Quickmill Inc.
'The Drillem Millem Speedious'

Case History
When we first started working with Quickmill, they had a different name and were producing one milling & drilling machine at a time. They were operating at 25% of plant capacity and needed help. Fast.

At one of our earliest briefings, we realized that the machines' milling speeds set them apart from all competitors. At lunch, Norman Lowe said to the President, Joe Lipsett, “Why don’t you change the company name to Quickmill – it’s a better name for what you do”. In true entrepreneurial fashion, he agreed before the meal was cleared.

We also named their giant gantry machines. The first time we saw one, it looked like a dinosaur to us, so we called it 'The Drillem Millem Speedious' - quite possibly the world's longest brand name!

This tongue in cheek “humour” and light-hearted, approach was adopted throughout, making the specific benefits we described in the copy easier to read and retain. This applied to everything we produced (trade advertising, brochures, newsletters, etc.).

The trades loved the campaign. In less than two years, we helped this new Canadian company, go from building its tailor-made, computer-controlled, half-million dollar monsters one at a time to crowding four on the floor - with a fifth waiting for room.