CafePress hired Kaplow in spring 2008 to help the online retailer link its brand to major cultural events. Because CafePress allows users to design and sell merchandise online, events connected with self-expression are key, says Amy Maniatis, VP of marketing for the company.

“Our... goal is to associate them with the biggest cultural moments,” says David Herrick, GM of Kaplow, AOR for CafePress. “We wanted to show CafePress as a barometer of public sentiment.” The team set out ...