Shine Named Online Agency Of Record For R.L. Winston Rod CO.


Madison Agency to Represent Storied Montana Fly Fishing Brand

MADISON, Wis. (August 18, 2009) – The R.L. Winston Rod Co. has named Shine Advertising online agency of record, following a review of agencies across the country. Shine will be responsible for the development of a comprehensive online makeover for Winston, including a new website, online media, social marketing and public relations.

“In the past decade, we’ve built on Winston’s 79-year heritage with new products, improved services and world-class craftsmanship,” said Winston chairman David Ondaatje. “Now it’s time to take a big step forward in how we interact with our customers online — Shine is without a doubt the right partner to help us build a campaign that rivals the quality of our products and deepens our customer relationships.”

The campaign will seek to promote Winston’s new Boron II line of products — lightweight, powerful fast-action rods that feature the widest casting range of any rods Winston has ever made. In addition, the online effort will leverage Winston’s unique marketing activities, including their annual Film Festival and extensive ProStaff relationships.

“What an opportunity,” said Curt Hanke, co-founder and account director at Shine. “When it comes to fly fishing, there are few brands with not just the history, but also the ongoing commitment to product innovations as Winston. We’re excited to help create a best-in-class online presence that sets Winston apart from the rest of the pack.”

Shine Advertising Co., headquartered in Madison, Wis., helps build both up-and coming and established brands such as Harley-Davidson Motor Co., Wisconsin Cheese, Kaplan Tutoring, Carver Yachts, SKB Shotguns and Epic Kayaks. A fullservice, privately held firm with expertise in the outdoor, home and lifestyle categories, Shine is dedicated to building passion between people and brands. Learn more at

# #


No Comments

  1. George Kline on

    What a disaster. Winston needs help, yes. They make great rods. But the best I can tell, this group has no fly fishing experience – and their “cheese and burger” gig is beyond stupid – not to mention it doesn’t even load on my montana dsl. So sad for Winston.

  2. John Krull on

    Dear George Kline,

    Just a quick note to let you know that Winston Rods has launched their new website. I hope you are not disappointed given your brash comments above.

    Have a great day and happy fishing.

    John Krull

Reply To George Kline Cancel Reply