Ad Agency Generating Alternative Revenue Through Agency-Owned Brands

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Nashville-based integrated marketing agency, redpepper, is thinking beyond traditional business models to generate alternative revenue by creating agency-owned brands.

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We decided our coffee company would be called Primary because we're all about creatives pursuing their primary passion simply by putting first things first and getting to work.

Nashville-based integrated marketing agency, redpepper, is thinking beyond traditional business models to generate alternative revenue by creating agency-owned brands.

The first to hit the market is Primary Coffee, a coffee company built in partnership with a local top quality roaster. Putting their retail marketing expertise to work, redpepper found a surprising gap to claim for Primary's positioning – a coffee company made by creatives, for creatives.

"We decided our coffee company would be called Primary because we're all about creatives pursuing their primary passion simply by putting first things first and getting to work," said Tim McMullen, redpepper's founder and lead strategist. In line with the positioning, Primary's site features creative inspirations like interviews with leading creatives in various fields.

Strong positioning isn't the only asset built in to Primary's brand, however. To launch the company with no media budget, redpepper created a social media strategy that rewards consumers for spreading the word about Primary by giving them products and samples at no cost. This Free Coffee feature does more than simply grow brand awareness. It also creates an opportunity for an online-only brand to interact with people in the real world quickly and without consumer risk.

redpepper's Primary Coffee is only one example of a growing trend of agency-owned brands designed to generate alternative revenue. Now that Primary is off the ground, redpepper plans to keep the ball rolling with the release of their cigar line, JANE, in the coming months, with a wine brand to follow.

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Samara Anderson
redpepper
615-320-9335 104
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