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Tuesday, October 05, 2010

Scales Advertising Balances New Growth

Scales Advertising, an employee-owned, full-service marketing and advertising agency located in St. Paul, Minn. has scored a major new talent and client win.

Capital Safety, based in Red Wing, Minn., selected Scales after an international RFP process to lead its branding, sales, marketing and corporate communications efforts. Capital Safety is a global leader in fall protection equipment for workers in the construction, wind, transportation, utilities and oil and gas industries.

“Hands down, Scales captured the essence of our brand and nailed the strategic direction we need to take the business,” said Jennifer Usher, marketing manager at Capital Safety. “We were so impressed with the caliber of creative concepts and the thorough understanding of our customers and sales channels – it made for an easy decision.”

Peter Winecke, a veteran creative director in the Twin Cities ad market, was named a Scales associate creative director. Winecke earned his creative chops by representing some the most memorable work coming out of the Twin Cities. In his nearly 20-year career, Winecke served as an ACD at Carmichael Lynch, Campbell Mithun and Gaberiel deGrood Bendt and has produced award-winning work for Harley Davidson, Rapala, General Mills, H&R Block, American Standard, St. Ives and the Science Museum of Minnesota.

“I’m looking forward to bringing my consumer brand experience to Scales to help take the agency’s work in new directions,” said Winecke. “Scales has always had a strong presence in this market but now is a great time to expand its creative product and stir the pot some more.”

Winecke graduated from the Minneapolis College of Art and Design in 1980.

“The Capital Safety win and the addition of Pete fall perfectly in place for us as we begin to make strides in broadening our talent pool and portfolio,” said Walt Larsen, Scales president. “We see these acquisitions as representing an evolution for the agency – one that will bring even greater diversity to our offerings, team and client mix.”