Discover Boating’s new agency

With the news this week that Grow Boating, Inc. has selected OLSON as its agency-of-record for the re-launch of the Discover Boating marketing campaign, here’s some more information on the Minneapolis-based marketing firm that will be helping direct the effort to get more people on the water.

OLSON employs more than 300 people and is one of the 10 largest independent full-service agencies in the U.S., with a list of clients the that includes 3M, Best Buy, Boston Scientific, Capital One, General Mills, Lee Jeans, Memorex, Naked Juice Company, Sun Country Airlines, Target, Toys “R” Us and UV Vodka, among others.

The agency, which will present its preliminary marketing plan during the Grow Boating Board of Directors meeting Sept. 28 at IBEX, explains its advertising philosophy on the company website saying: “We believe advertising, as we’ve known it, is a thing of the past. The days of airing a TV spot or placing a print ad and thinking the job is done are over. When traditional media tactics are used as tools to create deeper connections and a sense of brand community, however, they are still a powerful part of the mix. We just use them to drive people to richer online experiences, rally people around mobile promotions, or engage people more by making traditional tactics more disruptive. Put simply, the social circle is never static—so the work can't afford to be static, either.”

As that explanation implies, OLSON is not just an advertising agency. The company says it also offers services in the areas of brand strategy, interactive, social networking, design, public relations, media, loyalty and analytics.

“Speaking to communities is our sweet spot, and working with Discover Boating provides a great opportunity for OLSON to flex our brand-building muscles,” Kevin DiLorenzo, OLSON's president and CEO, said in a press release announcing his agency’s selection by Grow Boating. “There’s no better community than the boating community, and we look forward to working together to introduce new boaters to the boating lifestyle and grow recreational boating.”

In the past nine years, OLSON has been recognized for its work with 18 Effie awards – which are described as the pre-eminent award in the marketing communications industry and recognize any and all forms of marketing communication that contribute to a brand’s success.

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OLSON won three Effies in 2010 for the work it did with Bauer Hockey, Phillips Distilling Company and Lee Jeans. Examples of the work OLSON has done for those companies, and others, can be found on its website.

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