Divining New Business

Eighteen months after its founder traded the agency business for life with the Church of Jesus Christ of Latter-day Saints, McKinlay & Partners is moving in a new direction.
The Simsbury, Conn.-based shop, once known almost exclusively for its business-to-business work, is stepping into the consumer arena. Covenant Insurance, with offices in Litchfield, Conn., and Sturbridge, Mass., tapped the agency to create a consumer-oriented campaign, as did Hartford-based TCI Cablevision of Central Connecticut. The agency is creating packaging and point-of-purchase work for a new Top-Flite golf bag from Spalding Sports Worldwide in Chicopee, Mass. And footwear giant Reebok International commissioned collateral materials for its Kids Only Collection, a line of children’s athletic footwear with names such as Venom and Sizzle.
Although agency principal David Martino likened the Reebok project to a business-to-business client because it targets retailers, he noted it was still a far cry from past accounts, which were more industrial in nature.
“We try to be as diversified as we can,” Martino said. “We didn’t want to be known as just a business-to-business shop. But it’s still a really good niche for us.” –Sarah Jones