3. We were born telling stories.
We’re a full-service, fully-integrated, independent ad agency. But what we really do is tell stories
that build brands.
What makes us different is our ability to create an authentic brand story that moves people, moves
products and services, and moves markets. We use the science of consumer and business data
and the art of integrated marketing to fuel the magic of brand storytelling. And we do it with a
diligent eye on marketing and financial performance.
We create and share stories in surprising and innovative ways across all media in order to build
brands, increase sales, improve ROI and grow loyal customers.
From marketing to psychology, research proves that ideas conveyed as stories —
not rational benefits, not feature and price points, but stories — seep through
the clutter and imprint themselves naturally in the human mind.
Every brand, every company, every experience has a story waiting to be told.
Stories that engage, entertain and get shared. Stories that build brands.
4. Agency Facts
Offices: Birmingham, AL
Atlanta, GA
San Antonio, TX
Capitalized Billings: 2009 – $125.3 million
2010 – $153.2 million
2011 – $182.2 million
Year Established: 1953
Employees: 150 total
Average Client Tenure: 14 years
5. Agency Leadership
Tom Luckie Ed Mizzell
President/CEO Chief Operating Officer / Managing Director
Tom may have his name on the door, but he’s Ed’s career in sales and marketing has taken him
right here in the trenches with the rest of us. around the world countless times. He returned to
Since 1977 Tom has been an integral part of the States in 1982, joining Luckie & Company,
the agency, leading each of our growing teams where he’s been ever since. Ed makes sure the
and making sure that Luckie’s high standards agency runs smoothly and the clients are well
are always met. served.
Brad White Patti Siegel
Chief Creative Officer / Managing Director SVP / Director of Account Management
Brad has more than 25 years of agency Patti Siegel is the patron saint of getting down
experience working on diverse brands and to business. Her extensive portfolio includes a
tough marketing challenges. His ability to wide range of leadership experience, including
balance creativity and strategy has won Luckie leading acquisition and retention efforts for
plenty of awards and, more importantly, our major hotels as well as a national insurance
clients lots of new customers. provider and national retailers.
Jane Mantooth Jay Waters
SVP/Chief Financial Officer SVP / Chief Strategy Officer
In an industry that continuously evolves, Jane As the leader of Luckie’s communications
Mantooth has seen it all. Jane has served as planning and brand planning functions, he
financial guru through Luckie’s mergers and offers firsthand, real insight into consumers’
demergers and has helped the agency serve its purchasing decisions. Whether it’s Alabama or
most tenured clients, including American Cast Iron the rest of the world, Jay gets it. So much, in
and Pipe Company, AT&T, Blue Cross and Blue fact, it’s almost scary.
Shield of Alabama and McKee Foods.
Check out the rest of the team here: luckie.com/people
7. What we do well
Strategy, Research, Business Intelligence, Customer Segmentation,
Creative in all channels, Media Planning and Buying, Direct Marketing,
CRM, Digital Design and Development, Mobile and Development,
Social Media, Search/PPC/SEO/SEM, Analytics
Industries we serve
Consumer Package Goods Insurance
Retail Lawn & Garden
Utilities/Energy Retail
Banking Telecom
B2B Pharmaceutical
Travel and Tourism Restaurant
Healthcare
8. Storytelling is media agnostic. We reach across all channels.
Email
Print/Collateral Out-of-Home Video Radio Point-of-
Direct Public Relations Purchase
:30 :15
Support all
campaign
initiatives
Sponsorships Sweepstakes Customer
Service
Community
Facebook
Digital Twitter
Banners Video
Paid
Search
Location Based
Mobile Mobile Intelligent iPad/iPhone App Marketing Blogger
POP iPad Ads
Banners Opt-In Facebook App Facebook Ads Outreach/PR
9. When you blend the emotional power of brand
storytelling with the sales-driving ability of big
data, the result is marketing that builds volume
overnight and an enduring brand over time,
turning customers into lifelong fans.
11. AMERICAN
“The Right Way”
Situation
American Cast Iron Pipe Company (ACIPCO), Birmingham’s
largest manufacturing employer ,was in dire need of rebranding
that would reflect both the company's seasoned history and its
21st century evolution. ACIPCO did not have a unified corporate
image and brand, and each division of the company was very
much a “silo” – generating its own marketing materials and
communications objectives.
Solution
Luckie & Company proposed a rebranding campaign that would
be embraced and incorporated across all divisions of ACIPCO.
Based on customer and employee surveys, we realized that the
“American” name was common across all divisions and had
come to represent deep, lasting relationships with customers. In
addition, these relationships were based on such things as trust,
reliability, performance and professionalism. In short, customers
told us that the AMERICAN name meant things were done the
right way. AMERICAN was the company, brand and story that
needed to be told.
Luckie created internal marketing materials that featured the
new brand look and tagline – “AMERICAN: The Right Way.” Print
ads, stationery, business cards and all other communications
materials also emphasized the new AMERICAN brand name.
The rebranding effort was especially important on the new
AMERICAN website, which Luckie redesigned and rebuilt after a
top-down content audit.
12. Results
The rebranding at AMERICAN has been a huge success both
internally and externally :
• Website visits are up 100%
• Corporate and employee pride and morale have increased
across all divisions
• Corporate-wide unification of messaging and branding has
been successful across all points of contact with customers
14. Harbert Management Corporation
When Harbert Management Corporation was looking for an agency partner to develop a creative and professional design for the company’s
latest annual report, Luckie answered the call. The result was an annual report that clearly reflected the company’s strength and
aspirations for future growth.
15. Daniel Corporation
From annual reports to pitch books like the one above for Daniel Corporation, Luckie’s designers create works of art that can help tell the
right story for your business.
16. Bayer Properties
In addition to creating property pitch books and other marketing materials, Luckie also works with Bayer Properties to create campaigns
aimed at driving customers to existing Bayer developments.
17. Regions Bank – Social Responsibility Report
We’ve not only helped build a brand around an iconic green bicycle, but we’ve also helped grow Regions’ business through engaging and
innovative stories highlighting the company’s extraordinary level of community involvement and support across its entire regional footprint.
18. Regions Business Lending
Targeting small businesses and offering them the right lending products is key to Regions’ continued growth as well as the recovery of the
economy. These print ads are part of an integrated campaign aimed at reaching this target audience.
19. Mercedes-Benz
Although it seems like only yesterday that Mercedes-Benz opened its plant in Vance, Luckie & Company has been honored to help share
the company’s story of success in Alabama.
20. Balch & Bingham
It may be hard to imagine branding a law firm, but Luckie did just that with strategic thinking and creative executions for Balch & Bingham,
LLP.
21. Gulf Power – Energy Coach
Through a fully-integrated campaign involving TV, print, radio, and online and social media, Luckie introduced Gulf Power customers to the
Gulf Power “Energy Coach.” Part drill-sergeant and part practical jokester, the Energy Coach set out to whip customers into energy-saving
shape.
22.
23. Bayer Advanced
When it comes to home lawn and garden care, consumers are constantly clamoring for advice and guidance. Luckie helped Bayer Advanced enter
the conversation through a completely redesigned website, engaging digital content and social media involvement.
