Look Closer

Headshot of Adweek Staff

There are small ways to make a big splash, as Badger Kry & Partners has proven by its recent mailing announcing its name change (from Badger Worldwide).

Sent this month to 485 people, including previous and current clients, the press and friends, the mailing consists of a white card with the word “strategy” embossed on the outside. Inside, a metal card carries tiny letters which, when viewed through a magnifying glass that comes with it, reads, “Think big.”

The name change reflects the addition of chief marketing officer and principal Lars Kry, who joined the shop about a year ago from beautyjungle.com, where he was vp of marketing.

“We wanted the card to be a call to action—’Think big,’ ” said Madonna Badger, chief creative officer and principal of the New York shop. “We wanted to make [the typeface] small with a magnifying glass to illustrate the idea of how detail-oriented we are.”

The shop sent out two other mailings this month as well: pencils in a white box with the word “creativity” embossed on it, and a CD-ROM of the shop’s work in an air box reading, “Execution.”

Badger has 38 staffers and claims billings of $45 million. Clients include Calvin Klein and the Gap.