archer>malmo Introduces New Branding of Services

MEMPHIS, Tenn. (March 20, 2009) – Today Memphis-based full-service marketing agency archer>malmo introduced new branding of its services to market its specialized communications disciplines to current and potential clients.

Presently, archer>malmo promotes its advertising, design, public relations, digital and direct marketing services under the single archer>malmo umbrella brand, one that has considerable equity built over its 57-year history.

Under the new structure, archer>malmo will continue to provide advertising, strategic planning, brand development and design services.

archer>malmo’s specialty services will be offered and promoted individually under new brand names, as follows:

• lifesize interactive, the digital marketing group, provides strategic planning, analysis and reporting across a wide range of services, including email marketing, online advertising, search engine marketing, social networking, web site design and development, and custom application development. lifesize interactive now represents 30 percent of archer>malmo’s total business and serves national clients such as FedEx, Valent USA and Kraft Food Ingredients.
• archer>malmo public relations is the largest PR team in the Mid-South providing reputation management, crisis communications, issues management, media relations and community relations services. It represents a broad range of clients in business-to-business and business-to-consumer, including Terminix, Colgate Palmolive's Murphy Oil Soap, Varsity Brands, Inc. and AutoZone.
• tangerine is a group of smart direct mail marketing specialists offering sophisticated strategies and straightforward solutions for small to medium sized companies that need to get started in targeted direct mail advertising or are looking to add a fresh approach to current marketing methods.
• smash, the experiential marketing service, emotionally connects brands or products to audiences through live experiences. Services include proprietary event development and production, guerilla marketing, trade shows, product launch events, sponsorship negotiation and activation, and brand integration into special events.

“These new brands are a way for archer>malmo to better position our various services in an increasingly complex marketplace,” said Russ Williams, principal and CEO of archer>malmo. “By touting stand-alone marketing disciplines, we are able to attract prospective clients who have specific communication needs, but may not need a full-service agency.”

Williams also stressed the need for the agency to better represent the depth and breadth of capabilities that have been built at archer>malmo.

“We’ve got to do a better job of educating Mid-South companies about the exceptional national talent and capabilities available to them locally. Too much work is leaving town for out-of-town resources, some of which do not provide the outstanding services available right here in Memphis.”

In addition to a new name, each service will have its own logo and graphic identity that stands alone. Gary Backaus, principal and chief creative officer, acknowledged the importance of finding fresh, memorable names to fit each brand.

“We treated this assignment as strategically as we would have for any client, putting it through our process of insight, invention, and inspiration,” Backaus said. “It was important that each brand have a distinct personality. A public relations agency handling crisis communications should look and sound different from an experiential marketing group executing a stunt in Times Square.”

For the Commercial Appeal's article detailing specialty services at archer>malmo, please click here.