In addition to its award-winning food/consumer packaged goods and consumer health practice groups, Chicago is home to the agency’s association practice.

Food and Consumer Packaged Goods Expertise
Combining award-winning consumer packaged goods experience with broad expertise in food marketing, MS&L Chicago offers first-in-class branded programs for our clients.  Our work for blue chip food and packaged goods companies like General Mills, Reynolds Consumer Products and Procter & Gamble has led to valuable learnings on revitalizing mature brands and bringing new products to market.  It has also cultivated a deep understanding of how to reach and motivate women at different lifestages.  Through this experience and the hiring of top talent, we have developed a “bank” of industry knowledge and a passion for creativity that delivers breakthrough communications and strong, measurable ROI for our food and packaged goods clients.

Consumer Health Expertise
MS&L Chicago also has strong expertise in the areas of nutrition, health and wellness.  We currently work on focused and dedicated programs for branded products for clients including General Mills, Procter & Gamble, Novartis Consumer Health and a client base of third-party professional advisory boards including the National Heartburn Alliance and the National Fiber Council.  With a deep understanding of the way third-party influencers impact consumer decision making, we also leverage our ongoing relationships with dieticians, chefs, home economists, food stylists, recipe developers, fitness experts and nurse practitioners, to reach consumers and bring fresh and innovative thinking about food and health to life.

These long-term relationships have helped MS&L Chicago build credibility and amplify our consumer messaging in the health and wellness arena among key industry influencers, including media.  We have nurtured strong one-on-one relationships with food and consumer health media at agenda-setting outlets, influential national women’s outlets and family magazines that continue to benefit our clients as we seek to bring new information to consumers.

Association Expertise
Chicago is the nation's second largest association community (second only to Washington, D.C.), representing more than 1,600 nonprofit organizations that contribute more than $11 billion to the local and national economy.  This makes MS&L Chicago uniquely positioned to house the agency’s growing association practice group.

Led by a group of dedicated association experts, the team boasts an intimate understanding of associations, their key stakeholders and the environments in which they operate.  Our work for associations like the American Institute of Architects, the American Society of Home Inspectors, the National Roofing Contractors Association and the Cosmetic Surgery Foundation has driven membership, built share of voice and uniquely positioned associations and their members as the industry’s top leaders.

Non-Traditional Methods
At the end of the day, MS&L Chicago understands that the channels for communication have changed dramatically, and that to make an impact, programs must build in non-traditional approaches to reach the consumer target.  In MS&L Chicago’s work for General Mills, the Cosmetic Surgery Foundation, Pactiv and Reynolds Consumer Products, we’ve helped define and leverage online experiences that have guided offline behavior of our targets.  Outreach to bloggers and e-pinion influencers has set new trends and standards for success for our brands.  Sometimes, the boldest innovation is taking an old standard and finding ways to reframe it for consumers in unexpected ways.  Our work in word of mouth, experiential marketing, entertainment marketing and influencer marketing for Procter & Gamble has become the stuff of front page Wall Street Journal articles, fodder for Page Six of the New York Post, People Magazine and the buzz around the water cooler.