Mercury Popularizes Redington Rods, Reels

LOS ANGELES Independent Mercury Advertising has created and launched a catalog and print campaign for fly-fishing outfitter Redington, the agency said. This marks the shop’s first effort since winning the account in February.

“You’ve got everybody and their uncle trying to make rods,” said the Bozeman, Mont.-based agency’s principal, Jeff Welch, who crafted the work with partner Jamie Hurd. “There’s a lot of competition, and Redington needed to separate themselves from the masses.”

The first step was to elevate the mid-range brand’s image with a new look and feel, he said, motivated by the company’s 2003 acquisition by Bainbridge Island, Wash.,