PadillaCRT rolls out new branding: Agency aims to help clients articulate and achieve their purposes


MINNEAPOLIS – Feb. 10 – PadillaCRT today unveiled its new brand identity, aimed at helping clients understand and articulate what drives them, then channeling all the agency’s efforts toward achieving their purposes.

The new brand is the culmination of a process that began when Padilla Speer Beardsley acquired Richmond-based CRT/tanaka to form PadillaCRT last September. The agency has nearly 200 associates in six offices across the U.S., and is among the top 10 independent public relations agencies in the country and the largest 100 percent, employee-owned firm in the communications industry.

The new PadillaCRT brand expresses a new attitude and a new voice for the combined companies. It is launching across multiple channels, including a new agency website, advertising, social media and the agency’s nationally recognized blog, The Buzz Bin.

“We are building a brand that is respected by our clients and our communities, anchored not in products and services, but in the convictions and values that set us apart,” said Lynn Casey, PadillaCRT CEO. “Our new brand reflects that difference. Like other agencies, we research, strategize, plan, write, design, create, program, launch, manage and measure. But these actions are not what define our agency. Our significance comes from the results of these actions and the success of our clients.”

The development of the new agency brand grew from new company vision, purpose and values statements that were developed by the agency’s employee owners. PadillaCRT’s Creative group created the visual and verbal presentation of the brand, drawing on the agency’s in-house Research & Insights team and its brand planners.

“The in-depth interviews with our employees and clients led to a decision to move our own story-telling beyond the breadth and depth of our capabilities to a more-inclusive emphasis on the premium we place on insights, creativity, collaboration and an unrelenting commitment to our clients’ success,” said Kelly O’Keefe, PadillaCRT chief creative strategy officer.

The new PadillaCRT brand was launched to employee-owners this past week and “teased” on the agency’s social media properties prior to today’s external launch.

About PadillaCRT

PadillaCRT is one of the top 10 independent public relations and communications agencies in the country. The firm works with clients to understand and articulate their purpose and channels its efforts through insightful ideas, creativity, collaboration and an unrelenting commitment to their success. The firm helps clients engage and inspire stakeholders in health care, food and beverage, consumer goods, financial services, manufacturing, technology, agribusiness and recreation sectors. PadillaCRT has specialized talent in branding, research, corporate and investor relations, creative, digital, crisis management, social media and mobile communications, and is a founding partner of the Worldcom Public Relations Group, a partnership of 100 independently owned partner offices in 133 cities on six continents. PadillaCRT clients include 3M, BASF, Barnes & Noble College, Cargill, Ditch Witch, Girl Scouts of the USA, Hass Avocado Board, Land O’Lakes, Merck, Rockwell Automation, RTI Surgical, SAP, UnitedHealth Group, U.S. Highbush Blueberry Council and Wines from Rioja (Spain). The agency’s website is



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