Swanson Russell has been selected as the new agency for Spectra, a division of Fortune 100 company Honeywell.

Fifteen times stronger than steel, Spectra is an ultra-high-strength polyethylene fiber used in a variety of applications, including protective gear, bullet-resistant armor, industrial-quality rope, and fishing line. The brand is based out of Honeywell headquarters in Morris Township, N.J.

“Our challenge is to raise the awareness of Spectra fiber in braided fishing lines to anglers around the world. Fortunately, that fits squarely in our expertise as an agency,” said Swanson Russell Senior Vice President/Group Account Director Dick Placzek.  “Spectra chose Swanson Russell because of our strategic leadership and vast experience in creating strong brands in the fishing industry and developing relationships with anglers and those brands.”

Among Swanson Russell's imiverables for Spectra are a microsite, digital ads, media/paid search and trade show mercha