Rounding out its initiative to implement a strategic marketing plan to launch a re-vitalized Yakima, the company named the Philadelphia-based advertising agency, Stick and Move, as its advertising firm of record. Stick and Move, founded by Jared Scott and Steve O’Connell, who was instrumental in launching the Mini in the United States, will work with Yakima to develop its new branding through a targeted, integrated marketing communications campaign.

Prior to opening Stick and Move, O’Connell and Scott worked at Crispin Porter + Bogusky, a world-class advertising agency located in Miami, known for its prize-winning work with Mini, Ikea and Virgin Atlantic, among others. Together, the founding partners have two decades of experience with O’Connell winning at least one of every major advertising award in the last five years, including thee “Lions” at this year’s Cannes show, the industry’s most prestigious international award show.

“Stick and Move’s founders have a solid track record of generating sales with unconventional thinking that is very compatible with Yakima,” said Mike Steck, director of marketing at Yakima. “Steve and Jared understand the personality and emotion that drives our brand. Their rich experience with some of the world’s most celebrated consumer brands will be a major benefit to our efforts moving forward.” We looked at numerous agencies in our search and feel that we truly have the most compatible fit for our brand.

“Yakima is a brand with an incredibly loyal following,” said Scott. “It is hard to find brands that command as much passion from its consumers as this brand. Now, Yakima needs an infusion of energy, a great strategy and tender loving care. We not only look forward to bringing out the best in the brand, but spreading the Yakima ‘love’ with a marketing approach that impacts sales and secures customers for life.”