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Rollnick told Business Journal that the two companies’ roughly 30 employees combine Affinity’s strength in brand development with Kabookaboo’s strength in digital marketing. That way, projects for more than 250 brands represented by their client base will be able to be exchanged between agencies based on the required skill sets, he said.
“What we are currently having conversations with between our agencies is expertise in integrating on-premises and off-premises,” said Rollnick. “It’s a powerful ability to capture what’s happening in the tasting room directly into your customer relationship management database, feeding different types of digital and traditional tactical marketing.”
North Coast wineries quickly realized they needed to dive into digital marketing after their tasting rooms were closed for the better part of the 12-month period starting in mid-March 2020 due to California’s public health mandate.
Rollnick said:
Rollnick said the owners of the two agencies are “very patient,” so there is no firm timetable for the next phase of the partnership.
“Ultimately, it would make the most sense to merge the two agencies in some way,” Rollnick told Business Journal.
Miller and Swain started Affinity in 2013 as a brand development byproduct of the Mare Island-based PackagingArts company. The latter began in his 1995 designing and sourcing retail and direct-to-consumer packaging materials and equipment for the beverage industry.
Affinity’s Managing Director, Ed Rice, will continue to serve in that role following the merger of the two agencies.
Rollnick launched Kabookaboo in the spring of 2001. The name comes from a line from a nursery rhyme written for his late brother Joshua. The agency’s website advertises the work done for E&J Brandy, Gallo His Family Vineyards, Anchor Brewing and Black His Velvet His Whiskey.
Jeff Quackenbush covers wine, construction and real estate. He was a contributor to San Francisco’s Bay City News Service before coming to Business He Journal in 1999. Contact him at jquackenbush@busjrnl.com or 707-521-4256.
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