Rockett Burkhead & Winslow Rebrands Itself

Shop Drops Lewis From Corporate Identity, Forges Future Strategy
ATLANTA–In what it promotes as a “positioning for the new millennium,” Raleigh, N.C., advertising and public relations agency Rockett Burkhead Lewis & Winslow has changed its name to Rockett Burkhead & Winslow.
The new corporate identity reflects the absence of ex-partner Steve Lewis, who left the agency five years ago, as well as the shop’s effort to rebrand itself. The move comes one month after the appointment of new president Dan Dahlen and coincides with a newly designed logo and Web site.
“We left [Lewis’] name in the agency for a time, because it was the company’s brand,” said Don Ingle, vice president of public relations at Rockett Burkhead & Winslow. “But now we just decided to update the brand name and the look and everything. It didn’t make sense to keep on with the old name.”
The $110 million company, the largest independently owned advertising agency in North Carolina, has been through a period of change in the executive suite after the resignation of Bill Youngclaus. The previous president was with the agency less than a year.
Dahlen said the agency has taken a good, long look at itself and knows where it wants to be.
“It was clear when I got here that the agency needed to evolve as a brand and adopt a more aggressive attitude about ourselves and our clients,” Dahlen told Adweek. “It’s more than just a name change or a new . . . logo. It’s about what we really believe in and a strategic move forward.”
Dahlen claimed “dynamic branding” is the agency’s unique and proprietary process that has been developed and refined over the years. That process is now reflected in an interlocking pair of circles that has become a part of the company’s new logotype design.
“We’ve incorporated into the logo the one thing that we do differently than our competition, and that’s how we think,” said Dahlen.
Ingle said the agency would announce two new business wins, each worth more than $1 million, in the next week.