Behind the Brand

The Story Behind Our Transition to Red Pony Marketing
A conversation with Jay Mattern, CEO

What prompted the decision to transition from Villing+Company to Red Pony Marketing?

The name Villing+Company was closely tied to our founder, Thom Villing, who built an exceptional agency and a reputation we’re proud of. But with new leadership and the dramatic evolution of the marketing landscape, the name no longer reflects who we are today. The tools and strategies that drive results now — digital campaigns, web development, texting, data-driven targeting, and social media — look very different from the approaches and tactics that existed when the agency was founded. We needed a name that reflects modern, strategic marketing and belongs to the entire team. Red Pony Marketing signals energy, forward motion, and clarity about where we’re headed, while still honoring the strong foundation that brought us here.

Why was now the right time to make this change?

We reached a point where the gap between our name and our reality had grown too wide. Over the past several years, our leadership, client mix, strategic approach, and capabilities have evolved significantly. The old name simply didn’t tell the full story anymore. We also felt confident that our clients, with whom we’ve built long-standing trust and strong relationships, would embrace the change. And they have. If you wait for the “perfect” time, you’ll wait forever. The right time was when our identity no longer matched our momentum. That time was now.

Why was it important to retain the red pony image in the wordmark?

A red horse had long been part of the Villing+Company identity. Clients and colleagues already associated it with our work and our reputation. It carried real brand equity. Rather than start from scratch, we chose to build on what was already meaningful and recognizable. The Red Pony is bold, distinctive, and memorable, which are the qualities we believe strong brands should embody. Keeping the red equine imagery provided continuity through the transition, while the new name provides renewed energy and relevance.

How has the agency evolved since you became CEO?

The evolution has been substantial. When I stepped into leadership, we were a full-service agency serving primarily local and regional clients through traditional methods. Today, our work is driven by digital strategy, website development, social media, email marketing, and highly targeted campaigns supported by data. But the most significant change isn’t tactical, it’s strategic.

We now operate through a comprehensive four-step marketing process:

1. Brand Discovery: We dive deeply into a client’s brand, identifying voice, positioning, and personality.
2. Website Alignment: We ensure the website reflects the brand clearly and cohesively.
3. Social Media Integration: We extend the brand consistently across platforms through a sustained content strategy.
4. Targeted Campaign Execution: We deploy highly focused digital and traditional campaigns that build on the foundation established in the first three steps.

This structured, strategic framework ensures marketing efforts are aligned, measurable, and built for long-term impact. And that disciplined approach is what differentiates us today.

Where do you see Red Pony Marketing five years from now?

We will continue to deepen our strategic model and strengthen our reputation as an agency that builds comprehensive marketing programs, not just isolated tactics. I see our four-step process becoming an even stronger driver of client success. And we’ll expand our nonprofit services niche and continue investing in talent, building a team that loves the work and is passionate about serving clients well. The rebrand isn’t simply a new name. It’s a sign of momentum. We are building something intentional, strategic, and forward-looking. And the best is still ahead!