So what do you do when your city is hosting the Super Bowl a few blocks from your agency, and your team almost—ALMOST—makes it in? Simple. Have a little fun at the expense of the teams that did make it.

And like everything we do, it has to come out of the truth. Besides, the best jokes are the ones that are, at their core, about truth.

After the Viking’s loss in Philadelphia, there were reports that some Vikings fans (and players) were hit with beers by reveling Eagles fans. So we decided to blow off a little steam.

Sign reading Eagles fans: Stop in and have a free beer thrown at you!

When you speak the truth, you strike a chord. And with that comes the good and the bad. The good was this: it went viral. The poster was quickly picked up by local media. Then retweeted/posted by sports blogs. And then Philly news outlets got a hold of it. We even had a crew come by to find out what the truth of it was.

Would we actually throw beer at Eagles fans?

And the bad? Besides a number of 1 star reviews for a bar that doesn’t actually serve the public, our answering machine and front desk person had to deal with a barrage of angry and crank callers. Not to mention a moment or two where we wondered if we’d come in one morning to find a brick through the window.

Sign reading Patriots Fans: Stop in and get deflated prices just for you! truthbarmpls.comWe were riding a wave of attention and we wanted to do something else fun that didn’t poke the eagle too much more. So we put up a poster having some fun with Patriot fans. The next day, a news crew from Boston was in the Truth Bar for an interview.

It’s been unseasonably cold for Super Bowl Week here in Minneapolis. Despite that, and the negative online commenters, there’s been a steady flow of people outside the Truth Bar, stopping to get their picture taken in front of the two signs. Turns out when you put the truth out there, people notice.

Map showing the global network of independent agencies of AMIN WorldWide

Kruskopf & Company is proud to be the only Minneapolis agency in the Advertising & Marketing Independent Network (AMIN) Worldwide, an alliance of over 50 independently owned marketing agencies across the Americas, Europe, Africa, the Middle East and Asia Pacific.

The benefit to our clients are many: From connecting with new customers, growing into global markets, building stronger brands, to giving you access to local insights.

But one of the biggest benefits our client get out of our affiliation with AMIN is access to robust target audience tools and resources. Agencies ten times our size don’t have many of these tools.

logos of media audience targeting tools and other agency capabilities

In this multi-channel world, these media data, analytics, research, planning and buying tools are essential in defining your target audience, getting your messages in the right place at the right time and constantly measuring and optimizing the performance of your campaigns.

Agencies in AMIN remain independently owned, but collaborate seamlessly to successfully meet any challenge our clients may have. More than dots on a map, we get to together twice a year at conferences to share cultural know-how, market wisdom, industry experience, and get to know each other personally.

Learn more about AMIN here.

Franchisees are busy people. So how can a franchisor help them improve their marketing when the world of media is changing rapidly? That’s one of the questions we tackled in a recent webinar. If you missed it, you can watch it here. And be sure to sign up for more insights and truths from KC. 


Smart, bold ideas don’t just happen by accident. At KC, we’ve developed a proven process called Finding the Truth. It helps simplify complex business problems for our clients and their brands, and it forms the backbone of the work we create. A Truth Workshop is often a cornerstone of this process.

We’ve conducted many of these over the years, and while it isn’t absolutely necessary in every situation, our clients frequently tell us that they found a Truth Workshop invaluable in helping create alignment with key stakeholders and providing clarity and focus for their brands moving forward.


A Truth Workshop is an all-day, or half-day, off-site session where we gather the key stakeholders—marketing, sales, product engineers, company leaders—really anyone with insight to the situation. The goal is to allow everyone to be heard, to gather relevant facts, to reveal issues, and to enlighten opportunities.

During the session, KC leads and moderates a group discussion to help uncover all the Brand Truths (What are its strength and weaknesses? What are its goals?), Category Truths (What’s everyone else doing? What does the marketplace look like?), and Audience Truths (Who are these people and what do they really want?).

At the end of the session, individuals vote on the most important issues within each area. People often come into a Truth Workshop absolutely certain that they know the most important issue, and by the end of the day, with a broader perspective, they don’t even vote for that particular issue. It can be an enlightening and cathartic experience. And it’s even better when it takes place at the Truth Bar.


KC then takes these truths away to chew on them and add our own insights. We develop a Truth Map which simplifies and distills the key issues and leads to One Simple Truth that forms that backbone of the work we create.

Our goal is to land on One Simple Truth that feels authentic to the brand, unique in the category and relevant to the audience. From there we develop a Brand Ethos which takes things one step further and begins to explore how the brand might express itself through personality and tone of voice. 

At the end of the process, you will have a Truth Map, One Simple Truth and a Brand Ethos. The essential building blocks of smart, bold ideas.