katalyst cpg expertise
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pick our brains
compelling people. propelling brands.™
Complete. Compelling. Creative.A great packaged goods agency knows your business inside the store and out. Katalyst has years of experience turning consumer insights into fresh, results-driven programs. We’re your go-to source for the best in branding, packaging, promotions and shopper marketing. And we do it all with great creative that makes shoppers buy.
We know the challenges and channels of CPG marketing.
Katalyst has the capabilities you need to get your products in store, stand out in cluttered categories and drive volume: merchandising, advertising and promotions, field marketing and partner activation. The difference? We make it happen without the overhead of big agencies.
The brightest CPG thought leaders and creative talent at a fraction of the price.
Our principals hail from the nation’s top brand building agencies. We run a lean, tight ship, so you receive the resources and quality you deserve without paying for people who hardly touch your business. Think of Katalyst as the choice for “big agency” results with nimble efficiency...and a refreshingly small price tag.
So go ahead, pick our brains.
Call Katalyst at 770.887.5504 or email us at [email protected].
Kat DownendPrincipal/Creative Director
Katalyst “Katalyst has two decades of experience drivingbrands like Pepsi, Clorox, Nokia and Kingsford.”
Good marketing is about focus: Develop a distinct, ownable identity. Laser in on your creative strategy. Define what’s
better or distinctive about your product or service and Katalyst will make it unforgettable. These are the keys to winning
your customers’ hearts and minds.
Get a piece of their mind.
Small transformations can do remarkable things for perception. It’s not always about reinventing the wheel; sometimes you simply need new tires.
A branding tune-up can put your best face forward. Your customers will see your company in a whole new way and wonder what they’ve been missing.
You know you have a great product or service. But where are the sales? Perhaps it’s your name, your logo, your packaging? Maybe it’s your website or marketing vehicle.
Change doesn't have to be drastic. Selective changes in design and communication can make a big difference in your impact.
You, only better.
Our ability to guide and drive your business takes on many forms. We are marketers, designers, writers and rainmakers who think beyond pretty pictures and look to results. We also hail from a variety of disciplines. You will work with senior creative and account management who are experienced in your specific business arena, be it consumer marketing, business-to-business or retail. Our capabilities are 360˚: traditional advertising, promotions, complete web development, social media marketing and public relations.
Why hire a one-trick pony when you can have a full-service creative animal?We’ll jump through hoops to ensure an outstanding performance.
We’re not a one-trick pony.
Complete. Compelling. Creative.Katalyst is a full service firm equipped to handle your marketing and creative initiatives from brand positioning through creative development. We are marketers, designers, writers and thinkers who hail from many disciplines with specialized expertise.
Our team includes experts in consumer packaged goods marketing and promotion, business-to-business advertising, internet development and marketing. Being a one-stop shop gives you single-source efficiency and ensures that all elements of your marketing platform are produced with quality, consistency and cohesion.
branding + corporate identityname & tag generation • logos • stationery • kit folder • brand standards
traditional advertisingprint, radio, & television advertising • consumer and trade • media planning & buying
CPG promotions & shopper marketingretail and internet promotions • point-of-sale displays and merchandising • shopper marketing • product sales kits
marketing materialsprint ads • annual reports • brochures • sales materials • presentations • invitations &announcements • packaging
web & interactivewebsites • social media marketing campaigns • intranets • e-commerce • e-newsletterspromotional tactics w/landing page development and testing
public relationsannual plans • press releases • internal PR • event promotion • fundraising campaigns
HOW WE DO IT
DISCOVER
Be prepared for a lot of questions. Through extensiveQ&A, strategic analysis and competitive benchmarking,including client-generated inspiration and our own,we collaborate to achieve your business objectives andcommunications criteria.
CREATEWe begin creative exploration armed with an approvedstrategy and project parameters. We typically present threecomputer comps or “roughs” including copy headline andcommunication strategy. We then take your choice tofurther development.
REFINE Typically, a consensus builds around one of the executions and only a few revisions are required to ensure the process hasn’t deviated from your strategic marching orders. When appropriate, we may suggest research or user testing to bolster the success of a campaign or roll out.
PRODUCEWe execute to your specifications with an emphasis on workmanship and timely delivery.Rigorous testing, especially on the web, ensures functionality delivers on user experience.
EVALUATEWe make sure our creative has achieved its goal. Does the website convert? Did the ad sell CDs? Katalyst uses integrated marketing strategies to measure the impact of whatwe do and make sure our work delivers results.
Kat Downend has 20 years’ experienceat leading ad agencies includingTracyLocke/DDB Needham. She hasserved as the Creative Director and SeniorCopywriter on Pepsi, Clorox and otherglobal brands, consumer and B2B.
An abundance of ADDY, CLIO, New YorkFestivals and other awards grace her office,providing a fabulous way to display hercollection of dangly earrings.
Behind Kat’s rapier wit (usually at DaveMichaels’ expense), is a leader and creativevisionary fueling a burgeoning ad agency.When Kat is not at the office, she spendsher time gallivanting with two ginormousAlaskan Malamutes and pursuing theperfect pomegranate martini.
She also dabbles in sculpture but is fairlycertain her skills will never surpassher early achievements with the Play-DohFun Factory.
Kat Downendprincipal/creative director
our team
If necessity is the mother of invention, creativity is themother of reinvention. Dave Michaels evolved froma successful 17+ year career with the world’s largestand most prestigious big 4 consulting companies toan accomplished art director and illustrator. Hisexperience with Accenture, Pricewaterhouse Coopers and KPMG included servicing Fortune 100 companies like Nike, Sprint and Apple. The end result is that rare, “dualbrain” ad bird: a creative thinker who gives ourclients whip-smart business strategy andstunning imagery.
In between deadlines, Dave works his wizardry as aclassical sculptor, is an accomplished adrenalinejunkie and determined to find and party with “BatBoy” (we miss ya, ya little pimp). His current passionis attempting to break yet another bone, add to hisscar collection and see how may times he can wreck his vintage Bobber-style motorcycle called “Smelly Kat”. If he can stay in one piece, the gas fumes appear to enhance his creativity.
David Michaelsprincipal/design director
our team
Recognition
Katalyst credentials
Select clients 01. PepsiCo 02. Clorox 03. The Art Institute04. Nokia05. Denver Art Museum 06. Holiday Pest Control 07. Susan G. Komen 08. Elance.com 09. Luna Roaster Gourmet Coffee 10. Boys and Girls Clubs 11. Kimberly Clark 12. Radius Anti-Aging 13. Lab Mercury Design 14. Reckline 15. Epicurean Catering 16. Equifax 17. Guarantee Bank 18. Compass Bank 19. Alpharetta Medicine/Rejuvenation Spa20. InterMountain Humane Society
ReferencesSherry ThurmanMarketing DirectorLuna Gourmet [email protected]—226—1442
Daniel ScholesPrincipalContract [email protected]—456—0783
Jay KirkmanPrincipal/Creative DirectorRadii [email protected]—421—9121
Gail ObasekiDirector of Project [email protected]—536—1733
David BellAssociate Creative DirectorThe Integer [email protected]—758—6100
Jeff LoganPartner/Group Creative [email protected]
Kat Downend, Principal/Creative DirectorProfile and 11 LinkedIn recommendations:http://www.linkedin.com/in/katdownend
CLIO Award87 ADDY AwardsCommunication Arts MagazinePrint MagazineTelly AwardsPopaii Awards (promotions)
Art Director’s Club Best of ShowBPA (Business Pro)London International AwardsHealthcare Marketing AwardsWebbie (Internet awards)Obie (Outdoor advertising
Put your faith in our experience. Investing in our track record pays dividends.
whychooseus?
what welook for
lean on us
Before we take on a client, we consider a few things:
1. Opportunities to do our best work
2. Clients who understand the value of our work and respect the need for a well-managed creative process
3. An openness and willingness to transcendthe ordinary
1. The highest caliber of work
2. The passion and professionalism of top tier strategists and creative leaders
3. Recommendations that are consistent with both your stated objectives and our philosophy of how to help brands grow
4. A commitment to your success that includes leveraging our relationships to your advantage
5. The unwavering dedication of an ally who works to support your competitive edge
Now that you know what we expect, here’s what you can expect from us:
unifycreative samples
katalyst marketing firm
A few samples of Katalyst creative work. Look to us for award-winning creative in all media!
the work
Activation
Extreme Activation POWER UP YOUR PARTNERSHIPS
Properly activating promotional partners is the key to recouping your ROI from your sponsorship investments. From imaginative and impactful event marketing to regional and local promotions, Katalyst maximizes your ability to leverage sports and entertainment properties with strategic versatility: grass roots activation, digital promotions, social media and guerrilla marketing are just a few of the ways we bring your property “home”to your consumers.
Advertising
Green Giant Consumer Ad FOOD MADE FASHIONABLE
This whimsical ad infused a traditional brand with a little high fashion attitude that stands out from the crowd. Eat your veggies and it shows!
Pepsi-Chargers Partner Ad FUELING THE CHARGE
The alignment of major sports properties with a soft drink brand is quite a coup in the beverage industry. Pepsi announced their new status as the Chargers’ Official Soft Drink with ads that literally turned on the power of the Chargers’ lightning bolt logo. The ad’s immediate impact fueled a request for posters and in-store POS, creating a high profile campaign with tremendous fan appeal.
Advertising
Jelly Belly SERIOUS CAPABILITIES DRIVE SWEET SUCCESS
Don’t let the sweet facade fool ya; the new jellybelly.com boasts powerful and complex capabilities! The site features online consumer ecommerce with backend order and fulfillment tracking—the sales process site is tied to enterprise planning and warehouse management systems. The site is also a portal for its core wholesale business, which serves thousands of gourmet candy retailers and mass merchandisers. Orders have increased by 35 percent since launch.
E-commerce
Peekabrew LOOKS LIKE FRESH, FUN BRANDING
A new roaster company sought a brand name and identity that would capture the benefit of beans packaged at the peak of freshness, plus have a friendly, "micro brew" appeal. The name and logo for Peekabrew elicited smiles with style across the board.
Identity
Delicious Redemption 12,000 ORDERS IN TWO WEEKS! !
Mrs. Smith’s pies sought a way to combat seasonal sales slumps. Everyone loves pie during the holidays, but what about the rest of the year? This free calendar programfeatured delectable pie photography and a coupon offer every month. The calendar received 12,000 requests in two weeks and needed to be reordered. Coupon redemptions were also unprecedented, receiving 6-12% redemption rates.
Internet Promotions
Internet Promotions
Clorox CLEAN BREAK SWEEPSTAKES
To drive trial for Clorox’s new and improved Disinfecting Wipes, online ads depicted the benefits with “wipe away the mess” Flash animations and a consumer sweeps offered the chance to win a trip to an unspoiled paradise.
Packaging Power VOLUME DRIVING DESIGN
Packaging development, extension ideation, private label development and promotional packaging are all areas of Katalyst expertise. We meld years of experience applying shopper marketing best practices with world class design to produce packaging that’s on brand and on strategy. We are also specialists at helping you gain in-store real estate and incremental volume though compelling sales kits and volume producing initiatives.
Packaging
Promotions
Diet Pepsi/Super Bowl TOUGH STATEMENT ABOUT DIET TASTE
Diet soft drinks have long been a female demographic, with marketing clearly speaking to women 18—25. So how do you connect with men? By making some tough statements about taste. This campaign staked Diet Pepsi’s claim as the official soft drink of the Super Bowl, infusing a traditionally female (diet) beverage with masculine appeal.
Promotions
Sully Closet WHAT’S IN A NAME?
When Pepsi joined forces with Monsters Inc. in a co-promotion, Pepsi spurred retailer participation with a display challenge program. The mailer touted prize opportunities and featured a cut-out-and-build Sully and closet to keep the program top of mind (or desk).
Fresh Step Cat Litter THE SMELL OF SUCCESS
Like many brands, Fresh Step faced declining share as a higher priced option in a tight economy. To drive home the brand’s quality point of difference to cat lovers, we created a direct mail piece that packed a three-way punch: it offered news with the brand launch of a lavender scent, educated consumers about the role a fresh litter box plays in keeping cats happy and healthy and featured a coupon that offered an excellent price incentive to give it a try. The strategy proved an excellent trial-driver and was carried into newspapers across the country.
Promotions
Not G-Rated Anymore A NEW GAME FACE FOR THE FANS
To celebrate Pepsi's partnership with Anaheim Ducks, Katalyst developed an ad campaign that made light of the hockey team's departure from the Disney franchise....Ducks with true hockey attitude. The horror movie goalie is actually a hand-illustrated shot of the real Duck's G man in action.
Promotions
Nokia Spike Lee Promotion LIGHTS, CAMERA, CONSUMER ACTION
Nokia sought a promotional concept that drew attention to its newest phone’s quality video capabilities. The winning idea employed film director Spike Lee’s visibility to prompt Nokia cell phone users to send in their cell phone video “stories” and help co-create the world’s first collaborative film.
Promotions
POS Power TAKING PEPSI TO THE SUPER BOWL
Promoting Pepsi's coveted designation as the official soft drink of the Superbowl is a vital part of activating a key sports partnership. Here, an iconic illustration composed of Pepsi bottles presents the soft drink as being one with football's DNA. This image was used as a visual anchor to illustrate the Pepsi/SuperBowl relationship throughout local and regional field promotions in addition to national branding.
Promotions
Pepsi/Cowboys CAPTURING THE LOVE OF THE GAME
Football is huge in Texas and Pepsi sought a way to tap into the passion and promote its partnership with the beloved Dallas Cowboys. Youth dressed in team jerseys infuses the partnership with a warm, emotional appeal diehard fans can relate to.
Outdoor
A Moving Billboard HOW COOL IS THAT?
A great promotional agency looks for every opportunity to showcase a brand and engage busy consumers. More than ever, we are challenged to capture the mind share of people on the go. Here, Pepsi trucks serve as moving billboards, a great opportunity to activate essentially "free media".
Outdoor
Outdoor
Mountain Dew Virginia OLD SCHOOL WITH NEW ATTITUDE
The Mountain Dew brand celebrates youth, the extreme and is about as far away from old school as you can get....Or is it? Here, George Washington sports a modern “fro” in a unique meld of history with a hip Dew attitude.
Outdoor
Diet Pepsi/NFL FULL IMPACT TASTE
Diet soft drinks have long been a female demographic, with marketing clearly speaking to women 18-25. So how do you connect with men? By making some tough statements about taste. This campaign staked Diet Pepsi’s claim as the official soft drink of the NFL, infusing a traditionally female (diet) beverage with masculine appeal.
Outdoor
Radio Pepsi FACE TIME FOR MUSIC FANS
To give the Radio Pepsi program local traction, major metro Dj's appeared on billboards and mobile DJ trucks, opening the door for local promotions, live remotes and Pepsi partner sponsorships. The face-to-face profiles were executed in styles that played to the station and demographic. Here, electric Pepsi blue and line art speak to urban radio listeners.
A Beautiful Display IN-STORE IMPACT
Shopper marketing is more than in-store signage. It’s applying insightful, consumer-engaging programs and messaging that inspire attention, action and response. Katalyst provides channel-specific, ground-up programs from concept development through merchandising display. Each program employs the best of integrated digital and in-store strategies to drive trial, volume and brand awareness.
Shopper Marketing/Merchandising
Thank YouKat Downend
Principal – Creative Director770.887.5504
Dave MichaelsPrincipal – Design Director