selection of all our media touchpoints," confirms Hall. The ten markets chosen for local affiliate network airing, based on sales potential and proximity to the headquarters, are: Atlanta, Charlotte, Chicago, Dallas, Greensboro, Los Angeles, Miami, Minneapolis, Philadelphia, Seattle.  The Woodbine creative team— Associate Creative Director, Vickie Canada, Copywriter, Matt Mason and agency Creative Director, Jimmy Ashworth brought the award-winning Hollywood feature film directors, The Polish Brothers and Levolor together to bring the concepts to life on the small screen. The identical twin directors that form Polish Brothers Construction have directed such acclaimed films as "The Astronaut Farmer" and "Twin Falls Idaho." "We were drawn to the Levolor spots due to Woodbine's creative use of magical realism. Each spot had a unique transforming movie moment, and as filmmakers we enjoy crafting those types of moments that connect with an audience," said Mark Polish. The agency shot the ads on-location out of their Charlotte office. BRANDWEEK editor, Todd Wasserman, recently gave the agency's new campaign a rave review in the New Campaign section headlined "Levolor Lures Yuppies to the Dark Side." Wasserman comments that Woodbine shows how, "windows are a bit more exciting when you take into account what opening or closing the blinds can do to your mood." To read more of the article, visit brandweek.com. http://www.woodbine.com Woodbine.com August 16, 2007 NEW YORK CITY, NY (August 16, 2007) – Artist collaborations and performance groups that sample classical music on their tracks, have been flooding the stages of music award shows for the past few years, paving the way for crossovers like Josh Groban, Andrea Bocelli, and some acts still slightly under the radar like the Ahn Trio, named three of People Magazine's 50 Most Beautiful People in 2003. Born in Seoul, Korea and educated at Juilliard in New York, the members of the Ahn Trio "sisters Maria, Lucia, and Angella" are redefining the art of chamber music, breathing new life into piano/violin/cello standards by incorporating elements of rock, pop and electronic music. To allow them greater freedom to explore this new cutting-edge genre, and to attract new audiences to classical music, the trio recorded their latest CD, Lullaby for My Favorite Insomniac, on their own label L.A.M.P (Lucia Angella Maria Productions.) Before the launch of L.A.M.P, the trio record several releases with EMI. The L.A.M.P record label emblem, that adorns the Ahn Trio's CD covers, was designed by Woodbine, a North Carolina creative and branding agency that specializes in marketing to women and considers itself "an Ahn super fan." Woodbine Designer, Renee Kidd, wanted to create a fashion-forward logo that not only represented the energy behind the record label, L.A.M.P, but the three charismatic women who create the music. The desire to break stodgy stereotypes of the classical music lover fueled the strategy behind the logo design, so instead of conventional images, Kidd channeled the artists' femininity into a funky black and white logo that showed a fringed-lamp shade posing as a skirt with three curvy legs. Inside the swirling vine details of the skirt are the letters L-A-M-P. Each leg represents one of the Ahn sisters, and the different graphic patterns symbolize the women's distinctive personalities. Expressing a musical group's brand through design & illustration is nothing new, but recently the One Club—the advertising organization that honors the world's best work in broadcast, print, interactive and design—held its first ever One Show Design awards ceremony at New York's Chelsea Art Museum on July 12, 2007 and among the big winners were a Pearl Jam poster from Seattle's Ames Bros, Santa Monica's Blind for the video it created for Gnarls Barkley's mega-hit "Crazy," and last, but not least with a Merit, was Woodbine's L.A.M.P logo created for the Ahn Trio. This was Kidd's first One Show nod, something that she says was a "once in a lifetime feeling—it was an honor to be judged in the same company of such amazing designers." The One Club's decision to spin off design honors reflects the growing emphasis on good design in the consumer marketplace. As One Club CEO, Mary Warlick put it "by giving design its own night, we're sending an unmistakable message—good design is good for business." Woodbine hopes to celebrate the award news with the trio as their tour swings by North Carolina in October. To view Woodbine's work, visit woodbine.com and for a complete listing of One Show Design winners go to oneclub.org. To learn more about the Ahns, visit ahntrio.com. http://www.woodbine.com Woodbine.com August 13, 2007 WINSTON-SALEM, NC (August 13, 2007) – Having great Pediquette may sound like the latest advice from Ann Landers, but it's actually the new advertising campaign from Peds®, makers of some of the most popular socks on the market including Soothing Steps, On the Move, Alternative footcovers and a new line of eco-friendly Bamboo socks.  Those products and more will be featured in the initial ads of a new women-focused advertising campaign scheduled to run mid-August in publications like Parenting, Essence, Soap Opera Digest, First for Women and Wal-Mart's magazine, All You. Woodbine, the North Carolina branding and marketing agency behind the strategic creative work, was hired by Peds parent company, International Legwear Group, to relaunch the brand and develop the strategic marketing and PR plan which include fresh advertising, packaging and website redesigns. So what exactly is Pediquette? Born out of consumer insights uncovered via Woodbine's Brand Fingerprint™ work session, it was clear that the way women look and feel affects their self-confidence and relationships with others, including their first love—shoes, shoes, shoes. Woodbine Creative Director, Jimmy Ashworth, says that Pediquette is the company's view on, "The dos and don'ts of making you and your shoes look great, and how Peds socks help you show off your sense of style, from the feet up." The campaign carves out a niche for Peds as "the advisor" on the sock wall of major retailers across the country like Wal-Mart, Walgreens, Kmart and Payless Shoes and reintroduces generations of female consumers to the modernized brand voice, in the form of Pediquette™. Woodbine's Associate Creative Director, Vickie Canada, styled the anthem ads to resemble the question and answer tutorials from fashion magazines and used on-location photography to show the consumer which Peds style goes best with heels, flats, sneakers, basically any of your favorite shoes. Peds Brand Manager, Kimberly Moore, feels that the campaign has staying power. "We feel that Pediquette is not only a strong, completely ownable position for our Peds brand, but it also supports our future product line developments," said Moore. It was Woodbine's work experience with brands like Hanes, Wonderbra, Wrangler, Timber Creek, DKNY Hosiery and Champion, as well as the agency's reputation for revitalizing brands in their twilight, that made ILG Chief Merchandising Officer, Doug Auer, seek out agency president Peter Mitchell and inventor of Woodbine's Brand Fingerprint™ process. Mitchell said the key to developing new messaging is to imagine what the company stands for that's bigger than their products and services. "There are a lot of socks out there, but only Peds can make you look great in your favorite shoes," said Mitchell. "Women who make the apparel buying decisions for their family can help us build a Peds brand legacy that will create emotional connection to socks." About ILG With a mission of building a leadership position in the $4 billion U.S. sock category, International Legwear Group, Inc. was established in 2003. In 2004, ILG announced the acquisition of the Peds brand from Americal Corporation. Peds, now fully integrated into ILG's Hickory operations, is one of the oldest and best-known brands in the sock industry with broad retail distribution. About Woodbine Founded in 1985, Woodbine is a strategic and marketing company with offices in Winston-Salem and Charlotte, NC. Clients include Hanesbrands Inc., Piedmont Federal, Lowe's Home Improvement, Center for Creative Leadership, Levolor Window Fashions, Navis Global and Bonzini USA. http://www.woodbine.com Woodbine.com August 9, 2007 WINSTON-SALEM, NC (August 9, 2007) - There's one thing that rules ad agencies that is more coveted than a shiny new 8-core Mac Pro tower—that thing is results. Or at least that's the mission of the North Carolina-based branding and strategic marketing agency, Woodbine. Woodbine's deep desire to impress clients with results-oriented creative fuels their love for winning awards that honor marketing effectiveness; two of which are the Effie awards that focus on consumer advertising, and the Creative Excellence in Business Advertising (CEBA) awards that pay tribute to results achieved in the business-to-business arena. This week, Maureen Hall, CEO, announced that Woodbine had been named a CEBA finalist for Best Integrated Campaign. In October, the agency will attend the CEBA Awards in New York City and discover if they will take home the Gold for their oldest client, Hanes Imagewear, the B2B apparel group within Hanesbrands Inc. that sells t-shirts, fleece and sportshirts to the imprinted sportswear industry. The campaign honored by CEBA was for a struggling line of sportshirts called Hanes Stedman. Lacking a differentiating product benefit, and suffering from poor quality perceptions, it seemed as if wholesalers would replace the Hanes Stedman shirt by the end of the year, signifying the end of the 20-year old brand. In an effort to keep their value-priced offering, Hanes made a multitude of product improvements, as well as hired Woodbine to relaunch and uncover the Hanes Stedman brand in minds of consumers—embellishers and promotional product distributors (PPDs). Woodbine has a history of revitalizing apparel brands and has experience with Wonderbra, Wrangler, Timber Creek, DKNY Hosiery and Champion. Through the branding process, Woodbine discovered that the majority of end-users wearing Hanes Stedman sportshirts were people in the service industry like waitresses, firefighters and construction workers. Eager to push sales, Woodbine developed an integrated marketing plan around this hard-working, all-American Hanes Stedman brand that spoke for the typical wearer who Woodbine dubbed the "Everyday Heroes." Marketing tactics included sending samplings in metal lunchboxes, coordinating an actor picket line at the big PPAI Expo in Las Vegas, and creating gritty sales booklets and ads featuring workers wearing the product, not models. Convinced that the new articulation of the target shirt user would give the shirt an identity, wholesalers kept the shirts stocked and were able increase product sell-thru from -46% pre-launch, to an average increase of +13.75%. Hanes Senior Marketing Manager, Matthew Waterman, said "it was the first time in four years that anyone entered the Hanes booth at the PPAI show and asked for Hanes Stedman by name." Due to results, Hanes Imagewear asked Woodbine to begin researching if extending the identity of the "The Uniform of Everyday Heroes" to the entire sportshirt line would be beneficial. Woodbine already cleared a space for the new CEBA award next to their 2005 Effie for a campaign completed for Winston-Salem's hometown mortgage and savings bank, Piedmont Federal. Hall says this about her agency's future creative, "If it looks cool but doesn't get results, we don't have use for it." http://www.woodbine.com Woodbine.com July 16, 2007 WINSTON-SALEM, NC (July 16, 2007) – Bonzini™ USA, a division of Cribbs Inc., the country's exclusive importer and distributor of the world's most popular foosball table has just chosen Woodbine for branding, event advertising and interactive design assignments. Bonzini™ U.S.A. is based in Pinnacle, NC, and is recognized globally as the official table for real tournament play. Bonzini™ U.S.A. President, Alan Cribbs, plans to take the foosball table out of the bar and move it into the living room; right now, the company sells eight home tables for every one commercial table sold. Cribbs contacted Woodbine CEO, Maureen Hall, to ask for her agency's marketing help to identify the new affluent homeowner mindset as well as to crack the in-home table sports market wide open—which includes darts, billiards and air hockey. Working with an advertising agency that's passionate about the sport is important to Cribbs, whose company also provides customized foosball tables for individual and corporate needs, as well as designing tournament marketing events. "The tentative design concepts have been dead on and we're excited to see final layout," said Cribbs. Hall says that foosball is more than a game, "playing foosball ignites raw emotion and builds stronger teams—you'd be surprised at what you can learn from about an opponent by the way they stand or celebrate a point," said Hall. "Here at Woodbine, we're all about reading people so we love it." The agency has worked with such home brands as Levolor Window Fashions, Lowe's Home Improvement, Naturescape Sunrooms and Lexington Home Brands' lifestyle products such as Bob Timberlake, Nautica and Destination Home. Current plans include uncovering Bonzini's brand essence by use of the agency's Brand Fingerprint™ process, redesigning the Bonzini USA website, shooting new photography and creating a series of tournament posters and advertisements. Founded in 1985, Woodbine is a strategic advertising and marketing company headquartered in Winston-Salem, NC, with an office in Charlotte. Current clients include Hanesbrands, Inc., Piedmont Federal, Center for Creative Leadership, Peds Socks and Navis Global. For more information, visit woodbine.com. http://www.woodbine.com Woodbine.com May 31, 2007 WINSTON-SALEM, NC (May 31, 2007) – On the heels of winning "Best of Show" in the AAF's Third District ADDY Awards for broadcast and being named a One Show design finalist, Woodbine picked up the new Peds sock brand account. Peds, one of the most versatile and recognized family sock brand names, is owned by one of the country's largest sock company, Hickory-based International Legwear Group (ILG). It sells its products through retailers including Wal-Mart, Walgreens, Payless Shoes, JCPenney, Kohl's and Sears Holding Company. In November 2006, ILG completed a $64 million refinancing deal to build its Peds brand. This effort includes developing a strategic marketing and public relations plan with Woodbine. It was Woodbine's proven track record with making established brands young again in the eyes of consumers and retailers, combined with their experience in apparel fashion that secured the new account, according to Doug Auer, ILG Executive Vice President. The agency, well known in the printables industry for their Hanes brand work including projects for Hanes Beefy-T, Hanes Silver for Her, Hanes Tagless 6.1 and Outer Banks, has also completed work for Wrangler, Timber Creek, DKNY Hosiery, Wonderbra and Champion. President and the agency's Brand Fingerprint™ creator, Peter Mitchell, believes that through the strategic branding process his team will discover that Peds means more than just a good pair of casual wear socks to the women who buy them. "For more than 50 years, Peds has been a trusted name in the sock department and in shoe stores," said Mitchell. "We're building on that brand legacy to reach a new generation of female shoppers who make the apparel purchasing decisions for the whole family. It's about creating an emotional connection." Founded in 1985, Woodbine is a strategic advertising and marketing company with offices in Winston-Salem and Charlotte, NC. Clients include Hanesbrands Inc., Piedmont Federal, Lowe's Home Improvement, Center for Creative Leadership, Levolor Window Fashions, Winston-Salem Industries for the Blind, Navis Global and Bonzini USA. See current work at woodbine.com. http://www.woodbine.com Woodbine.com May 30, 2007 WINSTON-SALEM, NC (May 30, 2007) — After working several months with NC-based marketing agency, Woodbine, on uncovering the true essence of its brand, the Center for Creative Leadership (CCL®), a top-ranked global provider of executive education, launched its forward-thinking, industry-changing marketing campaign, "Visions." Through the images of the Visions campaign, CCL is defining what creative leadership is and what it can accomplish, and it is doing so in a way that no executive education organization has done before. According to Woodbine Creative Director Jimmy Ashworth, the campaign suggests that today's leaders can help solve tomorrow's challenges, whether they're day-to-day business challenges or societal issues. "This campaign speaks to individuals who want to become the kind of creative leader who is able to think and act beyond current boundaries," said Ashworth. The first print ad in the series, entitled "AIDS Vaccine," debuted in HR Magazine, Chief Learning Officer, and TandD Magazine. It will also run in Financial Times and The Economist. This bold ad gives readers a glimpse into what could be, and how we need creative leaders to solve seemingly unsolvable challenges, like AIDS. In the next ad, CCL asks companies to picture future innovations realized by creative leaders like flying cars. All the ads in the series portray challenges as complex puzzles that can be solved with the right leadership. CCL's new brand articulation doesn't stop at advertising. Woodbine also established a new look and feel meant to denote the cutting-edge quality of CCL's world-class research and the ongoing-nature of leadership development. The new look encompasses all internal and external company materials, including a redesigned website, new collateral and an updated tradeshow booth. "Working with the Center has really opened our eyes to what's possible here at our own agency," said Peter Mitchell, president of Woodbine. "It's nice to be able to work with clients, like CCL, with altruistic values that match up with your own beliefs." After working with CCL, Woodbine took a look at its own company mission statement and issued a challenge to its employees to champion causes they were passionate about in the community. "It's funny that our own advertising campaign worked on us," said Mitchell. Founded in 1985, Woodbine is a strategic advertising and marketing company with offices in Winston-Salem and Charlotte, NC. Clients include Hanesbrands Inc., Piedmont Federal, Lowe's Home Improvement, Center for Creative Leadership, Levolor Window Fashions, Winston-Salem Industries for the Blind, Navis Global and Bonzini USA. See work at woodbine.com. http://www.woodbine.com Woodbine.com April 4, 2007 Judges deemed Woodbine's TV spots best in Virginia and the Carolinas. CHARLOTTE, NC (April 4, 2007)—From the outside of this unsuspecting Atherton Mill loft on South Blvd., you may not see the creative bustling of Woodbine, the ad agency deemed as the best of the best at this year's American Advertising Federation's District ADDY® Awards. But inside, you'll see account execs conducting virtual meetings with artists and copywriters in the Winston-Salem headquarters via their computer screens. The ADDY Awards is the world's largest advertising competition. Out of the 439 entries forwarded from the three states that form AAF's 3rd District—North Carolina, South Carolina and Virginia—judges named Woodbine as overall Best of Show for their work on Piedmont Federal's "Pivotal Decisions" broadcast campaign that debuted in September 2006. The 22-year old firm also walked away with 6 Gold District ADDY awards and the Best of Show in the broadcast category to go along with the 18 local ADDY awards they won in February. District winners advance to the national competition held at the 2007 National AAF Convention in Louisville, KY on June 9. This July, Woodbine's Charlotte office celebrates its one-year anniversary and with the company's recent besting of agencies in three states including nine Charlotte-based firms including fellow South Ender, Greenspon Advertising, whose Charlotte Checkers campaign won Gold, Charlotte Office manager, Rob Niccolai, says Woodbine is ready to take on any marketing challenge from Trade to Tryon and beyond. "If you could bottle the amount of strategic but creative brainpower we have under our two roofs, it'd make Red Bull seem like water," said Niccolai. As the account director that supervised Piedmont Federal's "Pivotal Decisions" campaign, Niccolai, is delighted that the work has received such industry kudos and says that this is the second time Woodbine's Piedmont Federal work has competed in a national program. "Back in 2005, our mortgage campaign won a National EFFIE Award for marketing effectiveness," said Niccolai. "So now to have our creative be considered this time as the best in the nation, that just makes this twice as sweet." The groundbreaking commercials have hilarious after-and-before visuals aimed at a younger audience for Piedmont Federal, a long-time, community-focused financial institution with 12 branch locations in Northwest North Carolina. Each 30-second spots show the results of a bad financial decision and end with the payoff "Life is full of pivotal decisions. Piedmont Federal can help you make the right ones." Founded in 1985, Woodbine is a strategic advertising and marketing company with offices in Charlotte and Winston-Salem, NC. Clients include Piedmont Federal, Lowe's Home Improvement, Hanesbrands Inc., Center for Creative Leadership, Levolor Window Fashions, Industries for the Blind and Navis Global. http://www.woodbine.com Woodbine.com March 20, 2007 Woodbine Promotes Two To Associate Creative Director WINSTON-SALEM, NC (March 20, 2007) –– On the heels of 18 ADDY wins at February's Ad Club of the Triad event, Woodbine promotes two outstanding senior art directors—Vickie Canada and Dino Tzouroutis—to the position of Associate Creative Director (coincidently, both won Judges Choice as well as Gold awards at the 2007 Triad ADDY awards.) Woodbine's Creative Director, Jimmy Ashworth, made the announcement in a recent agency team meeting to much applause, back patting and congratulations. "The creative contributions made by Vickie and Dino have been immeasurable and these two promotions are long overdue," said Ashworth. "Both are talented, true assets to our clients and invaluable to Woodbine's future." Vickie Canada With nearly 20 years of design under her belt, Canada came to Woodbine three years ago as an art director by way of Spin Communications in Greensboro where she worked with such brands as Jansport, Northface, Wrangler Hero, and Lee. With her degree in Graphic Arts from East Carolina University, Canada oversees creative on the Hanes Imagewear account, Lowe's Home Improvement's Katrina Cottage project and The Second Harvest Food Bank of NW NC's holiday campaign. Dino Tzouroutis More than a year into his tenure at Woodbine, this South African import has made quite an impression in the creative department. Known for his "fauxhawk" hairstyle around town, Tzouroutis got his start in the art department at TBWA Hunt Lascaris in South Africa after graduating from the prestigious AAA School of Advertising in 1994. Tzouroutis spent the next five years as the senior art director at FKQ Advertising in Clearwater, FL before starting his own freelance business called Mad Critic. He adds Piedmont Federal, The Center for Creative Leadership and The Cape Fear Coast to his already terrific list of brands that he has worked on that includes Levi's, Wonderbra, adidas, McDonald's, Virgin Cola, Volkswagen and BMW. Founded in 1985, Woodbine is strategic marketing, branding and advertising company with offices in Winston-Salem and Charlotte. Current clients include Piedmont Federal, Lowe's Home Improvement, Hanesbrands Inc., The Center for Creative Leadership, Industries for the Blind, Navis Global, Levolor Window Fashions and the Cape Fear Coast Convention and Visitors Bureau. Visit woodbine.com to view current work. http://www.woodbine.com Woodbine.com February 26, 2007 WINSTON-SALEM, NC (February 26, 2007)—The Cape Fear Coast Convention and Visitors Bureau is a key organization in the support of tourism, one of North Carolina's largest moneymaking industries. In 2004, domestic travelers spent approximately $328 million in the Cape Fear Coast; these expenditures were due in large part to business and convention visitors, leaving the CVB thirsty for leisure tourists. After conducting a marketing audit, it was clear to the CVB that their ads did not speak to today's savvy traveler; in May 2006, they solicited the strategic help of Woodbine. Known for their destination marketing experience with Yadkin Valley and Its Wineries, Woodbine, the full-service branding and marketing agency headquartered in Winston-Salem, was asked to create a brand look and feel for the coastal area around New Hanover County that included historic Wilmington, Wrightsville Beach, Carolina Beach and Kure Beach. With an appealing variety of attractions including beaches and waterways, breathtaking gardens, a rich arts environment, cultural events and festivals, beautiful historic homes and landmarks all in moderate year-round temperatures, Woodbine needed to create a solution that unified the area and created a desire to seek out more information therefore increasing inquires. Unifying the communities under the new moniker of the Cape Fear Coast would allow this destination to have the competitive advantage of being identified as a branded region versus individual beaches with various events and activities. Woodbine developed solutions for a singular brand entity, advertising point-of-view and unified logo under the Cape Fear Coast brand. The overarching strategy, realized through Woodbine's Brand Fingerprint exercise, was to brew curiosity in complacent travelers. The qualities of this "Complacent Traveler" archetype—mostly female decision makers, living within a 250-mile radius of New Hanover County, who use routines to relieve anxiety and like low-risk options—represented Cape Fear Coast's next visitors or repeat visitors. Woodbine needed to create a campaign that would appeal to this group, while at the same time, appealing to local tourism constituents including hotels, restaurants and attractions. Struck by the childlike wonder of how visitors explored the area, Woodbine weaved these observations into a creative platform inviting travelers to get in touch with their inner child and the natural curiosity of the world around them. This led to the tagline "Come and Play" located under the Cape Fear Coast logo. Woodbine designed a logo that unified North Carolina's Cape Fear Coast region and reflected its unique heritage. The Come and Play advertising campaign took shape in a series of ten print ads as dreamy watercolor-enhanced photographs portraying familiar nostalgic games and sayings from childhood like "Hopscotch" (family jumping over seaside rocks), "I Spy" (art lover in a museum), "Musical Chairs" (pulling up chairs at an outdoor music event), "Hide and Seek" (mother and daughter searching for shells in the tide), just to name a few. Ads launched in November to encourage travelers to make plans during the winter months to increase summer traffic; ads can be seen in Southern Living, Woman's Day, Oprah's O Magazine and Coastal Living. The new branding initiative was embraced by all parties involved and was even extended into their 2007 Visitor's Guide and monthly visitor e-newsletters. Woodbine won a Silver ADDY Award at this year's Triad Ad Club ADDY gala for the print campaign. The Cape Fear Coast CVB is confident that Woodbine's branding efforts helped them compete for the first time. Vice President of Marketing, Lee Nettles was particularly struck by Woodbine's Brand Fingerprint for getting to the essence of the brand. "It's a disciplined way of considering right and left-brain attributes," said Nettles. "After having worked for years with our brand messaging, Woodbine's process led to an ‘Aha' moment for me and allowed us to leverage our area's diversity instead of hide from it." The campaign, only in its ninth month, has already been deemed a success and Woodbine eagerly awaits next year's visitor inquiry results. Founded in 1985, Woodbine is a strategic advertising and marketing company with offices in Winston-Salem and Charlotte, NC. Clients include Piedmont Federal, Lowe's Home Improvement, Hanesbrands Inc., The Center for Creative Leadership, Levolor Window Fashions, Industries for the Blind and Navis Global. http://www.woodbine.com Woodbine.com February 21, 2007 WINSTON-SALEM, N.C.­ (February 20, 2007)—Woodbine announces four additions to an already notable list of clients and brands. These new accounts represent a blend of business-to business as well as direct-to-consumer marketing. For each account, Woodbine was chosen over a mix of undisclosed agencies on the basis of its strategic thinking, strong creative reputation and overall capabilities. New accounts include: Winston-Salem Industries for the Blind, Inc. (IFB) is a non-profit organization headquartered in Winston-Salem, NC with offices in Asheville and Puerto Rico and is the state's largest employer of nearly 300 blind and visually impaired employees. Woodbine will work side-by-side with IFB on brand strategy, planning and marketing materials to expand their community presence. Hanesbrands Inc.'s Imagewear Division, responsible for promotional apparel brands like Hanes Beefy-T, Hanes Stedman and Outer Banks named Woodbine as its public relations agency. Woodbine has worked with Hanesbrands Inc. (formerly Sara Lee Branded Apparel) for over 20 years and adds PR to its other business-to-business marketing and advertising assignments for this division. Navis Global, Inc. (formerly Tube-Tex Global), headquartered in Lexington, NC and a world leader in the fashion finishing machinery industry, named Woodbine as Agency of Record for all its advertising, brand strategy and public relations efforts. Levolor Window Fashions, a division of Newell-Rubbermaid, hired Woodbine to produce their in-store Natural Shades product line sample book and sales materials. "These new brand assignments are very different from each other—national, local, even international--and provide us with a great opportunity to demonstrate our creativity and strategic thinking," said Woodbine President and COO, Peter Mitchell. Founded in 1985, Woodbine is strategic marketing, branding and advertising company with offices in Winston-Salem and Charlotte. Current clients include Piedmont Federal, Lowe's Home Improvement, Hanesbrands Inc., The Center for Creative Leadership and the Cape Fear Coast Convention and Visitors Bureau. Visit woodbine.com to view current work. http://www.woodbine.com Woodbine.com February 19, 2007 WINSTON-SALEM, N.C. (February 19, 2007) – For the fourth consecutive year, Woodbine dominated The Ad Club of the Triad's annual ADDY Awards show. Woodbine took home 18 Addys—by far the most wins of the night. Honors included the Best in Show in the broadcast category for Piedmont Federal's "Pivotal Decisions" campaign, two Judges Choice awards, 11 Gold Addy awards and four Silver Addys. The show was held at Castle McCulloch's The Crystal Garden on February 17, 2007. The American Advertising Federation's ADDY Awards are the advertising industry's largest competition, recognizing creative excellence in numerous categories and the very best advertising worldwide. It's the only one that includes three rigorous levels of judging; the first step for Triad agencies hoping for a chance at the big time is to win at the local level. The 2006-2007 Addy Chair, Crystal Staley, says that Woodbine racks up every year and their awards are always well deserved. Woodbine is a great example that you don't have to go outside the Triad to get the quality of creative work that you normally find in New York or San Francisco," said Staley. "Their entire agency attended the show this year and it was great to see that they have just as much fun celebrating their hard work as they do when creating it." Woodbine celebrated their collective win by posing with what they called "the remains of their competitors" which was really the leftover roast beef from the carving station. Now companies wanting creative work that stands apart won't even have to leave the state of North Carolina with Woodbine's Charlotte office quickly approaching its one-year anniversary this July. Expanding the footprint of Woodbine is something that keeps agency founder, Maureen Hall, geared up. "It's clear that our team is hungry for more creative challenges…and meat, if the bloodthirsty display at the Addys is any indication," said Hall. "With the amount of talent we have working under two roofs, anything's possible in 2007." Woodbine Creative Director, Jimmy Ashworth, knew when coming on board two years ago, after stints at The Martin Agency, McKinney and Silver and TBWA Chiat Day, that Woodbine had a reputation for winning awards. With that creative legacy still alive and stronger than ever, Ashworth admits that he loves knowing that other Southeastern agencies are worried when they hear they're up against Woodbine in a pitch. "It was an embarrassment of riches Saturday night," said Ashworth. "I'm not sure how our competition felt, but we definitely flexed our creative muscles. Word about Woodbine has a way of getting around." Founded in 1985, Woodbine is a strategic advertising and marketing company with offices in Winston-Salem and Charlotte, NC. Clients include Piedmont Federal, Lowe's Home Improvement, Hanesbrands Inc., The Center for Creative Leadership, Levolor Window Fashions, Winston-Salem Industries for the Blind and Navis Global. To view the Best in Show spots, visit YouTube: http://www.youtube.com/watch?v=u6P-9ARxjAg BEST IN SHOW TV: PIEDMONT FEDERAL "PIVOTAL DECISIONS" CAMPAIGN JUDGES CHOICE: HANESBRANDS INC. SILVER-RELLA INTEGRATED CAMPAIGN JUDGES CHOICE: PIEDMONT FEDERAL "BAD DIRECTIONS" TV SPOT 11 GOLD AWARDS: HANES SILVER-RELLA COLLATERAL HANES SILVER-RELLA INTEGRATED CAMPAIGN HANES STEDMAN INTEGRATED CAMPAIGN SECOND HARVEST FOOD BANK HOLIDAY POSTERS PIEDMONT FEDERAL TV "VEGAS" PIEDMONT FEDERAL TV "CRASH" PIEDMONT FEDERAL TV "BAD DIRECTIONS" PIEDMONT FEDERAL TV "FAST FOOD" PIEDMONT FEDERAL TV CAMPAIGN "VEGAS/CRASH/BAD DIRECTIONS" PIEDMONT FEDERAL TV CAMPAIGN "SUPERNATURAL/FASTFOOD/NOVA SCOTIA" PIEDMONT FEDERAL TV CAMPAIGN "OLYMPIC SPONSORSHIP" 4 SILVER AWARDS: PIEDMONT FEDERAL "SOLUTIONS" NEWSPAPER CAMPAIGN CAPE FEAR COAST "COME and PLAY" CAMPAIGN PIEDMONT FEDERAL "BULL IN LOCKER ROOM" RADIO AJ FLETCHER OPERA "GLASS" POSTER HONORABLE MENTIONS: CAPE FEAR COAST LOGO PIEDMONT FEDERAL "WOULD YOU RATHER" OUTDOOR HANESBRANDS INC. OUTER BANKS POSTER SERIES "TEN TO WATCH" NEWSPAPER AD http://www.woodbine.com Woodbine.com January 22, 2007 Winston-Salem, N.C.—Woodbine bolstered its Account Management department this week with the hiring of Kris Kriofske as Account Director. Prior to joining Woodbine, Kriofske managed his own public relations consultancy in Winston-Salem and before that was Director of PR for Garage Marketing and Advertising. During his 10-year career in marketing he has also been Account Supervisor in Public Relations with Mullen Advertising and had a similar role with BSMG Worldwide in both Dallas and London. Kriofske has a B.A. in Journalism from the University of Texas at Arlington. "Kris brings fresh perspective, new ideas and a great knack for helping our clients' brands connect with their audiences in ways that extend beyond traditional advertising," said Peter Mitchell, Woodbine's President. "He brings a whole new dimension to Woodbine's integrated approach to marketing." Founded in 1985, Woodbine is a creative communications company focusing on brand insights, integrated marketing and public relations. Current clients include the Center For Creative Leadership, Hanesbrands, Inc., Piedmont Federal Savings and Loan, Lowe's Home Improvement and Historic Wilmington and the Cape Fear Coast. http://www.woodbine.com Woodbine.com October 23, 2006 Woodbine Founder and CEO, Maureen Hall graduated from this year's Leadership Winston-Salem class of community movers and shakers and local entrepreneurs. "I loved every minute of this eye-opening process," says Hall. "I can honestly say that I've made friends and colleagues for life." http://www.woodbine.com Woodbine.com October 20, 2006 Winston-Salem, NC—Hanesbrands Inc., formerly Hanes Imprintables, has high hopes for their new 2007 catalogs launching this October for the Hanes and Outer Banks apparel brands. Hanes turned once again to The Woodbine Agency in Winston-Salem, NC to create a personality and a distinct point-of-view for their catalogs. Woodbine recently received kudos for their work on the Silver-rella sampling. Creative Director Jimmy Ashworth says, "Just because you're selling basics, doesn't mean it has to be boring. People working in business channels are consumers, too." Hanes The images found in the pages of this new Hanes catalog look as if they came off MTV's walls—in today's world where the lines are blurred between retail and business-to-business—that was no accident. Art Director Vickie Canada wanted to elevate the brand with a consumer look that was more urban and youthful—after all that's who is wearing Hanes Ts. The common thread throughout the catalog is HANES ON ICONS an extension of the HANES ON campaign that allows the brand's opinions on lifestyle to shine through. Hanes is an American icon—so Woodbine shot the photos in the most iconic place in America—New York City. "Customers want a catalog that's functional and shows product in a real environment," says Canada. "But you can have a cool looking catalog and still show all the features and benefits of the shirt—it doesn't have to be a trade off." Outer Banks Photography was shot on location in the Outer Banks, NC—a catalog first. This year, customers can see shirts/outerwear surrounded by elements of the brand's personality—kayaks, marshlands and seashells. (Usage of this new imagery is available to any Hanes distributor.) Designer Renee Kidd, led the 2007 catalog team. Kidd's work on the Outer Banks calendar inspired the epic pictorials found throughout the catalog with its balance of black and white photography and bold shirt colors. "We wanted to remind people that the natural beauty of the place Outer Banks was the inspiration behind the clothes," says Kidd. "We hope that it will make people look at our apparel in a whole new way." Each of the seven collections (Ultimate Outer Banks, Egyptian Diamond Knit, Essential Pique, Active Pinpoint, Eco-Fiber, Outer Banks Reserve, Outerwear) expresses one simple rule to live by, enabling sales reps to tell customers the story behind the clothes—not just the SKU number. Heather Glasgow, assistant Outer Banks marketing manager, says that it's the best catalog they've ever produced. "From cover-to-cover, it's all about the Outer Banks," says Glasgow. http://www.woodbine.com Woodbine.com October 20, 2006 Winston-Salem, NC—The Woodbine Agency announces four new employee hires in the areas of Account and Project Management Laura Sather, Account Executive, with previous experience at Leo Burnett in London, Young and Rubicam in New York City and as Corporate Marketing Specialist for Wachovia Bank in Charlotte. A native of Chapel Hill, Sather is located at Woodbine's new Charlotte office at 2108 South Blvd., Suite 116 and may be reached at 704.940.2852. Shonta Moore, MBA, Account Executive, from Hanesbrands Inc's Hosiery Marketing Department in Winston-Salem. Moore recently earned her MBA from Capella University. Hope Bristow, with over 20 years in advertising and printing services has been named Project Manager. Ashleigh Allen, Project Manager, from PBM Graphics in Greensboro and Alderman Studios where she served as a customer service representative. Founded in 1985, Woodbine has been the proud recipient of a national EFFIE Award for marketing effectiveness on behalf of its Piedmont Federal Savings and Loan client. Other current clients include Hanesbrands Inc., Lowe's Home Improvement, SPEVCO, Forsyth Technical Community College, Carolina Donor Services, Historic Wilmington and the Cape Fear Coast, Voce Carolina: The NC Opera Consortium and the Center for Creative Leadership. Headquartered in Winston-Salem, Woodbine also has an office in the South End of Charlotte, NC. Visit www.woodbine.com for more information. http://www.woodbine.com Woodbine.com July 11, 2006 Charlotte, NC—Woodbine, a Winston-Salem based strategic marketing, advertising and design company, expands its footprint to include a presence in Charlotte. Located in the historic South End at Atherton Lofts, the office will serve one of Woodbine's largest clients, Lowe's Home Improvement, as well as the agency's newest client—Antiquity. Venture Properties Development out of Wilkesboro selected Woodbine to create the brand platform for Antiquity, a neo-traditional, mixed-use community being developed in the heart of the Town of Cornelius. Founder and CEO, Maureen Hall says that a few forward-thinking agencies can make Charlotte a national hotbed of creative ideas. "The city of Charlotte is generating too much excitement not to be a part of it," said Hall. "There's still room in Charlotte for a creative agency like ours with a culture inspired by serious play that possesses a penchant for developing unexpected solutions to marketing challenges." Hall says that every time a business keeps their marketing budget here it helps retain the state's creative power, which comes in handy when recruiting the best and brightest from across the country. Like Woodbine's find from Phoenix eight-years ago, Rob Niccolai, who they've entrusted the new Charlotte effort to by promoting him to Managing Director (see bio). Niccolai, backed by Account Executive Ian Andersen, can't wait to turn on the lights on July 11th—opening day for the Charlotte office. "We've been beating the streets introducing ourselves to the neighborhood," said Niccolai. "Being only a few miles away from Lowe's headquarters will foster stronger ties with one of our most devoted client partners—making life easier for our clients is why Woodbine does a lot of things." To virtually connect the Charlotte and Winston-Salem offices, Apple iSight was installed allowing for face-to-face video conferencing between the creative, accounting planning and PR departments. The same equipment will make attendance of staff meetings called "Agency Huddles," possible via the 50" plasma TV screen mounted over one of the agency's most-used brainstorming areas—the Bonzini foosball table. Keeping the same free-spirited culture that earned them two Best Places to Work Awards from The Business Journal is of the utmost importance to Woodbine's management team. Staffers were asked to present creative ideas to promote Woodbine's arrival to Charlotte. Employees with the most imaginative suggestions were awarded gift certificates to local hot spots near the South End. Since Woodbine believes there's no such thing as a bad idea, even unlikely options were discussed, including one with mimes! Two mimes sent from the alternative arts performance company, Fettucini Entertainment, welcomed the entire staff during their recent field trip to Charlotte. Passersby gawked at the mimes standing on the sidewalk waiting for Woodbine's vans and holding signs that read, "Will Mime 4 Woodbine." Founded in 1985, Woodbine has been the proud recipient of a national EFFIE Award for marketing effectiveness on behalf of its Piedmont Federal Savings and Loan client. Other current clients include Hanesbrands Inc., SPEVCO, Forsyth Technical Community College, Carolina Donor Services, Historic Wilmington and the Cape Fear Coast, Blue Rhino Corporation and the Center for Creative Leadership. Woodbine Charlotte is located at 2108 South Blvd., Ste. 116 and may be reached at 704.940.2852. For more info or to see a full listing of recent awards, visit www.woodbine.com or call Jessica Knight at 336.724.0450. Bio Rob Niccolai After starting his own ad agency in Milwaukee, Niccolai left and spent several years at R and R Advertising in Phoenix where his largest clients were the Arizona Department of Commerce, Greater Phoenix Economic Council and Cliff Castle Casino of Camp Verde, AZ. Woodbine recruited Rob in 1999 to work on more media-intensive accounts including Piedmont Federal's EFFIE winning campaign and the Triad YMCA's guerrilla marketing campaign that won Woodbine the "Best in Show" Addy Award from the Ad Club of the Triad. Everywhere he roams—Rob gets involved in the community serving on the boards of the Tostitos® Fiesta Bowl in Phoenix, Winston-Salem's Arts Based Elementary School (K-5) and the Triad Business Guild. He has even performed at Greensboro's improv comedy house, The Idiot Box. http://www.woodbine.com Woodbine.com July 7, 2006 Winston-Salem, N.C.—It has been said that life's about the journey, not the destination, but the tourism marketing experts at Woodbine, headquartered in Winston-Salem, NC, would disagree. Over the past year, Woodbine has implemented brand strategies for several of North Carolina's premier destinations including the first-ever integrated marketing campaign for Yadkin Valley and Its Wineries, the "I'm Downtown" identity and creative platform for the Downtown Winston-Salem Partnership and the PR campaign that joined the NC School of the Arts' Fletcher Opera Institute with five other prominent NC opera companies in Asheville, Charlotte, Greensboro, Raleigh and Winston-Salem. In June 2006, that hard work paid off with the addition of two new destination-focused accounts: Historic Wilmington's Cape Fear Coast and Venture Properties Development's Antiquity community. Woodbine conducted trend research to help clients better understand the buying habits of the female consumer which lead to the writing of a position paper in 2004 on marketing tourism to women entitled "Women Plan. Men Drive." Over the past two years, agency members have presented these findings to many local Chambers, CVBs and business owners. Agency founder and CEO, Maureen Hall was one of the first Marketing to Women proponents to educate her clients in the home category on the importance of providing female-shoppers with new ways to interact with the brand. "Women gather information from a variety of places before they buy anything," says Hall. "We call them Slinky-thinkers, because recommendations can send them spiraling back to the beginning of the process." This combination of relevant destination experience and gender marketing forethought sparked The NC Division of Tourism, back in April 2006, to invite Woodbine to Raleigh to present face-to-face and challenge the 15-year incumbent agency for its five-year contract. Every single one of Woodbine's 30 employees contributed to the creative thinking behind the proposed marketing strategy that revolved around taking fond memories found in NC back home as souvenirs. Creative Director, Jimmy Ashworth who has worked with The Martin Agency, TBWA/Chiat/Day and as associate creative director at Sawyer Riley Compton in Atlanta, asked employees to muscle through the late hours and Saturday brainstorming sessions. "We have all the makings of the next great agency, we're just looking for the right challenge and I think we'll find it in the travel industry," said Ashworth. At the 2006 NC Governor's Conference on Tourism buzz about Woodbine's strong showing at the oral presentations grew amongst the tourism partners in attendance including the Cape Fear Coast Convention and Visitors Bureau, who was in the midst of searching for their own agency. Although NC Tourism stuck with the incumbent, Historic Wilmington's Cape Fear Coast selected Woodbine as their strategic branding, creative development and media planning partner. Woodbine will begin work this summer on the initial audience research to gain more insight into the reasons why people visit Wilmington, Wrightsville Beach, Carolina Beach and Kure Beach. Venture Properties Development out of Wilkesboro has also chosen Woodbine to create the brand platform for Antiquity, a neo-traditional community being developed in the heart of the Town of Cornelius. After its completion in 2007, residents will move into over 1,100 living units in this pedestrian-oriented community all within a five-minute walk of 300,000 sq.ft of retail and office space including a light rail train station. President and COO, Peter Mitchell feels that the Antiquity project is a perfect fit for Woodbine's emerging destination practice area. "In our strategic process, called a ‘brand fingerprint,' we examine how a customer feels and what they think about a place to live or visit in order to find its essence," says Mitchell. "Both the head and heart come into play." Founded in 1985, Woodbine has been the proud recipient of a national EFFIE Award for marketing effectiveness on behalf of its Piedmont Federal client and the Triad's "Best in Show" Addy award. Current clients include Sara Lee Branded Apparel, Lowe's Home Improvement, SPEVCO, Carolina Donor Services, Forsyth Tech's Momentum Capital Campaign, Blue Rhino Corporation and the Center for Creative Leadership. http://www.woodbine.com Woodbine.com June 13, 2006 Winston-Salem, NC—Woodbine, a Winston-Salem based integrated marketing communications agency, recruited four fresh faces to join its ranks. With several new clients on the books and new business opportunities on the horizon, President and COO Peter Mitchell, is eager to tap into the new skill sets brought by these experienced and creative individuals. "Every single one of these four professionals bring added depth to Woodbine's key departments—internal, account devolvement, production and creative," says Mitchell. "Our clients come to us for dynamic ideas, that's why we recruit employees who are ready to jump in with both feet first." • Eilene Hobbs, CPA, has joined Woodbine as financial Controller. Hobbs is the former controller of OTM Partners and graduated with her degree in accounting from McNeese State University, Lake Charles, LA. She is active in Professional Women of Winston-Salem and NCACPA. • Tom Smigielski has joined as Account Director. Smigielski has previous account experience with Unisyn Advertising, Mullen and LehmanMillet in Massachusetts. Past membership chairman for the Ad Club of the Triad, he graduated with a B.S. in Marketing from Bentley College outside of Boston. • Leslie Messick has joined Woodbine as Senior Print and Production manager. Messick has over ten years experience with Long Haymes Carr/Mullen, most recently serving as VP—Director of Print Production. An UNC-CH graduate, she serves on the board of directors of Labrador Rescue of North Carolina. • Jason Rapert has joined as Designer. He moves back to Winston-Salem with his family after successfully designing and illustrating art for Walt Disney, Starter, Hanes Printables, Hallmark Cards and Champion. Rapert studied at the Portfolio Center for Design and Photography located in Atlanta. http://www.woodbine.com Woodbine.com March 28, 2006 Winston-Salem, NC—On the heels of celebrating its twenty-first year in business, The Woodbine Agency, is more than ready for what lies ahead with the addition of four new employees and one new client. Agency founder and CEO, Maureen Hall talked about her team's recruitment success. "We left no stone unturned in our search for the next Woodbinians," said Hall. "And while we did talk with talent in our own backyard, we were purposely opting for trend-savvy employees that knew how to communicate with the emerging hi-tech consumer. Being able to recruit skilled candidates from Florida, New York and California, is not only a testament to Woodbine's youth-minded culture, but it's also a nod to the thriving nightlife of Winston-Salem." New hires include: • Luissa Alba is a graduate of the VCU Adcenter and Loyola University New Orleans. A native to South Florida and a first-generation American, Luissa has joined Woodbine as account planner. • Taryl Fultz is a graduate of the ad portfolio school, The Creative Circus and The University of Florida. Taryl has joined Woodbine as copywriter. • Janele Urbansky is a graduate of Kutztown University of Pennsylvania and served as the account executive on the Mandamp;T Bank account for Crowley Webb andamp; Associates in Buffalo, NY. Interestingly, she also served as marketing assistant for the U.S. Luge Team. Janele has joined Woodbine as account executive. • Letitia Fair is an honors graduate of Hampton University and served as traffic manager at Merkley andamp; Partners by way of Ogilvy andamp; Mather also located in New York City. Letitia has joined Woodbine as traffic manager. Woodbine adds experiential marketing pioneer, SPEVCO, to its already impressive list of clients including Piedmont Federal, Lowe's Home Improvement, Sara Lee Branded Apparel and Center of Creative Leadership. Pfafftown-based, SPEVCO builds and operates unforgettable pop-up exhibits for clients like Krispy Kreme, Coca-Cola and Petty Racing, as well as rapid response medical vehicles for FEMA. Agency president, Peter Mitchell is anxious to begin work on SPEVCO's strategic marketing plan. "Woodbine prides itself on keeping a finger on the pulse of the consumer," said Mitchell. "And no other brand marketing medium has created more consumer touch points than SPEVCO's mobile marketing vehicles." The Woodbine Agency is located in downtown Winston-Salem at 210 South Cherry Street and can be contacted at (336) 724.0450 and www.woodbine.com. http://www.woodbine.com Woodbine.com February 28, 2006 Winston-Salem, NC – What do t-shirts, food banks, wineries, opera students and a community savings andamp; loan all have in common? They are all client industries that Woodbine's creative work won awards in at this year's District Addy awards competition held Saturday night at the Centennial Station in High Point, and hosted by the Ad Club of the Triad. But before agency president Peter Mitchell loaded up his car with the ten awards--three Gold Addys and seven Silver Addys--they won during the course of the event, agency members kicked off their shoes and took to the dance floor as David McLean's front band, Syntax, performed punk rock hits. As the hour got later, and the other ad agencies got their coats and left, Woodbine rocked out even harder enjoying big wins for clients like Hanes, Priism, Yadkin Valley and its Wineries, America's Second Harvest Food Bank, Outer Banks, Piedmont Federal, and the NC School of the Arts' Fletcher Opera Institute. This was Woodbine's first year under the creative direction of Jimmy Ashworth, a fact not ignored by the three judges who awarded Woodbine the most Addys of the evening. Although Ashworth appreciated the praise of his peers, he was more blown away by the camaraderie (and spastic dance moves) of his fellow "Woodbinians." "This is what it's all about—we work together, play together and tonight--we won together," said Ashworth. "As far as I'm concerned—everyone is in the creative department at Woodbine." http://www.woodbine.com Woodbine.com January 26, 2006 Winston-Salem, NC – In her new role as CEO, Maureen Hall returned to her love of studying the affect emerging trends have on brand loyalty, but she kept hearing the same thing, "advertising alone doesn't build brands, you need public relations." "I didn't have to be knocked in the head, it was clear clients needed a way of talking with consumers rather than at them," Hall says. "But we were not looking for someone to just write press releases, we wanted a maverick who understood how people formed opinions." She found that "new thinker" in the strangest place—an insurance agency. Jessica L. Knight, APR, had just come off a successful two-year stint as director of public relations for Senn Dunn, the largest privately owned independent insurance agency in the Carolinas. Knight, a familiar face at the Public Relations Society of America (PRSA) since she got her start with a Greensboro-based ad agency six years ago, now serves as the chapter's VP of Professional Development, and she's not only the chapter's 20th accredited member, but at 28-years of age, is one of the youngest in the nation to achieve a level usually held by senior practitioners. Jessica won "Outstanding PR of the Year" for her work with Senn Dunn Insurance in 2005; The Business Journal also named her one of the "Forty Leaders Under 40." "I wanted to walk through the front door with something extra to offer Woodbine and their clients," Knight said. "Having your APR, levels out the playing field and shows a commitment to ethical standards—it says, hey, I mean business." Under the mentorship of Hall, Knight will balance her time between promoting the agency itself and developing buzz-worthy results for clients. http://www.woodbine.com Woodbine.com November 1, 2005 Winston-Salem, NC – Woodbine announced today that agency founder and President, Maureen Hall, will become Chief Executive Officer while Peter Mitchell, Vice President, Principal, was named President, Chief Operating Officer. Mitchell immediately announced the formation of a new Woodbine leadership team consisting of himself, Jimmy Ashworth, Creative Director, Suzanne York, Vice President, Operations, Rob Niccolai, promoted to Group Account Director from Director of Account Development, Martha Sloop, promoted to Group Account Director from Account Director, Abby Fobes, Creative Services Director and Karen Barnes, Account Planner. Hall's new CEO responsibilities will focus on building relationships with leaders of current and new potential clients, industry influencers and the media both within and outside the Triad. "I'm ready to spread the word about the incredible successes we've helped clients achieve and the strong talent we have at Woodbine," Hall said. With Peter as President, and his new leadership team in place, we're ready to kick butt!" After spending his entire advertising career in New York City, Mitchell moved to Winston-Salem in 2000 as Director of Account Management with Long Haymes Carr (now Mullen). He joined Woodbine in April, 2001 to head up account management and new business with the agency. He assumes day-to-day responsibilities immediately as President, COO. "We're going to be an agency that delivers smart, yet unconventional marketing solutions to our clients, " Mitchell said. "Woodbine has always bucked the status quo and now, after 20 years in business, we're going to challenge it again in the way we think, work and execute to deliver results in the market." In addition, Woodbine Vice President and Principal Roseann S. Rush has announced her intent to retire from Woodbine after 18 years with the agency. With a background in fine arts, sales and marketing, Rush has successfully combined creativity and commerce throughout her career. She joined Woodbine in 1987, and along with Hall transformed Woodbine from a four-person design boutique into a full service creative and marketing company serving local, regional and global clients with 28 full-time employees. Along the way, Hall and Rush were named Small Businesspersons of the Year in 2000 by the Winston-Salem Chamber of Commerce and received the Triad Business Journal's Women in Business Award in 2001. Woodbine was named One of the Best Places To Work in 2003 and 2004 and recognized on the Fast 50 List of the fastest growing companies in the Triad in 2001, 2003, 2004 and 2005. "Roseann embodies the values of Woodbine and has been a great friend and loyal business partner,"said Hall. "She inspired the agency to higher standards because of the standards she set for herself; she built strong, enduring relationships with her clients; and she enjoyed pushing the boundaries of our company culture, always with great integrity and a sense of humor. Collectively, we will have very big shoes to fill." Rush has not yet chosen an exact date for her retirement. "I prefer to think of this as "rewiring" versus retiring," Rush said. "The number one thing life has taught me is that change is constant and successful people thrive and capitalize on it. Woodbine is in a strong position right now with great clients and excellent people in place, and while I will miss it tremendously, I feel I am ready to transition from one facet of my life to another. What exactly that is, I'm not sure yet!" Founded in 1985, Woodbine recently received a national EFFIE Award for marketing effectiveness on behalf of its Piedmont Federal client. Other current clients include Sara Lee Branded Apparel, Lowe's Home Improvement, the Center For Creative Leadership, Carolina Donor Services, NatureScape Sunrooms, the Yadkin Valley and its Wineries and Blue Rhino Corporation. For more information, please visit www.woodbine.com http://www.woodbine.com Woodbine.com September 30, 2005 Winston-Salem, N.C. - For the fourth year out of the past five, Woodbine has made the Fast 50 List of the Triad's fastest-growing private companies as recognized by The Business Journal. An event honoring all 50 companies was held last night at the Grandover Resort in Greensboro. Woodbine was number 47 on the list after being number 18 during 2004. June 9, 2005 Winston-Salem, N.C. - The American Marketing Association recognized Woodbine with a Silver EFFIE for its marketing campaign for Piedmont Federal Savings andamp;amp; Loan. It was the agency's first-ever EFFIE award. The prestigious annual awards gala, which recognizes the most effective advertising campaigns in the U.S. in over 60 different product and service categories, was held in New York City on Tuesday night. 115 EFFIE Awards in all were given out to 81 different agencies, with the Grand Effie going to TBWA\Chiat Day for its iPod campaign for Apple Computers. "The EFFIEs are all about creativity that delivers results, which is why we're so proud to be up here with Piedmont Federal among all these great national brands and agencies," said Peter Mitchell, Woodbine Vice President and Principal. "We challenge ourselves each year to develop EFFIE winning stories driven by the impact we create for our clients. And the Piedmont Federal story is a perfect example of a great strategy, great creative, great results and a great client-agency partnership." Piedmont Federal won in the Financial Services/Products category for the "It's Your Mortgage. Keep It Here" campaign from 2004. In the midst of the home refinancing rate wars, Piedmont Federal opted instead to focus on hometown pride as the only area lender that doesn't sell its loans to out-of-town mortgage companies. This compelling message executed in TV, radio, out-of-home, newspaper and on the web helped generate a substantial increase in new mortgage originations versus the previous 18 months. Suddenly, one of the Triad's oldest companies became one of its fastest growing. This EFFIE award comes on the heels of three important new business wins for Woodbine in the past month: Woodbine became agency of record for the Greensboro-based Center For Creative Leadership, for NatureScape Sunrooms, a division of PGT Industries, Venice, FL and was awarded the contract for the Yadkin Valley Winegrowers Association to promote tourism to the Yadkin Valley and its wineries. May 27, 2005 Greensboro, N.C. - The Center for Creative Leadership (CCL®) today named the Woodbine Agency of Winston-Salem, N.C. as its Agency of Record for advertising, media planning and placement, and brand marketing after an extensive agency search. "As CCL's mission as a nonprofit organization drives us to continue to innovate, our need for a creative and strategic marketing partner that can contribute across a wide range of brand marketing initiatives has never been greater," said Jeff Anderson, Manager of Global Marketing Communications. "Woodbine's creative heritage, organizational adaptability and strong understanding of our business needs and culture will help us keep the CCL brand relevant, meaningful and vital on a global level." The Center for Creative Leadership is a nonprofit, educational institution that serves as an international resource for leadership research and training benefiting individuals, organizations and society as a whole. With headquarters in Greensboro and four other campuses worldwide, CCL is broadly recognized for its open enrollment courses and customized programs, its innovative assessment tools, coaching services, research, published works and the leadership community it has nurtured since 1970. CCL has been consistently ranked No. 1 in the world in Leadership Development by Business Week magazine for six years. Please visit www.ccl.org for additional information. "We are thrilled to have the opportunity to work with a prestigious, global brand such as CCL," said Woodbine President and founder, Maureen Hall. "We hope to bring both a fresh perspective to the marketing challenges they face as well as a healthy respect for who CCL is and what the Center has accomplished over the past 35 years." May 10, 2005 Winston-Salem, N.C. - Woodbine Founder and President Maureen Hall announced today that the agency had hired Jimmy Ashworth as its new Creative Director. Ashworth had been Associate Creative Director with Atlanta agency Sawyer Riley Compton. andamp;quot;After searching nationally for the right creative director, we are thrilled to have found someone with Jimmy's talent, experience and appreciation for Woodbine's cultural values,andamp;quot; said Hall. andamp;quot;He is as passionate about our clients' success as he is about the creative work itself. To be an agency of excellence those ingredients are inseparable.andamp;quot; Ashworth has worked with The Martin Agency of Richmond, Va., McKinney andamp;amp; Silver, Raleigh and TBWA Chiat Day, San Francisco during his 12 year advertising career before spending the past 18 months with Sawyer Riley Compton. He is a graduate of Virginia Commonwealth University where he majored in Fine Arts. His work and leadership on brands such as Ritz Carlton, Golf Pride, Stihl Power Tools, Sprint and Palm Pilot have garnered national creative recognition from The One Show, Graphis, Communication Arts and the Obie Awards, but his real love is working in a team environment focused on solving client business problems. andamp;quot;Woodbine's philosophy - its focus on creative excellence with client business needs and agency teamwork at the core - is very consistent with my own point-of-view,andamp;quot; Ashworth said. andamp;quot;Woodbine has a strong heritage and a creative reputation that is on the rise, but it is hardly set in its ways. It's a great opportunity for me to be part of an exciting new era for the agency.andamp;quot; May 10, 2005 Lexington, N.C. - NatureScape Sunrooms of Lexington, N.C. has chosen the Woodbine Agency of Winston-Salem, N.C. for marketing, advertising and public relations assignments directed toward consumers and the trade. Woodbine was chosen over two other undisclosed Triad-area agencies. Woodbine will also develop marketing materials to support NatureScape's nationwide dealer network. "Woodbine demonstrated a strong understanding of our business and consumer," said Monte Burns, NatureScape Business Unit Manager. "We were impressed with the creative marketing solutions they had developed for brands in similar circumstances and are confident they have the resources to help us achieve our aggressive business goals." Burns said Woodbine would be involved in marketing plans development, advertising, trade marketing, collateral materials, web site development and other marketing initiatives. The company did not disclose a marketing budget for 2005. NatureScape, a Division of PGT Industries of Venice, FL, is a leading manufacturer of custom three-season and all-season sunrooms for residential use, with over $42.9 million in 2004 sales. Its Lexington, N.C. manufacturing facility employs nearly 350 people from Davidson County and the Triad. "NatureScape makes a great product in a booming industry, which makes this a very exciting creative opportunity for us," said Woodbine Vice President and Principal, Peter Mitchell. "It is also a great place to utilize our marketing to women expertise from the home furnishings and home improvement categories to differentiate NatureScape in a very competitive category." March 30, 2005 Winston-Salem, N.C. - It's no secret that women control or influence more than 85 percent of all consumer purchases in America. It's no secret that women's economic power is larger than the entire national economy of Japan. And it's no secret that women are dominating consumer categories traditionally associated with men, like cars, consumer electronics and home improvement. So why aren't more companies changing their marketing to really connect with women? To help companies better understand the female consumer, Woodbine has launched Womentum (tm), a new blog, or web log, that explores the many facets of marketing to women. A new entry, called a post in blog language, is available every work day at http://womentum.woodbine.com and readers are invited to post their comments right on the site. Daily posts have covered companies that are marketing well to women, the influence of women in personal and business travel, and how female managers differ from male executives. New posts will cover timely issues, new research findings, and offer valuable insights into how women think and act as consumers. "We named the blog Womentum because we feel the momentum in the marketplace is clearly now with women," said Maureen Hall, president of the agency. "We've been studying female consumers for several years now and wanted to share our knowledge with others. We hope this blog will start conversations in boardrooms, in retail environments and in marketing departments everywhere about how to honestly connect with women consumers." Karen Barnes, Woodbine's Copy Strategist, is the agency's daily blogger. She's led the agency's marketing to women initiative for the past three years and lends her voice and expertise to Womentum as a researcher, consumer, marketer and of course, as a woman consumer. http://womentum.woodbine.com Read the Blog March 28 , 2005 Winston-Salem, N.C. - The Woodbine Agency has been hired by the Forsyth Technical Community College Foundation to develop campaign materials in support of its first-ever capital fundraising campaign. A goal of $13 million is being sought through employee contributions and a year-long drive for public donations to fund the construction of a new building in Piedmont Triad Research Park to house its Biotechnology and Nanotechnology programs. The capital campaign funds will also be used to create an endowment for student scholarships, new equipment and continuing education programs for staff. Woodbine created the Momentum '05 logo and theme for the campaign and is creating materials for both the internal and external phases of the capital campaign. "The campaign is off to a great start and we're excited with the creativity Woodbine has brought to our campaign," said Dr. Shari Covitz, Executive Director of the Forsyth Tech Foundation. "This campaign is about more than constructing a new building-it's about helping Forsyth Tech continue on its course as a premier institution specializing in emerging technologies. We feel Momentum 05 is a great way to capitalize on all the positive developments that involve Forsyth Tech and the Triad." "We are excited to have this opportunity because Forsyth Tech is such a major factor in the economic development of our area," said Woodbine Vice President and Principal, Roseann Rush. "We're hoping that all audiences-internal staff, students, local business, alumni, the media and private residents-will find their own way to connect with the promise of the Momentum '05 campaign." Dr. Covitz reported a high level of participation in the internal campaign where employees received brochures, payroll deduction plan details and blue Momentum 05 wrist bracelets to signify their participation. The public phase will begin this fall accompanied by a variety of marketing materials developed by Woodbine. Additional information about Forsyth Technical Community College can be found at www.forsythtech.edu. http://www.forsythtech.edu Forsyth Tech Website February 28 , 2005 Winston-Salem, N.C. - It was a big night for The Woodbine Agency at this year's District Addy awards competition held Saturday night at the Millenium Center in Winston-Salem. Woodbine's buzz marketing idea for the Triad YMCAs was voted Best-Of-Show and the agency took home nine Gold Addys and seven Silver Addys during the course of the event, hosted by the Ad Club of the Triad. Five-foot Styrofoam roasting marshmallows hoisted on the ends of a 35-foot tall tree branch created buzz and increased enrollment in the Triad YMCAs Summer Camp programs and won the nod for Best of Show by judges from agencies around the country. This non-traditional form of marketing communications has become a Woodbine trademark in helping clients breakthrough to hard-to-reach audiences. Giant archery arrows stuck in the ground at one of the YMCA branches was another buzz marketing tactic recognized with a Gold Addy and a "Living Waiting Room" constructed to bring attention to the need for organ donors was awarded the prestigious Judges Choice Award for Specialty Marketing for Carolina Donor Services. Woodbine also won Addy Awards for its work for Piedmont Federal Savings andamp;amp; Loan, Sara Lee Branded Apparel, Forsyth Technical Community College, Lexington Home Brands, Piedmont Craftsmen and The Business Journal. "We're very proud to be recognized for so many of our creative efforts on behalf of so many clients," said Woodbine Founder and President, Maureen Hall. "I'm really happy that the buzz marketing ideas the YMCA and Carolina Donor Services took a risk on really paid off in the marketplace, and I'm most proud of the team effort Woodbine put into making this body of creative work stand out for the judges". On top of it all, Hall received the American Advertising Federation's Silver Medal Award which recognizes men and women who have made outstanding contributions to the advertising industry and the communities it serves. Maureen founded Woodbine in 1985 and has been at the forefront of downtown Winston-Salem revitalization, the Susan B. Komen Race For The Cure, the Literacy Initiative and many other community causes, in addition to her achievements in developing Woodbine into an agency of excellence. December 2 , 2004 Winston-Salem, N.C. - Woodbine was number 18 on the Fast 50 list of the Triad's fastest-growing private companies as recognized by The Business Journal. An event honoring all 50 companies was held last night at the Grandover Resort in Greensboro. This marks the third year out of the last four that Woodbine has made the Fast 50. andamp;quot;We're thrilled to have made the Fast 50 again this year,andamp;quot; said Woodbine founder and President, Maureen Hall. andamp;quot;To profitably grow as we have three out of the past four years in this business speaks to the quality of our creative work, our account management and the confidence our clients have in Woodbine.andamp;quot; December 14, 2004 Winston-Salem, N.C. - Woodbine has partnered with home furnishings marketer Lexington Home Brands to introduce a new retail concept called Destination Homeandamp;#8482;, with a flagship store near Atlanta, GA. Woodbine developed the new store identity, collateral materials, and signage. andamp;quot;Woodbine's understanding of the retail environment coupled with their consumer insights helped make this launch a tremendous success,andamp;quot; said Lexington Home Brands President Bob Stec. andamp;quot;We believe that Destination Home, with its exclusive amenities, provides an unparalleled home furnishings shopping experience and Woodbine helped bring that vision to life.andamp;quot; Destination Home offers unique services including a concierge, Smart Board room planning software, digital cameras so customers can take home pictures of pieces they like, personal customer portfolios, child-friendly area, complimentary refreshment bar and many others. Customers shop the store by andamp;quot;brand house,andamp;quot; - with some of America's most loved lifestyle brands represented including Nautica, Bob Timberlake, Tommy Bahama and Liz Claiborne. andamp;quot;We immediately recognized the opportunity to reinvent the home furnishings retail experience and dove right in,andamp;quot; said agency president Maureen Hall. andamp;quot;This project represents the culmination of our nearly 20 years' experience in retail environments and we're proud to be part of its success.andamp;quot; September 23, 2004 Greensboro, N.C. - Sherrill Inc., a world leader in arborist supplies, tools and equipment has named Woodbine as its agency of record for all marketing communications. Tobe Sherrill, President of Sherrill, Inc., said his management team chose Woodbine after conducting an agency search over the summer. "The Woodbine team has demonstrated great enthusiasm and understanding of our industry," Sherrill said. "We think their experience in business-to-business marketing and overall creative excellence will help us continue to establish our brand, grow our current business and lead to new opportunities." Sherrill sells a comprehensive line of supplies, tools and equipment to tree service professionals and recreational tree climbers through its master catalog and online at www.sherrillinc.com. Headquartered in Greensboro, the company has been in business since 1960. Annual company sales, marketing budget and specific agency responsibilities have not been disclosed. Woodbine President Maureen Hall said, "Sherrill is a great example of the kind of client Woodbine is looking to work with - customer driven, in fast-growing categories, where the potential for a true client/agency partnership exists. We're proud to have the opportunity to work with a global leader in the industry". August 1, 2004 Communication Arts has informed Woodbine that its Heavy Rebel Weekender poster series has been selected to appear in the 2004 Design Annual coming out this November. CA is widely regarded as the most prestigious and selective venue in the country for outstanding creative work. The Design Annual recognizes the best in design for all of 2004. The poster series was created by Keith Borshak, Creative Director and Lee O'Brien, Senior Designer. June 2, 2004 Woodbine's poster series entitled "Heavy Rebel" was recognized today with a National Silver ADDY Award for creative excellence. "Heavy Rebel" promoted a summer music event featuring more than 60 Rockabilly and Honky Tonk bands, a tattoo contest and classic '50s car show at Winston-Salem's Millenium Center. Woodbine Creative Director Keith Borshak and Designer Lee O'Brien created the 3-poster series. Previously, Woodbine had taken home 17 ADDY's, including 7 Golds, during the Ad Club of the Triad's local ADDY Awards Show. April 20, 2004 http://extras.journalnow.com/permanent/woodbine2.html read the W-S Journal Article February 10, 2004 Vickie Canada will be Senior Art Director. Her most recent position was with Spin Communications. Andie Mishoehas rejoined the agency as Traffic Manager. She previously worked at Woodbine as an Account Coordinator. "We're delighted to add Vickie's proven design and conceptual skills and Andie's incredible organizational talents," said Maureen Hall, Woodbine founder and president. "We're building an ideas culture here that can be constantly refueled with new thinking, new challenges and different experiences." January 20, 2004 Woodbine has joined an elite league of other women-owned businesses as a member of The Women's Business Enterprise National Council (WBENC). The organization is the nation's leading advocate of women-owned businesses as suppliers to major corporations and is the largest third-party certifier of businesses owned and operated by women. Woodbine president and founder Maureen Hall said, "We're proud to join WBENC and help create opportunities for other women-owned businesses. This is the latest effort in our on-going marketing to women initiative. We hope this association will help us continue to provide understanding and insight into women to our clients."