Mower makes Indie Awards shortlist for agency rebrand campaign


Mower is pleased to announce that the internal agency rebrand campaign, “Making Fierce Friends,” powered by the research-backed Brand as Friend® methodology, was named to the 2022 Indie Awards shortlist. Last year, Mower completely reimagined its brand identity, sparked by the desire to create authentic connections.

The Mower rebrand was nominated in the “Creative – Print & Design” category among four other agency campaigns. The work was one of less than 30 campaigns selected globally to be shortlisted across six categories. Agencies from across the world were recognized – and Mower was one of just five U.S. agencies included in the shortlist.

The Indie Awards are the only large-scale international awards designed exclusively for independent agencies of all communications disciplines and judged by independent agencies. From their creation, the prestigious Indie Awards have aimed to raise the profile of the independent agency sector by recognizing talent and rewarding achievement.

The winners will be announced at an awards ceremony in London on December 8.

About the “Making Fierce Friends” campaign:

We believe that for brands to be relevant in today’s world, relationships matter. Data can’t ignite a spark between two people—or between brand and customer. Creating these connections takes a unique approach. One that Mower has perfected, as much as relationship-building can ever be perfected. We call it Brand as Friend®.

We use our methodology to help brands connect with their customers by tapping into the same emotions that friends feel as they connect. Pairing the science of data with the A.R.T. of connecting people to your brand—through Affection, Relevance, and Trust. Understanding what each customer desires at a specific moment in time. And bringing ideas to life that spark those feelings when they matter the most.

We started our rebrand by re-envisioning the look, language, and experience of our brand itself: choosing fonts that were approachable and had literal connections between characters and opting for a friendly color palate and a whimsical, hand drawn illustration system. We then applied this across our brand identity. We completely redesigned our website, filling it with conversational language, light-hearted jokes, and non-biased wisdom you’d get from a close companion.

In an industry where most full-service marketing agencies offer the same services, apply similar processes, pull from the same talent pool, and leverage the same data, ‘Making Fierce Friends,” powered by the proprietary ‘Brand as Friend®’ strategic process has provided significant differentiation and competitive advantage.

Learn more about Mower’s rebrand and see the creative here, and view the redesign case study here.

Learn more about the Indie Awards and see the full shortlist here: Independent Agency Awards | The Indie Awards

Mower is a digitally integrated independent marketing, advertising and public relations agency with professional staff concentrated in New York City, Chicago, Atlanta, Boston, Charlotte, Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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