JSH&A is a member of a new generation of Chicago-area agencies that is bringing lively, innovative public relations to a market that until recently has been overshadowed—in terms of creativity, at least—by its Midwestern rival Minneapolis. Agency founder and president Jonni Hegenderfer has put JSH&A on the map by combining big agency experience (she’s a veteran of market leader Golin/Harris) with boutique agency service, and by developing a unique approach to lifestyle marketing. Called LIFStyle, JSH&A’s trademarked process applied Life Influence Factors (LIF) specific to the target audience to create the right strategic approach.
The agency’s recent “Defining Women” survey, for example, examined the attitudes, aspirations, apprehensions and fantasies of 500 women in five LIF-stage categories (Explorers, Builders, Boomers, Sliders & Silvers), producing insights usually associated with much larger agencies with dedicated research departments. As for how JSH&A applies this approach, last year it launched McDonald’s Teletubbies and Teenie Beanies Happy Meal promotions, promoted the Precious Moments Care-a-Van as it traveled to military bases and the Special Olympics; launched a line of Harry Potter collectibles for Enesco; and introduced Booker Noe, grandson of Jim Beam, to bourbon enthusiasts across America. Those assignments reflect the firm’s impressive client roster, which includes Allied Van Lines, Jim Beam Brands, Jiffy Lube, McDonald’s, and Whirlpool.
Now looking to expand beyond its consumer marketing base, JSH&A has developed a crisis and issues management practice, 911, and worked with client Clarke Mosquito Control to address the concerns of community and environmental groups in New York, where Clarke was in the forefront of the right against the West Nile Virus. The firm has also launched CyPRcom, a division that will leverage the Internet for client communication. JSH&A also added investor relations counselor Bob Troyer to its staff and will handle its first IPO in 2001.