Global Brands . Local Results.

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Together with our clients, we strive to transform the way people think, feel and behave towards the brands we represent. We collectively shape discussions, gather research, tell stories, and spur conceptual growth – all the while, giving our clients unique voices within their markets.

Our ultimate goal is to help our clients achieve growth.

We are an interdisciplinary think tank and achieve our goals through strategic consulting, advertising and public relations campaigns, large-scale events, and media.

But what is the old without the new? We understand the needs of the modern consumer and how to reach them.  For that reason, we are  deeply engaged in the dialogue of new media and it’s effect on pop culture.

shear sizzle!

When REDKEN 5th Avenue, wanted to know what Men want in hair care, they hired The Link Agency to conduct nationwide consumer and salon research and develop unique marketing platforms  and generate Media Buzz for both their REDKEN for Men line.

Some Media BUZZ on REDKEN for Men:

– Presents:

URBAN EXPERIMENT

REDKEN Urban Experiment line was a totally new line – for urban inspired styles.  For this brand, The Link Agency was hired to identify the core audience and figure out the best ways REDKEN 5th Avenue could reach this audience.  Our process for Urban Experiment, began by hitting the streets across the country to understand the stylists who use the product and ultimately sell it to the consumer.

Research Approach:

Consumers WANTED to know HOW to get the LOOK.

REDKEN stylists show the product in action, view video below…(this video is targeted “to stylists”) :

Redken – GritWax

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for a glimpse of what’s hot at REDKEN click here to visit the official REDKEN website.

timing is everything.

Timing is everything…

Working with Goya Foods was a labor of love.  Cooking for family is one of the agency CEO’s favorite past times, and ethnic cuisine is a natural fit for an agency with a staff as diverse as the bean varieties within the Goya line.

Discover: On the East Coast, Goya literally ‘owned’ entire aisles within most grocery store chains and dominated packaged goods shelf space at independent grocers and Bodega’s.  So discovery was an easy process – stand in the aisles and wait, shop and talk.  So we did just that – 62 stores, at 11 chains, in 15 states.  We talked to over 2,000 consumers before winning the business.

Uncover:

1)    Goya is a pantry staple

2)    Mealtime unites the family

3)    Goya customers are as diverse as their 1,500 sku’s

4)    You can make anything better with Goya

Promote: Goya was blessed.  Their customers were very brand loyal, and many viewed the company as an integral part of their community.  Our job was to model this 67 year-old formula for success within the Hispanic communities and broaden the brand’s appeal within the general market.

Our approach, albeit grass-roots,  capitalized upon the popularity of Food Network, Nuevo Latino and organic cuisine and the growing number of famous chef’s across the country.

The campaign had three major components

1)    a recipe-driven national advertising and PR campaign

2)    a chef’s table series held at top restaurants across the country

3)    strategic trade initiatives to engage trade publicity and initial interest from Wal-Mart and Whole Foods

We forged relationships with top national food and business editors, generated over 10,000 PR clips including being featured with celebrity couples on Dateline, and were successful in helping to get Goya launched at Whole Foods and Wal-Mart.

The Results

Goya Chef’s Table NYC

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We successfully worked in partnership with Goya’s tight nit management team including longtime CEO Joseph Unanue, his son Andy Unanue, the company’s COO, and Esperanza Carrion, Marketing Director for just under five years.  Together, we were literally about to launch a multi-million dollar campaign when a Family Feud at Goya resulted in Joseph Unanue, who ran the company (founded by his father) for 27 years, his son (Andy) and the entire management team being abruptly ousted from the company.  A few weeks later, the cousins, who took over the business, asked us to stay on and execute the campaign. We politely declined.

head for the hills.

Start Your Engines! Hills Bros. Coffee and NASCAR Fuel Up Chicago

“We’re thrilled to sponsor the inaugural NASCAR Busch Grand National race at Chicagoland Speedway,” said Phillipe Schaille, director of marketing of Sara Lee Coffee & Tea. “We’re gearing up for the races and hope to make the weekend enjoyable for Hills Bros Coffee lovers and NASCAR fans.”

Hills Bros. Coffee is the number one coffee in the region and NASCAR is the fastest growing sport in America, making this a perfect partnership. The Link Agency proudly forged the relationship between Hills Bros. and NASCAR.

We also developed a completely integrated campaign including:

consumer promotions, direct mail, FSI’s, television and radio commercials, a jingle and PR.  Our efforts increased Comp sales by 56% – making ours, the most successful campaign since Sara Lee purchased the brand.  We also worked on a developing the marketing portion of the divestiture program, when Sara Lee sold the brand.

Our work, always begins with gaining consumer insights and feedback on campaign direction …take a peek.

Head for the Hills

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marketing God…

“I’m not one of your professional prophets. I certainly never trained to be one. I’m just a shepherd, and I take care of fig trees.”
Amos 7:14, NLT

Religious leaders of today’s Christian mega churches, use media — from books and movies to radio and blogs — to build a competitive marketplace that rivals the cream of corporate America.  Our work with Turning Point, began with an ethnographic study of the people who deliver the service structure of religion and moreover, understanding the folks whom church attracts.

Think about it,  the basic premise of Christianity is the same all over the world.  In essence, the organizations are literally competing for souls in a commoditized marketplace called “church”.   Differentiation depends first on understanding the very subtle nuances of the organization its’ leadership and communicating key messages without “selling.”

Furthermore, when planning media or an event – the sky is Not the limit but, the underlying assumption is that we are  answering to “the highest power” God, himself – so the pressure is on to do things right.

What’s more, if we’re quiet for even a brief moment while working on the campaign, we might hear the words of Jesus himself echoing in our ears, “Let your light shine before others, so that they may see your good works and give glory to your Father in heaven.” (Matt. 5:16 NRSV)

What’s better than that!

Today, Turning Point’s 30-minute radio program is heard nationally and internationally on over 1800 stations and translator/satellators. In recognition of Dr. Jeremiah’s commitment to teaching the Word of God,

Dr. Jeremiah received the Broadcaster of the Year Award in 1999 from the National Religious Broadcasters (NRB), in August 2002, he received the Award of Merit from the Western Chapter of National Religious Broadcasters for Excellence in Broadcasting and Faithfulness in Service, and in 2006 Turning Point received the Best Radio Teaching Program Award. Dr. Jeremiah has served on the Board of Directors for the NRB since 1996.

Turning Point launched a television program in 1982 in San Diego and went nationwide in 2000. Now seen around the world through cable and satellite technology, as well as on terrestrial stations all across the United States, conservative estimates suggest that close to 200 million homes around the world have access to Dr. Jeremiah’s Bible teaching each week. Turning Point Television offers a half-hour Bible study message and a full hour worship service with the same great preaching. Carried on several national and international networks such as TBN, ION, and INSP, Turning Point Television has most recently been added to Middle East TV Network and BET, the Black Entertainment Network.

Dr. David Jeremiah is a sought-after conference speaker for organizations around the country. He frequently speaks at Cedarville College, Dallas Theological Seminary, Moody Bible Institute, Billy Graham Training Center, Phil Waldrep’s Senior Adult Celebrations and numerous NFL, NBA and Baseball chapels.

simply stated.

“We are not scientists but, we know how to speak to them in a way that is simple yet compelling.” Tracy LeRoux,

CEO The Link Agency

With the acquisition of Upstate® and Chemicon®, Millipore’s product line includes an extensive portfolio of high quality antibodies.

The Assignment: Communicate to researchers in neuroscience, cell signaling, nuclear function, cell structure & adhesion that Millipore now offers a  large selection of high quality monoclonal and polyclonal antibodies at affordable prices.

How did we do it?

Simply.

The cell structure of an antibody looks just like the letter “Y” – so, we used the shape as the anchor of an eye-catching integrated campaign.

- need we say more?

Our Process began by leading a series of strategic brainstorming sessions with the cross-disciplined Millipore management team.  One of the young researchers was doodling the cell structure on her pad.  As soon as we saw the doodle – we knew we hit the sweet spot!  The rest of the session was spent gaining buy-in and identifying the best ways to reach the target audience.

– Millipore S.A.S

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Seeing is Believing.

Working with the International Academy of Low Vision Specialists (IALVS) has given us new vision.

Members of this physician organization, help patients with macular degeneration and other vision limiting conditions to see better. The Optometrists and MD’s in the group use scientifically advanced telescopic glasses to help patients maintain independence through better vision.

We began working with the IALVS in 2008 to increase awareness with potential patients and physicians.

Utilizing an integrated approach, we’ve created a new web site, extensive web marketing, public relations efforts including national press releases, and a national print campaign.

In 2010, we received over 50,000 hits to the web site, generated over 1,000 PR articles published in 37 states, and have been featured on over 400 unique web sites.

you knead it daily.

Rooted in history

When Auguste LeComte founded Gold Medal Bakery in 1912 he had a vision:

“If we are to gain the trust of our customers and offer them home-baked bread, we should start with quality ingredients and deliver these products on time and with courtesy.”
It was with that vision that he installed an oven in the basement of his house in Fall River, MA.
The response was overwhelming and productivity soon soared to 4500 loaves per week. By 1915 he was able to construct a new plant at the corner of Lindsey and Monte streets. He employed 9 people, including four bakers and four people to make deliveries with horse and buggy.

Ninety years later – battling the Atkins “low carb/ no carb” trend,  the brand needed to gain visibility with both the public and within the trade.  Rather than embark on a pricey advertising campaign – The Link Agency took a pragmatic approach.

Gold Medal owned nearly 400 delivery trucks that drive up and down the eastern seaboard delivering bread daily.  Rather than spend on a costly media campaign that is short-lived, we re branded the company and publicized it by revamping the delivery vehicles.

Winning the battle of the carbs,  Gold Medal Bakery is well on its’ way to becoming the largest wholesale bakery in the US.

ONWARD. and upward.

ONWARD Campaign SummaryIn 2005 the Hospital embarked on a major capital campaign to help fund a much-needed expansion, including a new state-of-the-art Neonatal Intensive Care Unit and the addition of inpatient obstetric rooms.  The largest capital campaign in Women & Infants Hospital’s history closed on September 30, 2009, having exceeded $22.9 million in gifts and pledges during the past five years.The Link Agency played a major role in this campaign.  Download ONWARD Campaign Summary.WomenInfantsCaseStudy_sm

broke the silence…

In October 1987, the first Domestic Violence Awareness Month was observed. That same year marks the initiation of the first national domestic violence toll-free hotline.  The purpose of the Rhode Island Coalition Against Domestic Violence is to eliminate domestic violence in Rhode Island. The Rhode Island Coalition is a model for domestic violence organizations throughout the country.

The Link Agency worked with the Rhode Island Coalition Against Domestic Violence from 2003 – 2008  creating integrated public awareness campaigns  for Domestic Violence Awareness month, each October. The campaigns began each year with a state-wide press conference, followed by an extensive advertising, PR and grass- roots campaign done in up to five languages. Campaign elements include: TV, radio outdoor, bus and print advertising, PSA’s, various press events and partnering with community organizations such as Post office, Banks, schools and local businesses to distribute brochures, palm cards and other promotional materials. Most of the materials were created in English, Spanish, Farsi and Hmong.

The results from the campaign have consistently proven quite positive including huge press coverage all month, up to 400% increased calls to the hotline and increased funding from corporate sponsors.

In addition, beginning in 2005, many other states have utilized the campaigns created by The Link Agency to increase Domestic Violence awareness across the country.

promoting RAGE.

What if a client tasked you with the ethereal concept of

“put an end to men’s issues with rage?”

Ours did just that.

Our job – to increase public awareness about the issues surrounding anger and rage and promote available public service outlets.

Yes, we’re writing the book (as a tool to give away with donations) – but, more importantly, we are creating a national movement. We’re sparking passions and inspiring change by uniting people and lifting them up.

How?

We’re doing it with a careful combination of entertainment, sex and truth.

We as humans long to believe in and belong to something bigger than ourselves. We’ve all heard it before. But what does that really mean? Why do we long to connect to others – is it an effort to make life more interesting? To make waking up more purposeful? Is it innate ? Why do we yearn to be a part of something bigger than ourselves?

We may never understand the answer to the question but, at The Link Agency, our job is to carefully tap into that need and partner with  RAGEWorks to a movement for good; to create better fathers and sons; better husbands and more authentic men.

Working with this client since 2006, our campaign began with creating the brand & producing the radio program and has grown from there into full-blown, National cause marketing efforts, producing a National Television program and all of the support strategies and materials for the organization.

RAGE Radio is a two-hour, all men’s weekly talk radio program,  currently syndicated on terrestrial radio (AM & FM) in  the top 20 markets across the country.

RAGEWorks is a raising funds currently to turn RAGERadio into a 30-minute weekly television program and can be viewed each week, Nationwide.  If you are interested in donating to RAGEWORKS – call (800) 291-0530.