Monday, February 7, 2011

Z-Man Hires Adventure Advertising

Z-Man Fishing Products, Inc., makers of the Original ChatterBait®, is pleased to announce the hiring of Adventure Advertising, LLC as its Agency of Record to develop and deploy a multimedia marketing strategy directed at building awareness of Z-Man products and their proprietary brand of ElaZtech® soft plastics.

Z-Man entered the fishing market in 1995 as a wholesale manufacturer of lure skirts.

Z-Man is also the owner of the popular Original ChatterBait brand bladed swim jig and associated intellectual property. Now the South Carolina-based company looks to change anglers' perception of conventional soft plastics via an aggressive marketing approach, utilizing both traditional and new media.

"We are thrilled to have Adventure Advertising on board to us help spread the word about Z-Man and ElaZtech," said Jonathan Zucker, President of Z-Man. "As hardcore anglers themselves, their team inherently recognizes the customer base for this product."

Specializing in the outdoor industry since 2004, Adventure Advertising brings a vast amount of traditional print, broadcast and new media experience to Z-Man's disposal. Adventure Advertising has already established a working relationship with Z-Man by creating a successful digital media initiative for the lure company, which included a Web site redesign and the launching of Z-Man's Facebook, Twitter and YouTube social media channels.

Now Adventure Advertising will concept and implement all of Z-Man's marketing efforts from traditional print and new pro staff development to broadcast and modern digital media. By combining these platforms, the agency looks to create a specialized marketing campaign that will tell the story of Z-Man's high-tech heritage and success.

"Z-Man is a young, aggressive company, and their specialty is bringing technological advancements to a marketplace," said Jason Meninger, one of three Founding Partners of Adventure Advertising and FLW Tour bass pro. "Currently, there are lure and tackle segments of the fishing industry that are ripe for Z-Man's innovation - soft plastics being one of them."

Z-Man realizes that changing anglers' perception of tried-and-true plastics will be a challenge, but they believe a fresh creative approach across all platforms, especially the potent online word-of-mouth channels, will change minds.

"That's why Adventure Advertising is such a perfect fit for us," added Daniel Nussbaum, General Manager and Executive Vice President of Z-Man. "We embrace science and art for technological innovation in our business and they embrace new digital media for innovation in their business. By teaming up, we will effectively communicate the modern advantages of our products."

"We feel Z-Man is poised to become one of the leading lure brands in the industry," Meninger said. "Our goal is to make them the most innovative marketer in the business."

For more information, visit Z-Man at and Adventure Advertising at

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