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News & Press: FOCUS

Güd Marketing Celebrates 40 Years of Service

Monday, April 1, 2019  
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Founded in 1978, Güd Marketing is a certified woman-owned small business located in Lansing’s Old Town District that provides strategic planning, research, branding, advertising and public relations services. Deb Horak, who co-owns Güd with Lisa Crumley, attributes the firm’s longevity to a strong foundation of values. One of those values centers around a passion to build stronger, safer, healthier communities.

“We’re driven to make a difference,” said Horak. “Anyone who joins the firm understands our mission and passion for that. Values ground us, which leads us to constant reinvention and success.”

The three-year partnership with the Talent and Economic Development Department of Michigan to lead the state’s talent attraction and retention efforts is a continuation of a longstanding relationship Güd Marketing has maintained with several state agencies. Among notable campaigns Güd has led the state’s “Buckle Up or Pay Up” seat belt campaign that took Michigan to 98 percent seat belt usage, which was highest in the nation at that time. Güd has also partnered with the Michigan Department of Transportation, the Federal Highway Administration and the City of Grand Rapids on bicycle and pedestrian safety. The campaign led to a decline in fatalities in the Grand Rapids area with bicyclists. That campaign has drawn the attention of other communities around the country, including the City of Pittsburgh which is now working with Güd on a similar effort.

Güd Marketing’s work has been widely recognized with dozens of prestigious awards through the years. The firm is particularly proud of its work with Early On Michigan which is a program that helps identify and provide services to families that have children from 0-5 years that have developmental delays.

“Many times parents are finding out too late that they needed services,” said Horak. “The sooner you intervene the better able to child is be in the same classroom with other children.”

Güd became involved in Flint, working with families with children experiencing developmental delays as a result of the Flint water crisis. Their successful efforts on behalf of the Genesee Intermediate School District earned recognition as a national finalist in the Public Relations Society of America 2017 Silver Anvil Awards for crisis communications and public relations, which is considered the PR industry’s most prestigious national award. Now the firm is called upon to speak around the country about how other communities can replicate their communications strategies.

Most recently, Güd was presented with 15 trophies, four gold and 11 silver awards at the annual ADDY awards celebration of the Mid-Michigan Creative Alliance, the local chapter of the national American Advertising Federation. The firm also won a Gold ADDY award from the AAF’s Flint chapter.

“We are grateful to be recognized for our commitment to social marketing and the greater good,” said Crumley. “Of course, with this year’s success, we’ve set the bar even higher for ourselves and our clients for next year.”

Güd Marketing has grown to 38 employees. Though the methods of delivering services have changes over the years, the mission remains the same — helping build strong, safe communities by delivering the right message to the right people at the right time in the right way.


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