High Point, N.C. – (Mar. 10, 2010) – As agencies become more specialized, North Carolina’s Trone® proves that a full-service agency is the best approach for clients. Trone has undergone a transformation in recent years in order to do full-service the right way.

Trone, which has roots in consumer packaged goods and product introductions, refocused its energies in order to better understand connecting brands with their targets. This transformation allowed them to build a reputation for solving unique, complex challenges for clients.

Trone has the answer to full-service. Strategic problem solving for their clientele has broken down the walls within Trone. All departments from creative to account service to public relations work together to provide the best solution for each client.

The agency’s newest client, the North Carolina Education Lottery, allows them to prove it. “Throughout the advertising agency RFP evaluation process, Trone’s integrated approach demonstrated their ability to deliver outstanding creative rooted by solid strategy,” says Lou Ann Russell, Deputy Executive Director for the North Carolina Education Lottery.

The North Carolina Education Lottery has a simple, established message: the lottery is fun to play. The simple message and the restrictions that come with promoting the North Carolina Education Lottery produce a different kind of challenge for Trone.

“This partnership offers us a new type of opportunity,” says Martin Buchanan, managing partner at Trone. “The North Carolina Education Lottery is an exciting creative challenge with a straightforward strategy, giving us an avenue to demonstrate our creative abilities.”

There are a variety of reasons companies turn to agencies. Over time, as clients’ businesses grow, their needs change. Trone’s belief is that these needs are best served by an agency that can adjust with the client by providing assistance with complex problems, such as creating a loyalty program that engages the target as well as a strong creative direction that raises brand awareness. Trone’s ability to work across departments and place equal importance on each discipline in order to assist clients in reaching their target successfully makes it a full-service agency that works.

About Trone

Trone, Inc. is one of the largest independent agencies in the Southeast and has been in business for 27 years. With nearly 75 employees and $100 million in capitalized billings, Trone is a full-service marketing communications firm offering strategic consultation and analytics, media buying and planning, advertising, design, relationship marketing, public relations, interactive, social media and event marketing.

Trone recently collected five first place awards and three merit awards from the Turf and Ornamental Communicators Association’s (TOCA) awards, in Rio Grande, Puerto Rico. Trone received the recognition for its creative work with Syngenta Professional Products.

TOCA is comprised of editors, writers, publishers, photopgraphers, advertising/public relations practitioners and industry association leaders involved in golf course maintenance and other green industry communications.

Are families as loyal to their favorite brands as they used to be? WGHP-TV FOX8 turned to Trone insights for the basis of this story.

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Government contracts are a new business opportunity for agencies – but how do you land them. The Council of PR Firms weekly publication, A Firm Voice, interviews Trone’s Will Spivey on how to maximize your chances for success.  Read more here.

Martin Buchanan, executive creative director and managing partner at Trone, recently served on the exclusive judging panel for the finals of the 2008 John Caples International Awards. Now in its 31st year, this international advertising contest awards the best in direct and interactive marketing. With international chairs in 53 countries, the annual awards go to individuals comprising teams that have created the most brilliant advertising solutions to real-time marketing problems.  On average over 1,000 creative entries are received from more than 30 countries for the annual Caples Awards.

HIGH POINT, N.C., March 30, 2009— Trone^® had a strong showing at the recent ADDY^® award competition conducted by the American Advertising Federation (AAF) Triad chapter. The full-service marketing and communications agency was recognized with 11 awards; five gold, four silver and two Judges’ Choice awards.

Trone received gold for the ORAL ATP web banner designed for The Greenies Company. The South Carolina Pathways team was honored with gold for the “Where Do You See Yourself?” poster campaign and two silvers for the “Update Your Dreams” campaign. For its work with Syngenta, gold was awarded to the “Concert Toilet Paper” direct mailer and the Primo MAXX internet commercial, while two silvers were garnered for the “Taking Conditions Personally” print campaign. In addition, Trone was honored with a gold distinction in the self-promotion category for its mom segmentation purse. Trone took two of the top Judges’ Choice awards as well with gold awarded for both the ORAL ATP web banner and the “Where Do You See Yourself?” poster.

“This is another example of our team striving to connect the target, brand and environment,” said Martin Buchanan, executive creative director and managing partner at Trone. “These awards show our depth and creativity across a wide variety of industries and our overall ability to reach our clients’ business objectives.”

Trone’s creative work will now be judged in the AAF district ADDY competition which includes other winners from the Carolinas and Virginia.

DM News asked Martin Buchanan to review three creative campaigns. To read Martin’s insights, click here.

The Council of PR Firms’ weekly publication – The Firm Voice – spotlights Trone and how we leverage insights to connect with clients and prospective agency partners. Click here to see Will Spivey’s comments.

American Banker magazine reached out to Trone’s Will Spivey for his thoughts on marketing efforts by banking leaders in today’s troubled economy.

“If much of the information is coming from ‘unsanctioned’ means, then the company should rethink its strategy,” said Will Spivey, a managing partner at Trone Inc., a marketing and communications firm in High Point, N.C. “So much of the communication depends on the corporate culture. It also comes down to the personalities involved. Jamie Dimon has always tried to maintain a higher profile than Ken Lewis.”

Mr. Spivey said efforts by JPMorgan Chase, B of A, and others can gain traction, though getting them to pay off may take some time and near-flawless execution. “Strategic marketing communication can shape behavior,” he said. “It can be successful, but it takes a lot longer to build a brand than to tarnish a brand. It is an investment.”

 Subscribe to American Banker and read the entire article here.

Doug Barton was recently asked to participate in a panel discussion on marketing your firm during a stormy economy. The interview was published in The Firm Voice, the weekly newsletter distributed by The Council of Public Relations Firms. Read more here.