September 22, 2021
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Spire Agency

Faithful to the belief that the world around us should be well-designed, Dallas-based Spire Agency elevates B2B brands through strategic brand design that builds bottom lines. The agency helps companies achieve better results faster by developing brand assets that are targeted, innovative, relevant and cost-effective. Spire Agency’s ultimate goal is to elevate their client’s B2B brands, creating positive and memorable interactions between the brand and its audience.


Advertising
Spire Named to Inc. 5000 Fastest-Growing Companies in U.S.
Spire Agency Posted On August 26, 2021


Inc. magazine has named Spire Agency to the #2,938 spot on its prestigious Inc. 5000 list of the fastest-growing private companies in the United States.

Companies on the 2021 Inc. 5000 are ranked according to percentage revenue growth from 2017 to 2020. To qualify, companies must have been founded and generating revenue by March 31, 2017. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2020.

“This kind of accomplishment comes with hard work, smart pivots, great leadership, and the help of a whole lot of people.”

– Scott Omelianuk, Editor in Chief of Inc.

“The 2021 Inc. 5000 list feels like one of the most important rosters of companies ever compiled,” says Scott Omelianuk, editor in chief of Inc. “Building one of the fastest-growing companies in America in any year is a remarkable achievement. Building one in the crisis we’ve lived through is just plain amazing. This kind of accomplishment comes with hard work, smart pivots, great leadership, and the help of a whole lot of people.”

The prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing, privately held businesses in the United States. Complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found at www.inc.com/inc5000. The top 500 companies are featured in the September issue of Inc., which will be available on newsstands on August 20.

Earlier this year, Spire was named as the #128 fastest-growing, independent Texas company by the second annual Inc. 5000 Texas Regionals list. With a two-year revenue growth of +105%, Spire was one of just 12 companies from the states’ advertising and marketing industry to make the top 150 spots on the prestigious Texas list.

“As the state’s most-awarded B2B agency, it is an honor for our independent Texas company to make the Inc. 5000 national list for the first time.”

– Kimberly Tyner, Partner and Chief Creative Officer at Spire Agency

Spire is Texas’ most-awarded B2B agency, a two-time Marketer of the Year recipient in 2020 from the D/FW chapter of the American Marketing Association, and among the most-awarded agencies by the Dallas chapter of the American Advertising Federation in 2020 and 2021. Working exclusively with B2B clients, the agency helps elevate B2B brands through creative strategy and design that builds bottom lines.

“Our existing and new clients have helped take our agency to a whole new level over the past two years,” says Kimberly Tyner, partner and chief creative officer at Spire Agency. “As the state’s most-awarded B2B agency, it is an honor for our independent Texas company to make the Inc. 5000 national list for the first time.”

Spire was founded in 2005 and currently works with notable clients like TrinityRail, Briggs Equipment, The Howard Hughes Corporation, Bell Helicopter, Halff Associates, and Tyler Technologies.

Inc. Media is the world’s most trusted business media brand, offering entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multiplatform content reaches more than 50 million people each month across a variety of channels, including websites, newsletters, social media, podcasts, and print.

 
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Advertising
Planning a Trade Show? Spire Agency’s Kimberly Tyner Breaks it Down
Spire Agency Posted On July 26, 2021


It’s official: trade shows are back. Summer 2021 has seen the return of the trade show, with Vegas leading the way with major shows like World of Concrete, as outlined in our recent May blog spotlighting Sin City. The return to in-person shows is good news for B2B marketers, since trade shows are the second largest source of B2B revenue in the U.S.

In June, Spire authored another blog on trade shows, outlining their effectiveness in the overall B2B mix for generating brand awareness and sales leads. But how exactly do you maximize awareness and leads at a show?

Our goal at Spire is always to help our clients put their best foot forward, so we’ve put together a new blog series that outlines what we’ve learned over the years. Whether it’s your first trade show or your 500th, it never hurts to review the basics, especially after the industry’s long COVID-induced hiatus.

Our three-part series on trade shows will outline critical points in Pre-planning (Part 1), Booth Design (Part 2) and Day-of/Follow Up (Part 3). For Part 1, let’s talk about what a brand should be doing in the months and weeks leading up to the show.

Preparation Is Key: 6 – 12 Months Out

Set a reminder for the key registration dates of all trade shows you plan to attend in the upcoming year, and reserve that booth space as soon as you are able (ideally, not long after the previous year’s event). The earlier you can start planning your trade show presence, the better. As the stat below shows, 32% of exhibitors have begun planning six or more months before their show. In terms of floor space, the early bird really does get the worm. You want to review the floor plan and make sure you get the most visible, high-traffic area you can get for the size of your booth.

“28% of trade show exhibitors start planning their trade show marketing 1 – 2 months before the show. 22% start planning 2 – 4 months before the show, while 18% are very prepared, getting ready 4 – 6 months before the show.”

– Display Wizard Exhibitor Survey

Next, outline your goals for what you want to accomplish. Are you looking to boost brand awareness or build a customer database? For some of our clients, trade shows are about keeping up their brand presence while spending time with meaningful customers. For others, it might be about establishing a brand presence in a new space or unveiling new products or services. Once you’ve defined your goal and how to measure success, you can weigh additional opportunities at the conference.

“Exhibiting is like chess—success starts with a great strategy.”

– Marlys Arnold, Exhibit Marketing Strategist

Make sure you are listed in the directory and inquire about ad placements, sponsorship and speaking opportunities; this can be key in getting more recognition for your brand. Can your company sponsor a breakfast or even a lounging/charging station? Get your hands on a schedule of events as early as possible, so you can gauge impactful opportunities.

Speaking opportunities offer an incredible chance to get your brand out there as an expert in your field. If you can be there on the floor or speak at the conference, it also helps to drive people to your booth and build those relationships. Know where the convention will be posting its “call for speakers” and be ready to apply.

Hosting an event or party is a fantastic way to create networking opportunities off the trade show floor and to leave a lasting impression on your prospects. In the past, Spire has arranged everything from hot air balloon rides to nightclub parties, whiskey tastings to glitzy Las Vegas soirees. In terms of brand impact, there’s really nothing more effective than a well-planned and executed event. Show your guests a good time and you’ll build strong relationships in the process. If the budget doesn’t allow for a full event, a nice dinner goes a long way. And be sure your team books flights and blocks rooms before the hotels sell out.

Targeting Your Audience: 6 – 12 Weeks Out

Around three months before your conference, you should start thinking about how you’re going to drive your customers and prospects to your booth or event. Get a list of attendees and their contact information as soon as possible. If you have mailing addresses in addition to email, think about sending a direct mail piece—the higher the prospect level, the more a high-end, custom approach is worth considering. In the past, we’ve sent dimensional custom invitations and cleverly designed room drops to drive traffic to booths and networking events.

Once you get people to your booth, you want to make sure attendees have a memorable experience from start to finish—from the booth design itself (more on that in our next blog series) to the interaction with your team to the giveaway item they leave with. Begin thinking through what those items will be well in advance, leaving enough time for sourcing and customization. There is always an opportunity to add a memorable, fun element of your booth, no matter the budget. On the lower end, a premium snack gift, like water, cookies or mints, goes further than the usual fare like pens and koozies.

If you have a larger budget to work with, brainstorm gifts that are relevant to your space. What’s new, fun, and cool? Break your prospects into categories to get more bang for your promo item buck: everyone gets the basic item/mid-level gifts for warmer prospects, and a premium option goes to top-tier customers and prospects. A high-end giveaway drawing also helps draw traffic. Remember, fun giveaways equal more visitors to your booth and more prospects. Get creative!

Lastly, consider a tool like mobile conquesting during the conference. These location-based, demographic, and behavioral targeting ads can be placed across apps and web browsing sites within your selected area and can be very effective. You can even use dynamically updated ads that show the user their distance from your location (booth) or geo-fencing ads that target users in your competitors’ locations down to a 500-feet radius.

Two Weeks Out

Send your customers and prospects an email that highlights your booth location at the show and any sponsored events, like breakfasts or speaking engagements. Let them know you’re looking forward to seeing them. This is also a good time to highlight any fun giveaway or raffle items at your booth.

Stay tuned for Part 2 of our trade show blog series where we’ll tackle everything you need to consider when designing your trade show booth.

To stay up to date on Spire news, awards, and blog posts, subscribe to our newsletter.

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Advertising  / Events
Trade Shows Return to the B2B Mix | Spire Agency Tells Us Why
Spire Agency Posted On June 3, 2021


Over the years, Spire has created exceptional trade show experiences from Dallas to Dubai, Chi-Town to Sin City. But last year, the events and exhibition industry lost a staggering $30 billion  worldwide. For B2B businesses, event planners, and many more involved, this hit hard.

Thanks, COVID.

But despite being a tough trade show year, Spire is already seeing a substantial bounce-back in the event space. As outlined in our recent blog post, Vegas has quickly opened back up in a big way this month, with highly attended trade shows like World of Concreate and Champs.

As B2B markets and other companies move back into the normalcy of these events, it’s advantageous to look at why these trade shows have historically been an impactful part of the marketing mix in reaching new customers within a high-touch environment. So as we look ahead to the summer and fall trade show seasons, let’s explore why 41% of companies consider event marketing and trade shows to be their top channel for lead generation.

Building Brand Awareness

Over 90% of attendees at trade shows report that they are on the hunt for new products and services, while 88% of companies attend to promote awareness of their brand. Trade shows are opportunities to connect with potential clients you may never meet again; 45% of participants attend only one trade show per year. Here at Spire, we believe these events are a unique opportunity to connect with attendees, make connections that could last a lifetime, and ultimately give your audience a greater understanding of your product/service. In addition, these visitors will tell more than six other people on average about their trade show experience—a profitable word-of-mouth opportunity!

Making Sales & Leads

According to the most recent study, 83% of businesses report that their main goal at a trade show is to increase sales. These exhibitions have consistently proven to help with sales to new buyers, competitors’ dissatisfied buyers, and current customers. Attendees often travel from all over the world and bring grand opportunities to exhibitors.

  • 81% of attendees have purchasing power and are key decision-makers in a company.
  • 77% of these attendees find at least one new supplier at shows, giving your company a fair shot.
  • As many as 49% of attendees plan on buying at least one product or service presented.
  • 67% of attendees are serious prospects.
  • Face-to-face contact results in sales closing quicker (an average of 3.5 sales calls).

These statistics reflect trade shows’ remarkable opportunities for sales, leads, and the overall ability to create new relationships through networking.

“Trade show leads are like milk – they have a short shelf life, so don’t waste valuable time.”

– Marlys Arnold, American Author

Time Well Spent

Trade show attendees spend an average of nine hours on the exhibition floor, not including the time for multi-day events. This means nine hours of your company putting their best foot forward, showing off their best products, and making connections that could last a lifetime.

A Reflection of Your Brand

If you’re thinking that you can get out of attending trade show events, it wouldn’t be without consequences. Not only would your brand miss out on the benefits that trade shows present, but the public’s perception of your company decreases by 5% if your brand doesn’t show up. This applies to various companies, including local, national, and international brands.

In addition, many current clients enjoy seeing their providers at these exhibitions. Face-to-face time is averaged to be worth $142 at a trade show, $117 cheaper than a meeting scheduled in the office. As many as 65% of companies attend to meet with clients to capitalize on these savings.

ROI

Trade shows are an incredible investment for your company and reap many benefits. If you’re not sold, here are some numbers, according to the most recent reports:

  • 52% of executives think trade shows drive the most ROI.
  • 73% of B2B marketers believe exhibitions are best for consumer engagement.
  • 22% of marketers reported that multi-day events are the most impactful.

It’s safe to say that trade shows bring opportunities that brands can’t find anywhere else. Yet, as the impact of COVID-19 continues to impact our market, what can we expect next?

Leaving “In-Person” in the Past?

Although trade shows are beginning to take place once again, 55% of event planners still hold safety as their number-one worry. Due to this, many professionals believe that in-person events will be more common toward the end of 2021.

As these event markets continue to recover, these situations bring up a reasonable concern for many.

“Go beyond the norm and invest in something unique to make trade shows worth your time, energy and hard-earned money.”

– John Ruhlin, American Author & Speaker

Some 60% of event planners have changed an in-person event to a virtually held event within the past year. 66% have postponed an event, and 87% have completely scratched an event, canceling it altogether.

Some hosts have become accustomed to this new digital world, holding events online and inviting others to join via videoconferencing platforms like Zoom. Many enjoy the flexibility, the low costs, and the ability to work from home. But these online experiences aren’t as impactful as they may seem. While companies may spend less money and time in virtual events, they tend to pose new challenges and don’t quite measure up to the in-person events of the past.

Virtual events have several drawbacks, especially for marketing events such as trade shows.

  • 35% of virtual event attendees are no-show, higher than at in-person events.
  • 38% of hosts experience technical difficulties.
  • 49% of marketers believe that audience engagement is vital, yet 67.7% of event marketers find it challenging to engage a digital audience.
  • 58% of virtual events are limited to 300 audience members, yielding fewer opportunities for sales.
  • 62% of digital events only last a day, despite the importance of a multi-day trade show.
  • 73.5% of survey participants responded that they prefer in-person events.

Virtual events may have their perks, but people often require face-to-face interactions when making a business decision.

Trends to Expect

With in-person events on the rise, there are many trends expected to take place within the next year. 74% of survey respondents think that Las Vegas is most ready to host trade shows compared to other struggling markets, such as New York, Orlando, and Chicago. While Las Vegas will dominate the trade show market in the second half of 2021, New York plans to begin hosting trade shows again in November 2021.

Once these events are open, it is expected that safety measures will still be taken to prevent the spread of COVID-19.

  • Trade shows will become more specific to different markets to limit the number of attendees.
  • 73% of event marketers plan on enforcing mask-wearing, social distancing, and other safety measures.

Despite the long, tumultuous road that the event industry (and the rest of the world) has journeyed this past year, there is a light at the end of the tunnel. In-person events will continue to grow this fall, making it only a matter of time until we return to the new normal.

Rachael Briner is a Client Service Intern attending Southern Methodist University.

To stay up to date on Spire news, awards, and blog posts, subscribe to our newsletter.


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Advertising
B2B Branding Insights for a Post-Pandemic Environment | Spire Agency Offers Insight
Spire Agency Posted On May 17, 2021


Each day brings us closer to reaching a seemingly triumphant exit from spending over a year of our lives in some form of lockdown. The global economy itself seems poised to take off; the expected speed bumps in that process notwithstanding. Leading indicators and economic forecasts point to significant corporate growth over the next three years. Large enterprises all over the world are beginning to open their wallets again and invest in their businesses as they plan for 2022 and beyond. Brace yourselves, B2B marketing and sales professionals, a “golden age” of B2B business activity may be in our immediate future.

What will not be lost on the successful branding executives of the future is that the rules of the B2B marketing game have forever changed. Even as the crisis of the pandemic slowly dissipates, successful B2B branding tactics will not revert to what they were before 2020. The way your audience thinks about your brand and the way they make purchasing decisions have changed—and your brand must evolve, too.

“The only way to grow in B2B is to be better than ‘very good’.”

– Seth Godin, American Author

B2B brands need to be more human

Stewards of B2B brands have rarely been comfortable allowing their brands to “let their hair down.” Despite the stampede of B2C brands over the last 20 years embracing their humanity, B2B has fallen woefully short in the brand personality department.

More conservative B2B brands (yes, I’m talking to you, professional services) have always feared sacrificing some of their professional reputation and credibility if they showed too much flair. It’s an understandable concern, but also one that has always been unfounded.

The last 14 months have greatly accelerated a trend that had been on the horizon for the last five years. B2B brands should showcase their humanity. Our agency has been inundated with calls from organizations that seek help to redefine their messaging and position their brand platforms to showcase their beliefs and mission—not just about their place in the business world, but in the entire world, too.

The time is right to take this step. A WPP study conducted after the onset of the pandemic revealed that 62% of consumers feel that companies should continue to communicate with them during the crisis with a particular emphasis on what they are doing to assist their customers and community during challenging times.

Despite the traditional stodginess of B2B dialogue, at its core, it is still human-to-human. Your audience values authenticity now more than ever. Don’t be afraid to tell them what you believe in and why. Showcase your values and ethics.

Don’t be afraid to tell them what you believe in and why. Showcase your values and ethics.

It’s okay for your B2B brand to have a sense of humor

If making your B2B brand more human doesn’t make your CEO cringe, how about also making your brand a little more fun? Cracking the occasional well-timed joke and tongue-in-cheek one liner is no longer reserved only for B2C marketers with their audiences.

In 2020, marketing research firm Dynata conducted a study exploring if B2B organizations’ reluctance to using humor in advertising and brand communications was justified. According to the study, 91% of the 400+ B2B professionals surveyed said humorous ads can attract attention; 86% said humorous ads can reinforce brand recognition; and 81% said such ads raise awareness. Even more impactful was the fact that humorous ads were 75% more effective in driving website visits and boosted online search by more than 400%. A B2B brand can occasionally be funny and still maintain its professional reputation, and now we have data to back up the positive impact it can have.

It’s been a tough year for all of us. Your audience will appreciate clever and appropriate humor in your advertising and communications. Push your brand out of its comfort zone—a little humor can provide a serious lift to your brand health.

The death of the handshake has been greatly exaggerated

It has been incredible to witness the massive advancements in leveraging digital technology during the past year. By some accounts, organizational adoption of digital technology from April through August of 2020 was on a scale that typically takes five years to occur. Trade shows went virtual; sales presentations took place on Zoom; and millions of professionals around the world were given unprecedented autonomy and resources to work from home on their own terms. In turn, marketers found new ways to connect with their remote audiences.

Thankfully, those new trends are mostly here to stay. But B2B organizations that have long relied on building meaningful and personal relationships with their prospects and clients would be foolish not to get reacquainted with contacts they haven’t seen in a year.

Yes, virtual tradeshows aren’t going anywhere (and hopefully they improve); but as in-person events return, don’t miss the opportunity to connect with your industry colleagues in person when the time is right.

As naturally social creatures, there is a connection that takes place during in-person meetings that can’t be easily replicated on a computer screen. As COVID transmission concerns continue to decrease, your audience will be eager to see you again.

Don’t shy away from visiting your clients and prospects when you can. I personally have heard of two major B2B purchasing decisions made in the last week where a prominent reason in selecting one competitor over the other was that the selected B2B provider took the time to visit the prospect on location to personally meet them and understand their needs. The provider that lost chose an approach that was entirely digital.

B2B buying decisions are surprisingly emotional ones for your prospects. In fact, a study by Gartner suggests that 80% of a B2B purchasing decision is based on the buyer’s experience with your brand, while less than 20% is based on price or the actual offering. Your audience needs to know you and trust your brand before they risk vouching for you to their company and buying your offering. After all, their professional reputation is on the line when they endorse you for a major enterprise purchase.

Your marketing investment should be tied to fueling your organization’s revenue stream.

Keep playing the long game

In challenging economic times, it is not uncommon to see B2C brands reduce or eliminate their branding and marketing efforts to reduce expenses. We’ve all witnessed this last year particularly in the restaurant, hospitality, and tourism industries.

This is a practice that should never be followed in B2B branding. But with some B2B organizations spending in excess of 10% of their operating costs on marketing efforts, the temptation to cut back during downturns can be powerful.

B2B enterprise transactions are typically characterized by longer sales cycles and more expensive transactions than those in B2C. The focus in building a B2B brand involves focusing on longer-term goals: creating lasting demand, maximizing brand impressions, and reducing price sensitivity. It takes time and consistency to do this correctly. The success of B2B branding efforts should not be measured by weekly sales (like we often see in B2C), but instead realized over the course of fiscal quarters and years. It often takes a long time for these investments in your brand to be realized, but they are critical to the long-term viability of your organization.

Your marketing investment should be tied to fueling your organization’s revenue stream. Cutting back on this investment is the equivalent of releasing the handle of the gas pump: the revenue needed to propel your company will slow to a trickle.

B2B branding and marketing efforts should not be considered just a part of a long-term growth strategy—it is the growth strategy. When the pandemic hit and the bottom fell out of everyone’s annual business plans, smart B2B CEOs turned to marketing for answers and guidance on how to respond to customers. Short-sighted CEOs cut their branding and marketing departments.

Times like these are opportunities for B2B organizations to become more visible, be more memorable, and fill the void in the market that was created when your competitors scaled back. Building brand awareness and driving sales activation must be an uninterrupted effort. Any loss of momentum in this pursuit creates a ripple effect that is often felt for years as organizations struggle to catch up with the competitors who maintained a longer-term vision of building the brand and pushed through the temporary challenges. Keep your foot on the gas.

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AAF Dallas  / Advertising
Spire’s Kimberly Tyner Named AAF Dallas’ Agency Leader of the Year
Spire Agency Posted On March 10, 2021


The 59th Annual AAF Dallas ADDYs will take place virtually on March 11, and Spire’s Co-Owner and Chief Creative Officer Kimberly Tyner will be honored with the inaugural Agency Leader of the Year award.

AAF Dallas’ Suits Awards recognize and honor individuals across various advertising disciplines who support the creation, execution, and delivery of great creative work from the Dallas advertising industry. Each year, AAF Dallas selects one individual from each of nine categories to honor during the ADDYs award show. This is, however, the first time the organization has named an Agency Leader of the Year.

Spire’s 2019 AAF Dallas Shining Star owns a sailboat, so it’s no surprise that she knew a thing or two about navigating the bumpy waters of 2020. Under Kimberly’s leadership, her B2B marketing shop became one of Dallas’ most awarded agencies with 26 major awards, the most in the company’s history. Spire was among the top five most-awarded Dallas agencies at the 2020 American Advertising Awards, and was one of just 17 agencies to win at the District 10 level. The agency also received multiple Graphis and Hermes awards, made Logo Lounge, and was a two-time DFW Marketer of the Year winner by the American Marketing Association.

Her creative inspiration propelled the agency onto the Clutch 1000 global list of Best B2B Agencies in the World for the second year in a row in 2020. Spire was also named to the more-exclusive Clutch 1000 list for both Fastest Growth and Sustained Growth. The agency went on to be named to B2B Marketing’s Top 38 US B2B Agencies and Marketing Round’s 12 Best Agencies You Should Know in 2020.

Kimberly made the cover of the Dallas Business Journal in December for her feature on maintaining culture and creativity from afar. Earlier in the year, Spire was named to *DBJ’*s 2020 list of DFW’s Largest Advertising & Marketing Firms.

More awards. More growth. More press. More wins. In a hell of a year, Kimberly designed a helluva year for Spire by doing the big and small things that mattered most.

AAF Dallas was founded in 1908 and is the local chapter of the American Advertising Federation — the “unifying voice” of the 40,000 professionals in our nation’s advertising industry. The Dallas ADDYs are the first step in a three-tiered competition that culminates into the national American Advertising Awards this summer. It is our industry’s largest creative competition with over 35,000 professional and student entries each year.


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Advertising
Spire Agency Helps ClearShift Rebrand From Oil & Gas to Green Products
Spire Agency Posted On December 24, 2020


A Company Shifts Focus and a New Brand is Born

ClearShift manufactures ultra-pure, environmentally friendly specialty products using a next generation gas-to-liquids process which reduces the amount of CO2 released into the atmosphere. The company approached Spire in need of a rebrand. Their previous name (Advantage Midstream) had pigeon-holed them into the oil and gas / midstream industry. They needed an identity that accurately reflected their services, which are more in the clean / green products space. Spire worked with the ClearShift team to create a fresh brand identity, including the development of a company name, logo, corporate business system, and website.

ClearShift Website

Spire began its work with ClearShift on the development of a company name that would position them as a green space player and speak to their unique product attributes. After much research and an extensive naming process, ClearShift was chosen. The Spire creative team next developed a new logo and corporate business system, along with a beautifully clean and modern website. After launching the new ClearShift, the company has enjoyed an increase in market awareness and is now well-positioned to make waves in the clean specialty-products marketplace.

ClearShift Logo Rebrand
ClearShift Mobile


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Advertising
Dallas’ Imaginuity Ranks Third Year in a Row on Dallas 100™ | Delivers New Customer Growth in Pandemic
Spire Agency Posted On November 30, 2020


Dallas’ Imaginuity has appeared for the third year in a row on the Dallas 100™, continuing three years of strong and consistent growth. The fall release of the top 100 company names comprised annually by the SMU Cox Caruth Institute for Entrepreneurship is a precursor to the expected spring 2021 release ranking the top 100 fastest-growing North Texas entrepreneurial companies. An integrated marketing agency reimagining marketing for the connected age, Imaginuity optimizes cross-channel marketing to drive both new customer acquisition and retention.

“We’re thrilled to threepeat on the Dallas 100, which for us confirms the strength of our team, our approach, and, at the end of the day, our clients,” said Taylor Calise, CEO of Imaginuity. “Despite the challenges we and so many businesses faced this year, we were still able to deliver the new customer growth our clients expected, and we have learned important lessons to help us emerge even stronger than before.”

For 30 years, the Dallas 100 has honored the ingenuity, commitment, and perseverance of North Texas’ entrepreneurial businesses. It places the spotlight on their economic contributions by ranking the top 100 entrepreneurial companies based on percentage growth and absolute dollar growth over the previous three years. The Caruth Institute, working with the accounting firm BKD LLP CPAs and Advisors, examined sales from hundreds of companies from 2017 to 2019, the last year for which complete data is available, with the winners representing a broad spectrum of Dallas-area businesses.

Caruth Institute Executive Director Simon Mak will announce in December the details of its socially-distanced reception and awards gala. “Of course, everything is contingent upon the pandemic, but we are hopeful that we can hold two safe, in-person events: a reception in late January or early February and our traditional Dallas 100 awards gala in early March,” said Mak. “If we’ve learned anything since the onset of COVID-19, it’s that everything is subject to change. While we’ll remain flexible, we’re hopeful that we can gather in person, masks notwithstanding, to celebrate the entrepreneurial spirit that is so vital to our economy.”

Delivering transformative results for clients at every stage of the buying process, Imaginuity leverages the business intelligence of its proprietary AdScience® customer data platform to collect millions of disparate data points across a multitude of platforms. AdScience ultimately creates a single source of truth for timely, actionable performance reporting, which has been key to Imaginuity’s successful client work. Imaginuity services several local clients including, HomeVestors®/We Buy Ugly Houses® (another 2020 Dallas 100 company), Service Experts, and Beal Bank.

Sponsors for this year’s event are, in alphabetical order: BKD CPA & Advisors, Cushman & Wakefield, Dallas Business Journal, Executive Press, KRLD NewsRadio 1080, MassMutual Dallas-Fort Worth, and Texas Capital Bank. A complete list of all SMU Cox Dallas 100 companies for 2020 is available online.

About SMU Cox
In 2020, the Cox School of Business celebrates 100 years of business education at SMU. The Cox School of Business is committed to influencing the way the world conducts business via prolific research that provokes innovation, change and global thought leadership. SMU Cox offers a full-range of business education programs including BBA, Full-Time MBA, Professional MBA (part-time), Executive MBA, Cox MBA Direct, Online MBA and Master of Science degree programs, as well as Executive Education. Consistently ranked among the world’s leading business schools, SMU Cox maintains an active alumni network globally. SMU Cox is accredited by AACSB.

About Imaginuity®
Imaginuity is the integrated agency that is reimagining marketing for the connected age. The agency’s proprietary AdScience® customer data platform collects, manages, analyzes and activates data to drive more efficient conversions throughout the customer journey. Headquartered in Dallas, Imaginuity provides integrated marketing services, including brand experience, advertising, traditional and digital media buying, paid and organic search, social media, web development, UX, AI, data analytics and database marketing services. More information is available at www.imaginuity.com.


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Advertising
Healthcare Cost-Control Innovator Payer Compass Selects Spire Agency for Brand Refresh
Spire Agency Posted On November 23, 2020


Payer Compass, a leader in the healthcare claims pricing and cost-containment industries, has selected Spire Agency—a Dallas-based B2B branding agency— to lead its brand refresh. In an effort to better communicate Payer Compass’s purpose and SaaS offerings to their health plan and self-funded audiences, Spire Agency has been tasked with repositioning the company and elevating the overall brand look and feel.

“We were challenged with repositioning our company in the market in order to operate on the same level as our top competitors and attract the right clientele,” states Slayton Gorman, Chief Revenue Officer, Payer Compass. “We are excited to partner with Spire Agency as a B2B-specific agency with experience in the healthcare space to elevate the Payer Compass brand above and beyond the competition.”

Spire Agency redesigned and launched www.payercompass.com in May and continues to work with Payer Compass on elevating other brand assets, such as messaging and positioning, internal branding materials, and various collateral pieces, including one-sheeters, brochures, and presentation templates.

“Payer Compass is a distinguished company with a noble goal: To bring rationality to the cost of healthcare for their clients. We are so excited that they have chosen Spire Agency to elevate the brand to reflect the industry innovators that they are,” says Kimberly Tyner, partner, Spire Agency.

Ginger Barrientez, Director of Marketing at Payer Compass, mentioned, “Spire Agency is not afraid to dig deep and ask the hard questions and steer the conversation in order to get answers. The creativity and design that results from these strategic conversations continues to be a stand-out asset from the Spire team.”

ABOUT PAYER COMPASS
As a 2020 recipient of Inc. 5000’s fastest-growing private companies in America, Payer Compass confidently navigates a successful path in the ever-changing healthcare landscape with innovative service offerings that empower the self-insured and bridge the gap between payer and provider.

ABOUT SPIRE AGENCY
Faithful to the belief that the world around us should be well-designed, Dallas-based Spire Agency elevates B2B brands through strategic design that builds bottom lines. The agency helps companies achieve better results faster by developing brand assets that are targeted, innovative, relevant, and cost-effective. Spire Agency’s ultimate goal is to elevate their clients’ B2B brands, creating positive and memorable interactions between the brand and its audience.


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Advertising
Dallas-based Spire Agency Names Mike Stopper as EVP, Client Service & Planning
Spire Agency Posted On October 21, 2020


Spire Agency, a top Dallas-based B2B branding agency, has hired Mike Stopper as Executive Vice President, Client Service & Planning. Stopper, AAF Dallas’ most-awarded Account Director over the last seven years and the 2019 “Account Exec of the Year,” joins Spire, the most-awarded B2B agency in Texas.

“We are thrilled to have Mike on board joining the Spire family,” said Spire Agency Partner, Steve Gray. “Mike joins Kimberly Tyner and myself on the leadership team and will be leading the agency client service team. Strategically, Mike will be integral in working with us to guide the future growth and development of Spire.”

“Mike joining the team represents an investment Spire is making in taking delivery and service to the next level for our B2B clients,” added Spire Agency Partner, Kimberly Tyner. “Mike’s credentials and two-decade track record of client success speaks for itself. I know his guidance and leadership will have an immediate positive impact for our clients and our agency.”

Founded in 2005, Spire Agency’s exclusive focus is elevating brands for its B2B client base. The agency’s layered approach of brand strategy consulting, messaging and positioning, creative design, and digital asset development has led to engagements with a diverse set of nationwide clients including TrinityRail, Bell Helicopter, Tyler Technologies, American Airlines, Texas Capital Bank and Dynata.

“From afar, I’ve watched Spire over the years win countless awards for their clients while bringing amazing results and culture to their B2B brands,” said Stopper. “I’m excited to join such a creative team that is doing wonders in the business-to-business space.”

Stopper joins Spire as the current 2020 AMA DFW “Overall Marketer of the Year.” His clients have been named “CMO of the Year Finalists” six years in a row by the D/FW chapter of the American Marketing Association, with three winning the coveted award. The 25-year Dallas agency veteran has produced award-winning work and results for brands including Interstate Batteries, Caliber Collision, Baylor University, SONIC Drive-In, Fuzzy’s Taco Shop, Dr Pepper and WhiteWave Foods. And by no coincidence, he’s worked for agencies named PROMO Magazine “Agency of the Year,” Ad Age “Small Agency of the Year” and Ad Age “Best Places to Work” during his tenure.


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Advertising  / Awards
Spire Agency Awarded Two 2020 AMA DFW Marketer of the Year Awards
Spire Agency Posted On October 2, 2020


Spire was recently recognized with two awards at the American Marketing Association’s 2020 DFW Marketer of the Year awards.

Spire Agency, a Dallas-based B2B branding agency, was recently recognized with two awards at the American Marketing Association’s 2020 DFW Marketer of the Year awards. Additionally, Spire led all agencies with a total of seven award nominations featuring work completed for its clients throughout the previous year.

The first award of the night came in the 2020 Integrated Marketing – B2B category for its TrinityRail “Built to Deliver” campaign.

With tweaks to the TrinityRail logo and an updated brand standards guide under their belt, Spire worked to elevate the TrinityRail brand, with a full rollout of the updated brand across a multitude of various channels. The project was aligned with the company’s long-standing tagline: Built to Deliver.

The second award came in the 2020 Marketing Collateral category for our TrinityRail Corporate Sales Kit.

As part of a complete brand overhaul, Spire worked with TrinityRail to create a new corporate presentation folder. Used everywhere from trade shows to sales calls, this sales kit allows TrinityRail reps to easily and effectively share TrinityRail marketing materials such as its corporate brochure, specialty brochures, and product one-sheets.

See the full TrinityRail case study here.

“In what has been a very surreal year, this was a great night for our agency,” said Kimberly Tyner, partner and creative head at Spire Agency. “Kudos to the entire AMA DFW team for pivoting in the middle of the pandemic and finding a way to make this event happen. Our team really enjoyed watching virtually.”

The two additional AMA DFW awards, combined with the 10 Dallas ADDY awards and 9 Hermes Creative Awards earlier in the year, maintains Spire Agency’s status as Texas’ most-awarded B2B agency since 2016.

Tyner added, “We continue to work with amazing clients that create the right environments for our team to push out award-winning work. It’s truly a win-win.”

ABOUT SPIRE AGENCY
Faithful to the belief that the world around us should be well-designed, Dallas-based Spire Agency elevates B2B brands through strategic brand design that builds bottom lines. The agency helps companies achieve better results faster by developing brand assets that are targeted, innovative, relevant, and cost-effective. Spire Agency’s ultimate goal is to elevate their client’s B2B brands, creating positive and memorable interactions between the brand and its audience.

ABOUT AMA DFW
The American Marketing Association has 30,000 members from 76 professional chapters and 250 collegiate chapters across the US. The AMA was formed in 1937 with the merge of two preceding organizations, the National Association of Marketing Teachers and the American Marketing Society. The mission of the Dallas-Fort Worth Chapter is to educate, support, and enhance the performance of its members and marketing professionals in the Dallas-Fort Worth metroplex.


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