Event Support
Manufacturing the Future: Driving Growth
through Advanced Manufacturing


Moderated by James Hagerty, The Wall Street Journal
Trade Shows
"The GTC event has energized the valley.
It was reminiscent of the old developers
conference at Intel."
-Rich Goldman
Vice President, Strategic Market Development
Synopsys
Technology
"LGB is awesome in every sense
of the word."
-Norm Armour
VP/GM of MFG Head OPS at WD,
a Western Digital company
Logo Design
"Contributors in the logo
development process included
NFL Properties, of course, Rodney
Richardson of Mississippi-Design,
and Lance Bell of LGB New York."
-Houston Business Journal
Brand Development
"... the idea was hatched by an advertising
man from Saratoga Springs, the talented
and energetic Lance Bell, who for many
years handled Julian's advertising
and marketing."
-From the book 'But Always Fine Bourbon'
Thoroughbred
"LGB frames winning arguments,
compelling our customers to do what
we want them to do."
-Jess Jackson
founder of Kendall Jackson
and Stonestreet Stables
Entertainment
"To Lance, aka the original
Captain Amazing. You
truly are amazing."
-Mike Richardson
Producer of the The Mask
Real Estate
"LGB's exceptional web development
put us back on the map."
-Bob Silver
RS Silver Enterprises

LGB is our reputation,
our legacy and our promise.
Video Production and Editing
  • DAC Trade Show Video
  • Leading in Innovation Award
    Presentation Videos:
    • Inside Secure
    • Broadcom
    • Rambus
    • STMicro
    • Lightwire
    • Samsung
  • GLOBALFOUNDRIES
    Groundbreaking Video
  • GLOBALFOUNDRIES
    Corporate Videos
    • Trade Shows
    • Internal
    • Web Deployment
  • GLOBALFOUNDRIES
    HR and College Recruiting
  • GLOBALFOUNDRIES
    HKMG Technology Videos
  • GLOBALSOLUTIONS
    Corporate Videos:
    • ARM
    • Cadence
    • ChipEstimate
    • Infotech
    • Mentor Graphics
    • Synopsys
    • Sidense
    • MoSys
    • Lorentz Solution
  • Old Fashioned Video
  • Southern Image Commercial
  • Day in the Life of Taylor Made
  • Taylor Mage Octave Video
  • Tiznow Commercials
  • Bluegrass Cat Commercial
  • Spring at Last Commercial
  • Dream On and Dream Big Commercial
  • Better Than Honour video
  • Hill 'n' Dale Stallions
    National Commercials:
    • Concord Point
    • Midnight Lute
    • Roman Ruler
    • Stormy Atlantic
    • Zensational
  • Juddmonte TOBA Video
  • Empire Maker Video
  • Mizzen Mast DVD
    and Commercials
  • First Defence DVD
    and Commercials
  • Juddmonte Roster
  • Patriots Promotion
  • Dixiana Party Videos
    and Breeders' Futurity Commercials
  • John Nerud
    Hall of Fame Museum Video
  • John Nerud
    TVG Donation
  • West Point Commercial
  • Henny Hughes
    Great Fun Filly Video
  • Mag Tagz
  • Tony Leonard
    Commemorative Video
  • Victor Hwang
    Book Signing
Social Media
  • BISD Facebook and Twitter
Print
Public Relations
Brand Strategy and Development
  • Old Rip Van Winkle
  • Texans

LGB, LLC is a boutique, full-service advertising and creative arts agency focused on working with a select group of clients. Our client base is limited and determined by whether we can together create an exceptional results-driven relationship. We operate across the broadest spectrum of mediums and outlets: internet, print, video, point-of-purchase, social media, trade shows, etc. LGB, LLC is a brain shop and a brand shop. We are geared to organically understand the impact and persuasiveness of each and every marketing initiative, from the minor to the monumental. Our perpetual purpose is to create long term value for our clients. We strive to understand our customers' business better than they themselves. From this perspective, we assume a non-traditional role in that we help our customers formulate successful business strategies around which we craft powerful, effective, and memorable marketing messages.


From Silicon Valley to Shanghai, from Lexington Avenue to Lexington, Kentucky, for a quarter of a century we have been privileged to service a broad spectrum of exceptional clients. From disruptive to traditional to social media, from web to print to video to trade shows, to PR, creating exceptional value through brilliant creative thinking is our legacy.


Dr. Lance Bell - President and CEO

President and owner Lance Bell hails from a heritage with deep roots in the marketing business. In the heyday of ink on paper, during the 'Mad Men' era, his father, John Bell, started at 'This Week', then worked up to ad director at McCalls magazine and eventually served a VP role at the Newspaper Advertising Bureau (NAB). Lance's uncle is quintessential adman Bernie Flanagan, former VP of marketing at the Wall Street Journal who helped start Smart Money magazine. He is a former President of the AAF (American Advertising Federation) and is an Advertising Hall of Fame inductee. Dr. Bell's father-in-law is former Readers Digest CEO, Thomas O. Ryder, a towering figure in the industry who serves on several boards including Amazon, Starwoods Quad Graphics, RPX, etc. He served as Chairman of the MPA. Dr. Bell has been mentored by some of the Leading minds in the world of marketing. Prior to founding the agency over two decades ago, Dr. Bell's first job in advertising, while still in his teens, was as European representative for Classic magazine, a publication founded by venerable Sports Illustrated editor Andre LaGuerre and comprised of all Time Inc. veterans. Dr. Bell also wrote and sold specialty sections for Barrons. Prior to forming LGB, LLC, Dr. Bell was a member of academia, having been a research associate at Cornell University.


Education
University of Georgia
University of Bologna - Summa Cum Laude - D.V.M.
Cornell University – Internship, Residency, Research Associate

Web Site Terms and Conditions of Use

1. Terms

By accessing this web site, you are agreeing to be bound by these web site Terms and Conditions of Use, all applicable laws and regulations, and agree that you are responsible for compliance with any applicable local laws. If you do not agree with any of these terms, you are prohibited from using or accessing this site. The materials contained in this web site are protected by applicable copyright and trade mark law.


2. Use License

  1. Permission is granted to temporarily download one copy of the materials (information or software) on LGB llc's web site for personal, non-commercial transitory viewing only. This is the grant of a license, not a transfer of title, and under this license you may not:
    1. modify or copy the materials;
    2. use the materials for any commercial purpose, or for any public display (commercial or non-commercial);
    3. attempt to decompile or reverse engineer any software contained on LGB llc's web site;
    4. remove any copyright or other proprietary notations from the materials; or
    5. transfer the materials to another person or "mirror" the materials on any other server.
  2. This license shall automatically terminate if you violate any of these restrictions and may be terminated by LGB llc at any time. Upon terminating your viewing of these materials or upon the termination of this license, you must destroy any downloaded materials in your possession whether in electronic or printed format.

3. Disclaimer

  1. The materials on LGB llc's web site are provided "as is". LGB llc makes no warranties, expressed or implied, and hereby disclaims and negates all other warranties, including without limitation, implied warranties or conditions of merchantability, fitness for a particular purpose, or non-infringement of intellectual property or other violation of rights. Further, LGB llc does not warrant or make any representations concerning the accuracy, likely results, or reliability of the use of the materials on its Internet web site or otherwise relating to such materials or on any sites linked to this site.

4. Limitations

In no event shall LGB llc or its suppliers be liable for any damages (including, without limitation, damages for loss of data or profit, or due to business interruption,) arising out of the use or inability to use the materials on LGB llc's Internet site, even if LGB llc or a LGB llc authorized representative has been notified orally or in writing of the possibility of such damage. Because some jurisdictions do not allow limitations on implied warranties, or limitations of liability for consequential or incidental damages, these limitations may not apply to you.


5. Revisions and Errata

The materials appearing on LGB llc's web site could include technical, typographical, or photographic errors. LGB llc does not warrant that any of the materials on its web site are accurate, complete, or current. LGB llc may make changes to the materials contained on its web site at any time without notice. LGB llc does not, however, make any commitment to update the materials.


6. Links

LGB llc has not reviewed all of the sites linked to its Internet web site and is not responsible for the contents of any such linked site. The inclusion of any link does not imply endorsement by LGB llc of the site. Use of any such linked web site is at the user's own risk.


7. Site Terms of Use Modifications

LGB llc may revise these terms of use for its web site at any time without notice. By using this web site you are agreeing to be bound by the then current version of these Terms and Conditions of Use.


8. Governing Law

Any claim relating to LGB llc's web site shall be governed by the laws of the State of New York without regard to its conflict of law provisions.

General Terms and Conditions applicable to Use of a Web Site.

Saratoga Luxury Rentals
GLOBALFOUNDRIES
Tiznow Press
Best in Show Daily
Colonel John
Old Rip Van Winkle
King's Equine
RS Silver Enterprises
One Harrison Avenue
Mystery Men
Silver Enterprises
Flaming Carrot

Privacy Policy

Your privacy is very important to us. Accordingly, we have developed this Policy in order for you to understand how we collect, use, communicate and disclose and make use of personal information. The following outlines our privacy policy.

  • Before or at the time of collecting personal information, we will identify the purposes for which information is being collected.
  • We will collect and use of personal information solely with the objective of fulfilling those purposes specified by us and for other compatible purposes, unless we obtain the consent of the individual concerned or as required by law.
  • We will only retain personal information as long as necessary for the fulfillment of those purposes.
  • We will collect personal information by lawful and fair means and, where appropriate, with the knowledge or consent of the individual concerned.
  • Personal data should be relevant to the purposes for which it is to be used, and, to the extent necessary for those purposes, should be accurate, complete, and up-to-date.
  • We will protect personal information by reasonable security safeguards against loss or theft, as well as unauthorized access, disclosure, copying, use or modification.
  • We will make readily available to customers information about our policies and practices relating to the management of personal information.

We are committed to conducting our business in accordance with these principles in order to ensure that the confidentiality of personal information is protected and maintained.

  • Broadcom

  • GLOBALFOUNDRIES

  • NBSAS

  • Synopsys

  • INSIDE Secure

  • STMicroelectronics

  • Rambus

  • Lightwire

LGB, LLC has worked directly for, or in collaboration with, some of the most recognized brands in the world of technology. Counted among them are IBM, Samsung, Broadcom, STMicro, Synopsys, ARM, Rambus, Lightwire, INSIDE Secure, etc.


Starting with the groundbreaking ceremony of the largest public/private sector commercial endeavor in New York State history, LGB, LLC helped launch manufacturing giant GLOBALFOUNDRIES from a startup comprised of 10 employees to the global powerhouse it has become with a workforce of over 13,000, boasting corporate offices on 3 continents and manufacturing facilities in New York, Germany and Singapore. Now the second largest semiconductor foundry supplier in the world, LGB has worked intimately across a global footprint, with the executive teams in HR, Communications and Marketing to provide strategy, guidance, and execution of brand collateral across all platforms in the development of the brand. From CES (Customer Electronics Show) events, to international trade shows, from traditional to disruptive media, our company has helped craft the DNA of an emerging global iconic brand in the ever important technology sector.

Case Study
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Nanoscale Biomedical Science Advisory Services LLC

Dr. Lance Bell and Brendan Bell with
Collaborator Dr. Richard Edelson (center), Department Chair at Yale, at Harvard for his presentation at the Harley A. Haynes Lectureship
NBSAS was formed by Dr. Lance Bell to enable and assist research institutions, companies, and individuals in the biomedical sciences who are seeking collaborative endeavors in the semiconductor, nanoscience, and engineering fields. Dr. Bell has strong working relationships, at a SVP level and above, with such companies as GLOBALFOUNDRIES, ST MICRO, BROADCOMM, ARM, etc. thanks to previous business collaborations. He has associations on the academic side with Harvard, MIT, Carnegie Mellon, Cornell, and Stanford, through his representation of the Industry Academia Partnership. His medical training and exposure to major advanced technology companies have enabled him to fully understand where the nexus exists within the emerging science and practice of nanomedicine. NBSAS's mission is to create value for all stakeholders in this emerging field, which will require a new hybrid generation of clinical scientists capable of driving nanotechnology applications in medicine and redefining the standard of care, worldwide, for future generations. NBSAS provides vision and guidance, corporate leadership, business acumen, organizational skills, strategic positioning, market development, marketing expertise, public relations, and prospective financing options.
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At the Design Automation Conference, LGB, LLC produced the following collateral for leading technology company Synopsys.
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Appeared in EDN
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Appeared in CASPA
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Appeared in EETimes, EDN, Semiconductor International
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Appeared in EETimes China
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Appeared in Chip Design
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Appeared in EETimes China
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Appeared in GSA Summit Booklet
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Appeared in the San Francisco Examiner
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Appeared in USA Today
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Appeared in GSA Forum
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Appeared in Solid State Technology
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Appeared in Tech Design Forum
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EETimes
EDA Cafe
EETimes Taiwan
EETimes China
GSA
GSA Forum
EETimes Asia
EETimes India
EETimes Korea
EETimes Japan
ChipEstimate.com
Solid State Technologies
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The Aspen Institute held a policy discussion regarding Manufacturing the Future: Driving Growth through Advanced Manufacturing. LGB, LLC created brand messaging as support collateral for this seminal event in New York's Tech Valley. In addition, signage was created For the Albany International Airport which was highly visible to arriving participants and guests.
Panel Discussion:
David Chavern
Executive Vice President and COO
The US Chamber of Commerce

Dr. Steven McKnight
Director, Civil, Mechanical, and Manufacturing Innovation Div.
National Science Foundation

Aric Newhouse
Senior Vice President for Policy and Government Relations
National Association of Manufacturers

Dr. Alex Slocum
Assistant Director for Advanced Manufacturing
Executive Office of the President
Office of Science and Technology Policy
Keynote Address:
Dr. Mark Doms
Under Secretary of Commerce for Economic Affairs


Moderator:
James Hagerty
Reporter
The Wall Street Journal
Event Details:

American manufacturing is at an inflection point.  The industry is poised for a resurgence that will have profound implications for American innovation, economic growth, and employment.  Close collaboration between the public and private sectors will be instrumental for the US to usher in the next generation of advanced manufacturing.


Please join the Aspen Institute for a policy discussion that will be sharply focused on identifying the roles and responsibilities of respective stakeholders to re-energize a manufacturing resurgence in America with digital technology as the leading indicator. The conversation will be moderated with special consideration to the following questions: What are the policy decisions that must be made to bring manufacturing jobs back to the US?  How do you build a skilled-labor workforce for the next generation to sustain growth in digital manufacturing? How much does the US economy stand to benefit-in GDP, in jobs, and in capital-from encouraging advanced manufacturing in the United States? How do we delineate policy at the national, state, and regional levels to encourage this transition?

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The entertainment business is a relationship-based industry. Being properly connected to the right players is often more valuable than money itself. LGB has operated on various levels within the entertainment industry from talent representation to creation of co-branded merchandise to selective web development. Our connection to the business came first through the comic book industry. One visit to Comic Con in San Diego and one can see the intersection of Hollywood and the arcane creative forces behind the comic book world. Numerous blockbuster movies found their origin in the pulp fiction of comic book artists, from Batman, to Men in Black, to Teenage Mutant Ninja Turtles, to Spawn to the Mystery Men. Our work had come under the auspices of Dark Horse Entertainment which is the brain trust of the multi-talented creative powerhouse producer, Mike Richardson. He is a dynamo in Comic book and Hollywood circles. Counted among his films are The Mask, which was a launching pad for Jim Carrey, and Hell Boy, among others. Bob Burden's surrealistic vision of the world, came to life on the silver screen in the $65 million Universal Picture called the Mystery Men. With the blockbuster cast comprised of Academy Award winner Geoffrey Rush, Academy Award nominees Greg Kinnear and William H. Macy, Emmy Award winner Ben Stiller, Janeane Garafalo, Pee Wee Herman, Hank Azaria, Claire Forlani, Dane Cook, Artie Lang, Lena Olin, Louise Lasser and Tom Waits, the film was neither light on star power nor broad audience appeal. The studio was looking for tie-ins to the comic book. In fact, the clothing company Levi's, ran a promotional comic book as a co-marketed piece. With Dark Horse's cooperation, LGB published a graphic novel with a focus on the film's back story. We had negotiated a strong deal with Barnes and Noble which featured the graphic novel on their home page for three weeks straight, positioned around the film's premier. The book developed into a cult classic currently selling for over $150. Other collateral produced by the agency was press kits for the film's creator. In addition, in the role of publicist, we worked collaboratively to facilitate articles around the release in the LA Times, Atlanta Journal Constitution, USA Today, etc.. A separate entertainment endeavor involved the creation of a smart phone app for the comic stakeholders in Gumby. Yes, Gumby.

  • DAC

  • GTC

  • GTC Asia

  • CES

  • ARM TechCon

  • CDNLive

  • GSA

  • MWC

  • DATE

LGB, LLC's founder did his first trade show at the Paris Nord Exhibition Center in France in 1976 (while still in his teens) followed by his next show outside of Dusseldorf, Germany the same year. His decades of involvement have given his company significant insights into how to successfully execute and create value for the companies LGB represents. The key to a successful show is the proper formulation and execution of a brand story. It is not about the booth, the babes or the giveaways. It's about a coherent brand message that shouts loudly from the show floor to communicate with impeccable clarity the whys and how comes of the business. As with the execution of every brand message, it must be analyzed on an organic level. With a constant concern being how to drive traffic, we believe stealing the show with the most creative property on the floor is an opportunity to communicate brand leadership.


Working for technology giant GLOBALFOUNDRIES, LGB organized their worldwide trade show circuit with exhibitions at GTC, Common Platform, DAC, DATE, CASPA, etc.. Their global reach extended from Santa Clara to Shanghai. With a message of openness and collaboration, we selected an award-winning trade show booth which effectively told their brand story thanks to an imposing, suspended overhead truss, measuring 60-feet-long by over 20-feet-wide. With no support structures, it uniquely communicated the brand message that access to their technology was available from anywhere, with no obstacles to entry. The use of 16-foot-high towers delineating the various elements of the ecosystem was further support to the unique elements of their brand attributes. Our use of word clouds along with various other firsts in the technology sector were copied at future shows by others in the industry. Clearly, the sincerest form of flattery.


We created a brand experience for the second largest manufacturer of mechanical vending machines in the U.S.. A private label manufacturer, we had encouraged our client to exhibit their product themselves. What we had found by attending the various trade shows where their customers exhibited their products, was that the products were never showcased in a manner commensurate with the manufacturing excellence upon which the company had built its reputation. This amazing engineering/manufacturing company had been pioneers in innovation, having invented many of the industry's firsts in design and functionality. Their concern was that because they were a first time exhibitor, they would have the worst positioning on the show floor. The question arose as to whether or not to exhibit with a customer of theirs who was the longest-exhibiting customer with the most prime real estate at the convention. When we were asked if they should exhibit in their customer's shoddy booth in the best spot, we responded, 'better to have the best booth at a show across from the bathroom than the worst booth in the center of the exhibition hall.'


In an industry devoid of creativity, we stole the show for our client with the theme of 'the art of vending'. We had great product shots taken by the best corporate photographer in New York and hired an artist to turn them into paintings which were framed in gold frames. The traffic in the booth was twice that of the nearest competitor and it gave the engineers a wonderful platform around which to tell their uniquely creative approaches to the challenges in the industry. There had been a dramatic shift in the vending business from the old days which saw massive machines in factories to current times with mixed use machines in small business offices having such features as non-galling coin mechanisms and modular construction. The shows were ultimately packaged under the brand message of 'creating change for changing times in vending'. A positioning that saw them double their sales in 3 years.

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RETAIL

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Nulla consectetur mattis vehicula. Nullam quis nulla id mi euismod feugiat. Nulla dui nulla, bibendum eu porttitor vitae, sagittis non neque. Nullam lacus leo, mollis ac porta eget, porta id nunc. Ut vehicula felis ut lorem aliquam fringilla. Vestibulum at magna non nisl eleifend sodales eget sit amet eros. Mauris lobortis posuere dui a sodales.

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Over the years, LGB has represented several real estate developers and real estate projects. In addition, LGB's president Lance Bell, is the owner of the real estate development and management company Fenwick Associates, LLC. which focuses on historic restoration.
One of Fenwick Associate, LLC.'s premiere projects was the meticulous restoration of the building where LGB, LLC has its offices. The historic building was the original railway station for the Adirondack Railway which was owned by Dr. Thomas Durant and Leland Stanford. Durant was the driving force behind the Union Pacific Railroad. Durant was perhaps singularly responsible for developing tourism to the Adirondack region. With his son, they built the famed great camps of the Adirondacks for the Whitneys, the Vanderbilts and the like. His partner in the Adirondack Railway was Leland Stanford who went on to become both Governor and Senator from California and the head of the Central Pacific Railroad. In addition, he was a noted horse breeder and founder of Stanford University.
Author Stephen Ambrose described the transcontinental railway's completion as this country's greatest achievement of the 19th century. It was a seminal moment in history on a par with mankind's 20th century accomplishment of putting a man on the moon. It was, after all, Durant and Stanford, Titans of the gilded age, who drove in the golden spike which united the transcontinental railway and the eastern states with the west.
Within this lovingly restored grand old building where once worked august men who were pioneers in fact and spirit, a light still burns. We at LGB are custodians of that legacy.
Below is design work associated with logo development and brand identity for the Houston Texans.

The original names under consideration for the 32nd NFL franchise out of Houston were
the Apollos, the Wranglers, the Stallions and the Texans.

Case Study
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LGB's president learned of the 32nd NFL franchise from an article in the Sports Section of the New York Times while waiting for a booth with his wife at the Corner Café diner in Saratoga Springs, New York. The article stated that the latest franchise was awarded to Houston at a price tag of $700 million. The NY Times reported it to be a rather steep price considering there was 'no team, no stadium, no players, no fans, no name, and no logo.' Despite rejection from the NFL and Houston NFL Holdings, LGB's

Lance Bell and
Team Owner Bob McNair
Lance Bell, Jamey Rootes, and Bob McNair
president lobbied the owner of the team directly. Three weeks after reading the article, owners Bob and Janice McNair, owners of what is now the Houston Texans, were discussing the agency's participation in the logo design process over slow-smoked South Carolina-style barbecue ribs served with Carolina cole slaw prepared by Cookhouse owner Rob Ryder at Lance Bell's house in New York. Mr. and Mrs. McNair are among the most gracious people one would ever want to meet. It's easy to go above and beyond the call of duty for clients like that. The scope of the project and affection for the owners fueled the burning of many a midnight candle. The six-month-long process was a collaborative effort on the part of several different agencies. Our being outside of Houston proffered a significant advantage to the design process as we perhaps brought greater clarity to the input from the focus groups. Proof positive were the original mandates of the design directive. Houston is a city with significant diversity. The focus groups perceived the city to be something of a 'metropolis'. When asked what defines the city as it relates to the attributes of a professional football franchise, they believed that any representation of Western iconography portrayed the city as "hickish". Therefore, the original design request was to have nothing to do with cattle, cowboys, cowboy hats, no spurs, no horses, no cactus, no Texas flag, no state of Texas, no red, white and blue, and one more thing, no stars. The focus groups led the design teams to speak to the notion of Houston as being 'medico-technological', with an aerospace component. As the team at LGB started down this design path it became very clear to us what had happened. Lance Bell called the team leader in the design process to bring some objective observations for consideration. We asked the dumb question, "why no cattle, no Texas flag, no Cowboys, no Texas state, etc.?" The response was that every dry cleaner, liquor store or dry goods establishment had represented their businesses with some form of the forbidden icons. To which we responded, 'do you think they are using the Texas flag etcetera to customers in Houston because they are alienating or endearing?'


There was the selection of the name. The Stallions? The Wranglers? The Apollos? The Texans? Lance Bell made the following case to Bob McNair. Our job at LGB is to protect and grow the value of our clients' assets. With over a billion dollars for the franchise between the team and the stadium, why not start out with the name that harbors the greatest initial brand equity value. We made the case that internationally, for over a century, the image of Texas and Texans was positive with a romantic allure. The name and imagery associated with a Texan immediately positioned the brand as aspirational. No other name under consideration, in our opinion, could come close to driving such initial and long-term brand value as the name the Texans, especially in a state where football is religion. There still was the chatter from the focus groups to wade through. We made the case that the information garnered from the focus groups which dismissed and discounted Western imagery as 'hickish', stating that Houston was progressive, aerospace and medico-technological made one thing imminently clear. "The focus groups are defining a franchise named the Houstonians. The name of the team is the Texans."


Next came some interesting questions with even more interesting conclusions. Another challenge was to determine whether a horse or a bull would represent the face of the Texans. The question was asked, 'who would win a fight between a horse and a bull?' The answer hands-down was a bull. There was a missive created after that meeting stating that the results of the focus group determined that a horse would not be an appropriate symbol for a professional football team. We responded back asking if the focus group participants had heard of a team called the Colts or the Broncos? We wondered what their answer would have been had they been asked, 'who would win the fight between a bull and dolphin?' From the onset of the process, we felt strongly about the name the Texans and the appropriate imagery attendant to it. It was the genius of Bob McNair to think of such an audaciously clever and valuable name. Texans have enormous state pride. To abandon the logical imagery and representations that have been driven down the neurologic pathways of nearly every recipient of the name would be absolute folly. Therefore, we were set on the Texas flag, red, white and blue and a star for the eye. We brought this design concept of the bull 'flag face' through the back door so to speak. We knew there was to be no Texas flag, no red, no white and no blue. We, therefore, presented our bull 'flag face' in purple and raspberry so that everyone would see the design and not stop at the colors. We sent the design idea off to Rodney Richardson, a pivotal player in the process who had worked on the Seattle Seahawks logo. We wanted to bounce it off of him because he had a good gut. As luck would have it his brother had been over visiting the night we sent it and he took a fancy to the design. From that point forward the design had traction and evolved into the icon that adorns the helmets of Houston's players each weekend during football season. One more thing. Bob McNair told Mr. Bell in New York that his marketing group in Houston had decided on the colors for the team ... Battle red and steel gray. To which Bell asked, "what did you name the white?" The response was that they hadn't. To which Bell countered, 'if there is value to naming the blue and the red, there should be value to naming the white as well. You can't buy a white car, its opalescent pearl or starfire pearl. To which McNair responded, 'You're right, we'll name it Liberty white, after my dog.'






















When asked if the people in Africa could relate to his music, famed New Orleans jazz musician Louis Armstrong responded, "Cats is cats." We concur, marketing is marketing. Regardless of product or service category, success almost always comes down to the formulation and execution of great ideas combined with a whole lot of common sense. With no prior experience in the Spirits sector, LGB's development of the Old Rip Van Winkle bourbon whiskey brand with proprietor Julian Van Winkle is as priceless as the whiskey itself. The Wall Street Journal recently described the brand as "the most prized bourbon in the world." While on a trip to Kentucky, Lance Bell's father-in-law, Tom Ryder, the #2 man at American Express at the time, had called Lance's wife to have him bring back a bottle of Pappy's 20 year old bourbon to replenish the supply for American Express' board room. A larger-than-life figure in corporate America, Ryder is not only a legend in publishing who sits on numerous boards including the likes of Amazon and Starwoods, but he is a gourmand and close friend and investor with famed restauranteur Danny Myers. Ryder started the Aspen Food and Wine Classic, helped launch the career of Rachel Ray and is an expert on the subject of wine and spirits. He is a serious wine collector whose collections have sold at Sothebys, but most importantly, he is a serious bourbon drinker with an exceptional palate. The obscure bourbon whiskey, Old Rip Van Winkle, had become a favorite in the American Express board room. When unable to find it in New York, that's when he reached out to his daughter to charge his son-in-law with coming back from Kentucky with a case of the little known yet prized bourbon.


Unable to find a bottle of 'Old Rip' in any of the liquor stores in Lexington, Kentucky, Bell found his way to the distillery/bottling facility. After chatting up the owner and buying his case of whiskey for the American Express board room, Bell struck a deal with the distillery's owner to do a specialty bottling for a horse client named Bailey-Ellenberg Select. The horse client had sold Kentucky Derby Winner Thunder Gulch as well as Breeders' Cup favorite Honour and Glory. Because the Derby is run at Churchill Downs in Louisville, where Old Rip Van Winkle's offices are located, we wanted to do something that spoke to exceptional quality having an association with Louisville, Kentucky. The agency created a 'hip flask' bottle of whiskey with a bourbon label of the client's Derby winner under the iconic twin spires at Churchill Downs. The whiskey label read, "The Thunder and the Glory".


On the day of the bottling, the weather overnight turned unexpectedly cold. Because the distillery owner had neglected to turn the heat on the night before, the bottles had been subjected to condensation, causing a very slight dimpling in the labels. After inspection of the first 20 bottles, it was evident that all the bottles suffered the same imperfection. Bell insisted that they remove all 2,500 labels and re-hand glue a second batch of labels on the bottles.


Noticing the well-coiffed Southern women on the assembly line, Bell inquired if any of the ladies were in possession of a hair dryer. Within moments, six hair dryers appeared and Bell along with the women removed the 'bubbled' labels and proceeded to dry by hand all 2,500 bottles. We live by the motto that good is the nemesis of great ... what is not great is not great. After witnessing LGB at its finest, distillery owner Van Winkle asked Bell to take on the Old Rip Van Winkle Distillery as a client in exchange for a piece of the company.

Case Study
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"There it was, just a few tantalizing feet away: the legendary Pappy Van Winkle's Family Reserve 23-Year-Old,
the most prized bourbon in the world."
The Wall Street Journal – March 22, 2013

Old Rip Van Winkle's proprietor Julian P. Van Winkle III hails from one of the key bourbon families in Kentucky. His grandfather, Pappy Van Winkle, was a legend in his own time, starting first as a salesman for Stitzel Weller and ultimately becoming the owner of his own distillery which counted Old Fitzgerald amongst its many labels. Julian grew up learning bourbon at his grandfather's knee and developed perhaps the most sophisticated bourbon palette in the business. When his family sold their distillery to Norton Simon, the sale filled the family coffers, but forced Julian and his father to be in the bottling business and no longer in the distillery business.


The chance meeting of LGB's founder and Old Rip Van Winkle Distillery's owner is one of the great marketing collaborations of all time. At the time the two united forces, Julian was not selling much whiskey and the industry as a whole had not yet understood the value of, aged, handmade, ultra premium bourbon. At the time our collaboration began, the average age of a bottle of bourbon was six years. The industry, as well as its consumers, did not yet believe that whiskey, like wine, improved with age. Julian, notorious for not wanting to spend money, forced our agency to find creative ways to grow the brand. Through mostly pre-established relationships and master salesmanship, LGB convinced some of the leading publications in the nation to agree to trade their premium ad space for unknown bourbon whiskey. Knowing the trajectory he would put the company, Bell convinced the publications with whom he bartered, that the brand would turn to gold, as would the whiskey in the bottles they were trading for.


In the evolution of the brand story, there were some key moments. As an agency, we were an early mover in web development, having built our first site in 1993. We created a powerful website for the company that featured anything and everything that someone would want to know about the brand. The website was the cornerstone of an extremely clever and inexpensive marketing strategy. We ran a small fractional ad along with an ad in the classified section of any publication we found that featured full page display ads for spirits.


A key event in the company's evolution was when the little known World Spirits Championships, which was in existence for a mere two years, had awarded the whiskey its highest rating in the rating agency's brief history. Each of the Van Winkle products scored extremely well with the 20-year-old Pappy's receiving a 99 rating while all of the other products rated between 97 and 95. In the same way the beer brand Pabst Blue Ribbon was awarded "America's Best" at the World's Columbian Exposition in 1893, we ran with the 99 rating and made it the keystone of our marketing message. Our two line classified ads, which were placed everywhere from Wired to Whiskey Magazines, simply stated: 'Old Rip Van Winkle, home of the #1 rated Whiskey in the World' with the website address included in the ad. Our belief was that if you were a whiskey drinker, how could you not want to know about the #1 rated Whiskey in the World. Our presumption was accurate as those classified ads drove everyone from consumers to distributors to find out about the whiskey. Then came our next challenge which was, 'if it was the #1 rated Whiskey in the World, why has no one ever heard of it?' Our answer to that set us on the path to becoming an aspirational brand. From that point forward, our positioning was: Old Rip Van Winkle, the Connoisseur's brand. The man who knows his whiskey, knows Old Rip Van Winkle.


The slogan added a cryptic cachet to the brand.


Along with the trades of whiskey for ad space, were the tradeshows. Though the owner was reluctant to shoulder the expense of doing trade shows, Bell insisted that they start and convinced Julian to do his first whiskey show in San Francisco. Bell devised a way to exhibit on the cheap, having Julian borrow two leather wing chairs and an oriental rug from his nephew in the Bay area. We framed some wonderful product shots in burlwood and hung them on the walls in the booth as though one were in Julian's grandfather's study. Fast forward to the famous Bourbon Festival in Bardstown, Kentucky, and the industry witnessed the lion that roared. While the major distilleries' booths at the iconic Bourbon Festival, where the world's bourbon aficionados gather, looked like something from Disney World. We ran with the original idea from the first show and recreated "Pappy's" study, this time with paneled walls, a library, leather books, leather couches, leather chair, burlwood frames and a working fireplace, and of course Old Rip Van Winkle bourbon. The booth took the industry by storm with Julian looking like a rock star up there with his family. It was a genuine as the bourbon he was selling, with people lined up outside the show ground to be a part of the exhibit. Meanwhile, the competitors' booths were virtually devoid of action. I believe it was at that event that Julian's son, Preston, saw himself as a future torch bearer of the family brand.


Another clever move was a deal that Bell had arranged with the Galt House which was famous in Louisville for having the country's largest selection of Kentucky Bourbons. We worked out an arrangement for them to serve Old Rip Van Winkle as their "well whiskey" and in exchange they allowed us populate the hotel with table talkers saying in essence that the #1 bourbon hotel chooses to serve the #1 bourbon whiskey in the world. Any out of town visitors to the hotel saw our brand in a very special light.


With fantastic product, off-the-charts ratings, and aggressive marketing, the brand really took off. LGB's owner received a call from Van Winkle at a point in time saying that he was selling out of the 20-year-old whiskey. Bell suggested that they double the price from $35 to $70 a bottle which was designed to slow the sales down until the next batch of 19-year-old turned into 20-year-old whiskey. That single move transformed the entire bourbon business. We had invented a product category - ultra-aged, ultra-premium bourbon whiskey. Julian commented, 'if my grandfather ever knew we were getting $70 a bottle for his whiskey, he would be rolling over in his grave.' Everyone else in the bourbon business jumped in, once we proved that the consumer was willing to pay a premium for an aged whiskey. When Old Rip Van Winkle came out with its 23-year-old whiskey, the packaging LGB,LLC created spoke to the concept of an 'older and wiser Pappy.' We wanted the market to believe that if the 20-year-old was rated 99, that the 23-year-old was rated 100+, and as such put the price at $125.


Everyone was watching the brand grow. To our surprise, another whiskey company jumped in and bought the entire batch of the 19-year-old bulk whiskey out from underneath us. Remember, at the point in time Old Rip Van Winkle was buying bulk whiskey and bottling it. The competitor put the identical whiskey on the market that we were selling, but under their own label, with their own marketing. The miracle is that they were unable to sell it for half as much as we were selling it for. We had turned whiskey to gold. After that, a deal was struck with the wonderful Mark Brown of Buffalo Trace and a joint venture was formed between them and Old Rip Van Winkle.


The moral of the story is when great product meets great marketing, magic happens.

For over 20 years, LGB, LLC's marketing influence on the thoroughbred world has been without equal. A pioneer in the industry, LGB, LLC introduced Madison Avenue marketing to the horse world in Central Kentucky and redefined how value is created in the industry.


The creative team at LGB has established a number of firsts within the thoroughbred business: the first agency to understand and deploy disruptive technology; the first to build websites in the thoroughbred industry - some 18 years ago; the first to use Twitter; the first to advertise on YouTube; the first to use in-banner videos on industry websites; the first to deploy the use of email blasts; the first to develop a landing page to track and convert customers; the first to run full page ads on the back page of the TDN for distribution at the sales (an innovation of the agency developed with the publisher); the first agency to create vehicle wraps on horse vans; the first to run billboards for horses; the first to create a positioning slogan for a horse; the first agency to advertise thoroughbreds in national trade publications such as Sports Illustrated and USA Today; the first agency to work with Keeneland with the deployment of experiential marketing of their sponsorships which included temporary branded transformation of the facility; the first to use holographic imagery for a horse; the first to use airport baggage claim signage; the first to create media kits and press giveaways for future stallion prospects; the first agency to organize agent parties in the launch of a stallion; and the list goes on. If there is an effective, better way of doing anything creatively to enhance the value of a client's asset, we will not only develop the idea, we will know how to sell it effectively to all stakeholders.


We always see the long view in a relationship and believe that the best strategy is when everybody wins. LGB,LLC's thoroughbred projects have been reported on by the Financial Times of London, the Herald Leader, the Louisville Courier Journal, the Saratogian, ABC Sports, Blood-Horse, Thoroughbred Times, Daily Racing Form, the TDN, etc.

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Empire Maker
First Defence
Mizzen Mast
Chester House
The #3 sire of 2012, Empire Maker, is an example of the collaborative results of LGB's efforts with such outstanding clients as Juddmonte Farms.
LGB,LLC has had the privilege to represent one of the most successful and prestigious brands in all of the thoroughbred business for over 20 years. Juddmonte's worldwide reach in thoroughbred horse racing is perhaps without equal. They hire the best talent and spare no expense in assuring the results they seek. The amazingly talented team of dedicated individuals has produced extraordinary results, year-in-and-year-out, for the past 20-plus years. In concert with the team at Juddmonte, we worked with the farm to develop a commercial stallion operation, developing such breed shapers as Empire Maker and Chester House, to name a few.
The Juddmonte stallion, Chester House, was a wonderful case study in stallion marketing. The royally-bred son of Mr. Prospector had everything the market wanted in a pedigree, but not in a racehorse. He blossomed as an older horse, winning long on the grass, which at the time, was the kiss of death for a stallion prospect. We had a significant product problem in the eyes of the market. It was our job to make them see differently. We achieved this through a novel yet attention-getting idea. We resorted to the use of outdoor billboards scattered throughout the horse capital of Kentucky. Because the market did not want a 'grass horse' we never once displayed the horse in an advertisement on the grass. The billboards allowed us to make a big statement with few words. Using a post parade picture of Chester House on dirt, the billboards drew the attention to the horse's greatest asset, his pedigree. The billboards simply read. "A Genetic Masterpiece".
The market signed on to the plan with their best mares and though Chester House died at a young age, his percent stakes winners from foals has ended higher than that of Storm Cat himself. The billboard campaign was so ground-breaking within the industry, it was reported on by the Lexington Herald Leader and the Financial Times of London.
Couple Chester House's success with the fact that Empire Maker was the #3 sire in North America in 2012 and one can appreciate the importance of attracting the right mares to create the proper long term value. It all starts with great clients with strong product.
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Stormy Atlantic
Medaglia d'Oro
Candy Ride
$14,000,000
World Record
LGB has been extremely proud to represent Hill 'n' Dale Farms owner, John Sikura, who has one of the sharpest minds in the business. A second generation horseman, he has learned and plied his craft well. LGB, LLC and Hill 'n' Dale, as a team, have jointly enjoyed significant successes. The farms' roster, over the past 10 years, has seen the management of such important sires as Theatrical and Stormy Atlantic. It should not be forgotten that the current breed-shaping sires Candy Ride and Medaglia d'Oro were both launched by Hill 'n' Dale with LGB at the helm of the advertising. One could make a case that though the value of those two horses has reached the stratosphere since their retirement, the level of performance of their offspring has not improved from the crops produced out of the mares which were bred under our watch. In addition to unparalleled results in developing young sires, Hill 'n' Dale has enjoyed incredible success in the sales ring. LGB boasts having promoted, on Hill 'n' Dale's behalf, the sale of a world record broodmare to the ruler of Dubai for $10.5 million. That was subsequently surpassed with yet another new world record when Better than Honour sold for $14 million. In 2012, thanks to great client product and aggressive promotion, Hill 'n' Dale enjoyed a banner year which included selling the Keeneland November Sales Topper at $4.5 million. John Sikura's organization is first class, making a marketing firm's job all the more exciting.
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The #2 sire, Speightstown, and the #3 sire, Empire Maker, of 2012 are both the fruit of LGB,LLC's work. Speightstown for the Taylor Made / WinStar Venture and Empire Maker for Juddmonte. When the Taylor Made / WinStar Venture purchased Speightstown, LGB was asked to create a brand identity for the stallion prospect. A six year old at the time, the horse was a Grade 2 winner. Being out of action for nearly two years was something of a concern to LGB. In order to preserve the value of the horse, if per chance he ran into another patch in the road, we wanted to create the most valuable identity that could grow with his brand if he went on to bigger and better things, yet would best define him, if he never won another race. His greatest asset at the time of his purchase was his sire, Gone West. Gone West had compiled an impressive record as a sire of sires. Speightstown's brand positioning was built around that very asset. When you thought Speightstown, we wanted the market to think Gone West. Our vision saw Speightstown like a place in the old west, reminiscent of something from a cowboy movie. Blurring the lines between a place in the old west and an outlaw gunslinger that always got away, we created the now iconic imagery of "The fastest gun in the West". We arrived on the scene like thunder. Team Taylor Made and Team WinStar are priceless when it comes to follow-through. Our first and furious move was at the Fasig-Tipton July Sale. We got with Boyd and Terrence at Fasig and got permission to do something extremely creative. The night before the sale, we sent the indefatigable Mark Brooking out on a special ops mission, armed with a staple gun and 200 Wanted Posters. Every tree on the sale grounds, under cover of darkness, had been adorned with a poster which read "WANTED: The fastest gun in the West. Last seen at Saratoga where he..." When the consignors and patrons arrived at the Fasig-Tipton sale grounds the next morning, everyone had felt a change in the force and Speightstown was as hot as a pistol. The brand positioning and imagery for the stallions that LGB has developed has such hard edges that once they are launched the brand visual is indelible.
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Ken Ramsey and his family are the perfect type of client for LGB. Family patriarch, Ken Ramsey, is driven by his precious relationship with his wife. He is passionate about his horses and is passionate about marketing and always weighs in with a qualified opinion. LGB's rise with Kitten's Joy and the Ramseys has been meteoric. In 2012, with our guidance and help, Kitten's Joy was transformed from a misunderstood and under-valued stallion to what is now a horse that is embraced as a World Class Sire. The stallion has been meticulously managed by owner and agency, and the fruit of that collaboration resulted in 212 mares being bred at twice the previous year's stud fee ($50,000 live foal). His transformation in the market place is reminiscent of the type of success we enjoyed with such sires as Saint Ballado and Distorted Humor.
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LGB's association with WinStar Farm with Doug Cauthen and Elliott Walden at the helm saw WinStar come into its own. Perhaps our greatest achievement in the Thoroughbred business was with WinStar's now iconic stallion Distorted Humor. When we first met in LGB's conference room, Distorted Humor had already been an amazingly successful yet dramatically under-valued stallion in the marketplace. He had been Leading Freshman Sire and the sire of a Kentucky Derby Winner in Funny Cide when his first three-year-olds hit the track. Though it all seems so clear now, it was not clear to everyone at the time as to how good a sire he actually was. We communicated to Team WinStar that 'though the market doesn't see this, we believe that 'Distorted Humor is a Great Sire in the making'" and with certain changes in strategy, LGB could help transform market appreciation of the horse. From there we executed the now memorable, valuable and iconic campaign - 'What Would you Expect of a Great Sire' which saw Distorted Humor's value skyrocket from $17,000,000, (his valuation when we first teamed up with WinStar), to an unheard of $110,000,000 based on share valuation at the peak of his success. That level of appreciation hit the agency's Top 10 Meter.
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Spring at Last, the #1 Freshman sire of Stakes Winners in 2012 is the product of LGB's work with WinStar. The mares which are attracted to a stallion, often as a result of breeders' response to marketing, can set a young stallion on the proper trajectory for a successful career.

MANUFACTURING

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MUSEUM

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LGB, LLC
117 Grand Avenue
Saratoga Springs, NY 12866

P: 518.581.1171
F: 518.583.7585

E-mail:


LGB, LLC
117 Grand Avenue
Saratoga Springs, NY 12866

P: 518.581.1171
F: 518.583.7585

E-mail: