PrimaLoft Plans for Enhanced Global Marketing Approach: commonground Named Agency of Record


Contact: Eleanor Sachs, CGPR


781-639-4924 x 113

ALBANY, N.Y. (August 14, 2013) – Creating a new brand architecture while laying the foundation for a completely expanded global marketing approach in 2014, PrimaLoft (, the world leader in comfort solutions, high-performance insulations and fabrics, today named commonground ( as its global agency of record. The Chicago and New York-based agency was named Advertising Age’s “2012 Small Agency of Year” Gold recipient in the 11 to 75 employees category. commonground will spearhead PrimaLoft’s international efforts through a multi-disciplined communications program.

“commonground will be an integral part of PrimaLoft’s evolution, as we introduce proprietary technologies and new partnerships,” said Mike Joyce, PrimaLoft CEO. “There are big things in store for PrimaLoft next year, and this new partnership comes at a time of great growth and exciting ventures. As a result, we will overhaul our communications to consumers and the trade. We chose commonground because of its unique industry perspective, its progressive thinking and proven track record in helping brands evolve.”

In developing PrimaLoft’s communication strategy, commonground will leverage the brand’s world-leading technology, expertise and the passion of its employees. Specifically, commonground will be responsible for all advertising, branding, retail/shopper marketing, digital, experiential, and partner marketing for the PrimaLoft® brand. commonground’s clients include American Family Insurance, Bacardi, Miller Coors, Nike/Brand Jordan, Nissan, The Coca-Cola Company, and Verizon.

“We are very proud of our new partnership with PrimaLoft,” said Ahmad Islam, commonground co-founder. ”Working on a growing global brand supported by a group of smart and passionate clients is the type of opportunity and relationship we strive for as an agency. We see this as an opportunity to be a true marketing partner on a global scale. We look forward to our role on the business and rolling up our sleeves and being part of the brand’s continued success.”

About commonground

Founded in 2004 by Sherman Wright and Ahmad Islam, commonground, with offices in Chicago and NYC, has grown from four to more than 90 employees in the nine years since its inception. The agency’s portfolio includes such clients as American Family Insurance, The Coca-Cola Company, Miller Coors, Verizon, Nissan, Bacardi USA, Nike/Brand Jordan and The Illinois Lottery. commonground offers clients an integrated scope of services including brand strategy, cultural consulting, account planning, advertising, event marketing, consumer promotion, shopper marketing, digital/mobile solutions, content and property development. In 2012, commonground was named the Ad Age Small Agency of the Year Gold Award winner.

About PrimaLoft®

Celebrating its 25th anniversary, the PrimaLoft® brand is the research and development global leader in high-performance insulations and fabrics, providing ultimate comfort solutions from head to toe. PrimaLoft® insulation was originally developed for the U.S. army as a water-resistant, synthetic alternative to down. PrimaLoft® products are used in leading outdoor and fashion brands, home furnishings, work wear, hunting and military applications and are warmer, drier, and softer than any other synthetic insulation. For more information, visit

PrimaLoft® is a registered Trademark of PrimaLoft, Inc.