Luminara Worldwide Announces Griffin Archer as Agency of Record

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Griffin Archer Brings Strategic and Creative Expertise to New Account

Luminara Worldwide, who develops, manufactures, and sells "real flame effect" candles, has named Minneapolis-based Griffin Archer as its global advertising agency of record. Griffin Archer will handle holistic communications for the brand.

The flameless candle category is growing due to emerging awareness of the benefits of an alternative to the traditional candle, including safety, environmental responsibility and value. Continually advancing the technology and bringing new products to market through retailers and distributors in the U.S., Europe, and Asia, Luminara candles are the most preferred in the premium segment of the flameless category.

Griffin Archer will build upon this success through its expertise in strategic brand planning and developing breakthrough creative work. A full-service agency, Griffin Archer will lead global branding initiatives across strategy, media, advertising, packaging and PR.

“We look forward to partnering with Griffin Archer in order to build Luminara into a global brand that delivers a consistent message and consumer experience to a special and unique product,” says Jerry Cain, President, Luminara Worldwide. “Griffin Archer’s veteran advertising team brings strategic and creative leadership the Luminara brand requires in order to emotionally connect with consumers in a growing category and cluttered media environment.”

“The Griffin Archer team has years of experience developing differentiating campaigns that nurture the bond between consumers and brands,” says Ellie Anderson, CEO and Chief Creative Officer of Griffin Archer. “We are looking forward to collaborating closely with our new client partners to create a consumer-insight-driven, compelling and consistent vision for the brand.”

About Griffin Archer

Griffin Archer is a full-service advertising agency formed by three top agency veterans out of the shared belief that a brand has a soul. For decades, they have applied their strategic and creative expertise to uncover, articulate and present the essence of some of the world’s most coveted brands in ways that would not be ignored. Prior to founding Griffin Archer in 2013, the three principals worked at Carmichael Lynch for a collective 27 years, among other top creative agencies. They have created brand-building and award-winning, work for iconic brands including Harley Davidson, Subaru, Lexus, Gibson Guitars, General Mills, Porsche, Rubbermaid, Calphalon, Burger King, American Standard and Levolor. For more information, visit

About Luminara

Luminara, the exclusive worldwide manufacturer and distributor of Candella, LLC, has created a collection of flame-replicating designer candles that utilize the Disney Enterprises Inc. patents which are practically indistinguishable from traditional candles. Headquartered in Eden Prairie, Minnesota, together Luminara and Candella continue to advance the technology and bring new products to market through retailers and distributors in the U.S., Europe, and Asia. For more information, visit

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Jerry L. Cain
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