Pocket Hercules

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For over 165 years, Carl Zeiss has built a reputation for manufacturing the highest-quality optical instruments on the planet. By pouring state-of-the-art German engineering, cutting-edge innovation and the most advanced technology available into every product they make, nobody makes precision optics like Carl Zeiss. And since this brand is made for only the most serious hunters and sportsmen, the advertising and communication had to speak directly to this hardcore audience in an authentic voice. Pocket Hercules was the lead global agency in the development and crafting of this voice.

Based in Oxford, Ohio, across the street from the campus of Miami University of Ohio where it was founded in 1848, Phi Delta Theta serves more than 235,000 members and 160,000 living alumni. Phi Delta Theta members have included international business leaders of Fortune 500 corporations and major nonprofits, national public office holders, influential journalists, and entertainers. One of its most famous alum includes astronaut Neil Armstrong, who took a Phi Delta Theta pin with him when he became the first person to walk on the Moon.

At Pocket Hercules, that experience was on display in work for Pearl Izumi, a leading bicycle-shorts manufacturer that had been losing market share to European manufacturers whose products weren't as technically advanced. The agency's brief was to explain Pearl's technological advantage in a non-wonkish, non-elitist way.

Pocket Hercules was founded in 2005 by the former Carmichael Lynch creative team of Jason Smith and Tom Camp, who believed the nimbler small-agency approach was a better way to serve clients. Supple, Carmichael Lynch’s former chairman and chief creative officer, joined them in January 2007.

For more than 20 years, Stephen has developed award-winning communications campaigns for a number of well-known brands representing a range of industries, from fishing and financial services to industrial equipment and medical tech devices. He has launched start-ups, ignited brand awareness for Fortune 500 companies, and handled corporate communication matters involving mergers and acquisitions, investor relations, turnarounds and crisis situations (identity theft, bomb threats, regulatory investigations, etc.).

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