The National Marine Manufacturers Association has named the creative and media agency Cutwater as its global agency of record.
With offices in New York and San Francisco, Cutwater will take the helm to lead development of the Discover Boating brand and consumer campaign.
“We selected Cutwater after an extensive RFP process for a creative and media partner to help us refresh the Discover Boating brand platform and create a new consumer campaign to launch in the spring of 2022. A first step of that work is evolving the Discover Boating logo, which we’ll unveil in the coming weeks. Cutwater's strategic approach to storytelling coupled with their breakthrough creative are just some of the reasons they stood out,” Ellen H. Bradley, NMMA’s senior vice president & chief brand officer, told Trade Only Today.
“Our country, our industry, our customers — we’ve all gone through tremendous change this past year and as we work to expand the Discover Boating brand, the time is right to do a gut check and ensure Discover Boating is best positioned to continue exciting our audience about the joys and freedoms of boating,” Bradley continued.
"As a company named after the leading edge of a boat, we couldn't be more thrilled to work with the leading association representing the recreational boating industry in North America," Christian Hughes, president of Cutwater said in a statement. "We are avid boaters ourselves and are excited to work with the National Marine Manufacturers Association to encourage more people to experience life on the water."
New work from Cutwater for NMMA, the organization’s 14 annual boat shows and the industry's Discover Boating brand will launch in 2022.