Former Kenton Smith execs launch new agency

ORLANDO, Fla. – Three members of marine industry advertising agency Kenton Smith Advertising & PR, Inc. have left to form a new advertising agency – Higher Advertising, Inc., the group reported in a statement today.

Former vice president Mike Krutzler; former VP creative services Tod Young; and former public relations account manager Mark Jerkins all resigned from Kenton Smith effective December 1, according to the new firm.

The new agency, located in downtown Orlando, will focus its client base in the recreational marine industry, relying on a combined 36 years of agency experience and nearly 14 years handling accounts for more than a dozen industry manufacturers, dealers, marinas, boat shows, and others.

“Our goal in forming this new agency is to bring a higher level of service, creativity, overall value and of course results to the recreational marine industry, hence our name, Higher Advertising,” said Mike Krutzler, president. “Over the years we have recognized a need in the industry for premium, branded marketing campaigns that deliver maximum impact through strategic implementation of eye-catching advertising, effective public relations campaigns, targeted media planning and buying services, comprehensive photoshoot art direction/management, results-driven direct mail campaigns and stand-out collateral/point of sale material development. These basic elements of the marketing mix, when working together in concert, create an enormously positive impact.”

Krutzler also said the new agency plans to partner with “a small group of core clients in the industry” that also recognize the power of these marketing elements.

Tod Young, executive vice president of Higher Advertising and head of creative, pointed out that “most companies get so caught up in the day-to-day operational grind and are so focused on short term sales quotas that it’s hard to see the untapped potential they have to double or even triple their business with a comparatively small investment in long-term branding strategy. Our goal is to work closely with these companies as their marketing partner to help them reach their current potential and future goals.”

In response to the resignation of the three executives, Wanda Kenton Smith, president and founder of the Kenton Smith agency, said, “Kenton Smith Advertising & Public Relations, Inc. will continue to distinguish itself as a premiere agency for the marine marketplace and are continuing to grow the business. We’re very pleased by the strong support of our current client base and look forward to continuing to build our marketing partnerships.”

• For more of the latest news, click here.
• To discuss this topic with other recreational marine industry professionals, click here.