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   Press Release

   For Immediate Release

   EqXcite - Equine Marketing That Excites! Takes Flight . . .


Celebrated Advertising Heavy-weights and Inveterate Equestrians Team-up to Take the Equi-sphere by Storm

     It doesn’t get better than this: BIG ideas, lazar-focused strategies and WOW executions come to EqXcite the equine market. No ordinary niche agency, the core team of Janine Klayman, Toby Raymond and James Curry, proven award-winning consumer advertising pros from around the US are united by one common goal: to set a new standard in equine marketing, and build brands there like never before.

     “With our history of results-driven advertising, and our passion for all things ‘equine’, we plan to turn our clients into the Nikes, the GAPS and the Apples of the equi-sphere” says Klayman, EqXcite Founding Partner and Chief Creative Director. And having led some of the biggest consumer brands in the country for such renowned ad agencies as, DDB Needham, World Wide and Leo Burnett, she can do just that.  Klayman’s legendary campaigns have garnered top awards while repeatedly raising ROIs for the likes of Pepsi International, McDonalds, Kellogg’s, and Phillip Morris. A devout show jumper, eventer and fox hunter, she also was instrumental in launching Gastrogard and Eqvalen for Merial, launching the E-Series tractors for Caterpillar, and developing work for Purina Mills.

     Raymond, EqXcite Founding Partner and Director of Client Services, has combined her equestrian background as an equitation turned dressage rider and foster care provider for Off-the-Track-TBs, with her tenure in the commercial film industry to translate client objectives into work that delivers. The results speak for themselves with her latest effort for ADM Alliance Nutrition, whose premium feed line, GLO for Life, has experienced unprecedented growth since the campaign was unveiled in 2010. Raymond also helped introduce Nutrena’s, SafeChoice, has written and produced a series of corporate sales videos for Cargill and over 300 feature articles for a variety of national trade publications including Horse and Rider, Practical Horseman, Stable Management, The Horse, The American Farriers Journal, and others.

     Ready to change the game from “cookie-cutter ads where you can’t tell one brand from another,” to the kind of show-stopping work that becomes the new gold standard, Raymond says, “Whether the challenge is to reinvigorate an older brand or create excitement about a new one, EqXcite is the resource clients can turn to for breakthrough marketing strategies and executions across all media channels.”

     James Curry, EqXcite Founding Partner and Director of Strategic Planning has spearheaded numerous high-profile campaign strategies for Dewars, Johnny Walker Black and 7Up while at Leo Burnett, and chartered global initiatives for major corporations such as Kraft Foods, Proctor and Gamble, Diageo and The Regent Hotels. A multi-lingual thinker and communicator who has been at the helm of companies on three continents, Curry’s insights into the various cultures, coupled with his wealth of experience with packaged goods, super-luxury goods and personality brands has proven invaluable to those with international aspirations. And closer to home, he has played a C-level role in establishing a number of hi-tech start-ups, as well as providing his know-how to the top tier of the B to B sector. Curry’s signature style centers on strategic efficiency, the same tactical brilliance he plans to bring to EqXcite the equine market. “Our interest is in positioning brands for success and leveraging their core strengths in unexpected ways,” Curry says. “It’s about igniting game-changing energy that focuses on the end-goal: creating the mega-brands of the future.”
     In true advertising form, it was a phone conversation that started it all. Klayman, forever the ad person recalls lamenting over the “sameness” of horse ads, which Raymond agreed were lack-luster at best. “It’s hard to tell one product from another, and there are so many celebrity endorsements . . . I can’t tell who’s endorsing what and why. The brand needs to be the celebrity,” Klayman insisted. It was at this point that Raymond said, “Whadda’ ya’ think . . .?” Before she could finish, Klayman jumped in and EqXcite was born.

     With Klayman in Metamora, MI, prime hunt country, Raymond in Southern Pines, NC, “Equine Mecca,” and Curry in Florida, their virtual agency will provide all the services of a brick and mortar agency without the overhead, meaning that every penny spent will be better spent. It also means no more teaching and re-teaching a revolving door of non-horse savvy creatives about a product’s competitive advantages. “We already understand the subtle and all too important differences between various targets, their breeds, disciplines, biases and heroes. And, as principals, we’re not going anywhere,” stresses Klayman.

     To sum it up, Raymond says, “We know from experience that raising awareness is rarely a matter of outspending the competition but rather a function of out-thinking, out-classing and out-executing them at every stage of the sale. Whether the target is internal, direct to consumer, or anywhere in the sales channel, we’re ready to create work that builds brands and margins – not just clicks and sales.  The kind of work that EqXcites!


For more information, contact: Toby Raymond This email address is being protected from spambots. You need JavaScript enabled to view it. 802.353.2215 www.eqxcite.com