Rebrand for MoxCar: ‘Let’s create magic’

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The public relations professionals who purchased Moxley Carmichael last year have looked internally to rename and rebrand the business. The new name is MoxCar Marketing + Communications. The office remains in the Millers Building downtown and each of the four owners has been with the agency for 15 or more years.

Moxley Carmichael was founded in 1992 by Cynthia Moxley, a reporter and editor for the daily Knoxville Journal. She was joined by her husband, Alan Carmichael, in 1999. Also a journalist, Carmichael had worked for The Tennessean in Nashville and as senior VP of communications at the Tennessee Valley Authority. Both remain as consultants to the firm and Moxley has continued writing The Blue Streak.

MoxCar CEO Lauren Miller acknowledges the challenge of putting her own company through the rigors of a rebrand – a task which MoxCar normally does for others. “Our brand needs to embody this new, forward-looking chapter of our company’s growth,” she said.

Charley Sexton, as the firm’s chief creative officer, was directly involved. He called the new logo and website “an intentional progression and modernization of our brand.”

Nobody claims credit for the tagline, “Let’s create magic,” or the five maxims (find them on the website.)

Did you know that General Neyland had 38 maxims until Betsey Creekmore Jr. whittled them down to seven back in the day? I love this one that she kept: “Ball, oskie, cover, block, cut and slice, pursue and gang tackle for this is the WINNING EDGE.”

And then he said, “Guys, let’s create magic.”

Shaun Fulco keeps the checkbook as the chief financial officer. She reports 16% revenue growth year-over-year and said the firm has added new clients and seeks others. It has launched a small business package for start-up companies and local entrepreneurs. Additionally, it has added staff and promoted others. There’s even a recruitment pitch on the website.

Scott Bird handles key clients and serves as chief operating officer. He says the MoxCar team is prepared to “pivot, stretch and grow” to capitalize on emerging trends and advancing technology to maximize opportunities for clients and drive their success.

(Note: When we launched Knox TN Today Inc. in 2017, we hired Moxley Carmichael to design and host the website. That relationship continues.)

Sandra Clark is editor/CEO of Knox TN Today Inc.


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