Top Marketing Talent Makes Push to Onshore American Manufacturing

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Ex-CPBers Launch "Movement Engineering" Agency and Integrated Community

Dave Schiff, Scott Prindle and John Kieselhorst – three American advertising industry executives with 20 years of combined creative leadership experience at agency Crispin Porter + Bogusky– have seceded from their day jobs to form MADE, the first marketing agency dedicated to supporting a resurgence in American manufacturing.

MADE will specialize in communication, brand building and community development designed to help American-made companies thrive and compete. An integrated consumer/brand community will be central to the concept.

Prior to forming MADE, Schiff (VP, Executive Creative Director), Prindle (VP, Executive Technology Director) and Kieselhorst (Executive Design Director) led and honed their skills on hugely successful, international work at CP+B for clients such as Coke Zero, Volkswagen, Burger King, Sprite, Domino's, MINI Cooper, Molson, Best Buy and IKEA. Known for innovative creative, CP+B's revolutionary work has won awards in every medium, from national TV campaigns for Coke Zero to MINI installations and radical Twitter innovations for Best Buy.

"CP+B is a great agency and I could never see myself leaving to go to another agency, but this is a mission,” Schiff said. “We work a lot in advertising, and I want to put every hour into building something I'm deeply committed to."

He added: "More than 5.5 million U.S. manufacturing jobs have been lost or outsourced since 2001, yet if the average American spent just 1 percent more on American-made goods and services, it would create 250,000 new jobs. We feel like we can help make that happen and more."

"MADE isn't a traditional agency; in fact, we refer to ourselves as a movement engineering agency," said Prindle. "We're passionate about building unique physical and digital communities with our brand partners, and the movement around U.S.-made product is the perfect place to start."

MADE is based on the belief that the new energy around “buy American” is a long-term trend that isn't going away when gas prices dip or unemployment figures drop a point or two. Globalization is a modern reality, but things have shifted too far towards offshoring – and research has shown that there is a strong relationship between R&D and manufacturing. If we lose our ability to manufacture, we can lose our ability to innovate.

"Consumers love this idea of buying with their values, and there is an almost limitless number of amazing and undiscovered American manufacturers that are poised to rapidly grow,” said Kieselhorst. “They just need the right marketing. I'm excited because my partners are the most talented individuals I've had the pleasure to work with, and American companies deserve the absolute best."

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Steve Sapka
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