R2 is a group of professionals that came from some of the most renowned traditional agencies.

We left behind the excessive processes and inefficiencies and embraced a new understanding of how to do great work—smart, agile, and engaging campaigns and content our clients can count on. All with a focus on collaboration and transparency to make us less of an agency and more of an extension of your team—a true partnership.

It’s our take on the agency of the future. And we’re excited to put it to work for you.

We hope you R2!

Here’s what makes us a great partner.

TRANSPARENCY

When something doesn’t feel right, we’ll let you know. And we want you to let us know, too.

ACCESSIBILITY

For many agencies last minute requests are an issue. Not for us, we’ve come to expect the unexpected.

UNDERSTANDING

We’ll go the extra mile to know your business– to understand the challenges and see the opportunities.

COLLABORATION

We want to know what you think, that’s a given. But we’ll also tell you what we think.

DEDICATION

Sleepless obsession with our craft—we can’t wait to create.

If you added up our combined years of experience, it would be a very large number. Throughout that time, we’ve climbed the mountain, been through the ringer, and crossed the Rubicon—twice. In other words, we’ve seen a lot. And more importantly, we’ve learned a lot, resulting in a level of experience that would be hard to match. Let’s just say you’d have to watch a lot of Ted Talks.

Rob Hopman
Rob Hopman

Managing Director

Rob Reynolds

Managing Director

CARLA SHOOPE

Director of Integrated Media

ERIC FOSTER

Creative Director

SHANNON BALL

Director of Design

MARK HERTWECK

Director of Brand and Communication Strategy

Nate Spry
NATHAN SPRY

Director of Performance Solutions

PALMER REYNOLDS

Account Executive

Together, these Operational Pillars form not only a comprehensive framework, but an operating system that delivers successful, customer-centric marketing solutions for our partners.

Brand & Messaging Strategy
Creative & Content Execution
Digital Transformation
Data & Analytics
Customer Experience (CX)
Engagement Marketing

BRAND POSITIONING

Defining what a brand believes, how it looks (Design Language) and sounds (Tone-of-Voice). And, who the audience is, what their needs are, and how to appeal to them. Or how a brand’s existing position can be reimagined to appeal to a different region or part of the world.

COMPETITIVE ANALYSIS

What does the competition offer and how can the brand stand out.

MESSAGING STRATEGY

What are the ownable, unique key features and benefits, and what their hierarchy will be.

Together, these Operational Pillars form not only a comprehensive framework, but an operating system that delivers successful, customer-centric marketing solutions for our partners.

Brand & Messaging Strategy
Brand & Messaging Strategy
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Creative & Content Execution
Creative & Content Execution
+
Digital Transformation
Digital Transformation
+
Data & Analytics
Data & Analytics
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Customer Experience (CX)
Customer Experience (CX)
+
Engagement Marketing
Engagement Marketing
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Winning awards is one thing. Winning the hearts and minds of our client’s customers is another. And while filling the trophy case is nice, at R2 Communications, we strive for the latter. Below are a few examples of work we’ve done for some of our clients. If you get a sec, check it out. And know that, at R2, we’re all about the work.

Kentucky Derby WE HELPED PUT FORD IN THE WINNER'S CIRCLE. They call it the most exciting two minutes in sports. We called it a great opportunity to unleash our creative horsepower and align the Ford brand with this iconic and historic event. Our goal was to elevate brand awareness, showcase our innovative F-Series trucks and provide an emotional connection with consumers by associating Ford with the tradition, excitement and legacy of the Kentucky Derby. Through the use of an award-winning linear TV commercial, a robust social media campaign, interactive exhibits, vehicle displays and Ford-branded ambassadors on site, we positioned Ford and the Kentucky Derby as two icons of American culture.
Our Derby-related content saw an average engagement rate of 7.5%, well outperforming industry benchmarks, and our sponsorship generated 1.5 million impressions across social media, digital and linear broadcast channels. Inquiries for the Ford F-150 Lightning increased 32% during the campaign period and post-event follow-ups led to an estimated 18% increase in F-Series test drives in the Louisville DMA.
Kentucky Derby WE HELPED PUT FORD IN THE WINNER'S CIRCLE. Kentucky Derby WE HELPED PUT FORD IN THE WINNER'S CIRCLE. Kentucky Derby WE HELPED PUT FORD IN THE WINNER'S CIRCLE. We created a daily social campaign that tied in to the event that was happening each day at Churchill Downs. Click each post to see more detail MONDAY - Dawn at the Downs TUESDAY - 502s Day WEDNESDAY - Champions Day THURSDAY - Thurby FRIDAY - Breast Cancer Awareness SATURDAY - Kentucky Derby Day
Siemens WE HELPED SIEMENS SUPERCHARGE THE U.S. BATTERY INDUSTRY U.S. battery manufactures were at risk of a major power failure. Five years behind their global counterparts in production technology, they were in desperate need to find a partner with the right solutions to help them electrify their processes and catch up to the rest of the world. Siemens is a global battery manufacturing technology powerhouse. However, their current global campaign was designed for more established manufactures in Europe and Asia, lacking the urgency and energy needed to reach U.S. manufactures looking to gain ground quickly. So we devised a campaign that would have a lot more potency, speaking directly to their needs by inviting them to Harness the Power of the world’s most fast and efficient battery manufacturing solutions. Shortly after the launch of the campaign’s digital component, Siemens saw a significant increase in digital ad engagement—126% of the benchmark. And when the campaign’s video component was launched at the North American Battery Show in Detroit, the Siemen’s booth was a buzz with industry stakeholders commenting on the video and inquiring about Siemens solutions, establishing Siemens as the go-to partner for battery manufacturing solutions in the U.S. Siemens WE HELPED SIEMENS SUPERCHARGE THE U.S. BATTERY INDUSTRY Siemens WE HELPED SIEMENS SUPERCHARGE THE U.S. BATTERY INDUSTRY Siemens WE HELPED SIEMENS SUPERCHARGE THE U.S. BATTERY INDUSTRY
Ford TRUCK MONTH Ford Truck Month is a crucial annual sales event for our FDAF, designed to maximize engagement and boost sales of Ford’s best-selling truck lineup. However, increasing competition in the truck segment, shifting consumer buying habits, and a changing media landscape presented a challenge. We needed a reset strategy to evolve our approach, create excitement around the promotion, and ultimately drive sales across dealerships in our region. We implemented a multi-channel marketing campaign leveraging digital, social, and traditional media. For digital we optimized ads across social platforms, search engines, and video platforms to reach truck buyers where they are most active. We also created a linear TV commercial that touted Ford’s dominance in the market in an interesting, unique way – superimposing our leadership claim onto various elements throughout the commercial. R2’s comprehensive marketing strategy delivered impressive outcomes for our dealer group. Not only were year-over-year sales increased, our digital efforts also drove an increase in engagement across multiple platforms with millions of impressions. By combining data-driven marketing with compelling storytelling and strategic incentives, Ford Truck Month successfully strengthened our FDAF’s position in the competitive truck market while delivering tangible sales and engagement growth. Ford TRUCK MONTH Ford TRUCK MONTH Dealership POP Poster Hangtags Ford TRUCK MONTH Digital
Ford GREAT ESCAPE Due to an excessive day-supply of Escapes on the ground, the Ford Region approached R2 Communications to create a campaign to help move the units out. And – there’s no escaping the fact that our campaign really helped our dealers move the needle.
We created linear broadcast tv, social videos and in-store P.O.P with our Great Escape Sales Event messaging that encouraged consumers to “escape the ordinary” in an SUV that gives them more of everything they want in a vehicle. To make it easier to find out about the Escape, and the incredible deal we were promoting, we used QR codes across all media. The Great Escape Sales Event was a huge winner and did an amazing job of helping our dealers liquidate their huge inventory. Customer interaction with the QR code was a huge hit, and allowed us to track responses to our creative. The results were impressive. Our region was ranked #1 in the nation against objective, and sales of the Ford Escape in our region were 145% of objective.
Ford GREAT ESCAPE Ford GREAT ESCAPE Poster Hangtags Dealership POP Ford GREAT ESCAPE Digital Ford GREAT ESCAPE We created a social campaign of short lifestlye vignette featuring numerous ways to “Escape” your every day routine. Click each post to see more detail Escape the grind Escape the nitty-gritty Escape the ordinary Escape the beaten path

OTHER WORK WE LOVE

Thunder
USC
SUV Season
All In On Kentucky
Roots
Roots
Thunder
USC
SUV Season
All In On Kentucky
Roots
Roots
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SPONSORSHIPS

Sponsorships FORD CENTER - EVANSVILLE Sponsorships FORD CENTER - EVANSVILLE Center Scoreboard Concourse Banners Concourse Pillars Sponsorships FORD - UNIVERSITY OF KENTUCKY Sponsorships FORD - MARSHALL UNIVERSITY Sponsorships FORD - EAST TENNESSEE STATE UNIVERSITY Scoreboard Sign Program Ads Sponsorships FORD - LOUISVILLE BATS Program Ad Program Ad Social Media Post

PRODUCTION CAPABILITIES

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Throughout our careers, we’ve had experience running thousands of award-winning campaigns for various clients across all media platforms. Whatever your account needs, we can do it. And we can do it extremely well.

R2 Communication Experience

Are you ready to grow your business and reach new customers? If you are, reach out to us today. We’d love to hear from you. Because if you’re ready to increase your market share, sell more product and dominate your industry, we R2.

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Rob Hopman
313.247.3269
Rob Reynolds
513.557.6299
Rob Hopman
313.247.3269
Rob Reynolds
513.557.6299
Rob Hopman - Managing Director

ROB HOPMAN

Managing Director

Rob has spent his entire career in the automotive industry, and over his more than 30 years in the business, has helped his clients move a lot of sheet metal. Over that time, he’s worked at some of the biggest agencies out there, and handled the accounts of some massive dealer groups. His management skills are top notch, and he brings a wealth of experience and knowledge to the team. Plus, as the father of five boys, he’s got quite an arsenal of dad jokes in his back pocket.

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Rob Reynolds - Managing Director

ROB REYNOLDS

Managing Director

Rob has 20 years of experience in the automotive industry and prior to starting
R2 Communications with Hopi, he spent the past 15 years working for GTB on the Cincinnati South FDAF. In addition to running the day-to-day operations for the FDAF and bringing new digital solutions to the group, he’s also worked closely with the Vendor Review Committee, the By-Law Committee and the Ford Regional office. His strategic thinking and exceptional problem-solving skills are a huge asset to the R2 team. Oh – and he’s also got a few dad jokes up his sleeve as well.

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CARLA SHOOP - VP Director of Integrated Media

CARLA SHOOPE

Director of Integrated Media

Carla brings more than 30 years of media and marketing experience to the table, with many of those years being in the automotive industry. Over her career, she’s also worked.on several national accounts including AT&T, 20th Century Fox, Quiznos and Albertsons. Today, Carla is also a speaker and training advisor to station groups helping them improve their media product, and she has been recognized by numerous organizations for her outstanding work in the industry, including being named “Best Media Planner/Buyer” and “Best Media Director” by The American Women in Radio and Television. Unlike Rob and Rob, though, she does not know any dad jokes.

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Eric Foster - Creative Director

ERIC FOSTER

Creative Director

With 32 years of advertising experience – working primarily on automotive accounts – Eric certainly knows what it takes to do outstanding creative. The Best in Texas campaign he helped create while at JWT has been an extremely effective campaign for Texas Ford Dealers for more than two decades now. Over the years, he’s received numerous awards for clients including Dairy Queen, The Fort Worth Zoo, Bennigan’s and ProCuts. His favorite advertising quote is from David Ogilvy, and he adheres to this philosophy religiously with everything he writes. “The consumer isn’t a moron. She’s your wife.”

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Shannon Ball - Director of Design

SHANNON BALL

Director of Design

Shannon is an art director extraordinaire, and his print work and logo design have been recognized by the industry numerous times. Over his three decades in the business, many of it spent working on automotive accounts, he’s been instrumental in creating campaigns that push the envelope and set his accounts apart from the competition. After a storied career at J. Walter Thompson, Shannon moved to Denver to lead creative teams at the Integer Group, creating award-winning work on accounts like Procter & Gamble, Gillette and Kellogg’s. Oh – and as the father of two – he also knows a few dad jokes.

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Mark Hertweck - Director of Brand and Communication Strategy

MARK HERTWECK

Director of Brand and Communication Strategy

Like other word nerds who felt more drawn to the short form than, let’s say, Stephen King, Mark was looking for a writing outlet that was a little more concise. One that would fuse his knack for wit, poetic prose, and bold brand strategy—he’s surprisingly strategic for a creative type. Plus, he knew he would be happier not spending months locked away in a cabin banging away on a typewriter, held captive by a crazed fan with a sledgehammer—that’s all you Stephen. And so, he took a job as a copywriter for J. Walter Thompson writing ads. Later McCann, TBWA Integer Group, and Danone Global Food & Beverage, where he led creative and brand strategy, doing even bigger campaigns and bolder strategy—work so compelling and heartwarming that he once made a focus group participant cry. True story. His nickname is Waterworks.

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Nathan Spry - Director of Performance Solutions

NATHAN SPRY

Director of Performance Solutions

With more than 20 years of experience in marketing, advertising and technology, Nathan offers an extensive knowledge of marketing and the strategic thinking that is necessary to make it perform. His experience in strategizing, implementing and measuring successful cross-platform campaigns has benefited clients such as Ashley Furniture HomeStores, Ford Motor Company, Big Ass Fans, Baptist Health, the University of Kentucky, Schmitt-Söhne Wines, the YMCA and many others. Nathan has been a change agent at multiple advertising agencies, leading to revenue growth, product and service diversification and team growth. Nathan ensures marketing campaigns, plans and objectives are strategic, cross-platform capable and —most importantly—deliver results for businesses and brands.

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Palmer Reynolds - Director of Performance Solutions

PALMER REYNOLDS

Account Executive

Palmer may be the proverbial runt of the R2 litter, but that doesn’t mean he lacks experience. With over a decade working in digital marketing, he brings a wide breadth of knowledge to the team, including geo-framing, Google Analytics, HubSpot, and Function Point to name a few. A graduate of the University of Kentucky and a member of the University’s football staff from 2016-2020, he also knows a thing or two about team chemistry, which is important to R2 and our partners. Whether you are looking for someone to bring their all to an activation event or ensure your ads are reaching the intended audience, Palmer is your guy. A dad joke connoisseur himself, Rob and Rob are constantly coming to him for inspiration, no matter what they tell you.

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