Celebrating Ten Years of Amazing Rectangles

Holland, MI, February 11, 2012 --(PR.com)-- Launched in his cold, unfinished basement in 2001, it’s hard to believe that Peter Van Regenmorter’s advertising firm, Pete’s Amazing Rectangle Company, Inc., has gone from one employee then to, well, one employee now.

But that’s exactly how he wants it.

“The typical agency approach to creating advertising,” says Van Regenmorter, “is a team effort. A copywriter, graphic designer, and possibly a web or digital expert will brainstorm and collaborate to create the advertising. I’ve always enjoyed doing it all. So, I guess in my situation, the necessity of hiring an entire team isn’t as pressing.”

Whatever the reason, Pete’s one-man approach seems to be working. His firm has garnered multiple awards, including AAF West Michigan Addys, and Summit International Creative Awards. Oh, and, he’s long since left his basement for an office in Downtown Holland, on River Avenue just north of the Tower Clock.

But it’s the work for his long-standing clients over these first ten years that Van Regenmorter would rather highlight: like Extol, Inc. (Zeeland, MI), Holland Christian Schools, Pathfinder Systems (Holland, MI), and Words of Hope (Grand Rapids, MI). Bill Reed, of Extol, Inc., sums up Van Regenmorter’s contribution: “Peter worked to improve our advertising and marketing materials significantly, which, in turn, has helped us build a very unique and valuable brand position in our industry.”

Van Regenmorter says, “It’s been great helping establish and build brand awareness of local, West Michigan businesses, often to larger national audiences. I’ve been able to do a wide range of work, in all kinds of media, for a huge spectrum of industries. That was a key goal when starting my firm. I didn’t want to get pigeonholed into a ‘specialty.’ It's also one of the key concepts behind the name.”

Ahh, the name. It’s a mouthful, to say the least: “Pete’s Amazing Rectangle Company, Inc.” But Pete, himself, bristles at any suggestion of ambiguity. “I think it’s one of the most straightforward names you’ll find for an advertising agency.” Van Regenmorter explains further, “If you have a company that makes awesome products to wear on your feet, it’s an Amazing Shoe Company; or a place that creates cool, functional things to sit in, it’s an Amazing Chair Company. Well, about 99 percent of advertising and marketing is delivered in rectangles: ads, TV’s, billboards, computer screens, and so on. My company creates unique, persuasive advertising, so it’s--you got it--an Amazing Rectangle Company."

"The name and the concept behind it is really industry and technology neutral, too," he continues. "Every company or organization in any industry should strive to maximize the impact of each of their advertising rectangles--in other words, make them amazing. And, as for technology, as the latest handheld communication gizmos keep coming out, isn’t it incredible how they still adhere to the age old rectangle shape? I mean, even the crowning inventions of the king of ‘out-of-the-box’, Steve Jobs, are still designed to deliver their content in the rectangular “box” of the iPhone, iPod, and iPad screen.”

Van Regenmorter also attributes his firm’s longevity to the ability to offer compelling advertising concepts, undiluted by larger agency hierarchy and politics. Previous agency experience is another key factor, he says. Pete logged two years as a copywriter for Robinson & Maites (Chicago), then eight years as creative director for The Image Group before staring his firm.

When asked where he’d like to be ten years from now, Van Regenmorter doesn’t hesitate: “Right here, doing the same thing. I want to be serving clients with creative, arresting advertising that gets them noticed, builds their unique brand personality, and their business in the process.” Then he adds, “Who knows, over the next ten years this firm might even double in size.”

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