Winsper Launches National Brand Campaign for STIHL Inc.

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Superior Products and Knowledgeable Dealers Give Consumers the Power to Do More

They have demonstrated an understanding of our brand and consumer and developed a very creative way to bring the brand experience to life.

Today, Winsper, an independent strategy and marketing firm, launched a national brand campaign for STIHL Inc., in The Wall Street Journal. STIHL is the number one selling brand of chain saws worldwide and one of the most trusted names in handheld outdoor power equipment.

This campaign is an evolution of STIHL's successful "Why?" advertising campaign that has been in the market for more than three years. The new campaign focuses on promoting STIHL's long-lasting product superiority and the more than 8,000 independent servicing dealers who sell STIHL products nationwide. "The STIHL brand gives consumers and professionals the power to do more with their properties, their passion for the outdoors and their money," according to JD Norman, managing director of Winsper. "The quality and innovation of STIHL products, combined with the high level of service from the dealer network, make STIHL a smart decision and a great value, particularly in the current economic environment."

This strategy comes alive through full-page print executions using unique text treatments. The STIHL products being promoted are affecting the text on the mock newspaper page, demonstrating the power of the product. In the instance of the chain saw ad, a column of text has been "felled" by the product. Other executions feature other STIHL products interacting with the page copy.

"Winsper has created category-breaking work that reinforces our leadership in developing premium outdoor power equipment and continued support for 8,000 independent servicing dealers nationwide," said Ken Waldron, national marketing manager. "They have demonstrated an understanding of our brand and consumer and developed a very creative way to bring the brand experience to life."

Executive Creative Director: Steve Bautista
Copywriter: Steve Bautista and Chris Lee
Art Director: Brian Fandetti and Mitch Lunsford
Account Director: JD Norman
Producer: Kaity Maloney
Photographer: Ed James
Production Company: Anderson Hopkins/Brian Gibson
Retouching/Digital Art: Act Two UM/Stuart Callow

About Winsper
Winsper is a "thinking" firm headquartered in Boston, MA, that focuses on audiences rather than categories: the affluent, the executive suite and values-based consumers. This approach enables clients to cost-effectively know their customers, find more like them, sell more effectively to them, and keep those customers through business strategy, sales and marketing analytics, research, web marketing, advertising, campaign management, and multi-channel creative ideas. Winsper is privately held and represents both emerging and established companies in a variety of industries. Winsper clients have included: IBM; JetDirect Aviation; Exeter Hospital, Timberland PRO; and Richardson, among others. For more information, go to

About STIHL Inc.
STIHL Inc. manufactures the world's largest selling brand of chain saws and produces a full line of powerful, lightweight, and versatile handheld outdoor power equipment for homeowners and professional users. STIHL products are sold through servicing power equipment retailers from coast to coast-- not mass merchants. STIHL products sold through U.S. STIHL dealers are for distribution in the United States only. For more information or for the name of the closest STIHL retailer call toll free 1-800-GO STIHL (1-800-467-8445) or visit the STIHL Web site at


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JD Norman
Winsper, Inc.
617-695-2900 ext. 109
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