True Value Co. engages outside branding firms

Chicago, Ill.-based True Value Co. has added two new agency partners, Solve and Morningstar Communications, to expand “the breadth of its marketing and communications teams,” the co-op announced. 

True Value said the moves mark the beginning of enhanced branding initiatives for the hardware cooperative in 2013.

The company hired Solve, a Minneapolis-based branding and advertising company, to develop a brand position founded on True Value’s history and independent-owner base. Solve’s responsibilities include leading brand strategy and planning, as well as multimedia planning and buying. Solve’s original brand work for True Value Company is set to launch this spring. 

“Solve brings actionable insights on our emerging, self-engaged customer group and a powerful creative platform to the table,” said Blake Fohl, VP marketing and chief customer officer for True Value Co. 

Morningstar Communications, a Kansas City-based strategic communications and public relations agency, will focus its efforts in the areas of business-to-business strategic communications, public relations and media relations.