His craft involves advancing his clients’ company image over time. As a veteran business executive, he has spent nearly forty years working with businesses such as Pitney Bowes, Time Warner Cable and Motorola in an effort to change and shape their brands.
Like most entrepreneurs, Hochhalter’s life has been a study in evolution. “I had developed visually, and then I went to work for Mobium. By early 1991, there was a new media emerging on the market. We changed the culture. We developed positioning and branding in the market. We worked with our customers. We gave them an emotional incentive, and then we delivered,” he said during an interview with The Suit Magazine.
A renowned expert in brand research and strategy, Hochhalter has won hundreds of awards from some of the most prestigious organizations in the marketing and advertising industry. His work has appeared in Graphis, Print, Communication Arts, B-to-B, Advertising Age and Art Direction magazines, and he has written seven books on business communications.
But it didn’t happen overnight. “In college I studied architecture and loved the creative part—I was not good in math. So I moved over to journalism, where I met professor Ray Beckham. He showed me work Bill Bernback had done at BBDO. It was creative, and smart, and engaging,” he said. From that point on, he knew that marketing was his niche. Unlike most copywriters, Hochhalter prefers to start a project by visualizing an idea and then developing the copy to match. This approach blurs the boundaries between art direction and copywriting,making it difficult for him to fit into the standard ad agency mold. So instead of joining an agency, he chose to work directly for clients. “After graduating from college, I went to work for Armstrong Industries,” Hochhalter said, “which had a large in-house advertising department of over 100 people.”
After years of work for Armstrong Industries and, later, R.R. Donnelley, Hochhalter joined Mobium LLC as a partner. Mobium helps its clients – including several Fortune 500 corporations – reshape their brand images and develop cutting-edge marketing strategies. “We specialize in marketing and branding, but we develop an integrated system with our clients,” Hochhalter explained. “We collaborate together to create ideas that make a difference in the professional lives of marketing organizations, their customers and employees.”
He describes his position at Mobium as a “Partner of creativity-strategy-connectivity.” He mentors countless creative teams and oversees their client work, while continuing to develop branding strategy and integrate communications. The latter is an important facet of Mobium’s approach – their service offering includes both developing a new branding image and conveying this image to its customers and employees.
The company’s work has been honored by awards from the Business Marketing Association for Agency of the Year in 2003 and Creative Team of the Year in 2008. Just last year, Mobium was awarded the BtoB Best Award for the best business-to-business print and advertising campaign of 2010 from Crain’s BtoB. They also dominated the Advertising Creative Excellence (ACE) Awards in 2010 by winning 27 awards in 18 different categories – far more than any other agency.
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