When Gorton’s Seafood decided to consolidate agencies, Rinck did what few agencies left on the sidelines consider – they created a thank-you music video. The agency, with offices in Maine and Annapolis, had handled Gorton’s website, social media, PR, promotions and digital media for more than nine years.
“We wanted to honor a relationship and collaboration that we had for nearly a decade, and the friendships that came along with it, with not just the client, but agency partners, vendors and others,” agency President Laura Davis told Adweek. “I wanted to use the opportunity to set an example on how to end a business relationship well and leave the door wide open.”
The video, featuring Rinck staffers, is a rendition of the song “We’ll Meet Again,” made famous by Vera Lynn in 1939 and covered by Johnny Cash in 2002 in his final album “American IV: The Man Comes Around.”
“Agency-client breakups sometimes cause heartache. Other times, though, they spark a final bit of inspiration that leads to an all-hands, Johnny Cash-fueled music video shoot inside an 1850s textile mill,” Davis wrote in an agency blog post.
“Such was the case when we learned that our tenure with Gorton’s Seafood was ending,” Davis wrote. “The split was a result of agency consolidation and completely amicable. Actually, more than amicable. The fact is that over the nine years of working with the brand, we learned many valuable lessons, created very successful, innovative marketing programs and, more than anything, gained true friendships and valuable agency partnerships.”
The three-minute video features Neal Jandreau, Rinck’s Director of Digital Content and Strategy, on lead vocals and guitar. Director of Dynamic Integration, Kristy Phinney, and Davis were featured in the video with spoken word solos, and Public Relations Director Katie Greenlaw led a female a cappella verse. CEO Peter Rinck played violin and Production Artist, Melissa Simmons, played ukulele to accompany Neal and Peter.
“It’s immensely gratifying that even when the news is not what we would wish, we could come together and create something that we do, in fact, love,” Davis wrote. “We hope that our friends at Gorton’s also loved what happened next and we sincerely wish them all the best in the future.”
Photo: Tom McPherson Photography