After a three-month review, the Pennsylvania Horticultural Society (PHS), Phila., producer of the world’s largest indoor flower show, has selected LevLane, Phila., as its first brand agency. Five other agency finalists, unnamed, were all Philadelphia-based and among the city’s very largest. The initial assignment will be an organization-wide rebranding, to be followed in 2012 with public-facing work likely to include broadcast, print, outdoor, digital and social media. Budget is undisclosed.
Selection was based on a presentation of PHS rebranding strategy and of LevLane agency credentials. Senior Vice President Kate Wilhem states, “the Horticultural Society’s long and esteemed standing within the Philadelphia region is something we cherish. Some of the concepts we’ve championed over our 184-year history, green ideas like sustainability and community gardens, are now societal essentials. LevLane’s record of service within the Philadelphia community and its passion for environmental brand work were a perfect match for us.”
LevLane executive creative director Bruce Lev adds, “Our agency mission, centered on not just brand awareness but brand affinity, is the right solve for PHS. They have the awareness. And they have all the ingredients to grow their love. This is a prominent Pennsylvania client with a regional footprint and aspirations that go way beyond that. We see PHS as a deep-rooted participant in the world’s ever-expanding, green dialogue.”
PHS is a nonprofit membership organization serving novice gardeners and experienced horticulturists. Its mission is to improve the quality of life and to create a sense of community through horticulture. Founded in 1827, PHS is the largest and oldest horticultural society in America. Its Philadelphia International Flower Show, the world’s largest, adds an annual $61 million to the regional economy. www.PHSonline.org
LevLane is a full-service marketing communications agency with offices in Philadelphia, West Palm, Fla., and Atlanta. Clients include Pennsylvania Horticultural Society, regional KFC/Taco Bell, Beneficial Bank, Jomar, ALI-ABA, Saul Ewing, Phila. Recycling Office, Fairmount Park Conservancy, WXPN, Phila. Corporation for Aging, Reliance Standard Life Insurance, Wesley Enhanced Living, Kennedy Health System, Kennedy Health Network, Senior Care Development and The Phila. Center City District, among others. www.levlane.com