NSL's New Product Unit Earns A Separate Identity With P&G Role

Northlich Stolley LaWarre has given its 10-year-old new product development group its own brand name.
The $100 million Cincinnati agency has christened the unit BrandStorm and named 21-year agency veteran Bruce Mackey as its director. The change was announced by NSL president Mark Serrianne, who last month took on the chief executive title and principal ownership of the agency.
Helping to spur the change was longtime NSL client Procter & Gamble’s recent decision to name the group as agency of record for corporate new ventures.
P&G’s move “was a recognition of our skills and a valued endorsement,” Mackey said.