On behalf of everyone at Riester, thank you to the Citizens’ Clean Elections Commission, Arizona Media Association and Sneaky Big Studios for your exceptional partnership and commitment to the 2026 Clean Elections’ debate season.  This monumental effort to educate Arizona’s electorate takes a village of extremely talented professionals to succeed, and you and your staff have been vital. We are honored to produce this extremely important content with you and to have shared it across nearly 400 TV, radio, digital and print news outlets.

Riester is proud to celebrate our amazing friend and longtime client, Holly Gagnon, on her induction into the Gaming Hall of Fame this week in Las Vegas!

Holly’s career in gaming has been defined by visionary leadership, a commitment to innovation, and an unwavering dedication to the people and communities that make this industry extraordinary.

We’ve had the privilege of seeing that leadership up close and of working alongside Holly at four incredible properties where she served as CEO or strategic leadership consultant: Chumash Casino Resort, Seneca Resorts & Casinos, WarHorse Casino, and Fairmount Park Casino & Racing.

Here’s to celebrating you and an extraordinary career, and to all that’s still ahead!

Congratulations, Holly! From all of us at Riester, we couldn’t be prouder.

The City of Phoenix enlisted Riester’s creative assistance to make the roads safer. This month, Riester helped the City launch a new public awareness campaign tied to the rollout of cameras across the Valley that track motorists’ speed and adherence to traffic laws. Because these new cameras are aimed at changing driver behavior, Riester named them “traffic safety cameras” to reinforce the goal of the campaign.

Installed in high-traffic corridors and school zones, these cameras are designed to deter dangerous driving behaviors and help protect the people who use these roads every day.

To build awareness around the initiative, Riester developed a creative and memorable campaign called, “Better a Flash than a Crash,” designed to remind drivers that a momentary flash from a camera is far better than the lasting consequences of a collision.

The eye-catching creative was introduced on billboards around the Valley near camera locations. It was supported by an equally impactful radio commercial, extending the message to motorists who are engaged in driving behaviors with clear, compelling reminders about the new traffic safety cameras and the importance of driving safely.

Together, these efforts create a multi-channel approach that meets drivers where they are on the road and on the air.

On Friday, March 13, Riester won 10 ADDY Awards at the 2026 American Advertising Awards for campaigns built with the California Highway Patrol (CHP).

Furthermore, this recognition covers two statewide public safety initiatives and reflects a consistent focus on driving real-world behavior change.

In total, Riester received:

• 2 Gold ADDYs
• 5 Silver ADDYs
• 3 Bronze ADDYs

Riester won eight awards for the CHP Motorcyclist Safety Program and two for the CHP Designated Driver Program.

What Made These CHP Public Safety Campaigns Award-Winning?

How Can CHP Public Safety Campaigns Turn Ego Into Action With Motorcyclists?

Motorcycle fatalities in California have continued to rise in recent years, even as safety messaging has increased. The challenge was not awareness. It was an attitude. Most riders already consider themselves skilled. They trust their instincts. Instead, they assume they are in control.

Instead, Riester’s response was not to lecture. It was to challenge.

The “PROVE IT.” campaign flipped rider confidence into a call to action. Instead of telling riders to be safer, the campaign asked them to demonstrate it. Not to the California Highway Patrol, but to themselves.

The creative leaned into a tone that was direct, competitive, and impossible to ignore. A :30 video commercial called out riders across subcultures, from café racers to motocross riders, ending with a simple provocation: Think you know how to ride? PROVE IT.

The message spanned digital, social, and out-of-home placements, creating a unified creative system that met riders directly.

The results moved beyond engagement metrics and into behavior change:

• 71.3M+ video impressions
• 7.8M+ video views
• 472K+ clicks
• Consequently, a 48% increase in enrollment followed for the State’s rider safety training program.

More importantly, the campaign shifted perception. As a result, riders increasingly agreed that CHP cares about their safety, not just enforcement.

Riester earned 8 ADDY Awards for the California Motorcyclist Safety Program campaign in copywriting, art direction, video, and integrated development.

Why Do These CHP Public Safety Campaigns Reframe Consequences to Drive Success?

Alcohol-impaired driving causes many fatal crashes in California, taking over 1,300 lives in a single year. Traditional messaging often relies on fear or enforcement. Research shows that the approach has limits. Many drivers underestimate the risk or assume consequences will not apply to them.

Riester’s campaign took a different approach.

Instead of focusing on punishment, the “Hangover-rated” concept reframes the outcome people already understand. The morning after.

The campaign reframed a hangover from a mere side effect into proof of a smarter decision. If you wake up with a headache, at least you made it home safely.

Nevertheless, the tone was playful. The team grounded the insight. Ultimately, the message landed.

Additionally, radio commercials brought the idea to life through a distinctive voice, with the hangover itself speaking directly to the listener. The result was a message that felt less like a warning and more like a reminder.

The CHP Designated Driver Program campaign earned 2 radio ADDY Awards for copywriting and public service audio.

What CHP Public Safety Campaigns Connect Behavior to Outcome?

Across both campaigns, the throughline is consistent. Start with human behavior, not just the problem.

Respect the audience’s mindset. Generate ideas that authentically meet people where they are. Then push them, just enough, to make a different decision.

Whether it is challenging a rider’s confidence or reframing a night out, the goal remains the same. Create campaigns that do more than communicate. Create campaigns that change what happens next.

Brands spent months planning to capture the hearts of 130 million viewers watching the world’s most-watched live event, the Super Bowl. Consequently, with brands shelling out a staggering $8 million for just 30 seconds of airtime, the stakes couldn’t have been higher. For the first time in history, technology and health-related commercials outnumbered food, beverage and automotive ads. While the commercials certainly entertained, the real question is: how did they score on creativity and memorability? In addition, what were the moments outside of the commercials that created buzz? 

How Does Mascot Guilt Grab Viewer Attention?

”On average mascots perform 20% better than celebrities in commercials,” said Tim Riester, Founder & CEO of RIester, “yet less than 10% of the commercials in Super Bowl 60 featured them.” This year Pepsi ambushed Coke’s longtime mascot, the polar bear by placing it in an unusual situation where this iconic character inadvertently selected Pepsi Zero Sugar in a taste test against Coke Zero Sugar! As a result, what followed was a hilarious reckoning with the unexpected event, including the polar bear seeking out therapy. Furthermore, the commercial’s unexpected mascot storyline centered on human vulnerabilities sprinkled with humor earned big points for Pepsi. 

Why Do a Why Do Daughter and Father Tug at Audience Heart Strings??

In fact, anyone watching the Lay’s Potato Chips commercial for only a few seconds already had a lump in their throat. “Emotional commercials like this one from Lays deliver 5x greater memorability and brand preference than unemotional commercials,” said Riester. A potato farmer and his daughter shared a heart-warming exchange that showed family pride and reminded viewers the product uses real American-grown potatoes. It also surprised some viewers by deliberating choosing a daughter as the protagonist.  

Which Can Cultural References Tackle Current Social and Political Issues??

Redfin and Rocket Mortgage echoed a classic Mister Rogers’ Neighborhood lesson by sharing a Latino family’s emotional move into a white neighborhood. Lady Gaga even personalized the iconic “Won’t You Be My Neighbor” song from Mister Roger’s for the commercial. “Rising above recent social and political rhetoric, Redfin/Rocket Mortgage demonstrated that regardless of our ethnic background, we all want a family to love, a safe place to live and friends to enjoy,” said Riester. “This was truly a wonderful way to associate their brand with the American dream.”

“The NFL continued its bold leadership on social issues as well,” said Riester. “They aired two commercials leaning into the importance of positive mental health for children and created an extraordinary halftime show connecting Latin community and culture to the American game of football.  It was a brilliant way for the NFL to invite sports enthusiasts from Spanish speaking countries to sample the Super Bowl while also educating their existing fans about the importance of Puerto Ricans who have been part of America since 1898.”

Watch Tim on Fox TV and listen to him on NPR to discover the Super Bowl’s winners and losers.

Last week, Riester lost a dear friend and its founding CFO, William Gegenheimer.  Affectionately referred to by all who worked at Riester as “Bill G,” Bill helped his stepson, Tim Riester, found the company and assisted in its responsible growth as its CFO for nearly 20 years.

Bill G mentored staff, befriended clients, and was legendary for his organization, discipline, and his absolute refusal to spend money unnecessarily. Bill’s courage and humor were matched by resourcefulness: when a mugger held him at gunpoint outside the Riester office buildings and demanded his wallet, Bill famously screamed “HELL NO!” and scared off the would-be robber.

Bill G’s life was one of intelligence, adventure, courage, and commitment. His dependability, laughter, and stories will live forever in the hearts of those who loved him.

Tim Riester meets students from the University of Arizona following his keynote speech on marketing at the Eller College of Management “Thinking Forward” Conference.

September marks the start of a new school year but for Riester, education is on our minds year-round. We combine strategic philanthropy, policy advocacy, and hands-on leadership to support education. Actions from our management team demonstrate how leaders in business can make meaningful impacts on education.

Support for education starts at the top at Riester

Undoubtedly, connecting Arizona business, education, and government agencies to create and sustain a future-ready workforce is critical for a prosperous economy but also key to a hopeful future. As co-chair of the Higher Education and Workforce Preparedness Task Force within Greater Phoenix Leadership, Riester’s CEO, Tim Riester, helps guide one of Arizona’s most influential educational policy organizations. Greater Phoenix Leadership brings together leading CEOs to align resources across business, education, philanthropy, and public policy sectors.

Tim also supports aspiring health care professionals by serving as Chairman of the Dean’s Advisory Board at A.T. Still University’s Arizona School of Health Sciences, future business leaders with his volunteerism as an Honored Entrepreneurial Fellow at the University of Arizona Eller College of Management, and the next generation of journalists through his service as a Trustee of Arizona State University’s Walter Cronkite School of Journalism and Mass Communication. In fact, Riester made a six-figure gift to Cronkite students and programs distributed among a variety of efforts including the Riester Public Relations Endowed Scholarship which is annually awarded to students enrolled in the PR Lab at the Cronkite School. At the center of this hands-on program is the ‘Riester PR Lab Conference Room’ a gathering space for students where world-class training unfolds year-after-year and where careers start to take shape. Visitors to Cronkite and Eller might even catch Tim presenting agency case studies on specially scheduled event days to students enrolled in those colleges.

Equally important is Riester’s Executive Director of Public Relations and Communications, Christina Borrego’s work as a professor in Phoenix College’s Behavioral Sciences Department. Christina’s motivational approach to teaching provides her students with hands-on learning using the most current tools and technology. In fact, she concluded last semester with tremendous excitement by having Riester’s broadcast team assist her students in creating their own podcasts.

Riester’s Executive Director of Media and Measurement, Kari Brill, an Executive MBA candidate through W.P. Carey School of Business, applies her acumen in the classroom as an invited guest lecturer on topics like sports marketing at Arizona State University College of Law and supports community efforts that impact educational outcomes through her work as a Board Member for Big Brothers Big Sisters.

Likewise, Riester opens its doors to groups of undergraduates from across the U.S. and even internationally for internships year-round. Affectionately called ‘Riesterns’, they have direct access to industry professionals, are introduced to everyday agency life and present a final project placing them at the helm of a client campaign. The program marks its 35th year in 2026.

Without question, Riester’s entrepreneurial success is an educational tool itself. Students benefit from observing leaders who have built and nurtured a successful company while maintaining strong ties to educational institutions. This investment of time and resources is guided by the idea that the next generation of professionals will need to implore creative thinking across all lines of work more than ever, in the years to come.

You’ve probably heard a lot about tariffs lately. Furthermore, they appear in the news, in political debates, and maybe even around the dinner table. But here’s something you might not expect: tariffs are showing up more and more in advertising. Hear what Tim Riester (CEO Of Riester Advertising) had to say during this interview with Mark Brodie, co-host of The Show, on KJZZ/NPR.

Listen to live interview

Friday evening, Riester brought home 23 trophies from the 2025 American Advertising Federation’s Addy Awards, demonstrating our outstanding collaboration with clients and commitment to creative excellence. Our projects redefined storytelling and pushed design boundaries across public health, fitness, civic engagement, and healthcare marketing. We celebrate these achievements with our clients, partners, and teams.

Award-Winning Campaigns

EōS Fitness – Powering Up with Gold & Silver

EōS Fitness made a strong impression with its “Will Power: Where There’s A Will” campaign, which won two Gold Addy awards and two Silver awards.  The campaign’s standout visuals and energy were recognized in Animation, Special Effects, Motion Graphics, or CGI, along with recognition for Art Direction and its Online Commercial Campaign.

Citizens Clean Elections Commission – Gold, Silver & Bronze Wins

The Citizens Clean Elections Commission campaign, “Get Democracy Done,” took home multiple awards, highlighting the impact of clear, engaging voter education. The campaign earned three Gold awards, one Silver award and one Bronze award in the Public Service Campaign category, further cementing its success in mobilizing Arizona’s electorate.

HonorHealth – Elevating Healthcare Marketing with Gold, Silver & Bronze

HonorHealth’s campaign delivered an artful message connecting nutrition with wellness, earning the prestigious “Art Direction of the Year” award along with additional Gold, Silver and Bronze awards for its “Foodspiration” and “Inner Universe” TV commercials and its Animation, Special Effects, Motion Graphics, or CGI.

Idaho Department of Health & Welfare – Silver in Public Service Radio

The Idaho Department of Health & Welfare’s “Yummy Yummy” campaign on foodborne illness won a Silver award in Public Service Radio, reinforcing the power of creative public health messaging.

University of Arizona – Creativity that Inspires with Gold, Silver & Bronze

For the University of Arizona, its “Wonder” campaign earned major recognition. The campaign won a Gold award for Cinematography in a Television Campaign, a Silver award for an Integrated Advertising Consumer Campaign (Regional/National), and two additional Bronze awards.

Riester’s Associate Creative Director Paul Svancara – Won “Creative Professional of the Year”

Following legacy creative directors David Robb and Tom Ortega, Riester Associate Creative Director Paul Svancara won “2025 Creative Professional of the Year.” Riester founder and CEO Tim Riester called Paul a franchise player. Paul shines as a talented star who brings no drama and delivers dependable leadership by example every day. That is an exact description of Paul Svancara and his importance to Riester. Quiet inspiration, discipline, and astuteness define Paul. He is passionate about form, shape, and color. He is a real perfectionist and a truly creative advertising professional. During 13 and a half years at Riester, Paul has worked countless nights and weekends to help keep business flowing. I really appreciate Paul and believe he is so deserving of this incredible honor.” Paul’s leadership, vision, and creative excellence continue to elevate everything we do.

As we look ahead, our mission remains the same: to challenge expectations, tell meaningful stories, and deliver award-worthy work that drives results. A huge thank you to our clients, partners, and team—this success is yours, too.

EōS Fitness separated itself in a crowded industry using a bold, emotional campaign focused on inclusion and achievement. EōS recognized its members as high achievers and introduced Will to embody the spirit of perseverance. The campaign uses dynamic storytelling and striking visuals to celebrate willpower and inspire gym-goers to push their limits.

How does the EōS Fitness Will Power campaign feature a playful mascot that inspires you to get moving?

EoS Fitness introduces a bouncy blue mascot named Will Power who lacks eyes and ears yet brims with determination.

Read more about the Will Power mascot on Publico Magazine at publicomagazine.com

Does the EōS Fitness Will Power campaign give EōS a sidekick?

The name is Will…Will Power. Furthermore, Will is a new member at EōS and is willing to try all that we have to offer. Although in Will’s case (and ours, too!), those attempts don’t always go as hoped or planned. But, Will remains undaunted and constantly strives to improve (us, too!). Ad agency Riester created it for EōS Fitness. This film campaign relates to the fitness industry and features no media assets.

Read more about the Eos campaign on Ads of the World at Ads of the World

What makes the EōS Fitness Will Power campaign one of the best new year’s ad campaigns?

EōS Fitness, a fast-growing HVLP gym chain with a large presence in California, Texas and Florida, is bringing mascots to the fitness industry. 

To support its 2025 campaign, EōS unveiled “Will Power,” a cute character made out of blue clay who sports a white headband and gray EoS duffle bag.

Read more about fitness campaigns on Athletech News at Athletech News

How does the EoS Fitness Will Power campaign turn willpower into a sweet, squishy mascot?

EoS bypasses typical gym imagery by launching a campaign starring a cute mascot named Will Power.

The new approach is “as much a brand revolution as it is a new campaign,” says Shilpi Sullivan, CMO of the Dallas-based chain.

Read more about EoS Fitness on MediaPost at MediaPost

Why does the EoS Fitness Will Power campaign level up with a cute and motivational mascot?

The high-value, low-price gym brand has introduced its newest “member”—Will Power, a cheerful and determined blue clay character—marking the start of its brand evolution. Will Power sports a white headband on his blue head, charms Gen Z consumers, and proves undeniably cute. He’s already become a hit on Instagram, racking up hearts and comments of adoration.

Read more about the EoS Fitness mascot on Athletech News at Athletech News