Katalyst/Kat Downend CPG marketing capabilities

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compelling people. propelling brands.
pick our brains

2. Let’s brainstorm some business ideas.
Welcome to Katalyst, a group of proven ad pros with one mission:
Turning customers into buyers. Our principals have led the creative on Pepsi,
Nokia, Fortune 500 companies and the restaurant down the street.
When you pick our brains, you get strategic, fresh ideas that drive business:
more brand power, more customers, more market share.
How do we do it?
We get to know your business. Intimately. No, not that kind of intimacy, but
we do climb inside your customers’ heads. When you pick our brains, you get
ideas based on insight:
We find the Unique Sales Proposition that makes them buy.
The vehicle could be social media, trade ads, TV commercial or troupe of
dancing purple polar bears. Every solution is as unique as your business.
Go ahead, pick our brains.
Call Katalyst at 770.887.5504 or email info@adkatalyst.com.
Kat Downend
Principal/Creative Director
Katalyst

3. Get a piece
of their mind.
Good marketing is about focus: Develop a distinct, ownable
identity. Laser in on your creative strategy. Define what’s
better or distinctive about your product or service and Katalyst
will make it unforgettable. These are the keys to winning
your customers’ hearts and minds.

4. You, only better.
Small transformations can do remarkable
things for perception. It’s not always
about reinventing the wheel; sometimes
you simply need new tires.
A branding tune-up can put your best face
forward. Your customers will see your
company in a whole new way and wonder
what they’ve been missing.
You know you have a great product or service.
But where are the sales? Perhaps it’s your
name, your logo, your packaging?
Maybe it’s your website or marketing vehicle.
Change doesn't have to be drastic. Selective
changes in design and communication can make
a big difference in your impact.

5. We’re not a one-trick pony.
Our ability to guide and drive your business takes on many forms.
We are marketers, designers, writers and rainmakers who think beyond
pretty pictures and look to results. We also hail from a variety of disciplines.
You will work with senior creative and account management who
are experienced in your specific business arena, be it consumer marketing,
business-to-business or retail. Our capabilities are 360˚: traditional
advertising, promotions, complete web development, social media marketing
and public relations.
Why hire a one-trick pony when you can have a full-service creative animal?
We’ll jump through hoops to ensure an outstanding performance.

6. Complete. Compelling. Creative.
Katalyst is a full service firm equipped to handle your marketing and creative
initiatives from brand positioning through creative development. We are
marketers, designers, writers and thinkers who hail from many disciplines with
specialized expertise.
Our team includes experts in consumer packaged goods marketing and promotion,
business-to-business advertising, internet development and marketing. Being a
one-stop shop gives you single-source efficiency and ensures that all elements
of your marketing platform are produced with quality, consistency and cohesion.
branding + corporate identity
name & tag generation • logos • stationery • kit folder • brand standards
traditional advertising
print, radio, & television advertising • consumer and trade • media planning & buying
CPG promotions & shopper marketing
retail and internet promotions • point-of-sale displays and merchandising • shopper
marketing • product sales kits
marketing materials
print ads • annual reports • brochures • sales materials • presentations • invitations &
announcements • packaging
web & interactive
websites • social media marketing campaigns • intranets • e-commerce • e-newsletters
promotional tactics w/landing page development and testing
public relations
annual plans • press releases • internal PR • event promotion • fundraising campaigns

7. HOW WE DO IT
DISCOVER
Be prepared for a lot of questions. Through extensive
Q&A, strategic analysis and competitive benchmarking,
including client-generated inspiration and our own,
we collaborate to achieve your business objectives and
communications criteria.
CREATE
We begin creative exploration armed with an approved
strategy and project parameters. We typically present three
computer comps or “roughs” including copy headline and
communication strategy. We then take your choice to
further development.
REFINE
Typically, a consensus builds around one of the executions and only a few revisions are
required to ensure the process hasn’t deviated from your strategic marching orders.
When appropriate, we may suggest research or user testing to bolster the success of a
campaign or roll out.
PRODUCE
We execute to your specifications with an emphasis on workmanship and timely delivery.
Rigorous testing, especially on the web, ensures functionality delivers on user experience.
EVALUATE
We make sure our creative has achieved its goal. Does the website convert? Did the ad
sell CDs? Katalyst uses integrated marketing strategies to measure the impact of what
we do and make sure our work delivers results.

8. our team
Kat Downend has 20 years’ experience
at leading ad agencies including
TracyLocke/DDB Needham. She has
served as the Creative Director and Senior
Copywriter on Pepsi, Clorox and other
global brands, consumer and B2B.
An abundance of ADDY, CLIO, New York
Festivals and other awards grace her office,
providing a fabulous way to display her
collection of dangly earrings.
Behind Kat’s rapier wit (usually at Dave
Michaels’ expense), is a leader and creative
visionary fueling a burgeoning ad agency.
When Kat is not at the office, she spends
her time gallivanting with two ginormous
Alaskan Malamutes and pursuing the
perfect pomegranate martini.
Kat Downend
principal/creative director
She also dabbles in sculpture but is fairly
certain her skills will never surpass
her early achievements with the Play-Doh
Fun Factory.

9. our team
If necessity is the mother of invention, creativity is the
mother of reinvention. Dave Michaels evolved from
a successful 17+ year career with the world’s largest
and most prestigious big 4 consulting companies to
an accomplished art director and illustrator. His
experience with Accenture, Pricewaterhouse Coopers
and KPMG included servicing Fortune 100 companies
like Nike, Sprint and Apple. The end result is that rare,
“dualbrain” ad bird: a creative thinker who gives our
clients whip-smart business strategy and
stunning imagery.
In between deadlines, Dave works his wizardry as a
classical sculptor, is an accomplished adrenaline
junkie and determined to find and party with “Bat
Boy” (we miss ya, ya little pimp). His current passion
is attempting to break yet another bone, add to his
scar collection and see how may times he
can wreck his vintage Bobber-style motorcycle David Michaels
called “Smelly Kat”. If he can stay in one piece, principal/design director
the gas fumes appear to enhance
his creativity.

10. Katalyst credentials References
Sherry Thurman
Marketing Director
Select clients Luna Gourmet Coffee
Sthurman@hotmail.com
01. PepsiCo 646—226—1442
02. Clorox
03. The Art Institute
04. Nokia Daniel Scholes
Principal
05. Denver Art Museum
Contract Testing
06. Holiday Pest Control Daniel.Scholes@contracttesting.com
07. Susan G. Komen 905—456—0783
08. Elance.com
09. Luna Roaster Gourmet Coffee
10. Boys and Girls Clubs Jay Kirkman
Principal/Creative Director
11. Kimberly Clark
Radii Advertising
12. Radius Anti-Aging jkirkman@radiillc.com
13. Lab Mercury Design 864—421—9121
14. Reckline
15. Epicurean Catering
16. Equifax Gail Obaseki
Director of Project Management
17. Guarantee Bank
TracyLocke
18. Compass Bank gail.obaseki@tracylocke.com
19. Alpharetta Medicine/Rejuvenation Spa 214—536—1733
20. InterMountain Humane Society
David Bell
Associate Creative Director
The Integer Group
dbell@integer.com
214—758—6100
Recognition
Jeff Logan
CLIO Award Art Director’s Club Best of Show
87 ADDY Awards BPA (Business Pro)
Partner/Group Creative Director
Communication Arts Magazine London International Awards TracyLocke
Print Magazine Healthcare Marketing Awards loganjt@verizon.net
Telly Awards Webbie (Internet awards)
Popaii Awards (promotions) Obie (Outdoor advertising
Kat Downend, Principal/Creative Director
Profile and 11 LinkedIn recommendations:
http://www.linkedin.com/in/katdownend

11. lean on us
Put your faith in our experience. Investing in
our track record pays dividends.
Before we take on a client, we consider a few things:
1. Opportunities to do our best work
what we
2. Clients who understand the value of our work
look for and respect the need for a well-managed
creative process
3. An openness and willingness to transcend
the ordinary
Now that you know what we expect, here’s what you
can expect from us:
why 1. The highest caliber of work
choose 2. The passion and professionalism of top tier
us? strategists and creative leaders
3. Recommendations that are
consistent with both your stated objectives and
our philosophy of how to help brands grow
4. A commitment to your success that includes
leveraging our relationships to your advantage
5. The unwavering dedication of an ally who works
to support your competitive edge

12. the work
A few samples of Katalyst creative work. Look to
us for award-winning creative in all media!
unify
creative samples
katalyst marketing firm

13. Advertising
Green Giant Consumer Ad FOOD MADE FASHIONABLE
This whimsical ad infused a traditional brand with a little high fashion attitude that
stands out from the crowd. Eat your veggies and it shows!

14. Advertising
Oh Baby! YOU’VE GOT STYLE
Oh Baby! in Brooklyn is not your ordinary children’s store. Elegant design,
fresh-baked cookies, “concierge gifting” and upscale goods present a decidedly
upscale experience. This campaign blended wry humor with adorable images to
connect with sophisticated moms. The campaign soon graced Brooklyn billboards
and made the grand opening a smashing success in a competitive market dominated by
“big box” retail stores.

15. Advertising
Icon ad VISIONARY THINKING
When Matt Mulcahy, an engineer, launched his new Querty technology for the blind, the
creative made an immediate, powerful connection with our audience: the product creator
has been blind since birth.

16. Collateral
Epicurean Catering Collateral DELICIOUSLY CREATIVE!
This award-winning Denver caterer needed collateral that was every bit as delicious as its
chef-inspired offerings. We’re pretty sure a few people have licked the pages!

17. Promotions
Fresh Step Cat Litter THE SMELL OF SUCCESS
Like many brands, Fresh Step faced declining share as a higher priced option in a
tight economy. To drive home the brand’s quality point of difference to cat lovers, we
created a direct mail piece that packed a three-way punch: it offered news with the
brand launch of a lavender scent, educated consumers about the role a fresh litter box
plays in keeping cats happy and healthy and featured a coupon that offered an excellent
price incentive to give it a try. The strategy proved an excellent trial-driver and was
carried into newspapers across the country.

18. E-commerce
AT&T ANSWERING THE WEBSITE NEEDS OF A GLOBAL TECHNOLOGY LEADER
As a leader in global communications technology, AT&T needed its website to perform
across an incredibly complex array of functions. At att.com, rich and robust functionality
drives consumer and business sales from promotion to order processing, enterprise
planning and customer and technical service. As an ecommerce solution, product sales
are managed from purchase through fulfillment through global warehousing. Finally, the
site allows thousands of AT&T retailers across the globe to reach out and touch the resources,
services and marketing they need to successfully compete in the marketplace.

19. E-commerce
Jelly Belly SERIOUS CAPABILITIES DRIVE SWEET SUCCESS
Don’t let the sweet facade fool ya; the new jellybelly.com boasts powerful and complex
capabilities! The site features online consumer ecommerce with backend order and fulfillment
tracking—the sales process site is tied to enterprise planning and warehouse management
systems. The site is also a portal for its core wholesale business, which serves thousands of
gourmet candy retailers and mass merchandisers. Orders have increased by 35 percent
since launch.

20. E-commerce
Mypromodisc SELLING CD DUPLICATION WITH ROCKSTAR APPEAL
My promodisk.com is a CD duplication service, but its website strategically presents it as
so much more. The simple, easy-to-understand navigation makes the site a refreshingly
simple example of ecommerce made consumer-friendly. It’s also richly optimized; a wealth
of tips on packaging and pitching music and film demos drives site traffic, carves out a niche
demographic and reinforces the company’s reputation in the crowded duplication marketplace.

21. E-commerce
Art Website THE ART OF THE SELL
Artist Victor De Pauw’s vast talent as a fine artist has long been overshadowed by his
acclaim as an illustrator for the New Yorker magazine. A vibrant and biographic website
with a lifetime of work for sale on DVDs now preserves his legacy. The website not
only drives sales, it fuels a greater appreciation for De Pauw’s achievements.

22. E-commerce
Blue Daisy FRESH PICKED BRAND POWER
When a boutique, artisan children’s shop opened in CO, Katalyst helped the brick
and mortar store gain awareness and establish an image as unique as a blue daisy.
The positioning voice, like the site’s soft, fresh color palette, is and light appealing without
being childlike. The end result evokes a subtle, friendly sophistication that complements
the shop’s upscale mountain community.

23. web real-time interactive
Williams HIGH PERFORMANCE IDENTITY THROUGH A NEW WEBSITE
In the world of Formula One racing, competition is intense and fuels the ultimate
race for dollars. This site gives the Williams team brand energy, putting them
delivering a powerful presence that lets them successfully compete and win the
attention of fans, corporate partners and the media.

24. web
Purple Truffle TRAVEL IN DELECTABLE STYLE
Bespoke travel is a niche industry, and Purple truffle caters to an elite market of affluent
gourmet travelers willing to go the distance for the best in food and wine. This site entices
discerning food travelers with with rich, vibrant cultural copy that makes the website a
sensory experience.

25. Internet Promotions
Clorox CLEAN BREAK SWEEPSTAKES
To drive trial for Clorox’s new and improved Disinfecting Wipes, online ads
depicted the benefits with “wipe away the mess” Flash animations and a
consumer sweeps offered the chance to win a trip to an unspoiled paradise.

26. Promotions
Nokia Spike Lee Promotion LIGHTS, CAMERA, CONSUMER ACTION
Nokia sought a promotional concept that drew attention to its newest phone’s quality
video capabilities. The winning idea employed film director Spike Lee’s visibility to
prompt Nokia cell phone users to send in their cell phone video “stories” and help
co-create the world’s first collaborative film.

27. Social Media Marketing - Eblast
HipSlip Social Media Marketing GETTIN' HIP TO SOCIAL MEDIA
This social media marketing campaign on FB, Twitter, Blog and via eblasts elicited more
than a thousand entries the first three days and sold more than 500 HipSlip sleeves the
first night of the sale.

28. Identity
Bellus Spa BRANDING AND LOGO
When a new Atlanta medical spa came to Katalyst for naming and brand development,
we researched competitive businesses and brainstormed dozens of potential names.
"Bellus", latin for beautiful, was chosen as the winning selection. The resulting logo
presents an impactful, elegant image that works across signage as well as marketing.

29. Identity
Peekabrew LOOKS LIKE FRESH, FUN BRANDING
A new roaster company sought a brand name and identity that would capture the benefit
of beans packaged at the peak of freshness, plus have a friendly, "micro brew" appeal.
The name and logo for Peekabrew elicited smiles with style across the board.

30. Point-of-Sale
Nokia POS FASHION GOES MOBILE
When Nokia introduced a new cell phone with interchangeable covers, we explored several
ways promote this unique point of difference. To appeal to trendy teens, in-store
merchandising positioned the new cell phone model as a hot new fashion accessory.

31. Pro Bono
Denver Dumb Friends League WILD ABOUT PET RESCUE
When a Denver, CO animal shelter sought greater visibility in the community,
Katalyst came up with a creative approach to truly "localizing" the campaign.
Dogs and cats bedecked with the horns of local wildlife made an immediate
connection with Rocky Mountain residents.

32. Promotions
Diet Pepsi/Super Bowl TOUGH STATEMENT ABOUT DIET TASTE
Diet soft drinks have long been a female demographic, with marketing clearly speaking
to women 18—25. So how do you connect with men? By making some tough statements
about taste. This campaign staked Diet Pepsi’s claim as the official soft drink of the
Super Bowl, infusing a traditionally female (diet) beverage with masculine appeal.

33. Promotions
Not G-Rated Anymore A NEW GAME FACE FOR THE FANS
To celebrate Pepsi's partnership with Anaheim Ducks, Katalyst developed an ad
campaign that made light of the hockey team's departure from the Disney franchise....
Ducks with true hockey attitude. The horror movie goalie is actually a hand-illustrated
shot of the real Duck's G man in action.

34. Outdoor
Radio Pepsi FACE TIME FOR MUSIC FANS
To give the Radio Pepsi program local traction, major metro Dj's appeared on
billboards and mobile DJ trucks, opening the door for local promotions, live
remotes and Pepsi partner sponsorships. The face-to-face profiles were executed
in styles that played to the station and demographic. Here, electric Pepsi blue and
line art speak to urban radio listeners.

35. Outdoor
Pepsi/Cowboys CAPTURING THE LOVE OF THE GAME
Football is huge in Texas and Pepsi sought a way to tap into the passion and promote
its partnership with the beloved Dallas Cowboys. Youth dressed in team jerseys infuses
the partnership with a warm, emotional appeal diehard fans can relate to.

36. Outdoor
Mountain Dew Virginia OLD SCHOOL WITH NEW ATTITUDE
The Mountain Dew brand celebrates youth, the extreme and is about as far away from old
school as you can get....Or is it? Here, George Washington sports a modern “fro” in a
unique meld of history with a hip Dew attitude.

37. Thank You
Kat Downend
Principal – Creative Director
770.887.5504
kat@adkatalyst.com
Dave Michaels
Principal – Design Director
212.945.8761
dave@adkatalyst.com