Shine Advertising Named Agency of Record for Wisconsin Cheese, Growing Regional Shop to Represent National Icon

Madison, WI, May 10, 2008 --( The Wisconsin Milk Marketing Board, a nonprofit organization of Wisconsin dairy producers that promotes the consumption of milk, cheese and other dairy products made in America’s Dairyland, has named Shine Advertising agency of record for Wisconsin Cheese, following a month-long review with three other Wisconsin agencies. Shine will be responsible for the development of a comprehensive brand campaign for Wisconsin Cheese. Media planning and buying will be handled by Spark Communications, Shine’s strategic partner who also participated in the review.

“It’s an exciting time for Wisconsin Cheese, and we were looking for an agency that could help translate that excitement into breakthrough communications,” said James Robson, CEO of the Wisconsin Milk Marketing Board. “We were impressed with Shine’s thinking, their creativity, their media partner Spark, and their genuine understanding and passion for where this brand needs to go.”

The campaign will seek to reinforce perceptions of Wisconsin Cheese by building on the state’s unique heritage of cheesemaking. Work will begin immediately on an integrated campaign that will include both national consumer advertising and online components.

“We couldn’t be more thrilled,” said Curt Hanke, co-founder and account director at Shine. “Wisconsin Cheese is a national icon, and we’re very excited to help further elevate consumer perceptions of Wisconsin Cheese across the country."

Shine Advertising Co., headquartered in Madison, Wis., helps build both up-and-coming and established brands such as Harley-Davidson Motorcycle Co., Weather Shield Doors and Windows, Umi Children’s Shoes, and Veridian Homes. A full-service, privately held firm, Shine is dedicated to building passion between people and brands and holds truth, honesty and integrity as its core values. Learn more at

Shine Advertising
Aleah Cerniglia