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Louisville advertising, marketing agency rebrands, expands

LOUISVILLE, Ky. (Nov. 13, 2012) – The former CurrentMarketing agency has rebranded itself Current 360 and is emphasizing its status as a full-service advertising, marketing and digital agency.

The Louisville-headquartered firm has been in a strong growth phase during the economic downtown of the past four years, increasing staff, adding departments and recently acquiring another agency in Fort Lauderdale, Fla., and a south Florida secret shopper service.

“We have increased our staff by well over 300 percent in the past four years despite the down economy,” said Current360 President Richard Schardein. “The recent trend has been selling a niche service, but we’ve found success in expanding our core competencies. We’ve added five departments in four years.”

As a result, Current360 now has operating income to 15 percent higher than the industry average during the recession, which Schardein credits to expanding rather than narrowing its client services. Louisville is one of the densest advertising markets in the Midwest, according to Current360.

“More often than not, a client’s needs transcend the boundaries of what a typical agency does,” Schardein said. “We do not want to be an ad, marketing or digital agency. From high-level brand strategy all the way down to doing the embroidery for business uniforms, we want to be an everything-agency. Period.”

The agency is backing its strategy bet by completely rebranding to reflect its dedication to and capabilities as a full-service agency. As of mid-October, it dropped “marketing” from its name to refrain from emphasizing a single service and became Current360. The company also purchased the Electrum Marketing agency and CIMA Insight, a secret shopper service in Florida, to expand into a new market and diversify its skills, most notably in research.

Schardein started the company in a spare bedroom. Now, 28 years later, it made Inc. magazine’s list of fastest growing U.S. companies for a third consecutive year (as CurrentMarketing). Some of that growth was a result of jumping into digital products.

Through its growth, the company has maintained a commitment to its offbeat culture and giving back to the community. During the recession, Current360 has donated $1.6 million in time and services to the Louisville area. Schardein said he is hopeful to make a similar impact in the Fort Lauderdale, Fla., community as well.

The South Florida operations also have been rebranded with the Current360 name. CIMA Insight is rebranding as CurrentInsight.

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