CRAFTCRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
TABLE OF CONTENTS
W H Y U S Who We Are
Why Craft Marketing
Our Work
Case Studies
Catalog Design
Website Design
H O W W E W O R K Overall Approach
Compensation Models
O U R T E A M The Network
The Team
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CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WHO WE ARE
A communications agency handcrafted for the home furnishings industry, we created Craft with 3 goals in mind:
provide the business-to-business home furnishings industry access to an
advertising agency that had a deep understanding of their industry and its dynamics.
offer world-class strategic planning, brand and channel development.
develop and deliver top-notch creative within the budget restrictions
commonly found in this industry.
As part of the Agency 212 network of companies, we’ve done just that.
CLIENT LIST
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CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
A&B Home
Alexa’s Angels
Ancient Mosaics
Arin International
Arte Italica
Arthur Lauer
Artisan House
Caffco
CBK
Classic Home
Emissary
Illumination Station
Immortalis Botanical
Lazy Susan
Minka
Moe’s Home Collection
Napa Home & Garden
Panama Jack
Paragon
Phillips Collection
Profile Home
Red Dog Furniture Company
Regina Andrews
Remington Lamp
Seattle Pacific Market Center
Texture Home Décor
Thompson & Elm
Urban Oasis
Vertex
Wide-Lite
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CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WHY CRAFT?
C R E AT E . It's what you do best. And it's what we've just done. Craft was built by people with deep experi-
ence in the industry, who are dedicated to helping companies in the gift, home décor and furniture
markets stand out in a commodity-driven world.
R E S U LT S . Without them, we're about as worthless as a pile of wood shavings. Which is why we
concentrate on delivering the highest-quality strategic marketing and creative services, including catalog
design, in the most cost-effective manner. The bottom line is this: we give you world-class creative without
hurting your bottom line.
A G I L I T Y . We think big, but we're also nimble. By focusing on the home furnishing industries,
we deliver a level of expertise no one else can touch. And as part of the Agency 212 network of companies,
some of the industry's best creative talent and resources are right down the hall.
F O C U S . Like you, we're specialists. We know your reps, we know your customers, we know your trade
shows. But even better, we know how to apply traditional brand strategy, advertising, catalog design and pro-
duction, PR and interactive solutions to your product category unlike any general agency can.
T E N A C I T Y. You'll find it at Craft. We never give up or allow challenges (budgetary or otherwise) to
stand in the way of creating world-class communications. Our staff is wholly dedicated to growing your bottom
line. In fact, we're so committed to building your business, you'll come to think of us as your in-house
marketing department.
OUR WORKCASE STUDIES
CATALOG DESIGN
WEBSITE DESIGN
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CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES
CRAFT MARKET ING
Known for their beautiful home furnishings set at a reasonable price, Moe’s Home Collection was ready to grow
their established retail positioning into a wholesale enterprise.
CHALLENGEThrough their consolidation center in China, Moe’s was poised to offer retailers a savings of up to 40% off wholesale price through
purchasing a container. While not the only company to offer a container deal, Moe’s was the first to heavily promote this benefit.
SOLUT IONCraft Marketing developed a communications initiative to highlight both benefits of style and value:
“Hiring Craft was like hiring a marketing department of 60 people! I pick up the phone, tell them what I need and they
deliver. We attribute a lot of our recent success to their marketing savvy and creativity. Moe’s Home Collection has
become much more recognizable in the marketplace and we owe a great contribution to Craft.”
Sara Samieian Moe’s Home Collection
CASE STUDIES MOE’S HOME COLLECTION
No shelter should go without a little beauty. - Moe
On life’s journey, virtuous deeds are a shelter - Buddha
� Trade advertising to continually build brand awareness.
� Trade show advertising and promotions: direct mail, e-mail blasts, signage, and on-site promotions to drive traffic to Moe’s showrooms across the country.
� Binder, formatted with products in silhouette photography to provide reps with a simple sales tool that can be easily updated.
� Bound catalog, using a combination of environmental and silhouette photography for existing accounts and as a prospecting tool.
� B2B website, built with full e-commerce capabilities and real-time inventory information, software permits retailers to create containers online, purchase, and pack immediately.
Profit from our wisdom, literally. With Moe's Californiawarehouse and freight cap program, re-orders are quick andeasy. Of course we still offer our exclusive mixed container program for independent retailers, but any order madefrom our California warehouse will also get you specialdiscounted pricing. If all of this doesn't bring you inner peace,perhaps our new collection of furniture SKUs will help youbecome one with your customers.
Two locations in High PointShowplace IHFC#2340 2nd Floor Pavilions 3-P322
1 800 967 9942 www.moeshomecollection.com
No shelter should go without a little beauty. - Moe
On life’s journey, virtuous deeds are a shelter - Buddha
every piece a conversation
“I don't eat citrus.”
“No, i was referring tomy new sculptures.”
“Now you're comparingapples to oranges.”
"How do you like my apples?"
“Don't you mean,‘how do you likethem apples?’”
p h i l l i p s c o l l e c t i o n
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES THE PHILLIPS COLLECTION
One of the leading designers and manufacturers of contemporary home accessories, The Phillips Collection
has enjoyed rapid growth among specialty home furnishing stores and interior designers. Very much like
collectible art, The Phillips Collection creates inspiring décor, open to varying interpretations.
CHALLENGEWhile buyers at trade shows recognized the value of carrying The Phillips Collection, Phillips needed to extend the dynamism of the brandbeyond the trade show arena to a broader audience: designers and retailers. The task at hand was to revitalize the brand’s corporateidentity and create a corporate tagline that clearly communicates the uniqueness and artistic qualities of Phillips.
SOLUT IONCraft translated all the points of difference and strengths of The Phillips Collection into a new brand. This visibly much bolder logoand overall look carry into all of Craft’s deliverables for a coherent communications platform:
“From the start, the team at Craft quickly understood my needs and was able to take my marketing and advertising efforts
to the next level- something we couldn’t do internally. They brought a new perspective and were able to completely
revitalize our communications and articulate our unique position in the home décor market.”
Mark Phillips The Phillips Collection
� Print advertising in home furnishings trade publications.
� New, fully-functional website: Entire product catalog updated in real time. Includes rep section for the sales force to track sales, check inventory, and stay updated on promotions.
� Trade show advertising: Direct mail, e-mail blasts, packaging, hangtags, and on-site signage for trade show site and surrounding venues such as restaurants and the airport at High Point, NC.
� Full-line binder and catalog for use as a sales tool, introducing new products, prospecting, and so on.
“I really like that piece.”
“The museum?”
“Wait... you take it with you?”
“Thanks.It's the first one by
artist Yuri Zatarain that goes outdoors.”
“Come on.Where would I take a statue?”
C202
2325 e. kivett drive, high point, nc 27260 • tel: 336.882.7400 • fax: 336-232-9339 • www.phillipscollection.com
MEET
YU
RIZATA
RA
INTO
DAY!
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES JEFFAN INTERNATIONAL
Strongly recognized for its Indonesian-inspired designs, Jeffan International celebrates beautiful aesthetics across
multiple product categories, including accent furniture, lighting, and home décor accessories.
CHALLENGEJeffan was in pursuit of a new brand identity to counterpart its exquisite exotic contemporary line, appropriate sales collateral, and acommunications plan to ensure market outreach and realize their new business potential.
SOLUT IONCraft defined the brand’s value proposition and provided Jeffan with an ownable, updated positioning. The new brand feel is presentin all facets of the company:
“We are a small company with big aspirations, yet Craft treated our account with the same dedication, creativity, and professionalism
they give to their biggest clients. We found them to be very knowledgeable and responsive to our needs. We look forward to
working together for a long time.”
Caroline ShibataJeffan International
� Logo design
� New, ownable tagline
� Color palette
� Paper system
� Ad design
� Catalog design
� Trade show exhibit enhancements
� Web design
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES CLASSIC HOME
Classic Home offers home furnishings of traditional craftsmanship, using unique handmade designs of solid
wood and quality metals from the Far East. Meticulously crafted and built by hand, each piece is as original as it
is long-lasting. Unique imperfections coupled with high quality and design throughout their wide array of product
offerings ensure Classic Home is a true original in anyone’s home.
CHALLENGEA growing company, Classic Home approached Craft aiming to expand its customer base with a method that was twofold:(1) Broaden appeal beyond specialty retailers to include interior designers and furniture retailers, and (2) Grow the customer base inthe Midwest and East Coast through an improved shipping program.
SOLUT IONA new advertising campaign emphasized Classic Home’s broad product offering with the message that more than just goods,Classic Home is able to help retailers, designers, and consumers support their identity with unique products that match their lifestyle.Campaign touchpoints included:
“Craft has helped our brand, Classic Home, grow into a significant line of home furnishings. Their expertise in market
positioning and advertising has had a huge positive impact on our bottom line. Craft helped us separate from our
competitors by launching an extremely successful consumer ad campaign. Their service is top notch and I genuinely
look forward to working with the team on each new project. ”
Thomas Andonian Classic Home
� Trade ads in shelter publications and trade magazines in home furnishings.
� Detailed inserts to promote product collections’ new shipping programs, and how to purchase.
� Trade show tactics to help drive traffic into Classic Home’s new Las Vegas showroom.
classic roamexpect an original
Visit us at High Point, Suites at Market Square, Showroom # G1128 Call or visit our website to order our new catalog • 323-264-4872 classichomefurnishings.com
Kick off your shoes and let your feet settle into pure bliss. Each of our
Classic Home rugs is born from the beauty and riches of exotic locales
across the globe, borrowing colors, textures and designs that turn any
room into a space to roam free. And of course, our Classic Home rugs live
in perfect harmony with our other handcrafted, rustic and elegant furnishings,
so your entire home can bring you ultimate peace.
expect an original
At Classic Home, we understand your customers have great expectations. That’s why, from delicate
carvings to intricate weaves, our expertly trained craftsmen and artisans bring elegance and style
to every Classic Home product.eleganceexpect
Call or visit our website • 323.264.7017 • classichomefurnishings.comOr visit our showrooms in Los Angeles, Las Vegas and High Point
High Point Suites at Market Square G-1128, High Point, NC 27260 • Ph: 336.885.9903 Open During Market
Los Angeles Classic Home, 5548 Lindbergh LaneBell, CA 90038 • Ph: 323.264.7017Open Daily
Las Vegas World Market Center, Showroom A642495 S. Grand Central Pkwy, Las Vegas, NV 89106Ph: 702.382.8345Open Daily
RUGS • FURNITURE • ACCENTS
All images and designs Classic Home 2008©
Las Vegas
World Market Preview
July 2007expect an original
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES THOMPSON & ELM
Caffco International recognized an opportunity in the marketplace to launch an outdoor furniture and accessories
collection as a one-stop package for consumers looking for soup-to-nuts design solutions.
CHALLENGEThey came to Craft to start a new brand from scratch.
SOLUT IONSThe approach to developing Thompson & Elm spans before the creative process and includes the following:
“The entire staff at Craft are experts in their field. They are keenly aware of what is going on in the marketplace and regularly
evaluate and communicate this with us. Their staff quickly developed a focused marketing program for Thompson & Elm
that continues to be extremely successful. Best of all, you cannot find a group of people who are more responsive to our
needs and easier to communicate with on a daily basis."
Betsy Spivey Thompson & Elm
� 18-month launch plan, taking into consideration product development, warehousing concerns, sales force issues, projected sales, competitive landscape, and possible socieconomic factors that might come into play.
� Brand name, one that resonates with consumers and retailers and evokes the spirit of the American dream.
� Entire look and feel of the brand, from logo to catalog design.
� In-store branding including displays, brochures, hangtags, etc.
� Showroom design.
� Internal communications, including internal presentation to assist sales and marketing teams reach their goals.
� Marketing mix of fractional ad campaign in trade publications, direct mail, and trade show communications.
© 2007 Thompson & Elm
P.O. Box 3508 , Montgomery, AL 36109-0508 / phone 877 243-7888 / fax 334 272-0299 / thompsonandelm.com
�
TOTAL DESIGN SOLUTIONS
Before now, nobody brought all the necessary outdoor design elements together. Homeowners who want to
improve their exterior spaces are unclear about what and where to buy the products they need. All of this adds
up to a pretty good sweet spot for the independent retailer looking for a unique solution. That’s where we
come in. Contact Thompson & Elm today and find out how we can turn your independent
business into the right answer for your customers.
�
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S E E U S I N C H I C A G O AT t h e C A S U A L F U R N I T U R E S h o w, S E P T. 1 7 - 2 1 2 0 0 7 B O O T H 7 - 7 0 9 4
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES A&B HOME
A&B Hongda transitioned their product selections from giftable items to home décor and wanted to reach a
much larger audience made up of independent home décor stores in the U.S. Their goal was to elevate their profile
from a commodities gift company to one that offered a wide selection of ever-evolving home décor products at
prices that independent retailers can afford.
CHALLENGEA&B Hongda needed a fresh, new platform that successfully established the new division as a known brand that stands for bothvalue and quality.
SOLUT IONSCraft first revitalized the brand by addressing the name and then developed copy points that easily communicated the company'sunique selling proposition. Once defined, Craft helped A&B develop a channel strategy and created a marketing program to growtheir business. Tactics included:
“Craft did a fantastic job when we asked for a branding transformation. They understand not only what our goals are,
but also what the market is looking for. The outcome is more than what we've expected.”
Ellen YangA&B Home
� Brand positioning
� Corporate ID
� Trade advertising campaign
� Direct mail
� Catalog and binder design
� Digital marketing
� Web design
� Trade show marketing
&
2007 catalog
You can’t spell Dependable without A & B.
Say hello to the always trustworthy A&B Home. We stock over 5,000
unique and quality decorative home décor and floral products in
200,000 square feet of warehouse space, so you can rest easy that
your fill rate will be high and your shipping will be on time, all the
time. But we don't stop at mere stock. We make sure your customers
are always interested in buying by creating 1,500 exclusive and
affordable new items every six months. Because when it comes to
supplying your business with products that turn a profit, you want a
vendor you can rely on. You want A&B Home.
ABDepend le
9520 Santa Anita Avenue / Rancho Cucamonga, CA 91730 / tel 909.758.5366 888.868.1808 / fax 909.758.5377 / www.abhongdagroup.com
S H OW RO O M S I N AT L A N TA , B O S TO N, C H I C AG O, DA L L A S, D E N V E R , K A N S A S C I T Y, L A S V E G A S, M I N N E A P O L I S , A N D S E AT T L E
You can’t spell Profitable without A & B.
Meet A&B Home, and you'll be met with certain success. We stock
over 5,000 unique and quality decorative home décor and floral
products in 200,000 square feet of warehouse space, so you can rest
easy that your fill rate will be high and your shipping will be on time,
all the time. But we don't stop at mere stock. We make sure your
customers are always interested in buying by creating 1,500 exclusive
and affordable new items every six months. Because when it comes to
supplying your business with products that turn a profit, you want a
vendor you can rely on. You want A&B Home.
9520 Santa Anita Avenue / Rancho Cucamonga, CA 91730 / tel 909.758.5366 888.868.1808 / fax 909.758.5377 / www.abhongdagroup.com
S H OW RO O M S I N AT L A N TA , B O S TO N, C H I C AG O, DA L L A S, D E N V E R , K A N S A S C I T Y, L A S V E G A S, M I N N E A P O L I S , A N D S E AT T L E
You can’t spell Remarkable without A & B.
Product, product, product! Without continually updated, remarkable
products at good prices, how can any retailer blossom? At A&B
Home, westock over 5,000 unique and quality decorative home décor
and floralitems in 200,000 square feet of warehouse space, so you
can rest easythat your fill rate will be high and your shipping will be
on time,all the time. But we don't stop at mere stock. We make sure
yourcustomers are always interested in buying by creating 1,500
exclusiveand affordable new items every six months. Because when
it comes tosupplying your business with truly remarkable results,
you want A&B Home.
9520 Santa Anita Avenue / Rancho Cucamonga, CA 91730 / tel 909.758.5366 888.868.1808 / fax 909.758.5377 / www.abhongdagroup.com
S H OW RO O M S I N AT L A N TA , B O S TO N, C H I C AG O, DA L L A S, D E N V E R , K A N S A S C I T Y, L A S V E G A S, M I N N E A P O L I S , A N D S E AT T L E
ABRemark le
Brand New Show Room in Atlanta AmericasMart, Gift Mart Building 2, 1201-1205
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES NAPA HOME & GARDEN
Napa Home & Garden approached Craft seeking a brand revitalization. With an actively updated product line,
Napa needed an equally fresh brand to resonate with the growing taste level and sophistication amongst
consumers and the design of their outdoor living space.
CHALLENGEAs consumers increasingly place as much importance on their outdoor spaces as they do indoor, Napa Home & Garden should bepoised as a brand whose products bring the inside out and the outside in.
SOLUT IONSCraft created a new brand feel that embraced the inherent tone of Napa's rural elegance and would appeal to the growing segmentof young homeowners. Messaging was particularly important at the point of sale, drawing consumers in with new packaging plusimproved displays and in-store demonstrations to help them make the right product selections. Relaunch of the brand wasaccomplished through:
“Craft’s ad campaign featuring KC on the cover with a magazine format has been a massive success. The concept itself
was original and brilliant and the execution was outstanding. It achieved two important objectives for Napa. First, it was so
different in approach and rich in appearance that everyone in the industry not only saw the ad, they remembered it. Our
name recognition has skyrocketed. Secondly, the ad effectively portrayed Napa as representing a superior level of taste
and style. It is exactly the kind of branding for Napa we are striving for. Congratulations and thanks for a job very well done.”
Jerry CunninghamNapa Home & Garden
� Brand positioning
� Trade advertising campaign
� Media buying
� Catalog design
To find a rep in your area or to request a catalog call 888.893.2323 or visit napahomeandgarden.comAtlanta • Dallas • Denver • High Point • Las Vegas • Los Angeles • New York • SeattleAtlanta • Dallas • Denver • High Point • Las Vegas • Los Angeles • New York • Seattle
To find a rep in your area or to request a catalog call 888.893.2323 or visit napahomeandgarden.com
NAPAWIN
TER2
008
HOME GARDEN&OUTSIDE-IN / INSIDE-OUT
REAL MOSS, LOW COST!Napa introduces rustic and antique moss pots.REAL MOSS, LOW COST!Napa introduces rustic and antique moss pots.
A BIG HIT FOR BIG SELLERSAsk about our highly successful Guy Wolff PremiumDealer Program.
A BIG HIT FOR BIG SELLERSAsk about our highly successful Guy Wolff PremiumDealer Program.
TAYLOR MASTERS FAUX BOIS ONCE AGAINAll new Richard Taylor creations spruce up our line.
TAYLOR MASTERS FAUX BOIS ONCE AGAINAll new Richard Taylor creations spruce up our line.
NAPA'S NEWEST PALLET CREATIONSStoneware and terra cotta in great glazesand shapes!
NAPA'S NEWEST PALLET CREATIONSStoneware and terra cotta in great glazesand shapes!
3270 Summit Ridge Parkway, Sui te 240 Duluth, GA 30096-1617
Tel: 888.893.2323 • Fax: 770.255.2525 • napahomeandgarden.com
NAPA HOME&GARDENINSIDE OUT.
3270 Summi t R idge Parkway, Su i te 240 Du lu th , GA 30096 -1617NAPA HOME&GARDEN
INSIDE OUT.
NAPA HOME&GARDENINSIDE OUT.
NAPASUM
MER
200
7
HOME GARDEN&OUTSIDE-IN / INSIDE-OUT
Atlanta • Chicago • Dallas • Denver • High Point • Los Angeles • New York • SeattleTo find a rep in your area or to request a catalog call 888.893.2323 or visit napahomeandgarden.com
Atlanta • Chicago • Dallas • Denver • High Point • Los Angeles • New York • SeattleTo find a rep in your area or to request a catalog call 888.893.2323 or visit napahomeandgarden.com
RELAX BY THE BAYPatio furniture gets a great view with KC'sBiscayne Bay line of outdoor furniture.
GO CONTINENTALOur French and Italian style ceramics are a fraction of the cost of the originals.
ADD A LITTLE CALYPSO TO YOUR MANGOCheck out KC's widest selection of wood products yet, featuring thenatural finished Mango line and the Calypso hardwood collection.
RELAX BY THE BAYPatio furniture gets a great view with KC'sBiscayne Bay line of outdoor furniture.
GO CONTINENTALOur French and Italian style ceramics are a fraction of the cost of the originals.
ADD A LITTLE CALYPSO TO YOUR MANGOCheck out KC's widest selection of wood products yet, featuring thenatural finished Mango line and the Calypso hardwood collection.
Wood Traditions was on a successful run, having developed a greater product offering and grown both manufacturing
resources and distribution channels. They were able to compete in price and high quality to such a degree that
they far outgrew their brand name. They had reached a point where they were to the furniture industry what Target is
to mass retailers.
CHALLENGECraft needed to refresh the Wood Traditions brand and reposition it with a brand personality that would attract buyers in a memorable and ownable way.
SOLUT IONSCraft created the brand Red Dog Furniture to give the company a fresh identity which would project a sense of cool and pay off thecompany's relevant offerings. The brand relaunch was comprised of:
"Craft Marketing has helped our company stand out in a crowded field of importers. They listened to us before they
began the creative process. Then, we listened to them. They are the marketing experts for our industry. Their service is
professional, comprehensive and highly effective. We are doggone happy to be partnered with them."
Jeff WinansRed Dog Furniture Company
RD_HangTags.pdf 7/20/07 2:28:54 PM
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES RED DOG FURNITURE COMPANY
� Logo
� Corporate ID
� Trade advertising campaign
� Showroom graphics
� Drive to show initiatives
� Targeted 3-D direct mailer
� Flash E-catalog
� Binder and catalog
WON T BITE YOUR WALLE
Founders Blvd El Paso TX Tel Fax RedDogFurnitureCompany com
He s big, red, stands on all fours and won t bite customers where it hurts. This dog has plenty of new tricks to show you at the Las Vegas Market… from nightstands to dressers to
being in the dog house doesn t always mean you re in trouble
WORLD MARKET CENTER B-1105
THIS DOG HAS PLENTY OF NEW TRICKS TO SHOW.
_FullPageSpreadAd_3.indd 1 1
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES PARAGON PICTURE GALLERY
Paragon Picture Gallery is a leading seller of framed wall décor and owns the largest image library in the industry.
To support their competitive position and ongoing enhancements, Paragon wanted to differentiate their brand
and build name recognition.
CHALLENGECraft needed to leverage Paragon's strengths to communicate a superior brand. A solid capable brand, Paragon was in position toelevate its marketing activity to connect with retailers and communicate its fit with a younger audience. Paragon also acquired theCandice Olson license and asked Craft to create communication materials in line with the Candice brand signatures.
SOLUT IONSCraft created the following to update the brand:
"Craft's design work has been fabulous. They have worked with us to meet tight deadlines, without sacrificing quality.
They are a pleasure to work with."
Leslie BondsParagon Picture Gallery
� Print advertising
� Brochure for the Candice Olson line
� Catalog layout design
� Media consulting
Paragon
A symphony of wall art thatalways gets a standing ovation
Where there’s a wall, there’s a way.With more than 2700 pieces to choosefrom, we can make any wall sing.And with our exceptional fill rate andgreat customer service, you'll never miss asale - which should be music to your ears.
by
Where there’s a wall, there’s a way.Paragon
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CASE STUDIES IMMORTALIS BOTANICALS
CG Botanicals offers a unique product line of mid- to high-end permanent floral arrangements. So striking in elegance
and style, they are more commonly referenced as floral sculptures, with lifelike water and distinct vases.
CHALLENGECG Botanicals needed a new brand name and marketing plan to better reach its target of furniture retailers, interior designers, andspecialty stores selling home furnishings. The client wanted to communicate their brand as a maker of art that is both detailed inhigh taste and has applications for everyday use.
SOLUT IONSCraft created a new brand name for this client, synonymous with its proposition: Immortalis Botanicals. We then created a marketingplan to bring the revitalized brand to its greater, targeted audience. Altogether, the brand revitalization was comprised of:
“I came to Craft with quite a challenge to give my company the branding that would express the uniqueness and high-design aspects of
our product and a marketing plan that would drive the buyers to us. The team did both beyond my expectations! Everything from the name,
to the logo, to the catalog, to the website, to the marketing and advertising plan was completely on target. And, now, with the launch
of Immortalis Botanicals behind us, I can say that the results prove their work was a huge success!”
Laurie BurkeImmortalis Botanicals
� Logo and tagline
� Corporate ID
� Catalog design
� Website
� Advertising campaign
� Photography and production services
� Marketing plan focused around Atlanta gift show
� New partnership to garner public relations initiatives
[tulipia agemeansnothingtoum]
41 Lakeside Drive, Farmvi l le, VA 23901 | 434-391-9960 | Fax: 434-391-9961
www.immortal isbotanicals.com
N A P P D E A D Y S H O W R O O M , B L D G 2 , # 1 1 0 0
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CATALOG DESIGN
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CATALOG DESIGN TEXTURE HOME DÉCOR
DESIGNINSPIRE
CAPTIVATE
LIVE
www.texturehomedecor.com
inlaid stonecastContemporary collection of stonecast designs inlaid with a wide variety of natural materials to create textures that suit your taste.
Many of these pieces are accented with solid aluminum.
A NEW CH-07-204Muse of Strength candleholder (accommodates a 3” pillar candle)14.5”HCH36
B NEW CH-07-203Muse of Contentment candleholder (accommodates a 3” pillar candle)10.25”H”CH36
C NEW CH-07-202Muse of Courage candleholder (accommodates a 3” pillar candle)12.5”HCH36
D NEW DC-07-406Siren Jaune statuette30.75”HDC110
E NEW DC-07-404Siren Rouge statuette20”HDC90
F NEW DC-07-405Siren Brun statuette24”HDC100
G NEW CH-07-305-BCabaret candleholder with aluminum accents Large (accommodates a 3“ pillar candle)22.25”HCH80
H NEW CH-07-305-ACabaret candleholder with aluminum accents Small (accommodates a 3“ pillar candle)18.25”HCH65
8 To order: 866.332.6748 Fax: 714.842.6796
D
A
B
C
E
H
G
F
www.texturehomedecor.com
A NEW DC-07-407Anael Angel statuette withaluminum accents14”HDC90
B NEW DC-07-408Jophiel Angel statuette with aluminum accents16.5”HDC95
C DC-07-308Island TurtleWith aluminum accents11”W x 11”LDC58
D NEW DC-07-402-S3Lion Family with aluminum accents8”H, 5.25”H, 4.25”HDC90
E DC-07-801Ringed Couple statue with solidaluminum accents**37”W x 30”HDC225
F NEW DC-07-304Musuko Samurai with aluminumaccents15.5”HDC55
G NEW DC-07-303Hibachi Samurai with aluminumaccents14.75”HDC55
inlaid stonecast
14 To order: 866.332.6748 Fax: 714.842.6796
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www.texturehomedecor.com
Texture's Studio Tile line is a elegant collection of wall décor that continues to be a classic seller. Currently we stock 50 popular styles. Alltiles measure 6"L x 1"W x 8"H WD14studio tiles
WD-31-201-B Horse
WD-31-206-CCrown key WD-31-204-A Rose WD-31-205-C Castle WD-31-206-F
Half noteWD-31-201-A Spade
WD-31-205-EFleur diamond
WD-31-206-BBlack heart key
WD-31-206-DEighth note
WD-31-201-DEtc etc etc
WD-31-221-FVitruvian man
WD-31-202-CCrackle fleur
WD-31-205-A Bishop
WD-31-205-DMany fleurs
WD-31-201-EClub
WD-31-210-DItalian print
WD-31-203-FPink roses
WD-31-206-ARed diamond
WD-31-202-BMona Lisa
WD-31-220-B Fleur clockWD-31-207-A
Red heart
WD-31-221-D Trumpet WD-31-212-A North WD-31-211-E Love letter WD-31-220-E Clock
WD-31-211-DThe pages
WD-31-220-D
Fleur wallpaper
WD-31-212-D
West
WD-31-212-E
Compass
WD-31-212-C
East
WD-31-207-BTriple heart
WD-31-209-D
Single bee
WD-31-221-E Violin WD-31-221-A
Music sheet
WD-31-212-B South WD-31-221-B Oboe WD-31-214-C London tower
WD-31-214-B
Big Ben
WD-31-220-F
French street
WD-31-208-C
La Bell Epoque
WD-31-221-C
Piano
WD-31-211-F
The diary
WD-31-210-B
Heart key
WD-31-200-B
Romantic angel
WD-31-204-D
Floral scroll
WD-31-201-C Question WD-31-204-F Fleur WD-31-202-DBlack Heart
WD-31-202-EClassic crown
WD-31-205-B Queen
30 To order: 866.332.6748 Fax: 714.842.6796
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CATALOG DESIGN EMISSARY
WT white
42 800-848-5997
ILLUMINATION AND LAMPS
1 5 5 4 L P . W T
1 5 5 4 L P L M1 5 5 4 L P . G D
1 5 5 2 L P . W T
1 5 5 2 L P . L M
1 5 5 2 L P . G D
emissaryusa.com 43
1 5 5 5 L P . L M
1 5 5 5 L P . G D
1 5 5 5 L P . W T
1 5 5 2 L Ppure silkcylinder pendant8x16"h, on/off, 15’ AVT-2 cable
1 5 5 4 L Ppure silkcylinder table lampw/metal base8x19”h, hi-low
1 5 5 5 L Ppure silkcube table lampw/metal base10x10x20”h, hi-low
GD gold orange
LM lime
SOWT
44 800-848-5997
ILLUMINATION AND LAMPS
1 5 3 9 L Psilk lotus blossom pendant10"h, on/off, 15’ AVT-2 cable
1 5 4 0 L Psilk lotus blossom lamp11.5"h, hi-low
1 5 4 1 L Psilk lotus blossom lamp22"h, hi-low
1 5 4 2 L Psilk lotus blossom floor lamp54"h, hi-low
1 5 7 0 L P . C M
1 5 9 7 L P . Y L
1 5 9 7 L P . W T
1 5 3 9 L P . W T
1 5 4 1 L P . W T1 5 4 0 L P . W T
1 5 4 2 L P . W T
WT white
BB
1 5 7 0 L Ppumpkin lantern19.5"d, on/off, 15’ AVT-2 cable
1 5 9 7 L Pnorth star pendant24x24"h, on/off, 15’ AVT-2 cable
YL yellow
CM cream
WT white
48 800-848-5997
ILLUMINATION AND LAMPS
6 1 4 0 N T L P . T 2om 6"d coiled bamboo lamp27"h
T2 B2
6 1 4 2 R D L P . B Som 12"d coiled bamboo lamp30"h, 3-way
T2 BS
6 0 8 0 B K L P . T 2om 6"d bamboo lacquer lamp27"h
TS BS
6 0 8 2 M O L P . T Som 12"d bamboo lacquer lamp30"h
TS BS
6 0 8 2 S G L P . B Som 12"d bamboo lacquer lamp30"h
TS BS
6 1 4 2 R D L P . B S6 1 4 0 N T L P . T 2
6 0 8 2 M O L P . T S 6 0 8 2 S G L P . B S6 0 8 0 B K L P . T 2
RD red clearMO moss
BK blackNT natural clear
SG sun gold
emissaryusa.com 49
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CATALOG DESIGN LAZY SUSAN
blushingconfectionWhy the smile? Is it the effervescent
a lamp made of flower petals? Matte
porcelain fantasy fruit that demand a
double take? A whimsical spin on the
classics. Lighthearted, frankly fun and
simply irresistible.
pages 46 - 73
refinedradianceRefined Radiance Classic and current
with a rich, gilded glow, accented by
fresh white and speckles of black.
Clean lines belie a quiet sophistication,
transcending time and place. Look
for rare gold mercury glass, pearlized
finishes and bold metallics. At home
in any urbane setting, anywhere
on the globe.
pages 2 - 19
The best of modern design with echoes of the past. Inspired
mixes of texture and tone, line and form. Focal points infused
with sophistication and spirit. Welcome to the Spring 2008
Collection of decorative accessories from Lazy Susan. Our
three new collections adhere to principles of simplicity and
serenity, achieving a beautiful melding of the ethereal and the
elemental. Each piece inspires contemplation – touch, turn,
step back and admire. Above all, enjoy!
rusticeleganceWonderful, tactile mixes of rough
and refined, round and rectilinear,
weighty and whisper-light. The warm,
quiet color palette seems weathered
by nature. Now envision modern
shapes created in driftwood, stone,
grasses and horn to understand
the comfortable appeal.
pages 20 - 45
3
1
3. Black and White Horn and Resin Wall Art903003-ptn8”d $18.00 Min Qty 2
903005-rng8”d $18.00 Min Qty 21. Black Up-Light with Black Suede Shade
3380086”d x 37”h $85.00 Min Qty 1
4
4. Pearlized Gold Tear Drop Bottle Hand Blown also available in White pg 41 & Pearlized Sea pg 64
37400310”d x 16”h $45.00 Min Qty 1
3740048”d x 21”h $45.00 Min Qty 1
2. Black and White Horn & Resin Round Box9030046.5”d x 3”h $38.00 Min Qty 1
2
3
1. Black and White Horn and Bone Frames9030014” x 6” $14.00 Min Qty 2
9030025” x 7” $16.00 Min Qty 2
2. Black Mirror Lamp with Black Shade4630018”sq x 8”h $85.00 Min Qty 1
3. Pearlized Glass Lamp with White Shade46300311”d x 21.5”h $110.00 Min Qty 1
also available with Black Shade
463002 (not shown)11”d x 21.5”h $110.00 Min Qty 1
4. Black and White Horn and Bone Boxes903011-sm (not shown)4.25”sq x 2.75”h $20.00 Min Qty 2
903010-lg6.25”sq x 3”h $34.00 Min Qty 1
5. Crackled Smoke Hurricane with Mercury Glass Base2870075.25”d x 16”h $16.00 Min Qty 2
blackglamour
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16 to order call 888.578.7288 www.lazysusanusa.com 17
2008springcatalog
777 third avenue 18th floor
new york new york 10017
toll free 888.578.7288
ph 212.685.0181 fx 212.686.9513
www.lazysusanusa.com
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CATALOG DESIGN ANCIENT MOSAIC
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CATALOG DESIGN MOE’S HOME COLLECTION
Be one with everything - Buddha
We have everything - Moe
6595 66813273 6283
48 800.967.9942
3267
2324
2322
3268
2323
dining chairs
3266
2322 AUSTIN CHAIR BROWN
18"W x 24"D x 40"HOther colors : 2323 CAPPUCINO2324 MANGO
3266 CONCORD DINING CHAIR BROWN
18"W x 22"D x 40"H SEAT: 19"HOther colors : 3267 WHITE3268 CARMEL3324 DARK BROWN (Not Shown)6720 BLACK VELVET (Not Shown)
6595 ASCONA ARM CHAIR WHITE
25"W x 22"D x 41"HAlso available in:3273 BLACK W/ BLACK STITCH6283 BROWN
6681 ASCONA ARM CHAIR SUEDE
25”W x 22”D x 41”H
A. 2509 HENAN BOX SMALL TEAL pg80 B. 2510 HENAN BOX LARGE TEAL pg80 C. 2511 ZHENZHOU VASE SMALL WHITE pg81 D. 2705 SOUCHONG PLATE SQ. SMALL pg83
E. 2706 SOUCHONG PLATE SQ. MEDIUM pg83 F. 2707 SOUCHONG PLATE SQ. LARGE pg83 G. 6595 ASCONA ARM CHAIR WHITE pg48 H. 3267 CONCORD DINING CHAIR WHITE pg49
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With our thoughts, we make ourworld - BuddhaWith our furniture, we make yourdining room - Moe
4073
4074
beds
3283 NINGBO KING BED BROWN
77"W x 96"LAlso available in:3282 QUEEN 65"W x 84"L (Not Shown)
4073 LEATHER KING HEADBOARD BROWN
87"L x 5"D x 43"H
4074 LEATHER QUEEN HEADBOARD BROWN
67"L x 5"D x 43"H
3283
57www.moeshomecollection.com
56 800.967.9942
On life's journey, virtuous deeds area shelter - BuddhaNo shelter should go without a littlebeauty - Moe
100% bi-cast leather
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CATALOG DESIGN NAPA HOME & GARDEN
NAPA2007
Vol
ume
15
KC Brings Her Expertise Indoors!How to Decorate “The Whole Home”
Luscious Line of MangoWood Bowls, Candlesticks, Trays
to sweeten any room!
The Industry’s Largest Collection of Wine Racks Just Got Bigger
HOME GARDEN&OUTSIDE-IN / INSIDE-OUT
KC Brings Her Expertise Indoors!How to Decorate “The Whole Home”
Luscious Line of MangoWood Bowls, Candlesticks, Trays
to sweeten any room!
The Industry’s Largest Collection of Wine Racks Just Got Bigger
10 888-893-2323
A
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“AS INTERESTING & WHIMSICAL AS THE ISLAND ITSELF”- KC Cunningham
8 888-893-2323 NAPAHOMEANDGARDEN.com 9
A . CANDLESTICK SMALL9805/0011 4” x 12”Incr. of 4
B . CANDLESTICK MEDIUM9806/0013 4.25” x 15”Incr. of 4
C . CANDLESTICK LARGE9807/0016 4.75” x 17”Incr. of 2
D. TEALIGHTS ASSORTMENT OF 39813/00293.5” x 4”, 4” x 5.75”, 6” x 7”Incr. of 2
E . FINIAL MEDIUM9801/0010 3.5” x 8”Incr. of 4
F. FINIAL TALL9800/0013 3.5” x 10.5”Incr. of 4
G . ROUND TRAYS SET OF 39814/0095 12” x 2”, 15” x 1.75”, 17.5” x 1.80”
M A N G O
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H . WOOD TRAYWITH 2 PARTITIONS9815/0020 22.5” x 10.5” x 4”Incr. of 2
J . WOOD TRAYWITH 3 PARTITIONS9816/0017 17” x 5” x 2.5”Incr. of 2
K . WOOD TRAYWITH 9 PARTITIONS9817/0028 14” x 14” x 2”Incr. of 2
L . NARROW TRAY9804/0013 14.25” x 6.25” x 1.5”Incr. of 2
M . SMALL RECTANGULARTRAY WITH EDGE9803/0015 15.25” x 10.25” x 1.5”Incr. of 2
N . RECTANGULARTRAY WITH HANDLES9802/0019 18.5” x 9.5” x 2.5”Incr. of 2
J
K
LUSCIOUS MANGO
A . CARVED PLANTAIN LEAF ON STAND9810/0041 10.5” x 4” x 22.5”
B . CARVED ELM LEAF ON STAND9808/0018 7” x 3” x 15”Incr. of 2
C . CARVED WHITE OAK LEAF ON STAND9809/0040 10.5” x 4” x 22.5”
D . BOWLS SET OF 29799/0175 Small 15” x 7” Large19.5” x 15”
E . SINGLE PHOTO FRAME 4 x 69812/0008 7.5” x 9.5”Incr. of 4
F. WALL MOUNTED TRIPLE PHOTO FRAME Holds three 4 x 6 photos9811/0018 10.5” x 18.5”Incr. of 2
M A N G O
6 888-893-2323 NAPAHOMEANDGARDEN.com 7
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CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CATALOG DESIGN IMMORTALIS BOTANICALS
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN ILLUMINATIONSTATION.COM
Illumination Station needed a fresh website that would reflect their exciting product line.
We created a site that is a one-stop destination for their customers. Customers can create a
custom gallery of lighting and accessories they are interested in and later download them
to their computer or print each item as a full-page PDF. To make it easier for their customers,
all necessary forms are available to be filled out online or can be downloaded to fill out
and submit at a later time.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN MOESHOMECOLLECTION.COM
Moe’s Home Collection needed a cutting-edge solution to showcase their diverse product
line as well as to incorporate their customizable mixed container program. In order to
achieve this, we created a customized enterprise software that gives their retailers the
ability on their website to build, purchase, and ship from overseas a custom container
module. This software also gives customers the ability to benefit from real-time inventory
when ordering from Moe’s domestic warehouses for smaller and quicker shipments.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN JEFFAN.COM
This website was part of a complete rebranding effort for Jeffan International. We created a site
with fresh contemporary designs to match the aesthetics of their product line. As Jeffan is a vertically
integrated company with factories overseas, we designed software that detects whether products
are being purchased from warehouse inventory or container buys.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN PHILLIPSCOLLECTION.COM
This award-winning flash-driven website reflects The Phillips Collection’s
repositioned brand identity and was designed to appeal to both retailers and
designers. Interior designers can create a gallery section to house their custom
projects. The Phillips Collection is comprised of artist-designed pieces, and
this site is the perfect medium to showcase their products’ outstanding design.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN CAFFCO.COM
Caffco is a large company with a massive collection of original home and
garden offerings. Their challenge was to effectively and efficiently present
all of their products from their numerous catalogs and supplements. We
created a site that allows customers the ability to view and order from all
of Caffco’s catalogs online and download them to their computer.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN URBANOASIS.COM
For a small home furnishings, accessories, and decorative arts
company who we needed to reach a broader audience, this flash-
driven website was the result. Retailers from across the country
now have access to Urban Oasis and their ever-evolving collections.
Visitors to the site can build a gallery of their favorite pieces and
download a catalog to their desktop for future browsing.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN TABLEWAREEXCLUSIVES.COM
Tableware Exclusives needed a retail site to effectively showcase their
unique and exclusive products to the general public. This site was built with
consumers in mind and optimized to appear in search engine results. In
addition to their entire product catalog, customers can take advantage of
the Design Your Tabletop section where they can pick a specific item and
let the custom-designed software recommend complementary pieces. It
was still important to make the logon-to-checkout process as efficient as
possible, and that was always the underlying drive when designing this site.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
WEBSITE DESIGN WIDELITE.COM
Wide-Lite is a leader in the industrial lighting industry and required a website to
not only display their extensive line of products but also act as a comprehensive
online resource for their customers and sales reps. The site we created offers
an education center, extensive case studies, and the ability to submit an online
lighting layout request for potential custom projects. Users can download product
literature, installation guides, and product drawings for designers. Wide-Lite’s
sales reps can log into the site and take advantage of the resources available to
help customize options for their customers.
HOW WE WORK
PHASE 1 D I S C O V E R Y
Great communication tools are equal parts logic and magic. This is the logic phase. During a day-ong session,
our account team meets with senior management and our counterparts to learn about the history, culture, mission and
unifying idea that drives our clients. We also discuss goals, where the next layer of sales will come from, channels
that have not been explored, etc.
PHASE 2 D E F I N E
Once we have a sense of what’s at the heart of a company’s true appeal, and identify what it really means to its
employees, customers and competitors, we define the position the company will take in the marketplace that they
alone can occupy. This positioning becomes the promise of the brand and the rallying point for all marketing,
new product and distribution activities. During this phase we develop the creative expression, voice and visual
vocabulary that will articulate the defined position.
PHASE 3 E X E C U T E
The “magic” phase. The activity of turning rhetoric into the physical components of the brand. From creating a
comprehensive communication strategy to creating and producing an advertising campaign, identity design
elements, and merchandising materials, Craft provides and distributes the physical applications of the brand.
16
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
COMPENSATION MODELS
By combining tight, right-skilled teams for each assignment — a consortium of people who understand the
product, the problem, the creative process and the details of production — Craft keeps the client’s concerns top
of mind and executes each custom-crafted project consistently and effectively.
We work on a monthly retainer basis plus out-of-pocket and specific-project deliverable and media costs, and on
specific project-by-project basis.
We decide which approach is best for both parties after going through an initial “Scope and Scale” discussion which
defines the level of marketing activity your organization needs to meet its goals and the level of Craft resources
that have to be committed to the client. We are in the business to help our clients grow and work very hard to
find a compensation structure that is comfortable for both parties and puts as much of your marketing funds to
work as possible.
17
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
THE NETWORK
Craft is a professional services company with a core structure of partners, creatives and account executives
who ensure continuity and adherence of strategy, tactics, design, and execution to the “big picture.”
Craft bases its “deliverables” operations on the production company business model, where specialists from
our partner companies in the Agency 212 network are assigned to projects for a specific amount of time.
This enables us to deliver the precise talents required for a client — a plan we call “the best of the best,”
which not only yields outstanding contributions to a business, it also means that clients do not pay to main-
tain an inventory of talent that is not otherwise required.
18
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
THE TEAM
BIOS
M I C H A E L L A M A R T I M A N A G I N G PA R T N E R - P R I N C I P L E
M A R K F I N E L L M A N A G I N G PA R T N E R - O P E R AT I O N S
TRACY BRENNEN CONTE E X E C U T I V E C R E AT I V E D I R E C T O R
M I K E R O V N E R C R E AT I V E D I R E C T O R
E VA N Z I C C A R D I M E D I A D I R E C T O R
19
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
MICHAEL LAMARTI MANAGING PARTNER-PR INCIPLE
The best way to describe Craft Marketing’s Managing Partner Michael Lamarti? The man is passion personified. Dogged in his pursuit
of the very best for his clients, this is one advertising agency director who genuinely puts his head, heart and soul into helping gift and
home furnishings companies grow and flourish.
Launched by Lamarti and partner Mark Finell to specialize in gift and home décor B2B advertising and marketing, Craft Marketing has
become the buzz of the industry in just three short years. Serving as a chief liaison of sorts, Lamarti is involved in client services from
the word go, starting with the initial discovery process and writing the all-important creative brief.
Michael Lamarti’s legendary love of the gift and home décor industry began in the late 1990s at Miller-Freeman, a major trade maga-
zine publishing company and national trade show producer.
After graduation from Ramapo College with a degree in International Business, Michael eventually landed a position at Miller-Freeman
as a junior account manager on a languishing title, Giftware Business. In the span of six months, he was promoted to National Sales
Manager and Ad Director. Managing a team of account executives and handling key accounts himself, at year-end Michael and his
sales team turned a double-digit sales increase from the previous year. It was the first time that had happened in more than 20 years.
From then on, Lamarti has worked hard to build a reputation as someone who truly understands the challenges gift and home décor
companies face, as well as the opportunities. Over the course of his career, he has developed hundreds of relationships with business
owners and top gift and home décor executives. This firsthand knowledge gleaned from men and women who are in the trenches
daily has been put to good use at Craft Marketing.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
MARK F INELL MANAGING PARTNER-OPERATIONS
Mark founded The Custom Group in 1984 with Leber Krebs, Inc., an entertainment company which produced Broadway shows, large-
scale national touring shows, and managed the careers of world-famous rock groups. Mark served as VP of Marketing and
Merchandising, responsible for procuring sponsorship agreements from nationally known brands for the company’s acts and shows.
He was also responsible for managing licensing rights of the company’s clients and its entertainment properties, as well as the sale of
on-site concert tour merchandise. Mark bought out his partners’ interest in The Custom Group in 1988.
In the early 80s Mark was the entertainment advertising manager at “The Village Voice” newspaper. There, he was responsible for the
movie, theater, and music display advertising. Mark holds a bachelor’s degree from New York University.
At Craft, Mark is the managing partner of operations, responsible for the smooth and efficient operation of the company including
management of the profit and loss statement, enhancing revenues, and improving overall performance. In this capacity, Mark carries
responsibilities for integrating the strategic plan of the company within its operations. Mark exercises management responsibility for
providing a stimulating, challenging, and enjoyable work atmosphere. Other responsibilities include developing and fostering effective col-
laboration between departments as the company grows, overseeing the workforce, vendor resources and relations, production deci-
sions, and collaborating with the other two members of the executive team in the development of new business strategies, sales
efforts, and marketing programs.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
TRACY BRENNAN CONTE EXECUTIVE CREATIVE DIRECTOR
An award-winning designer and creative director, Tracy is a graduate of the School of Visual Arts, and began her career as an Art
Director at Bloomingdale’s. She started in women’s fashion and soon expanded her influence to include advertising for cosmetics and
accessories. She left her retail roots to accept an assignment with Martha Stewart Living magazine. Working with Robert Valentine,
Inc., she launched the first Christmas issue of the magazine, setting the design standard for future issues.
Tracy joined the agency in 1996 where she soon became Creative Director, and began relationships with new clients that would
become long-standing. Her award-winning work includes ten years for Ellen Tracy and all of their licensees, six years for Loews
Hotels—including the launch of many key properties, and three years for Warnaco, overseeing five intimate collections and the recent
launch of the JLo line of lingerie.
Tracy now heads a 20-person Creative Department with an ever-more eclectic mix of clients and creative challenges. Tracy is a resi-
dent of New York’s Greenwich Village. Her free time is dedicated to her husband, musician Paul Conte, and their two children, Isabella
Rose and Julian Frederick.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
MIKE ROVNER CREAT IVE DIRECTOR
Ever since he was a kid, Mike wanted to be a writer. As an adult, he settled for a job – Creative Assistant at November Company, an
agency created by and for the 1992 Bush-Quayle campaign. After a brief stint selling drugs (legal ones) through a pharmaceutical PR
company, Mike joined Margeotes Fertitta + Partners to work on the Stolichnaya Vodka account as an account guy. Eighteen suit-wearing
months later, he joined the Creative Department as a Copywriter, finally realizing that childhood dream.
Over the ensuing eight years, Mike dreamed up advertising for almost every category our industry covers (booze, telecom, fast food,
luxury, B2B, investing, etc.), helping the agency pick up tens of millions of dollars in new business along the way. While specializing in
no category in particular, Mike became particularly adept at launching new brands as well as helping them realize continued success
down the road. He helped introduce the world to About.com, the first human expert-based search engine, as well as build a subscription
base for MediaOne, the first telecom company to widely advertise the term “broadband.”
Now Mike writes on behalf of the various clients at Craft and Agency212. One day, he hopes to tackle a novel. Until then, he’ll just
continue to read Adweek.
Mike has created advertising for Loews Hotels, NFL, Stolichnaya Vodka, Borghese, Bombay Sapphire Gin, Jet-Dry, Lime-A-Way,
Electrasol, Godiva Chocolatier, Cavit Wines, Putnam Investments, Gotham Comedy Club, National CineMedia, Standard & Poor's, The
McGraw-Hill Companies, Friendly's, Quaker State, Pennzoil, Casio, Liz Claiborne, blah, blah, blah.
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com
EVAN ZICCARDI MEDIA DIRECTOR
Not only is Evan known for his strategic thinking, he has become quite the creative thinker when it comes to media placement, which is
vital in today’s ever-changing media landscape. At the core of his media philosophy is a firm belief that media plans must go beyond
the traditional metrics of reach and frequency and focus on engaging consumers in environments they are passionate about in ways
that stand out from the competition.
Throughout his career Evan has worked with clients from a wide variety of business categories, including fashion and cosmetics
(Warnaco Intimate Apparel, Geoffrey Beene, Ellen Tracy, Liz Claiborne Cosmetics), hospitality (Loews Hotels, Millennium Hotels, Costa
Rica Board of Tourism), wine and spirits ( [ yellow tail ], Midori Liquor, Mumm Champagne), arts and entertainment (Random House publishing,
The Museum at FIT, Reader’s Digest magazine, and a variety of off-Broadway shows), retail (Mandee & Annie sez stores) and financial
services (Neuberger Berman, New York Life).
He has also served as a member of AAAA.
CRA
FT
CRAFT MARKET ING 112 West 20th Street, NY NY 10011 craftmktg.com