Robinson & Maites, Design North Strike Innobrand Alliance

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Robinson & Maites Inc. and Design North Inc. have struck an alliance meant to help clients with a single solution for all marketing issues related to their brands except for traditional advertising.

Called Innobrand, the alliance is an attempt to streamline marketing offerings for clients. This reduction in the number of agencies that clients have to work with aims to aid communication and coordination.

"We're seeing a lot of clients are consolidating their agency relationships, and this enables us to enhance the product we offer to our clients, which is a one-stop shop for their marketing needs," said Tim Hermeling, account director at Robinson & Maites, Chicago.

Based in Racine, WI, Design North focuses on retail clients by offering services such as branding, packaging, point-of-sale materials, and trade and consumer communications.

Clients of Design North include ConAgra, ABB Robotics, Johnson Wax Professional, Quaker Oats Co., H.J. Heinz Co., General Mills, Snap-On Tools Co., Hewlett-Packard Co. and Modine Manufacturing.

Robinson & Maites, founded in 1960, specializes in direct marketing, promotion marketing, strategic planning, interactive marketing and traditional advertising. Billings last year were $25 million.

The agencies will share revenues for work performed for mutual clients.

"[Innobrand] really will allow us to provide a seamless solution to clients by offering packaging and branding that Design North brings along with our areas, which are one-to-one marketing and strategic planning," Hermeling said.


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