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SUCCESS.
Accept No Substitute.
Fresh, proactive thinking. Deep strategies focused on your bottom line.
Creative that drives ROI. Is this your wish list? At Russell Herder, it’s our way of life. Our brand-building solutions are built upon smart market insights and proven experience. We’re an advertising and marketing services firm passionate about delivering strong returns for our clients. For 25 years, our seasoned team has provided strategic creative and market solutions to leading regional, national and international clients. As one of the region’s oldest independently owned agencies, we’re accredited by the American Association of Advertising Agencies.
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SPECIALIZATION
We work in such industries as healthcare, building materials, destinations, marine, social causes and more. From strategic planning to product introductions, brand building programs to online campaigns, we achieve bottom-line results for our clients.
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Healthcare
Our seasoned brand specialists have developed award-winning, bottom-line successes in
the healthcare field for nearly 25 years. From major metropolitan medical centers to regional
healthcare systems, specialty practices to medical research, our expertise has delivered
powerful, effective strategies for our clients.
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Building Materials
From market research to brand-building ad campaigns, we specialize in creative solutions for
manufacturers of building products. Whether you’re launching a new product line, revamping
an existing one or showing prospective clients a greener option, we can help you grow market share.
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Destinations
Our expertise in intelligent creative, interactive solutions and media planning has delivered
measurable, meaningful results for gaming and destination clients. We’ve developed and executed
strategies for all facets of hospitality from loyalty programs to targeted promotions. We know what
draws guests in and – more importantly – what keeps them coming back.
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Social Issues
There’s a reason why advertising that tackles social issues is often the most engaging and sometimes
shocking work done in the industry. Such communication has to be impactful to break through. From
public awareness and education programs to issue-related advertising, our expertise has delivered
powerful, effective strategies that produce meaningful, relevant and measurable results for nonprofits.
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Millennial Marketing
Bombarded daily with thousands of ad messages and choices, politically engaged, constantly wired,
involved in volunteering, tech savvy, impatient, suspicious and distrusting of marketing, increasingly
stressed and busy. And you wonder why today’s college and high school students don’t want to listen
to you? LOL. So how do you reach and effectively communicate with them? The answer to this
question is multi-faceted and as diverse as the Millennials themselves. At Russell Herder, finding the
right answers and successfully marketing to ever-changing young adults is a specialty.
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Marine
Delivering return on marketing investment is key in navigating the marine market. And there’s no question
that today’s competitive environment makes that more critical than ever before. From major international
watercraft brands to specialized boatlift manufacturers, our expertise has delivered powerful, effective
strategies for some of the most respected brands on the water.
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SERVICES
By focusing on our core strengths, we surround our clients with the disciplines essential to business growth.
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Market Research
We’re believers. We conduct quantitative and qualitative research across the country with comprehensive post-analysis, recommendations, and action plans. Our headquarters is also home to the Insight Café, one of the region’s most unique focus group facilities.
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Creative Development
Does all that research and planning squeeze all the fun out of creative work? Actually, it makes good work even better. When the strategy is locked in, it yields greater insights to the creative team. And every facet of the work better reinforces the primary objective. We tackle interactive content creation, print, broadcast, out-of-home, and street media, all carefully constructed and obsessively targeted.
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Interactive and Digital
The technology’s there – make the most of it. Our interactive work includes everything from traditional websites to intranets, extranets, multimedia and viral initiatives that spread like – well – a virus. But even the best work is useless if it can’t be found. So we develop pay-per-click strategies that not only drive traffic but deliver detailed conversion analysis.
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Media Planning and Buying
Any agency can buy eyeballs and if you have the budget, most will. Our media professionals are rarely that lucky. Utilizing the industry’s latest research and technology, our media group is able to uncover the most effective communication channels for reaching our targets where and when they’re most receptive. We’ve even been known to make up a few of our own.
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Public Relations
Satellite media tours, VNRs, memorable events, desk-side briefings, crisis communications – every brand has a story and we find a way to them. Public relations is at the intersection of every other discipline, allowing your dollars to accomplish more and advance your reputation. By calling on our local, regional and national media connections, we develop opportunities to get the stories to the people who need to hear them.
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PEOPLE
While we like to believe our ideas set us apart from our competition, we know it’s the people behind those ideas that make
the difference. We’re committed to fostering an environment in which people arrive inspired and put their hearts into their work.
We think it’s a great place to be.
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Carol Russell, CEO
Carol@RussellHerder.com
As one of the founding partners of Russell Herder, Carol has dedicated much of her career to developing and guiding growth strategies for brands in the healthcare, hospitality, building products and professional services industries. Her insights and leadership have driven strategic work for such high profile organizations as the State of Minnesota, Destination Hotels & Resorts, General Mills and Wellcraft Marine. She has specifically focused on assisting clients in developing executive-level communication strategies, new media initiatives, brand launches and rebranding efforts. Her track record of achievement with strategic planning and marketing has helped grow Russell Herder to an American Association of Advertising Agencies accredited marketing firm with a regional and national client base. Carol’s extensive professional background includes management and director positions in the fields of media relations and marketing. Additionally, she owned her own public relations organization before launching Russell Herder. She was also a founder of Ruckus Interactive, which earned such clients as Opus, 3M, General Mills and DuPont before its sale. Carol holds a master’s degree in Communications Management and is a graduate of the University of Minnesota Executive Program, Carlson School of Management.
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Brian Herder, Partner and Executive Creative Director
Brian@RussellHerder.com
Brian guides Russell Herder’s dynamic creative group, ensuring the success of the agency’s most critical work. Under his leadership, the agency has received regional, national and international accolades for creative excellence. As co-owner of the firm, he has supervised the development and execution of award-winning campaigns for such clients as Marvin Windows International, Anchor Wall Systems, Genmar, the Minnesota Department of Health and more. Brian began his career as an illustrator and designer, serving Check-Up toothpaste, Calvin Klein fragrances, Claire Burke, Morningstar and Warner Publications. He also served as an interior designer and planner for Studio 70, a design division of SuperValu Corporation, where he created high-end commercial environments for a broad range of clients. In addition, Brian is a frequent speaker on creativity and brand development, has been an adjunct university faculty member in advertising, was a cofounder of Ruckus Interactive, and serves on the Minneapolis board of the American Association of Advertising Agencies.
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CLIENTS
Agencies are often defined by the brands they represent. Our roster is loaded with clients any agency would be proud to work with. These clients chose Russell Herder for our ability to make a difference in their business. They’ve stuck with us because we have. Representative client experience includes:
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Agricultural Utilization Research Institute
Anchor Wall Company
Aquasport
Betty Crocker
Bolder Options
Bright Horizons
Cold Spring Granite
Designer Doors
Destination Hotels & Resorts
East Africa Medical Foundation
Flat Earth Brewing Company
Graco
Grand Casino
Hendricks Regional Health
Hennepin County Medical Center
Hydra-Sports
Innovis Health
International Masonry Institute
Just For Kix
Marvin Windows & Doors
Meeker Memorial Hospital
Midwest Wireless
Milo Belle
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Minnesota Business Finance Corporation
Minnesota Department of Health
Minnesota Department of Human Services
Minnesota Forest Industries
Minnesota State University, Mankato
Minnesota Thermal Science
Minnesota Thunder
Minnesota Timberwolves
Nasseff Specialty Center
Otter Tail Power Company
Potlatch
Roy O. Martin Lumber
Rural Renewable Energy Alliance
Savvi Formalwear
Seaswirl Boats
Shooting Star Casino, Hotel & Event Center
Snap Fitness
St. Paul Heart Clinic
Structural Board Association
Taiyo International
Triumph Boats
Twin Cities Human Resource Association
Wellcraft
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