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American IronHorse of Fort Worth, Texas, has hired Joiner Rowland Serio here as its agency of record after a review of undisclosed shops.
The firm, which hand builds high-performance, custom motorcycles for “big-bike” enthusiasts, named JRS after a review of agencies located in Dallas, the Southeast and West Coast, according to co-founder Tom Edmondson.
Besides the JRS presentation of a proposed themeline–“We breed the world’s finest bikes”–Edmondson enjoyed the two-wheel enthusiasm of agency principal Jay Serio, a self-described bike “nut.”
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