Complete. Compelling. Creative.A great packaged goods agency knows your business inside the store andout. Katalyst has years of experience turning consumer insights into fresh,results-driven programs. We’re your go-to source for the best in branding,packaging, promotions and shopper marketing. And we do it all with greatcreative that makes shoppers buy. We know the challenges and channels of CPG marketing.Katalyst has the capabilities you need to get your products in store, standout in cluttered categories and drive volume: merchandising, advertisingand promotions, field marketing and partner activation. The difference?We make it happen without the overhead of big agencies. The brightest CPG thought leaders and creative talent at a fraction of the price.Our principals hail from the nation’s top brand building agencies. We run alean, tight ship, so you receive the resources and quality you deservewithout paying for people who hardly touch your business. Think of Katalystas the choice for “big agency” results with nimble efficiency...and arefreshingly small price tag. So go ahead, pick our brains. Call Katalyst at 770.887.5504 or email us at email@example.com. Kat Downend Principal/Creative Director“Katalyst has two decades Katalystof experience drivingbrands like Pepsi, Clorox,Nokia and Kingsford.”
Get a piece of their mind. Good marketing is about focus: Develop a distinct, ownable identity. Laser in on your creative strategy. Define what’sbetter or distinctive about your product or service and Katalyst will make it unforgettable. These are the keys to winning your customers’ hearts and minds.
You, only better.Small transformations can do remarkablethings for perception. It’s not alwaysabout reinventing the wheel; sometimesyou simply need new tires.A branding tune-up can put your best faceforward. Your customers will see yourcompany in a whole new way and wonderwhat they’ve been missing. You know you have a great product or service. But where are the sales? Perhaps it’s your name, your logo, your packaging? Maybe it’s your website or marketing vehicle. Change doesnt have to be drastic. Selective changes in design and communication can make a big difference in your impact.
We’re not a one-trick pony.Our ability to guide and drive your business takes on many forms.We are marketers, designers, writers and rainmakers who think beyondpretty pictures and look to results. We also hail from a variety of disciplines.You will work with senior creative and account management whoare experienced in your specific business arena, be it consumer marketing,business-to-business or retail. Our capabilities are 360˚: traditionaladvertising, promotions, complete web development, social media marketingand public relations.Why hire a one-trick pony when you can have a full-service creative animal?We’ll jump through hoops to ensure an outstanding performance.
Complete. Compelling. Creative.Katalyst is a full service firm equipped to handle your marketing and creativeinitiatives from brand positioning through creative development. We aremarketers, designers, writers and thinkers who hail from many disciplines withspecialized expertise.Our team includes experts in consumer packaged goods marketing and promotion,business-to-business advertising, internet development and marketing. Being aone-stop shop gives you single-source efficiency and ensures that all elementsof your marketing platform are produced with quality, consistency and cohesion.branding + corporate identityname & tag generation • logos • stationery • kit folder • brand standardstraditional advertisingprint, radio, & television advertising • consumer and trade • media planning & buyingCPG promotions & shopper marketingretail and internet promotions • point-of-sale displays and merchandising • shoppermarketing • product sales kitsmarketing materialsprint ads • annual reports • brochures • sales materials • presentations • invitations &announcements • packagingweb & interactivewebsites • social media marketing campaigns • intranets • e-commerce • e-newsletterspromotional tactics w/landing page development and testingpublic relationsannual plans • press releases • internal PR • event promotion • fundraising campaigns
HOW WE DO ITDISCOVERBe prepared for a lot of questions. Through extensiveQ&A, strategic analysis and competitive benchmarking,including client-generated inspiration and our own,we collaborate to achieve your business objectives andcommunications criteria.CREATEWe begin creative exploration armed with an approvedstrategy and project parameters. We typically present threecomputer comps or “roughs” including copy headline andcommunication strategy. We then take your choice tofurther development.REFINETypically, a consensus builds around one of the executions and only a few revisions arerequired to ensure the process hasn’t deviated from your strategic marching orders.When appropriate, we may suggest research or user testing to bolster the success of acampaign or roll out.PRODUCEWe execute to your specifications with an emphasis on workmanship and timely delivery.Rigorous testing, especially on the web, ensures functionality delivers on user experience.EVALUATEWe make sure our creative has achieved its goal. Does the website convert? Did the adsell CDs? Katalyst uses integrated marketing strategies to measure the impact of whatwe do and make sure our work delivers results.
our team Kat Downend has 20 years’ experience at leading ad agencies including TracyLocke/DDB Needham. She has served as the Creative Director and Senior Copywriter on Pepsi, Clorox and other global brands, consumer and B2B. An abundance of ADDY, CLIO, New York Festivals and other awards grace her office, providing a fabulous way to display her collection of dangly earrings. Behind Kat’s rapier wit (usually at Dave Michaels’ expense), is a leader and creative visionary fueling a burgeoning ad agency. When Kat is not at the office, she spends her time gallivanting with two ginormous Alaskan Malamutes and pursuing the perfect pomegranate martini. Kat Downend principal/creative director She also dabbles in sculpture but is fairly certain her skills will never surpass her early achievements with the Play-Doh Fun Factory.
our team If necessity is the mother of invention, creativity is the mother of reinvention. Dave Michaels evolved from a successful 17+ year career with the world’s largest and most prestigious big 4 consulting companies to an accomplished art director and illustrator. His experience with Accenture, Pricewaterhouse Coopers and KPMG included servicing Fortune 100 companies like Nike, Sprint and Apple. The end result is that rare, “dualbrain” ad bird: a creative thinker who gives our clients whip-smart business strategy and stunning imagery. In between deadlines, Dave works his wizardry as a classical sculptor, is an accomplished adrenaline junkie and determined to find and party with “Bat Boy” (we miss ya, ya little pimp). His current passion is attempting to break yet another bone, add to his scar collection and see how may times he can wreck his vintage Bobber-style motorcycle David Michaels called “Smelly Kat”. If he can stay in one piece, principal/design director the gas fumes appear to enhance his creativity.
Katalyst credentials References Sherry Thurman Marketing Director Select clients Luna Gourmet Coffee Sthurman@hotmail.com 01. PepsiCo 646—226—1442 02. Clorox 03. The Art Institute 04. Nokia Daniel Scholes Principal 05. Denver Art Museum Contract Testing 06. Holiday Pest Control Daniel.Scholes@contracttesting.com 07. Susan G. Komen 905—456—0783 08. Elance.com 09. Luna Roaster Gourmet Coffee 10. Boys and Girls Clubs Jay Kirkman Principal/Creative Director 11. Kimberly Clark Radii Advertising 12. Radius Anti-Aging firstname.lastname@example.org 13. Lab Mercury Design 864—421—9121 14. Reckline 15. Epicurean Catering 16. Equifax Gail Obaseki Director of Project Management 17. Guarantee Bank TracyLocke 18. Compass Bank email@example.com 19. Alpharetta Medicine/Rejuvenation Spa 214—536—1733 20. InterMountain Humane Society David Bell Associate Creative Director The Integer Group firstname.lastname@example.org 214—758—6100Recognition Jeff LoganCLIO Award Art Director’s Club Best of Show87 ADDY Awards BPA (Business Pro) Partner/Group Creative DirectorCommunication Arts Magazine London International Awards TracyLockePrint Magazine Healthcare Marketing Awards email@example.comTelly Awards Webbie (Internet awards)Popaii Awards (promotions) Obie (Outdoor advertising Kat Downend, Principal/Creative Director Profile and 11 LinkedIn recommendations: http://www.linkedin.com/in/katdownend
lean on usPut your faith in our experience. Investing inour track record pays dividends. Before we take on a client, we consider a few things: 1. Opportunities to do our best work what we 2. Clients who understand the value of our work look for and respect the need for a well-managed creative process 3. An openness and willingness to transcend the ordinary Now that you know what we expect, here’s what you can expect from us: why 1. The highest caliber of work choose 2. The passion and professionalism of top tier us? strategists and creative leaders 3. Recommendations that are consistent with both your stated objectives and our philosophy of how to help brands grow 4. A commitment to your success that includes leveraging our relationships to your advantage 5. The unwavering dedication of an ally who works to support your competitive edge
the workA few samples of Katalyst creative work. Look tous for award-winning creative in all media! unify creative samples katalyst marketing firm
ActivationExtreme Activation POWER UP YOUR PARTNERSHIPSProperly activating promotional partners is the key to recouping your ROI from yoursponsorship investments. From imaginative and impactful event marketing to regionaland local promotions, Katalyst maximizes your ability to leverage sports and entertainmentproperties with strategic versatility: grass roots activation, digital promotions, social mediaand guerrilla marketing are just a few of the ways we bring your property “home”to your consumers.
AdvertisingGreen Giant Consumer Ad FOOD MADE FASHIONABLEThis whimsical ad infused a traditional brand with a little high fashion attitude thatstands out from the crowd. Eat your veggies and it shows!
AdvertisingPepsi-Chargers Partner Ad FUELING THE CHARGEThe alignment of major sports properties with a soft drink brand is quite a coup in thebeverage industry. Pepsi announced their new status as the Chargers’ Official Soft Drinkwith ads that literally turned on the power of the Chargers’ lightning bolt logo. The ad’simmediate impact fueled a request for posters and in-store POS, creating a high profilecampaign with tremendous fan appeal.
E-commerceJelly Belly SERIOUS CAPABILITIES DRIVE SWEET SUCCESSDon’t let the sweet facade fool ya; the new jellybelly.com boasts powerful and complexcapabilities! The site features online consumer ecommerce with backend order and fulfillmenttracking—the sales process site is tied to enterprise planning and warehouse managementsystems. The site is also a portal for its core wholesale business, which serves thousands ofgourmet candy retailers and mass merchandisers. Orders have increased by 35 percentsince launch.
IdentityPeekabrew LOOKS LIKE FRESH, FUN BRANDINGA new roaster company sought a brand name and identity that would capture the benefitof beans packaged at the peak of freshness, plus have a friendly, "micro brew" appeal.The name and logo for Peekabrew elicited smiles with style across the board.
Internet PromotionsDelicious Redemption 12,000 ORDERS IN TWO WEEKS! Mrs. Smith’s pies sought a way to combat seasonal sales slumps. Everyone loves pieduring the holidays, but what about the rest of the year? This free calendar programfeatured delectable pie photography and a coupon offer every month. The calendarreceived 12,000 requests in two weeks and needed to be reordered. Coupon redemptionswere also unprecedented, receiving 6-12% redemption rates.
Internet PromotionsClorox CLEAN BREAK SWEEPSTAKESTo drive trial for Clorox’s new and improved Disinfecting Wipes, online adsdepicted the benefits with “wipe away the mess” Flash animations and aconsumer sweeps offered the chance to win a trip to an unspoiled paradise.
PackagingPackaging Power VOLUME DRIVING DESIGNPackaging development, extension ideation, private label development and promotionalpackaging are all areas of Katalyst expertise. We meld years of experience applying shoppermarketing best practices with world class design to produce packaging that’s on brand andon strategy. We are also specialists at helping you gain in-store real estate and incrementalvolume though compelling sales kits and volume producing initiatives.
PromotionsDiet Pepsi/Super Bowl TOUGH STATEMENT ABOUT DIET TASTEDiet soft drinks have long been a female demographic, with marketing clearly speakingto women 18—25. So how do you connect with men? By making some tough statementsabout taste. This campaign staked Diet Pepsi’s claim as the official soft drink of theSuper Bowl, infusing a traditionally female (diet) beverage with masculine appeal.
PromotionsSully Closet WHAT’S IN A NAME?When Pepsi joined forces with Monsters Inc. in a co-promotion,Pepsi spurred retailer participation with a display challenge program.The mailer touted prize opportunities and featured a cut-out-and-buildSully and closet to keep the program top of mind (or desk).
PromotionsFresh Step Cat Litter THE SMELL OF SUCCESSLike many brands, Fresh Step faced declining share as a higher priced option in atight economy. To drive home the brand’s quality point of difference to cat lovers, wecreated a direct mail piece that packed a three-way punch: it offered news with thebrand launch of a lavender scent, educated consumers about the role a fresh litter boxplays in keeping cats happy and healthy and featured a coupon that offered an excellentprice incentive to give it a try. The strategy proved an excellent trial-driver and wascarried into newspapers across the country.
PromotionsNot G-Rated Anymore A NEW GAME FACE FOR THE FANSTo celebrate Pepsis partnership with Anaheim Ducks, Katalyst developed an adcampaign that made light of the hockey teams departure from the Disney franchise....Ducks with true hockey attitude. The horror movie goalie is actually a hand-illustratedshot of the real Ducks G man in action.
PromotionsNokia Spike Lee Promotion LIGHTS, CAMERA, CONSUMER ACTIONNokia sought a promotional concept that drew attention to its newest phone’s qualityvideo capabilities. The winning idea employed film director Spike Lee’s visibility toprompt Nokia cell phone users to send in their cell phone video “stories” and helpco-create the world’s first collaborative film.
PromotionsPOS Power TAKING PEPSI TO THE SUPER BOWLPromoting Pepsis coveted designation as the official soft drink of the Superbowl is a vitalpart of activating a key sports partnership. Here, an iconic illustration composed ofPepsi bottles presents the soft drink as being one with footballs DNA. This image wasused as a visual anchor to illustrate the Pepsi/SuperBowl relationship throughout localand regional field promotions in addition to national branding.
OutdoorPepsi/Cowboys CAPTURING THE LOVE OF THE GAMEFootball is huge in Texas and Pepsi sought a way to tap into the passion and promoteits partnership with the beloved Dallas Cowboys. Youth dressed in team jerseys infusesthe partnership with a warm, emotional appeal diehard fans can relate to.
OutdoorA Moving Billboard HOW COOL IS THAT?A great promotional agency looks for every opportunity to showcase a brand andengage busy consumers. More than ever, we are challenged to capture the mindshare of people on the go. Here, Pepsi trucks serve as moving billboards, a greatopportunity to activate essentially "free media".
OutdoorMountain Dew Virginia OLD SCHOOL WITH NEW ATTITUDEThe Mountain Dew brand celebrates youth, the extreme and is about as far away from oldschool as you can get....Or is it? Here, George Washington sports a modern “fro” in aunique meld of history with a hip Dew attitude.
OutdoorDiet Pepsi/NFL FULL IMPACT TASTEDiet soft drinks have long been a female demographic, with marketing clearly speaking towomen 18-25. So how do you connect with men? By making some tough statements abouttaste. This campaign staked Diet Pepsi’s claim as the official soft drink of the NFL, infusing atraditionally female (diet) beverage with masculine appeal.
OutdoorRadio Pepsi FACE TIME FOR MUSIC FANSTo give the Radio Pepsi program local traction, major metro Djs appeared onbillboards and mobile DJ trucks, opening the door for local promotions, liveremotes and Pepsi partner sponsorships. The face-to-face profiles were executedin styles that played to the station and demographic. Here, electric Pepsi blue andline art speak to urban radio listeners.
Shopper Marketing/MerchandisingA Beautiful Display IN-STORE IMPACTShopper marketing is more than in-store signage. It’s applying insightful, consumer-engagingprograms and messaging that inspire attention, action and response. Katalyst provideschannel-specific, ground-up programs from concept development through merchandisingdisplay. Each program employs the best of integrated digital and in-store strategies to drivetrial, volume and brand awareness.
Thank You Kat DownendPrincipal – Creative Director 770.887.5504 firstname.lastname@example.org Dave Michaels Principal – Design Director 212.945.8761 email@example.com