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Small Agency of the Year, Midwest, Gold: Hiebing

The Madison-Headquartered Agency Slam-Dunked Its 'Welcome to Delicious' Campaign for Culver's

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Last year was transformative for full-service agency Hiebing. In its 34 years, 2014 was its most profitable. The 73-person agency, headquartered in Madison, Wis., with an office in Austin, Texas, picked prime university towns for recruiting and fostering a culture of intellectual curiosity, said Dave Florin, Hiebing president.

For restaurant chain Culver's, the agency created a campaign called "Welcome to Delicious" after researching customer wants, which included authenticity, wholesome ingredients and meaningful experiences. From there, the agency developed spots featuring conversations between a Culver's co-founder and distributors at work on the farm or in the kitchen -- and formulated a media plan based on stretching every dollar to create the illusion of a constant market presence.

Other Hiebing clients include trucking firm Schneider, Quaker Oats and Kerry.

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