Work that had to make sense in the room and in the market.
Brand architecture
Matt Blaylock’s experience at John Deere.
As acquisitions and affiliated businesses expanded the portfolio, brand choices needed to be made earlier and more consistently.
Matt developed a repeatable framework to decide whether an acquired brand should stand alone, be endorsed or move toward the master brand. It considered customer and dealer effects alongside employee, communication and operational needs.
The value: a practical way to make the next brand decision. This work was undertaken in Matt’s prior role, not by Cold Penny.
For The Farmers
Matt Blaylock’s work at John Deere with Busch Light and Farm Rescue.
The partnership required alignment across companies, legal teams, agencies, events and the nonprofit.
Matt identified and championed the opportunity, worked with counterparts to define and earn approval for the partnership, and helped coordinate packaging, PR, social, events, merchandise and community participation.
The central skill was getting a strong idea through real organizations and into an integrated program. This work was undertaken in Matt’s prior role at John Deere.
STIHL integrated marketing
Nick Eber’s experience in a prior agency role serving STIHL.
The assignment connected brand, content and activation across a broad network of authorized dealers and varied customer needs.
Nick was a senior agency and client lead across creative, social, PR, influencer work, dealer social marketing and STIHL TIMBERSPORTS. Weather-based social content used conditions and forecasts to make the work more relevant.
The lesson: connect customer context, channel needs, creative work and measurement. This is Nick’s prior-role experience, not a Cold Penny client claim.