As account director Stew Jensen penned at the time, REDINGTON FISHING TACKLE is “the best friend any fisherman-on-a-budget could have”—a fact then-president Jim Murphy understood and embraced. This complete brand makeover is solid strategically and creatively. It encompassed every aspect of Redington’s advertising and retail merchandising program, product identity, packaging, catalog and hangtags design and production.

Speaking of creative credits, our combined efforts earned a coveted silver bowl in the Integrated Campaign category at Boston’s Francis W. Hatch Awards. (Only the team on Arnold Worldwide’s multi-million-dollar Volkswagon account had more to brag about that year.) In addition to Tom Davis, creative credits go Karl Thompson, Rich Swietek, Joe LaRoche, and Andy Campbell, to mention a few. Tight lines, boys.