SCRUFF AGENCY by Scruff Agency

SCRUFF AGENCY COMPANY: SCRUFF AGENCY LOCATION: LOS ANGELES SKILLS: DIGITAL • RETAIL • BRAND EXPERTISE: SUSTAINABLE MARKETING WEBSITE: SCRUFFAGENCY.COM.COM CONTACT: INFO@SCRUFFAGENCY.COM

CALIFORNIA MILK. POURING OUT A NEW IDENTITY AND A NEW AD CAMPAIGN. CALIFORNIA CHEESE EVOLVES INTO A NEW, STRONGER BRAND.

Logo exploration and final brandmark.

A D V E R T I S I N G

D E S I G N

Ross Patrick Founder, Creative Director Ross is the rare Creative Director that’s also passionate about marketing, brand integration and the various facets that make up a brand – from product development, packaging and retail design, to offline and online consumer advertising. He’s been in the business for over 20 years, and has worked on broadcast, print and online campaigns for some amazing brands, big and small. Ross cut his teeth as a designer at Nike, then became head of advertising and design at Capitol Records, and most recently was head of Design and Integration at Deutsch LA. His clients have included such names as Microsoft, TGI Friday’s, Mitsubishi, Coors and DirecTV. While at Deutsch, Ross was also instrumental in the launch of Tesco’s Fresh & Easy Neighborhood Markets. Recent projects for Nike, Coffee Bean & Tea Leaf and Southern California Edison have helped pave the way for Scruff.

Steven Henry Founder, Director Strategy/Sustainability Steven is responsible for managing client relationships and developing strategic direction. Beginning his career in marketing and advertising at Dimon Creative in Los Angeles, he became VP, Account Services. He then joined Alan Lithograph where as VP Sales & Mktg./Partner he led the re-branding and the restructuring of the company that would become Insync Media, a leader in the new digital media world. As VP/GM for Sea Recovery, a global leader in seawater desalination, he became interested in the worldâ&#x20AC;&#x2122;s need for sustainable sources for fresh water and resource management. He later joined Anderson Lithograph as EVP Sales, managing the national sales team. Based on Andersonâ&#x20AC;&#x2122;s award winning sustainable manufacturing solutions, Steven has become an impassioned proponent of sustainability and how it can apply to marketing and advertising. Heâ&#x20AC;&#x2122;s worked with the likes of Harley-Davidson, Target, Mercedes, Wal-Mart and Ralph Lauren.

Strategize your brandâ&#x20AC;&#x2122;s sustainability

Aligning Sustainable Cultures

At Scruff we are committed to brands that have incorporated sustainable practices into the DNA of their company. For these brands it only makes sense that their marketing and advertising strategy would not only communicate their “higher purpose” but also deliver it by the most sustainable means available today. Sustainable Marketing Makes Sense It pushes marketers to consider that more timely, targeted and meaningful messages will reduce waste and more closely align with what consumers themselves are demanding — that the messaging they receive be more relevant. The challenge lies in making effective use of content relevant marketing, targeting fewer individuals with more meaningful communications and generating less waste. And it’s not just about reacting to calls for greener practices. Customers themselves are at risk. A recent CMO Council study revealed that 63 percent of consumers have abandoned or are considering abandoning a brand altogether because of irrelevant emails and junk mail. The overwhelming majority of customers state that, regardless of channel, relevancy is what they valued, if not required, in maintaining a brand relationship. With content relevant marketing — a data-driven, content rich approach — marketers can extract strategies to employ today, using new technologies and data they may already have at their disposal. Consumers want companies they patronize to market smarter and be environmentally conscious. Migrating onto a more content relevant marketing platform leverages vehicles and technologies in ways that make sound business sense and service environmental ideals.

Getting Your Brand Noticed At SCRUFF, we believe communication is about give and take. At its core, it’s a two-way exchange of ideas, information – and when done well — even humanity. Each opening salvo is an opportunity to spark an undeniable connection, build on it and sustain the conversation. It’s less about brands, targets and advertisers, and more about the people at the heart of it all, and how they respond to the messages we’re sending.

Big Brand Experience Our founders have decades of experience in the fields of advertising, design, interactive and marketing. We’ve created a next-generation branding, marketing and media company that specializes in authentic and meaningful, cross-platform communications with your audience.

New Thinking SCRUFF integrates your positioning, strategies, data and budget to help you create and sustain a custom brand network – composed of traditional, new and emerging media – that work together to initiate and foster ongoing, relevant interaction between you and your core audience. We’re completely media agnostic a nd we can work as lead agency, or we’re happy to follow. It’s all about integration. As such, we are wholly invested in you rather than a particular medium, which allows for pure and organic customization from the inside out. We create engaging, kinetic, on-brand content that lights a fire, entertains and informs.

Itâ&#x20AC;&#x2122;s all about brand integration

Highly successful viral video campaign for Old Navyâ&#x20AC;&#x2122;s back-to-school promotion. Part of an integrated campaign that involved a microsite with downloadable ringtones, videos, games and rewards.

Build a community around your brand

Highly Targeted Custom Content Creation Customized eBlasts, eMagazines, eCatalogs, Personalized Mailers and microsites – SCRUFF has the tools to deliver the right content in the right format to the right person at the right time to increase brand awareness, lead retrieval, and response rates. We can also deliver all the SEO, web metrics and analytics necessary to sustain and maximize your campaign and website.

Personalized Landing Pages & Microsites How do you increase customer retention and loyalty? Customized landing pages and microsites create unique web experiences that consumers can relate to. Microsites can promote a new product launch and add to your existing web presence. They can promote events, coupons or sweepstakes, as well as add entertainment value to your existing site.

Online Entertainment We create content around your product or service offering. The SCRUFF team creates custom videos, webisodes, games and content to engage and entertain your audience. These informative and entertaining “moments” fuel the fire, creating a lasting buzz and ultimately attracting eyeballs to your site. They call it “buzz”— we call it sales!

We developed 10 webisodes for MySpace TV’s “Hot Garage”, a branded entertainment show about a muscle car garage run by five gorgeous mechanics, starring the 2010 Camaro.

Traditional Branding and Beyond Discovering your brand’s unique and authentic voice is the foundational first step. Who are you? Why are you here? Why should they care? The questions may not always be easy, but the answers are always there. We can work with your existing branding, or help you research, develop and refine your positioning and strategy. In this new uber-complex age of branding, we’ve created online shows, magazines, events, games, Blogs, Twitter pages, ringtones, viral videos, even trading cards – and the list keeps on growing.

Marketing & Media With so much attention focused online, we are always looking for new ways to strengthen the two-way dialogue with consumers. Our ability to integrate traditional media and harness these emerging media opportunities affords us a unique and powerful advantage in the marketing landscape.

Strategic Development Focus groups, consumer insights and comprehensive category analysis are just some of the tools SCRUFF employs to guide and inform our decision-making process. The ability to anticipate consumer desire is not something you can fake or live without in this brave new world. Gut instinct has always served us well but we’re also well aware of the benefits of conducting research.

Letâ&#x20AC;&#x2122;s start the conversation

We built a retail research facility for Nike to conduct brand development here in Los Angeles. We worked with marketing, design and sales to fine-tune the brand plan for 201 1.

FRESH & E Solar Power, Recycling, LEED certification, Organic, Fair Trade and Eco-Friendly Products We helped Fresh & Easy develop display and shipping materials that are recycled or reused. This includes materials like cardboard, paper, plastic shrink wrap, pallets, totes, and crates. The stores are LEED certified and utilize environmentally friendly water recycling towers. The distribution center houses a $13 million solar roof and all of the products in the store are sourced as organic or highly scrutinized for their farming and sourcing tactics. HEALTH_BEAUTY / PACKAGING packaging/ katherine/ nature_fruits.ai category: nature

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EASY Fresh & Easy Neighborhood Market Challenge:

Create an entirely new brand from scratch in a category

dominated by large established players. Design over 2000 private label packaging designs. Launch over 100 stores in the first year. Insight:

Consumers perceived that fresh food was the domain of the

supermarkets and that convenience meant stores with a limited range of food at high prices. The opportunity existed for a convenience store that offered a comprehensive range of high-quality yet competitively priced fresh and pre-packaged food. Solution:

From packaging and in-store experience to offline and

online advertising, the fully integrated campaign focused on quality, freshness and easy to shop locations.

Packaging

Developing the Brand As we developed all of the different types of products and packaging, there needed to be a distinct brand language to allow everything to fit together. The minimalist packaging allows the consumer see how fresh and natural the products are. In some cases the flavor, origin, ingredients and distinct product personality needed to be communicated as well.

The Voice of the Brand Part of creating the identity and packaging systems also included messaging and signage for the different sections of the store. The voice of the brand needed to be confident, smart and informative.

The Brand Story Online We developed informative meal planning menues that helped educate shoppers about the easy and healthy ways to take advantage of the unique new stores. The Blog and Twitter strategy created engaging and informative dialogues with consumers as the stores open in new neighborhoods. New product launches and neighborhood outreach programs are constantly touted on the Blog. Consumer feedback is highly regarded and observed by the brand stewards as they fine-tune the shopping experience.

Fresh & Easy More than just a green logo, an entirely green store concept from Tesco to launch their US grocery stores.

Scruff team leads the way on developing green marketing tools. OneTouch Legal Paperless clients need smart campaign We created a web-based, front end for EDP’s OneTouch Legal web site, a digital document center for the California’s legal community.

Geo-targeted mailings to promote geo targeting Now law firms all across the state can file documents online with OneTouch legal. The process server can generate a geo-specific photo that is time, date and location stamped for each document. We decided to use this exacting technology to promote the service. Pictures of top law firms were added to the personalized brochures so that each firm would see how the service worked. One Touch Final Art 5-21-10

One Touch Final Art 5-21-10

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We File and Serve the entire State of California. We provide the highest level of accuracy and reliability, while meeting tight, on-demand service deadlines across California. With faster proofs of service, order status updates and our reliable network of process servers.

“Paperless saves time and money.”

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Offices: La Mirada San Diego Sacramento San Francisco Ventura

• Transmit all of your documents online. • File all of your documents without a hassle. • It’s so simple. Go paperless today! • It’s good for the environment.

Los Angeles • Orange • San Diego • Sacramento • San Francisco • Ventura

What’s even better than reducing energy waste and pretty much saving the planet?

Find a Contractor A/C Quality FAQ A/C Quality Installation Energy Efficiency Go Green Contact Us Dealer Log-in

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Getting paid to do it.

Earn up to $1200 in rebates with certified AC installation!

What is the ENERGY STAR® Quality Installation Program? The A/C Quality Program helps building owners address their A/C systems as a money saving investment by providing services that keep your system operating efficiently and extend the life of your equipment. Qualified A/C Quality contractors are trained and ready to offer you the most energy-efficient systems.

As part of SCE’s A/C Quality Program, the ENERGY STAR® Quality Installation Program is a rebate program that helps you select the right high-efficiency equipment for your home and ensures the installation meets ENERGY STAR® Quality Installation Guidelines.

Why take advantage of the ENERGY STAR® Quality Installation Program? By participating in the program, you can be assured that sound industry practices are used in the design and installation of your air conditioning system. Your installation costs can be substantially less when you combine this rebate program with manufacturer rebates and the additional tax credits potentially available AC-Qua lity Con for high-efficiency equipment. cept1 Save the Planet

• Lower energy costs • Receive cash Rebates

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Saving the Environment — Saving Consumers Money Our marketing program included a wide array of tactics for installers to market the SCE Rebate program. We created a B2B campaign to educate the installers about proper certification and standards as well as providing a sophisticated online marketing store for them to order their materials.

Online tools for HVAC Installers With digital printing and variable content, we created a powerful online marketing tool that provides HVAC contractors with easy-to-use digital resources. Now they can reach out to consumers with the rebates and tax incentives available through the program.The analysis of data can provide geo-tracking of aging or upwardly-mobile neighborhoods and psychographic purchasing desisions.

CONTACT:

steven@scruffagency.com ross@scruffagency.com 2945 Townsgate Road • Suite 200 Westlake Village, CA • 91361 main (805) 719.2777

All work shown was created and/or supervised by Ross Patrick. © Copyright 2010 - All rights reserved - No duplication of any type is permitted without written permission from Ross Patrick or Scruff Agency LLC.