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Monday, February 10, 2014

PadillaCRT Rolls Out New Branding

PadillaCRT today unveiled its new brand identity, aimed at helping clients understand and articulate what drives them, then channeling all the agency’s efforts toward achieving their purposes.
The new brand is the culmination of a process that began when Padilla Speer Beardsley acquired Richmond-based CRT/tanaka to form PadillaCRT last September. The agency has nearly 200 associates in six offices across the U.S., and is among the top 10 independent public relations agencies in the country and the largest 100 percent, employee-owned firm in the communications industry.

The new PadillaCRT brand expresses a new attitude and a new voice for the combined companies. It is launching across multiple channels, including a new agency website, advertising, social media and the agency’s nationally recognized blog, The Buzz Bin.

“We are building a brand that is respected by our clients and our communities, anchored not in products and services but in the convictions and values that set us apart,” said Lynn Casey, PadillaCRT CEO. “Our new brand reflects that difference. Like other agencies, we research, strategize, plan, write, design, create, program, launch, manage and measure. But these actions are not what define our agency. Our significance comes from the results of these actions and the success of our clients.”

The development of the new agency brand grew from new company vision, purpose and values statements that were developed by the agency’s employee owners. PadillaCRT’s Creative group created the visual and verbal presentation of the brand, drawing on the agency’s in-house Research & Insights team and its brand planners.

The in-depth interviews with our employees and clients led to a decision to move our own story-telling beyond the breadth and depth of our capabilities to a more-inclusive emphasis on the premium we place on insights, creativity, collaboration and an unrelenting commitment to our clients’ success,” said Kelly O’Keefe, PadillaCRT chief creative strategy officer.

The new PadillaCRT brand was launched to employee-owners this past week and “teased” on the agency’s social media properties prior to today’s external launch.