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Fender® Launches 'Girl Rock Nation'

Music Giant, Moses Anshell Team up for National Initiative

PHOENIX--(BUSINESS WIRE)--Fender Musical Instruments Corp. (Fender®) is starting a revolution - and that's a good thing. Fender has launched "Girl Rock Nation," a national campaign to inspire and motivate young women to rock whether by picking up a guitar, writing a song or simply rocking in life.

"It's mostly about fit, about compatibility. Turning away business may seem strange, especially these days. But putting 'cultural fit' first has always generated the greatest return, both for us and for our clients."

The initiative empowers girls and young women around the country, speaking to those age 11 or 16 or 24 with an important message: You can rock at whatever you decide to do.

"This isn't about selling a guitar. This is about creating a revolution, a Girl Rock NationTM. And you can't have a revolution without an army," said Fender's VP of Global Marketing, Richard McDonald. "This initiative is about creating a place that gives these girls a resource and a place to learn how to rock, not only in the musical sense but also as a person."

Fender® turned to national marketing firm Moses Anshell for help. The Phoenix-based agency created a logo and website that became the face and the voice of the revolution. Both had to connect just as powerfully with "tweens" as with college grads, with serious musicians as well as those who don't even play an instrument.

The boutique agency in Phoenix with a national reputation for great work that performs took Fender® on an interactive tour of how possible logos would live and breathe in real life. MA presented logo concepts to Fender® through stencils on downtown sidewalks, painted logos on concrete, on temporary tattoos and T-shirts worn by employees, and through graffiti art in the main hallways of the agency.

The creative elements and the inspired thinking behind Moses Anshell's presentation spoke to Fender®. After slowly narrowing the options, McDonald tapped the winning concept. "Congratulations," he said. "We've been working toward this for five years. I don't need to think on it anymore. This is the one."

"When I closed my eyes," added Fender's Jennifer Burton, "this is the logo I always saw in my mind."

"There's a reason that big national brands - US Airways, Nintendo, The Sports Authority, Best Buy and now Fender®, to name a few - keep turning to us," said Louie Moses, the agency's founder, president and executive creative director who holds six CLIO awards.

"It's mostly about fit, about compatibility. Turning away business may seem strange, especially these days. But putting 'cultural fit' first has always generated the greatest return, both for us and for our clients."

The Fender-Moses Anshell relationship is a good example. The relationship quickly grew from thinking outside the norm, honest feedback and quick results. Moses Anshell also helped with advance and on-site media relations for a kickoff event at The GRAMMY Museum in Los Angeles, and now is discussing future projects with Fender.

The Girl Rock Nation campaign is spreading across the country, connecting women through social media and the website and helping to empower women.

On the Web:

Learn more about the project and the agency's approach:

Join the revolution:

About Moses Anshell:

Moses Anshell has been winning awards, turning heads, changing perceptions and having fun in downtown Phoenix for more than two decades. Louie Moses, the founder, executive creative director and president, has six prestigious CLIO awards, is a member of the New York Ad Club, and has molded a national reputation for outstanding creative work. Jos Anshell, the CEO, has a deep commitment to research and strategy, and makes sure great ideas are based on insights. Moses Anshell is a full-service national marketing agency. Clients include Shutters on the Beach, Casa Del Mar, Nintendo of America, Ubisoft, US Airways, Best Buy, The Sports Authority, BDA Inc., Sticky Fingers Smokehouse, the Arizona Office of Tourism and Grand Canyon University, just to name a few.

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