Where did you come from?
BlueStar is a new brand, but our agency has been around since 1971. We started as Maier Advertising, evolved to Maier True Communication and rebranded as BlueStar Communications Group in 2019. We chose BlueStar because Blue Stars are the hottest, brightest, highest energy objects in the universe. They radiate more power to shine above everything else. That’s what we do for our clients. You never stand still. You always stand out. Radiate.
Are you the new guys on the block or the experienced marketing mainstay?
We are reenergized with new leadership and a technology-rich, metrics-driven vision that helps our clients show thought leadership in their markets and their marketing. Our staff is a balance of experienced marketers, strategists and creative types and young, hungry marketers, strategists and creative types. We’ve invested in technology. We’re always looking to see what’s new – and evaluate whether it works or it’s merely a passing phase.
Why Just B2B?
Business-to-Business marketing is different than B2C. Sure there are similarities, but many strategies, creatives and tones that work in B2C are big mistakes in a B2B. Try the emotional sales angle with an engineer. Let us know how technology, bioscience or manufacturing markets react to hype. Good luck in healthcare and financial markets if you play loose with facts or promises. The motivators are different. The channels are different. The appeal is different. The risk-aversion is different. Building exciting, compelling and moving stories that inspire action in B2B markets is an art and a science we’ve mastered. That’s why B2B magazine named us a top 50 B2B agency 12 years running.
Why should BlueStar be on my shortlist?
Maybe we should and maybe we shouldn’t. We don’t pretend to be something we’re not. So if you’re looking for an agency that’s tied up in process, panders to corporate politics or focuses on impressing you in meetings, we may not be right for you. If you’re looking for smart people who focus on the objectives, cut through the bull, get things done and deliver tangible improvements, we should talk. We’d rather impress you with results.
What’s it like to work with BlueStar?
We try to make it easy. But you need to do your part, too. Because the best results come from collaboration. As we help each other understand, your BlueStar team will be your proactive and responsive partner to get you where you need to go. Your dedicated project manager orchestrates your engagement – but you also have a direct line to the strategy and creative teams doing the work. So nothing gets lost in the translation.
Is it true you sometimes play ping pong in the middle of the day and wagering is involved?
Yes. No comment.
If clients ask to play ping pong, do you let them win?
No. But we are not above matching them up with our weaker players.
He is an accomplished strategic marketing executive with expertise in building brands, commercializing programs, and advancing market positions via strategic planning, creative development, and leveraging new marketing technologies/platforms. Category-leading organizations he’s partnered with include: GE, Agilent Technologies, Cigna, Hubbell, RemedyOne, UCONN, Waste Management, Mercedes-Benz USA, TUMI, KOLL Development Company, Los Angeles Dodgers, Staples Center, and the Washington Redskins.
Rick’s thinking and talents have been behind campaign for Cigna, Agilent Technologies, Hubbell, The Lee Company, and Mott Corporation.