Marketing communications and brand building
In 2004, Fleishman-Hillard became the latest big global agency to spin out a smaller, more entrepreneurial boutique firm, following in the footsteps of Edelman (with its PR21 subsidiary, now Zeno) and Ruder Finn (RF|Binder Partners) to create Blue Current, a marketing and brand-building firm led by Larry Meltzer and Robert Martin, whose Meltzer & Martin agency was acquired by Fleishman in 1999.
BlueCurrent will specialize in helping clients connect with target consumers, deliver their brand messages, launch ideas or concepts, and make a big splash in their respective markets.The firm employs a signature creative process based on the concept of navigation and the firm’s core values of discovery, insight and imagination. The process, the BlueCurrent Creative Navigator, invites clients to take a creative voyage through the concepts of discovery, insight and imagination, with a three-phase methodology built upon a series of distinct principles and guidelines that direct the agency’s creative and problem-solving activities. In addition, agency staffers are trained in Splashpoints, a portfolio of 12 specific idea-generating techniques designed to foster creativity.
Meltzer serves as chief imagination officer, directing the agency’s creative product and serving as a knowledge resource for brand-building and media trends. Martin is chief navigation officer, directing work in the areas of brand strategy, market research, competitive intelligence and reputation management. They are joined by Annette Rogers, partner, who has broad experience in the consumer products, hospitality and retail sectors.
BlueCurrent has 13 full-time, permanent employees, and has completed assignments for Shell Oil, generating consumer media interest for the launch of Shell V-Power, the most advanced fuel Shell has ever developed; Hibernia Bank, assisting with the company’s expansion into the North Texas market using guerilla marketing to create a splash,; and Lennox Industries, launching the Lennox Home Comfort Makeover Contest to identify “the most uncomfortable home in North America” and transform it into a complete comfort zone with a $50,000 interior design and home comfort makeover.