Borshoff strengthens creative focus
Agency adds national and international experience to team, promotes leadership
What happens when an award-winning executive creative director teams up with one of Indiana’s most respected communications agencies? Bolder ideas. A unique approach to creative strategy. New retail and entertainment clients, like Hoosier Park Racing & Casino. And international projects from clients such as RW Armstrong.
As part of its rebranding, Borshoff not only changed its name, but expanded its creative team to bring national and international expertise to current and prospective clients. This positions Borshoff for business growth by adding more retail and advertising clients to its roster.
“Borshoff has a long history and solid reputation in public relations,” said Susan Matthews, a Borshoff principal. “And we’ve always had a strong creative offering. The strengthening and restructuring of our creative team take our agency to a new level in providing full-service communications to clients.”
Part of this growth is the addition of internationally acclaimed commercial film director Art Haynie as executive creative director. Haynie has worked with worldwide brands such as Pepsi, Red Bull, Toyota and Nissan. He has also written and directed for the late-night ABC talk show “Jimmy Kimmel Live.”
“As much as I love directing, I missed solving the puzzle, the genesis of the idea,” Haynie said. “This opportunity allows me to continue my advertising work around the world while nurturing my passion for creating innovative ideas starting from the ground level.”
Haynie adds depth to a strong creative team. The core leadership includes agency veterans Karen Alter, senior vice president, who manages the creative services team, and Jennifer Berry, creative director. Together, they have set the vision and helped grow the creative department to 15 people. In addition, Megan Dana, has joined the agency as senior graphic designer.
The agency is currently working on an employee recruitment campaign for Indianapolis-based RW Armstrong, an Engineering/Architecture Design and Management Consulting firm, that is doing business across the U.S., Dubai and other parts of the U.A.E. “The Borshoff team helped us rebrand our company as we enhanced our global presence last year and is now setting a recruitment strategy to elevate our international position and attract the best talent,” said Roland Salman, president of RW Armstrong. “It’s exciting to partner with a company that is growing and expanding its boundaries, just as our company is.”
“At the end of the day, it’s not about public relations or advertising. What it’s really about is communications,” Alter said. “Our business model is to get the best minds to the table – from all perspectives and disciplines – so that we can bring the most strategic and creative solutions to our clients. This approach leads to more innovative work.”