Agency MSI is a marketing company that has been in business for over 50 years. It provides integrated marketing services across many channels including advertising, branding, design, and digital media. The agency prides itself on building strong emotional connections between brands and customers. It has worked with many well-known brands such as Craftsman, DieHard, Ace Hardware, and Serta, helping to rebrand, design new packaging and marketing campaigns, develop loyalty programs, and more. The agency aims to continuously evolve its service offerings and technology capabilities to deliver best-in-class marketing solutions.

1. CRAFTSMAN

2. Our brand partnerships are diverse.
Our passion is singular.
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3. agency background
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4. BRAND PASSION
Agency MSI is a forward-thinking, creatively
driven marketing company that has been
independently owned for over 50 years.
We have learned to leverage the insights gained
over our rich history and deep experience across
diverse verticals and multimedia disciplines.
We create strong emotional ties between
your customers and your brand.
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5. 85+ PROFESSIONALS
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6. IN-HOUSE INTEGRATION
Interactive
Media Planning
& Buying
Dealer
Support
SEM
SEO
In-Store
Programs
Direct Mail
Email
Merchandising
Social Media
& Promotional
Events
Sales
Promotions
Print &
Digitial Catalog
Production
Brand Identity
& Architecture
Brand
Strategy Promotional
Event
Integration
Traditional
Media Planning
& Buying
We designed our agency
integration to outperform
and deliver best‑in‑class
campaigns. Our client
partnerships are intense,
dynamic, fast-moving and
fast-growing. Intelligent
integration is the key to
our success and yours.
Agency MSI is constantly
evolving and perfecting
an integrated platform
of incredible services.
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7. Our client experience also
spans a range retailers and
leading manufacturers.
We intimately know and
partner everyday with small
and midsize businesses.
CLIENT EXPERIENCE
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8. MSI Studio knows photography excellence — from managing
a singular gorgeous product shot to dramatic locations across
North America, absolutely every image receives the same exacting
attention to detail.
With over 30 years of home design experience, our Creative
and Production teams produce compelling images that are
placed weekly across a myriad of advertising and media channels.
Our spacious loft studio is an open and infinitely flexible space
providing efficient solutions for creative visions. And of course,
we are fully integrated with Agency MSI.
MSI STUDIO
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9. relevant experience
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10. CRAFTSMAN INDUSTRIAL
Craftsman engaged MSI to
develop a marketing program
to reintroduce Craftsman
Industrial Tools to the B-to-B
market. Key to the program is
a 450 page catalog containing
over 4500 product SKU’s.
MSI managed the design and
production process of the catalog
as well as producing over 600
new tool product photos.
An optimized digital catalog
and image library were
also developed to support
e-commerce and local distributor
marketing efforts. Trade show
booth graphics and collateral
brochures utilized the graphics
style developed for this program.
Services
• Brand Support
• Graphic Design
• Commercial Photography
• Video Production
• Advertising Services
ART PREPARED AT 50% OF FINAL PRINT SIZE
Job #: SHCC-142133
Printing & Finishing: 4/C Keyline Size @ 50%: 116.8905 in.W x 47.166 in.H
Final Print Size: 233.781 in.W x 94.322 in.H Reference: 142030_Craftsman_TSB_BackPanel.aiColors: CMYK DIE
PDF Size
13%
Updates: DL041714, BBpff4.18.14, bw04.21.14
This printout is for indicating
color breaks only.
Do not use for color matching.
Do not measure for accuracy.
Revision: 02
Time: 4pFile Name: 142133_Craftsman_Industrial_BackPanel_SideB.ai
™
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11. CRAFTSMAN
The Craftsman lawncare creative
brief indicated two main pain
points: First, comparison shopping
was confusing and frustrating.
The customer could not distinguish
between key feature / benefits.
Second, the good‑better‑best
price strategy was undermined
by poor POS communication.
The package redesign by
MSI aligned the goals of brand
management, product design,
merchandising and packaging.
The clarity of communication
stole share from other national
brands and upsold the DIYer to
Craftsman top-margin SKUs.
Services
• Brand Architecture
• Packaging Design
• Packaging Leader SKUs
• Brand Standards
• Merchandising
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12. CRAFTSMAN CLUB
Our proud partnership with
Craftsman began 13 years ago. The
Craftsman Club Acquisition and
Loyalty Program has now topped
5 million members. Our ongoing
Management of the program
continues to drive both retail and
online sales. As agency of record for
Craftsman Club, MSI has developed
the communication that integrates
Sears Shop Your Way Rewards into
the Craftsman Club program.
Services
• Brand Architecture
• Brand Identity
• Logo Refinement
• Digital
• Loyalty/Direct
• Collateral
• Promotions
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13. DIEHARD
“Life Demands DieHard.”
Clean and dynamic, the new
messaging and graphics were
designed to speak to a younger
demographic and re‑establish
the DieHard brand as a category
leader, one strong enough to
support premium pricing and
extend the brand into new
portable power categories.
Services
• Brand Identity
• Logo Refinement
• Packaging Design
• Brand Standards
• Merchandising
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14. ACE HARDWARE
The Ace brand label is one
of the top U.S. store brands,
encompassing over 11,000
products produced by more than
250 vendors. Their label generates
almost $1 billion in annual sales.
Ace charged MSI to develop
a new packaging system that
would continue the growth of
the private label brand and
extend it into new categories.
The system would also need to
clearly differentiate a growing line
of premium products, helping
to position Ace as a contender
against national brands.
Services
• Brand Architecture
• Packaging Design
• Packaging Leader SKUs
• Brand Standards
• Merchandising
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15. ASSURELINK
Sears Holdings Corporation and
MSI have partnered across every
major power brand, including
the global success of DieHard,
Kenmore and Craftsman.
SHC once again chose MSI to
cut a marketing path and help
them strategically position
their latest innovations.
MSI is rebranding Assurelink with
forethought and broad digital
integration in mind. We are
excited to be part of the marketing
team for a new generation of
integrated products and features.
Services
• Brand Architecture
• Naming
• Brand Identity
• Logo Design
• Packaging Design
• Merchandising
• Digital
• Collateral
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16. RAINDRIP
MSI was challenged in the
creative brief to expand Raindrip
sales at Lowe’s by targeting
potential new users shopping
the store in gardening.
A new “kit” was designed
and positioned for
“Automatic Watering.”
Pre‑assembled products were
included in the easy-three‑steps kit.
Unique lawn and garden displays
and cross-merchandising
opportunities were also
presented to Lowe’s for
their innovation endcap.
Services
• Brand Identity
• Logo Design
• Packaging Design
• Packaging Leader SKUs
• Brand Standards
• Merchandising
• Digital
• Collateral
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17. MASTERBRAND
As agency of record for MasterBrand,
MSI is developing integrated
marketing solutions across all
marketing channels, both in‑store
and online. The intense (and fun)
partnership has sharpened our
expertise within both big-box
and independent retailers.
MSI is currently helping
MasterBrand redefine customer
engagement at the showroom level
by incorporating digital kiosks, video
walls and personalized prompts that
simply guide a homeowner through a
streamlined process. The experience
has moved from daunting to doing.
Services
• Brand Architecture
• Naming
• Brand Identity
• Logo Design
• Brand Standards
• Merchandising
• Digital
• Collateral
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18. ROYAL WING
Tractor Supply Co. has long been
a destination for animal and pet
supplies. The bird aisle is no exception.
Prior to our engagement, the
department lacked a communication
strategy needed to attract first-time
users or serious birdwatchers.
As the brand steward for Royal Wing,
MSI is charged to create a selection process
to guide the consumer to the right food
and feeder based on their specific region.
We commissioned original colorful bird
illustrations and extended the look from
a unique store aisle to packaging and
ecommerce. Arriving at the destination
and walking the aisle is now a delight,
and navigation is entirely intuitive.
Services
• Brand Architecture
• Packaging Design
• Packaging Leader SKUs
• Brand Standards
• Merchandising
• Promotions
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19. SERTA
Serta engaged MSI early in its
planning and development of
an incredible, new product line
of sleep products that exceeded
current category standards.
We established clear and
compelling positioning behind the
evocative and memorable name.
iComfort is now the leading
signature brand within Serta,
posting record sales within the
industry. Serta is also opening
new store formats under the
exclusive iComfort name.
Services
• New Concept Design
• Brand Identity
• Brand Positioning
• Fixture/POP
• Print Collateral
• Interactive Video
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20. Our creativity engages customers.
Our passion earns our clients’ business.
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21. thank you.
let’s get started!
© 2014 MARKETING SUPPORT, INC. ALL RIGHTS RESERVED.
200 E. Randolph Dr., Suite 5000, Chicago, IL 60601-6401 312 565 0044 info@agencymsi.comagencymsi.com