Aguila Ammunition Names Shine United Agency of Record

Agency Hired to Establish Aguila as the Preferred Brand in the U.S.

Shine United
Shine United
Shine United
Shine United

Madison, WI -( Shine United has been named U.S. agency of record for the Aguila Ammunition brand.

Shine, which has a great deal of experience with shooting sports brands, will be responsible for developing a comprehensive marketing communications campaign with both consumer and trade components. The agency was hired after a review of seven agencies across the country.

“Shine really captured our attention,” said Kristi Drawe, director of marketing at Texas Armament & Technology, exclusive North American distributor of Aguila Ammunition. “They understand our business, marketing and brand challenges. They have the experience and skills to help us get to the answers, fast. And they have a proven experience of delivering strong creative that really resonates with divergent target segments.”

The campaign will be focused on building brand awareness and increasing brand preference for Aguila Ammunition with consumers, dealers and distributors alike — on behalf of a growing premium brand without the premium price.

“From the word ‘go,’ we’ve been impressed with the Aguila team, the clarity of their mission and the spirited nature of their ambition,” said Curt Hanke, founder and CEO. “We believe we’re a great fit, and we’re eager to roll up our sleeves and get to work, helping Aguila gain the brand reputation that its products deserve.”

About Aguila Ammunition:

Aguila Ammunition is manufactured in Cuernavaca, Morelos, Mexico, by Industrias Tecnos, S.A. de C.V. on the 120-acre site that has housed the factory for more than 50 years. In 2011, Tecnos brought in defense and aerospace group Texas Armament & Technology (TxAT) to assist with a facility-wide modernization and optimization project (MODOP). The allen compassing MODOP project, which is still ongoing, is focused aggressively on quality standards in order to enhance the accuracy and reliability of its product. Modernized equipment and lean production processes, such as SMED, are being deployed in the Aguila plant with great success. Founded in 1961, Aguila Ammunition is dedicated to the development and marketing of self defense, recreational, hunting, law enforcement and military ammunition. Aguila offers a complete range of products and is one of the largest rimfire manufacturers in the world. Aguila utilizes cutting-edge technology to manufacture quality rimfire, centerfire and shotshell ammunition. In order to guarantee reliability and performance, a strict quality-assurance program was implemented. It begins with the careful sourcing of quality raw materials and ends with ballistic evaluations and testing of the ammunition’s velocity, pressure, accuracy and performance.

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About Shine United:

Shine United is a $41 million advertising, design and interactive agency located in Madison, Wisconsin. The privately held company’s client roster includes national brands such as Harley Davidson, LaCrosse Footwear, Wisconsin Cheese, GORE-TEX® Running Footwear,, Winston Fly Rods, and Kohler Co. Shine is an environment where creativity, brilliance and teamwork are allowed to flourish – part of the reason we were named one of the best places to work by Outside Magazine the past two years.

Learn more at Shine On.