Ad Agency Mindspace Opens Doors with Fresh Approach and Attitude

May 5, 2004 – Tempe, AZ

Mindspace, a new full-service advertising agency, announced today the opening of its office in downtown Scottsdale, Ariz. Mindspace was formed of Brent Shetler, former principal of the award winning marketing services firm Critheorian, and Mark Zembal, former marketing director for local software development company Cyclone Commerce. Mindspace offers a practical approach that is resonating with its growing list of clients.

"Advertising agencies often hide behind the conventional wisdom that marketing can't be measured, and that isn't what their customers want to hear," said Brent Shetler, Mindspace Principal and Creative Director. "Marketing executives are demanding demonstrable results for a budgetary dollar that has gotten much smaller over the past few years."

"The reality is that when the effectiveness an advertising campaign or marketing initiative isn't tracked, you're just asking for trouble," added Mark Zembal, Mindspace Principal and Strategic Director. "You can't prove results or learn what's working and how to improve without some form of measurement. By building performance metrics into all aspects, we help our clients justify what they are doing and why they are doing it. Suddenly, marketing isn't just seen as that department that 'produces a lot of stuff,' but instead is credited for strategically growing the bottom line."

For Scottsdale-based Mindspace customer Cyclone Commerce, a business-to-business enterprise software company, the difference has not gone unnoticed.

"Our business moves very fast, so we require a marketing partner that can keep up," said Lisa Lai, Vice President of Marketing for Cyclone. "While we had used major agencies in the past, we decided to consolidate our business with Mindspace because of their creativity, insight, and agility. Their unique approach to assignments ensures that both our collateral and campaigns stand out and drive measurable results. No other agency knows our business the way they do, which makes Mindspace a highly valued partner." The need for effective marketing and the right agency partner seems to only be growing, as marketers battle for mental real estate in a society awash with communications. Recent estimates indicate that the average person is exposed to over 10,000 marketing messages a day.

"Approximately $500 million dollars are spent every day in the U.S. to shape perceptions and drive consumer demand," added Shetler. "Competing against the hundreds of millions that everyone else is spending to get consumers' attention is not an easy battle. The only way you have a prayer is to make sure you know which strategies and tactics are effective in helping you to secure the mind share you need. At the end of the day, you will only be as successful as the space you are able to occupy in the minds of your target audience. Our mission is simply to help our clients claim and expand that space."

Mindspace's growing client roster includes companies such as; Attensity, Mountainview, Calif.; Avnet, Phoenix, Ariz., Diversified Human Resources, Phoenix, Ariz.; iLink, Phoenix, Ariz.; Chef's Planet, Phoenix, Ariz.; VIACK Corporation, Scottsdale, Ariz.; Cyclone Commerce, Inc., Scottsdale, Ariz.; and Sensor Technologies and Systems, Scottsdale, Ariz.

About Mindspace
Mindspace has experienced tremendous growth every year since it hung out its shingle, both in terms of revenues and clients. Extremely strategic, highly creative, and just a little bit left of quirky; Mindspace goes beyond pretty pictures and clever copy to deliver uber-effective, highly integrated solutions to real marketing communications challenges. With B2B and B2C customers on both coasts and in between, this highly decorated, award-winning agency is building a loyal following of clients and employees. For more information, please call 480.941.8497 or e-mail info@mindspace.net.