CVR ANNOUNCES REBRAND, NEW LEADERSHIP STRUCTURE IN NEXT CHAPTER FOR INDIANA’S FIRST AGENCY

‍INDIANAPOLIS—CVR, Indiana’s first advertising and public relations agency, announced a new brand identity, leadership transitions, and promotions marking the next chapter for the Indianapolis-based full-service house after more than 115 years in operation. 

The move marks a leadership transition for the agency, with long-time owners Kevin Flynn and Matt Georgi transitioning to CEO and CCO, respectively, and Blake Lofgren and Katie Clements serving as co-presidents.  

“This is a defining moment for CVR,” said Kevin Flynn, Chief Executive Officer of CVR. “Our new brand and agency structure reflects who we are at our best: deeply invested in our clients, committed to smart, creative work, and proud to be in Indianapolis. As we look ahead, we are doing so with the same values that have sustained this agency for generations and a clear vision for where we can go next.” 

Founded by two Indianapolis Star writers in 1910, CVR has helped clients navigate changing markets, technologies, and audiences for generations. The rebrand reflects both the agency’s history and its future direction while introducing a new brand platform centered on “clever creativity,” the belief that the strongest work is both strategically grounded and creatively sharp. 

CVR serves clients across sectors, industries, and disciplines, with a portfolio that reflects both the breadth of its capabilities and the depth of its Indianapolis roots. The agency’s client roster includes Indianapolis-headquartered transportation and manufacturing leaders such as Allison Transmission and Cummins; global home and building brands including Carrier, Bryant and dormakaba; Central Indiana utilities provider Citizens Energy Group, Indianapolis-focused organizations and initiatives such as the International Violin Competition, Streets to Home Indy, United Way of Central Indiana and Flanner House; health care-related clients including vaccine manufacturer Bavarian Nordic, Central Indiana Orthopedics and South Bend Orthopaedics; and financial institutions including Goelzer Investment Management, the National Bank of Indianapolis, and Forum Credit Union. 

As part of its growing portfolio of integrated consumer work, CVR developed and executed a national campaign for Harney & Sons Fine Teas tied to a collaboration with Schitt’s Creek. The multi-channel campaign drove strong digital engagement, return on ad spend, and customer acquisition, demonstrating the agency’s ability to translate cultural moments into measurable brand impact.

CVR’s identity has long been tied to the city it calls home, and the agency has built lasting relationships with Indianapolis clients, partners, and community organizations. While CVR’s roots remain in Indianapolis, the agency serves clients across local, national, and global markets. Its integrated model and award-winning in-house video production capabilities allow the team to move quickly from insight to execution while keeping strategy and storytelling aligned. 

That reach is matched by CVR’s long standing role in shaping some of Indianapolis’ most recognizable brands, moments, and firsts. Over the years, the agency has helped define the city’s visual and cultural landscape, from creating iconic mascots like Boomer for the Indiana Pacers and Nitro for Indy Fuel, to placing the first ad for Colts season tickets the morning after the team arrived from Baltimore. CVR has helped grow brands and launch major moments across the city, including promoting the opening of Conseco Fieldhouse and the NCAA Hall of Fame, branding IndyGo’s Red Line, introducing the Alexander Hotel, and supporting clients such as Finish Line as it grew from a regional chain into a national powerhouse. The agency also served as a state-authorized vendor for marketing and communications services and developed innovations such as the blue hospitality highway signs for clients, including McDonald’s.  

Among its recent work, CVR collaborated with Citizens Energy Group to introduce Indy H2O, an initiative designed to promote the utility’s clean, high-quality drinking water in a more environmentally conscious canned format. Beyond reducing reliance on plastic bottled water, the program also gives back locally, with a portion of each purchase benefiting the Citizens Warm Heart Warm Home Foundation™. 

AGENCY REBRAND 

The rebrand follows an evaluation of the agency landscape and client needs, reinforcing CVR’s belief that in a fast-changing communications and marketing environment, agencies create the most value when they lead with insight, originality, and strong relationships. 

“We believe that strategy should be creative and that creativity should be strategic,” said Katie Clements, CVR co-president, partner, and former agency creative director. “Because when those two things work together, they work better. It was a critical belief as we embarked on this endeavor internally.” 

CVR re-adopted the agency’s heritage mark from the 20^th century as a nod to the agency’s history, mixing old with new. Updated brand colors include pink, navy, maroon, and yellow. 

The agency also penned the tagline, “All in your business,” meant to reflect CVR’s approach to client relationships. The firm operates as an extension of its clients’ teams, bringing together strategy, creative, video production, media, and public relations under one roof. 

“We know that as an agency, it’s vital to get down to the root of our clients’ needs, their audiences, how they think, and ask ‘Why?’ so that we can become a true extension of their team,” said Blake Lofgren, CVR co-president and partner. “That’s real partnership.” 

LEADERSHIP TRANSITIONS 

As part of the leadership transition, Kevin Flynn has been named CEO of CVR and Matt Georgi as Chief Creative Officer. Blake Lofgren and Katie Clements have been promoted from vice presidents to co-presidents, a move designed to strengthen leadership continuity, support long-term growth, and position the agency for its future. 

Lofgren will oversee the full-service agency’s brand strategy, client relations, new business, and public relations + social media services. Clements will lead CVR’s creative, branding, design, photography, and video departments. Combined, both leaders have been employed at CVR for a total of 19 years and bring 11 years of agency leadership and experience to their roles.  

Paul Waltz, CVR’s former Account Director, has been elevated to Vice President, Account Service. Jack Cannon and Jared Plew were both promoted to Creative Directors for CVR, leading digital, video, and design services. 

In 2025, CVR expanded its services with key hires of strategists in public affairs, brand strategy, influencer marketing, and digital media. 

ABOUT CVR

CVR is a full-service, integrated agency that delivers strategically grounded work across strategy, creative, video, media, and public relations. We partner with local, regional, and national clients to uncover the hidden motivations that move audiences—then transform those insights into meaningful creative that engages, resonates, and motivates. As an agency, we go all in because we believe strategy should be creative, and creativity should be strategic, because when these two things work together, they work better. Founded in Indianapolis in 1910, CVR is Indiana’s longest-running agency. Learn more about CVR, our work, and how we get all in your business at cvrindy.com.

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