Trio of Crispin Execs Launch New Agency 'Made'
Shop will focus on Supporting American CompaniesBy: Rupal Parekh, Published: Mar 28, 2012
Three executives from MDC Partners' CP&B -- Dave Schiff, Scott Prindle and John Kieselhorst -- are breaking away to form "Made," a new Boulder, Colorado-based agency billed as the first marketing firm focused on supporting a resurgence in American manufacturing.
The trio -- which says it will specialize in brand-building and communications efforts that will help American companies better compete against global competitors -- follows in the tradition of a number of other CP&Bers that have gone on to form their own independent marketing firms. They include Boulder, Colo.-based Victors & Spoils, whose founders include former CP&B execs John Winsor and Evan Fry; Stick & Move in Philadelphia, which is now part of Red Tettemer; and Goodness Mfg, which has offices in Los Angeles and New York and was founded by execs that worked together at CP&B for a decade.
While at CP&B, Mr. Schiff was a VP-exec creative director, Mr. Prindle was VP-exec technology director, and Mr. Kieselhorst exec design director. Collectively, they worked on clients such as Burger King, Domino's, BMW's Mini Cooper, Volkswagen, Best Buy, Sprite and Coke Zero.
"CP&B is a great agency and I could never see myself leaving to go to another agency," said Mr. Schiff in a statement. "But this is a mission. We work a lot in advertising and I want to put every hour into building something I'm deeply committed to."
He added: "More than 5.5 million U.S. manufacturing jobs have been lost or outsourced since 2001, yet if the average American spent 1% more on American-made goods and services, it would create 250,000 new jobs. We feel like we can help make that happen and more."
Underpinning the agency's strategy is the belief that the "buy American" mentality is a long-term trend that isn't going away, even after the economy improves and unemployment rates fall. Still, in a global world, the shop does potentially face the issue of shutting itself off from future possibilities to work on exciting client business, which could make it harder to hire and retain talent.
For Mr. Schiff's part, he insists that's not a concern. "U.S. manufacturing is the largest on earth. I don't think we really think we will run out of exciting opportunities. We believe there are plenty of people who will want to join this movement -- both on the client and on the talent side."
The launch is being funded by an undisclosed venture-capital firm. "One of the reasons we're confident that we can attract clients and talent is because of how exciting the idea has been to investors," said Mr. Schiff. "We're working with a new venture fund that has a 'brand communities' focus. They have no other investments in the agency world."
Asked if the firm is launching with any clients, Mr. Schiff said it is in discussions with potential marketers to work with Made. "We are talking with several clients, but we want to build the agency around the mission," said Mr. Schiff. "In our opinion, too many agencies launch around a single big client and essentially become in-house marketing for that client."