Independent creative agency HZDG is the new agency of record for Maryland Marketing Partnership, an entity formed earlier this year in collaboration with the State of Maryland’s Department of Commerce and private sector partners representing business and industry. Karen Zuckerman, Founder and Chief Creative Officer of Rockville, MD-headquartered HZDG, made the announcement today.

HZDG won the business after a competitive review originally involving 27 firms. The Partnership, which issued the RFP in June 2016, is responsible for the development of a brand strategy for Maryland, including marketing the state’s assets and encouraging the expansion of new and existing business in the state.

“Maryland has a great story to tell, and for the first time we are bringing together the strength of the state with our private sector partners to champion the brand message,” said Mike Gill, Maryland Secretary of Commerce and chairman of the Partnership. “This emphasis on promoting Maryland as the ideal place to grow a business, raise a family and enjoy an excellent quality of life will boost our economic development efforts as we compete for new jobs and investment.”

HZDG will promote the state by creating a new, unified brand positioning for Maryland as a place to live, work and grow a business. The scope of work includes creation of a comprehensive business marketing strategy and integrated marketing campaign, as well as strategic planning, creative, media and digital services.

“The work with Maryland is the type of brand challenge we live for,” said Zuckerman. “We relish the chance to fuse our homegrown pride and the boundless creativity, resourcefulness, experience and curiosity that we bring to our client engagements.”