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Florida-Based Boat Manufacturer Selects SHS As Branding Agency

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What do a Florida boat manufacturer, a land-locked branding agency and James Bond all have in common? All three have a passion for boats that take down bad guys. Brunswick Commercial and Government Products (BCGP), www.brunswickcgp.com, a subsidiary of Brunswick Corporation, has chosen Sullivan Higdon & Sink (SHS), www.wehatesheep.com, a branding agency with decades of defense and special-missions experience, to assist with developing and executing a fresh integrated marketing campaign for 2016.

“We’ve been marketing to the defense and special-missions sectors for 45 years,” said Tom Bertels, SHS managing partner. “We know what makes these decision-makers tick, and we’re already using those insights to create work that connects and engages in ways that are rare in this business segment. Our team is energized to work on a portfolio of brands that includes Boston Whaler, Sentry and Impact. Heck, even 007 thinks they’re cool.” James Bond piloted a 24-foot Boston Whaler in the newest Bond movie, “Spectre.”

Representing the commercial interests of Brunswick Boat Group, BCGP is headquartered in Edgewater, Fla. BCGP is the group’s sole defense division and has specialized in boats for patrol, rescue, military and workboat operations for more than 50 years.

“SHS has the expertise and creative firepower we need in an agency,” said Jeremy Davis, director of sales, BCGP. “Having a solid grounding in business-to-government and business-to-business marketing has given the agency the ability to ramp up very quickly and bring us fresh ideas that will take our brands to the next level.”

Agency assignments include brand development, print and digital advertising and sales collateral. SHS has already created a series of ads, each targeted at a specific market, including law enforcement. The ads will be featured in publications such as Workboat, Naval Forces and Fire Engineering.

The addition of BCGP strengthens SHS’ depth of experience in defense and special missions, which now comprises fixed- and rotary-wing aircraft, boats, turbine and piston engines, avionics and satellite imagery, as well as components and parts manufacturing.