Overview

Company Summary

Hiebing is a full-service marketing communications agency that creates measurable brand momentum through the marriage of data and artful storytelling. The agency has offices in Madison, Wisconsin, and Austin, Texas, and offers a suite of services, including brand strategy, research, creative, media, PR, social, digital, marketing science and production. Hiebing’s client roster includes ABC Supply, Chuy’s Tex-Mex, Culver’s, Oregon Tool, Schneider, Summit Credit Union, Wisconsin Department of Tourism, Wisconsin Lottery and others.

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Staff

Total Number of Employees

Office Employees: 101-200
Total US: 101-200
Total Worldwide: 101-200

Dave Florin
CEO
Having stepped into his role as president shortly after arriving at Hiebing in 2001, Dave has been integral in shaping Hiebing’s ability to serve as an effective marketing partner and building our centers of excellence. Under his leadership, Hiebing has nearly doubled in size, opened a second office in Austin, TX, and been recognized as Small Agency of the Year, Midwest Region by Ad Age as well as one of the Best Places to Work by Ad Age, the Wisconsin State Journal and Madison Magazine. Never one to rest on his laurels, Dave continues to be the source of our optimistic culture while scaling the business to ensure we are always serving the needs of our clients.

As a passionate advocate for target insight-driven strategy, Dave is actively involved in the manner in which Hiebing develops marketing plans that marry human truths and brand authenticity. His résumé includes helping catalyze the dramatic financial and franchisee expansion of Culver’s into one of the fastest growing QSRs in the country, paving the way for Schneider’s growth to an IPO on the New York Stock Exchange and overseeing Wisconsin Tourism’s integrated marketing account.

The son of a former Goodyear marketer, Dave grew up in the world of marketing and has been a guest speaker at various industry events including the National Retail Federation, the Retail Advertising and Marketing Association, the International Institute for Research and the Investment Council Institute. For nearly two decades, Dave served on the Wisconsin Foundation and Alumni Association Board of Directors and was the chair of the Wisconsin Alumni Association Board. In case you couldn’t tell, Dave is a graduate of the University of Wisconsin—Madison. Two of his daughters carry out his Badger legacy, but his youngest still has that decision a few years away.

Sean Mullen
Chief Creative Officer
Responsible for fostering a culture that recognizes the creativity in everyone, Sean sets Hiebing’s standard for creative innovation and user engagement. With a background in art direction, Sean sees the beauty in all things and appreciates how the best ideas can be inspired by unconventional means or non-linear thinking. In his role, Sean manages a diverse team of copywriters, art directors and designers as well as our integrated production and studio teams.

Since taking the helm of the create department, Sean has been instrumental in not only inspiring great ideas but also investing in resources to bring those ideas to life, including a state-of-the-art videography and editing studio. This allows Hiebing the capability to shoot, edit, animate and produce content in a nimble and efficient fashion, all under one roof. When external partners are needed, Sean casts a wide net to include female or minority directors, photographers and editors because our best work is done when the team reflects the world in which we live.

Sean is no stranger to being recognized at industry award shows, but his favorite award has been winning “Best Dad in the World” for three consecutive years (this was prior to his sons becoming teenagers). Undeterred, Sean is passionate about fatherhood and empowering the next generation by serving on the board of directors for Boys & Girls Club of Dane County. Sean is a graduate of Marquette University and was captain of the dodgeball team.

Dana Arnold
Chief Growth Officer
Hailing from Scottsdale, where she founded and sold a boutique public relations agency, Dana embodies an entrepreneurial spirit in building brand equity while helping clients stay ahead of the curve. Her body of work includes the creation of a national cause marketing campaign on behalf of Culver’s, working with celebrity chefs and hoteliers for grand openings and liaising with outlets like BuzzFeed, NBC and USA Today.

Dana is the chief architect behind Hiebing’s growth strategy and content marketing. She regularly speaks at industry events and provides our clients with workshop-style presentations where she shares actionable ideas and insights related to culture, data and empowerment. For the past year, Dana has been presenting findings from the agency’s national quantitative study that explored the trends and behaviors of the “elder” Gen Z cohort (16-22 years old). This expansive and iterative study has yielded valuable insights for existing and new clients in the restaurant, retail and hospitality sectors.

When she’s not on an airplane, Dana is either leading She-bing (Hiebing’s female leadership and mentorship program) or donning her Super Mom cape, though no amount of strategic persuasion can get her sons into the car in an orderly fashion. Dana is a graduate of John Carroll University and is accredited in public relations by the Public Relations Society of America.

Paul Thompson
Vice President of Brand Development
As a self-professed gearhead, Paul loves to roll up his sleeves to understand how things work and how to maximize potential. Whether he’s on a track or in a boardroom, his aptitude for performing diagnostics, delivering proof of concept and optimizing performance instills trust in our clients because they can rest assured Paul is in it to win it. Paul also spent over a decade working in brand management at Kimberly-Clark and Kraft Foods and pioneering the first-ever U.S. marketing practice for Finnish-based Fiskars Group.

Paul appreciates the responsibilities that marketers bear because he’s walked in those shoes, which is why Paul doesn’t just aspire to create marketing campaigns, he strives to produce comprehensive business solutions. His worldly perspective and reductive problem-solving skills have helped Schneider become the global leader in transportation logistics, driven consistency across Church Mutual Insurance’s portfolio and positioned Ascentis as the preeminent human capital SaaS provider after a corporate merger. As much as Paul loves to synthesize complex matter into actionable ideas, knowing that his clients are succeeding is where the rubber meets the road.

After graduating from St. Olaf College, Paul received his MBA from the University of Minnesota and now has his sights set on qualifying for the IMSA SportsCar Championship at Road America with his modified racecar—one day. Paul serves as the vice president of the board for Big City Mountaineers, helping to improve the lives of under-resourced youth.

Lynn Borkenhagen
Media Director
Having traveled to over two dozen countries on four continents, Lynn is conversational in several languages, but she is most fluent in the language of media. Not only does she understand what DSP, tROAS and CTR mean, she is an expert at translating all that shorthand into a comprehensive strategy that will move a client’s business forward, which is why her favorite acronym is ROI.

Lynn cut her teeth at some of the largest media agencies in the world including Starcom, Universal McCann and Doner. Her “big agency” experience and unique worldview have been instrumental in how Hiebing’s media offering has become a center of excellence that punches above its weight class. Under her leadership, Hiebing is integrated with two programmatic demand-side platform trade desks, which improve access to digital inventory and allow us to exert more control over how our clients’ media dollars are put to work. Lynn has also secured key data management platform relationships, activated in-house attribution modeling systems and manages Hiebing’s marketing automation practice. Beyond her expertise in spots, dots and pixels, she is a formidable communications planning strategist who understands how to maximize the customer journey and deliver actionable intelligence.

Like many of us at Hiebing, Lynn is a “boomerang-er.” After graduating from the University of Wisconsin—Madison, Lynn relocated to Detroit but eventually returned to Madison where she established her new home base for international jaunts. Once a year, Lynn trades in her signature work stilettos for walking shoes and embarks on a ten-day excursion to a country she’s never visited before. It’s a matter of time before she checks Antarctica off her list.

Eena Taylor
Digital Director
Having started in the world of publishing, Eena’s first gigs were with Musicnotes and Simon & Schuster before her transition to agency-side website development. While product “pages” may have taken on a different meaning back then, her passion for creating digital experiences that resonate with the target has grown throughout her career. Today she is on the forefront of digital best practices and is a vocal proponent for making digital experiences accessible to all through a judicious blend of digital ecosystem savvy, web best practices and a sound understanding of project management know-how.

Prior to leading Hiebing’s digital development department, Eena served as the director of e-commerce at Duluth Trading Company during a 3-year growth period when the P&L for online sales tripled to over $200 million. Her understanding of how digital engagement can be monetized coupled with her user-centric development methodology enables Eena to serve as a trusted font of knowledge for clients looking to create best-in-class digital environments. She’s led highly complicated redesigns requiring the buildout of a new digital infrastructure, integrated chatbots and geolocation APIs to assist with reservations and purchases, as well as designing unique branded skills for smart home devices. Regardless of budget or scale, Eena always brings a “what’s possible” mentality in helping clients create digital experiences that are seamless for the user and simple to maintain.

Her professional certifications include Project Management Professional and ScrumMaster, as well as an unofficial but deserved Lady Boss certification. Not only is she a working mom, but she is also a small business entrepreneur, sings and plays viola in various rock bands, is an active member of the South Central Wisconsin Chapter of PMI and guest lectures at the Wisconsin School of Business. Eena is a graduate of Florida State University.

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Clients and Brands

Client & Brands	Start Date
Summit Credit Union	05-01-2014
Wisconsin Tourism	10-01-2019
Wisconsin Lottery	07-01-2021
Oregon Tool	04-01-2021
Alliant Energy	10-01-2019
Culver''s	01-01-2008
Chuy''s Tex-Mex	08-01-2018
Schneider	01-01-2007
Mansfield Plumbing	07-01-2017

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Billings & Revenue

Billing / Revenue Ranges	Number of Clients
Billing < $1M and/or Agency Revenue < $200K	8
Billing > $1M and < $3M	3
Billing > $3M and < $5M	2
Billing > $5M and < $10M	2
Billing < $25M and < $50M	1

Total Gross Media Placed by this Office
Under $50 Million

Allocation Percent of Media Placed by this Office
Local Broadcast: 15%
Digital: 50%
Print: 5%
Out of Home: 10%
Other: 20%

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Types of Services

Service Offering	Revenue
Advertising - General Market/ Traditional	15
Business-to-Business	10
Public Relations	10
Media Planning	9
Digital/Interactive | Website Development, Hosting, Monitoring	8
Design	7
Media Buying	7
Digital/Interactive | Search Engine Marketing	6
Marketing Data Analytics	5
Corporate Communications	5
Brand Consulting	5
Digital/Interactive | Blogging Discussion Forums, Community Building	3
Industrial Advertising	2
Health Care	1
New Product Development	1
Direct Marketing	1
Recruitment Advertising	1
Digital/Interactive | Mobile and Wireless	1
Event Marketing	1
Digital/Interactive | E-Commerce Solutions	1
Sales Promotion	1

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Industry Experience

Food & Beverage | food
Government | economic development
Public Relations
Technology | .com business
Healthcare | Hospitals, Healthcare Facilities, Medical Services
Entertainment & Culture | amusement parks
Food & Beverage | alcoholic beverages
Retail
Education
Appliances
Financial services | investments
Industrial, Manufacturing & chemicals
Home Products | housewares
Financial services | Banking - Consumer
Healthcare | managed care
Government | political
Financial services | insurance
Apparel & Fashion | footwear
Real Estate | buildings & construction
Automotive | aftermarket
Restaurants
Agriculture
Home Products | Home Improvements (hardware, paint, plumbing, gardening)
Travel | tourism
Travel | hotels & resorts
Food & Beverage | soft drinks
Healthcare | medical products
Household Supplies

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