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Media Fascinated with Ad Agency-Turned-Product Developer

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It’s not often you find a direct response ad agency that knows how to market a product AND conceptualize and develop a product right from the start. And that’s pretty obvious considering the major national and local media buzz Marketing Architects has been getting since the sale of HurryCane—the No. 1 selling cane in America. 

The Aug. 25 sale of the category-shattering “Cane That Stands Alone” marked the purchase of the first product that the Minneapolis-based direct response agency has been fully involved in during its entire concept-to-sale lifecycle.

Global media guru Advertising Age featured Marketing Architect on its front page in a Sept. 8 article, Meet the Minneapolis Shop That Created the HurryCane. The article focused on the fact that Marketing Architects “invented, marketed, sold and distributed the cane, building it into a $50 million business before recently selling it to Drive Medical and retaining advertising duties via a long-term contract.”

Now Marketing Architects is being recognized as an entrepreneurial pioneer in the marketing world.

The Minneapolis Star Tribune featured an article about the agency and its HurryCane deal, reporting that it “demonstrates Marketing Architects’ ability to turn a creative concept into a brand ­success and eventual sale. The agency has 20-plus products launched or in the pipeline at ZOOMWORKS.”

ZOOMWORKS is the agency’s product-development company that has been forming products for the last few years. The agency has built an incredibly enviable reputation for developing bold DR campaigns for nationwide clients in every market (from skincare to education and financial industries) over the last two decades.

Minneapolis/St. Paul Business Journal also spotlighted Marketing Architects in an article highlighting an interview with the agency’s CEO, Chuck Hengel. He said the HurryCane acquisition was “affirmation of his agency’s current strategy: Create a consumer good, roll it out and exit once the brand is off the ground.”

Rob DeMars

By Rob DeMars

Chief Creative Officer

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