Austin Kelley Advertising is celebrating new business and a new look. In July, the agency was awarded the AmSouth Bank account and will handle strategic planning and creative. AmSouth, headquartered in Birmingham, Ala., holds over $38 billion in total assets and over 600 banking offices. The agency also completed a six month renovation process on their space.

The agency has closed production on a number of assignments. The first, rebranding The Homestead, a resort in the Virginia mountains. The historic brand the institution had been touting for years was no longer eliciting the response they wanted so Austin Kelley decided to broaden the appeal, to engage a younger audience, without losing touch with the old faithful clients. The new concept for the resort became "the sporting playground in the Virginia mountains."

Locally, the agency took on the Atlanta Journal-Constitution. Since the Constitution and the Journal merged, the former tagline "news on your time" no longer fit. Austin's strategy targeted an audience they coined "pulse seekers." According to the agency, this group has "a pressing need to know what's happening in the world, the country, the city and the neighborhood in which they live in addition to how it affects their lives." The brand idea created was "It's your life. Read about it." The agency took a different approach with the AJC's offshoot, the online recruiting site, ajc.com. The new ads Austin Kelley created have a distinctly irreverent tone, while telling visitors, "we know the Atlanta job market better than anyone else."