News

Orbea Partners With World’s Only All-Diabetes Pro Cycling Team

Solve debuts an integrated campaign this week for high-end racing bike brand Orbea. Appearing in ROAD Magazine and other cycling enthusiast magazines, the campaign is Orbea’s largest-ever U.S. effort. The elite brand is positioned in the new work as a rider’s edge. To provocatively make the point, the Solve campaign partners with Team Novo Nordisk, the world’s only all-diabetes pro cycling team. One headline reads “Who needs a faster bike? A rider with diabetes? Or the opponent who underestimates him?”

“The Solve team immersed themselves in our brand. This emotionally powerful campaign, centered on a partnership with Team Novo Nordisk, provides substance to the edge our high-performance bikes enable,” said Tony Karklins, Orbea’s Global Director of Road Bikes. Print, digital, social content and race events work together under the #OrbeaOvercome banner to foster a community of cyclists dedicated to overcoming personal challenges.

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Advertising Age Publishes Digital Strategist’s Piece On Bitcoin

Neil James was again published this week, this time in industry-leading Advertising Age. Using Bitcoin as his relevant and topical example, James’ article examines how a strong brand trumps even a better mousetrap. Bitcoin, the ballyhooed virtual currency continues to grow in mainstream awareness and success, despite its shortcomings as a currency. “Three simple words ‘I accept Bitcoin,’ have become a defining statement affirming individuality and independence for consumers and businesses,” asserts the head of digital strategy at branding and advertising agency Solve. “Bitcoin’s success serves as a reminder that a strong brand is a huge competitive advantage.”

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As part of its ongoing commitment to provide thought leadership, the American Advertising Federation has invited Roman Paluta, Director of Business Development of Solve, to speak to its members on February 26. Paluta will share a presentation titled “Building A Client-Centric Agency.” The youngest agency to be recognized as an Ad Age Small Agency of the Year Award winner in 2013, Solve is founded on the principle of client centricity. Solve is positioned as an answer to an industry where agencies seem more concerned with their own bottom lines than that of their clients.

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Earlier this year, fast-growing Solve announced a move to a larger downtown Minneapolis office space above the Lunds grocery store at 12th Street and Hennepin Avenue. The new space will occupy 7500 square feet, more than triple the size of the agency’s existing office.

The 90-day build out is in progress and the office continues to near readiness for a scheduled March 30 move. The new space has been designed by leading design and architecture firm Gensler. Minneapolis-based Gardner Builders is handling the construction.

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Organic Valley, the leading, full-line organic dairy brand in America, announced last week that annual sales rose from $857 million to a record level of $928 million in 2013, an 8 percent increase over the previous year. According to the Organic Trade Association’s Organic Industry Survey, after fruits and vegetables, dairy products were the largest category of the growing $29 billion organic food sector. As consumers continue to seek nutritious and delicious food for their families that is produced without antibiotics, pesticides, synthetic hormones or GMOs, Organic Valley continues to add farmers, employees, retailers and customers.

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