Creative Micro Agencies: A Better Alternative to the Big Guys

Three Austin creative agencies collaborate to rebrand the Long Center for the Performing Arts

February 2013, AUSTIN, Texas – Three boutique creative agencies in Austin – Creative Suitcase, Upbeat Marketing and Willard Interactive – are teaming up to rebrand the Long Center, Austin’s iconic performing arts venue. The rebrand is part of the Long Center’s effort to emphasize its position as Austin’s Creative Home and will be the first rebrand since its opening in 2008.

After looking at the wealth of creative talent available in Austin, the Long Center chose Creative Suitcase as lead agency to steer the rebrand project. “We value the quality of Creative Suitcase’s work as well as the collaborative relationship they had with other specialized micro-agencies,” said Mark Truett, Director of Marketing & External Communication at the Long Center. “Collaboration is a key component of the Long Center mission and working in this manner is both effective and efficient. It allows us to get the best of both worlds: we cover all of our marketing bases and work with specialists with a deep understanding of their field.”

“Through collaboration with other unique agencies we’re able to show off our individual expertise, make a big impact and meet the needs of large organizations,” states Rachel Clemens, President of Creative Suitcase. “Of course, collaboration requires trust and careful planning among the agencies.”

“In this day and age, marketing takes a number of different forms, no longer making it possible to house all of a clients’ needs under one roof. It is becoming increasingly common for agencies to partner on services to complement skills and provide full-service capabilities,” adds Josh Peichoto of Willard Interactive.

The agencies involved all have something unique to offer the Long Center. Creative Suitcase is heading all visual efforts including the new logo and website, Upbeat Marketing focusing on research, messaging and Search Engine Optimization, and Willard Interactive is concentrating on web development and back-end needs.

“Another benefit of a collaborative approach is the opportunity to learn from each other,” says Suzanne Vernau Feezel, owner of Upbeat Marketing. “The ability to share opinions and feedback with partner agencies helps us all improve our own businesses, respectively.”

About The Long Center

The Long Center is Austin’s Creative Home, providing performing artists and organizations in the Greater Austin region with facilities and services that foster excellence, encourage originality and promote collaboration. To broaden the appreciation and enhance enjoyment of the cultural arts, the Long Center connects diverse audiences to significant local, regional, national and international artists and performances in a world class venue. For more information, please visit

About Willard Interactive

Willard Interactive is a web development studio located in Austin, Texas. Specializing in website development, open-source deployment, custom HTML emails and content management systems, including WordPress and ExpressionEngine, Willard Interactive has two core values that set them apart from all other web development companies in Austin, Texas. The first being pixel-perfect web development, the second usability-focused website development. For more information, please visit

About Creative Suitcase

Creative Suitcase is a marketing, design and interactive studio that cultivates Austin’s most-loved brands, and those that want to be. Combining smart strategy with killer creative, Creative Suitcase focuses on opportunities in the branding and digital space that provide organizations with growth and the ability to better serve their customers, investors, employees and Austin. Creative Suitcase is located in Austin, TX and has proudly done work for The University of Texas, Dell, KUT, HomeAway, United Way for Greater Austin and the Austin Convention Center and Visitors Bureau. For more information, visit

About Upbeat Marketing

Upbeat Marketing is a boutique marketing firm based in Austin, Texas, offering a wide range of services including strategic planning, branding and design, social media, search engine optimization and public relations. This energetic group takes a hands-on approach with clients, often building long-term relationships and always having fun in the process. Their positive mantra makes them a unique partner for any business, and they have been honored to work with iconic Austin-based businesses such as LIVESTRONG, Pecan Street Festival, Tacodeli, Please Be KIND to Cyclists and The Steiner Ranch Steakhouse. For more information, please visit


For additional information about this topic, please contact Josh Peichoto at (512) 524-6758.