Our Story

You’re probably familiar with America’s 16th president, Abraham Lincoln, but you may not be as familiar with B+L’s first president, John Lincoln. A distant relative of Old Abe, “Honest” John Lincoln opened Boelter + Lincoln in Milwaukee on April Fools’ Day 1975. Embracing the legacy of President Lincoln, John created an advertising agency that reflected his kinsman’s down-to-earth personality, broad perspective and bold vision. We’re proud to say we’ve stayed that way.

For over four decades, B+L has helped clients build their brands and their businesses with creative, result-oriented solutions. Unlike typical client/agency relationships, many of these partnerships have turned into long-term friendships that get stronger each year. Why? Maybe it has something to do with our roll-up-the-sleeves Midwestern work ethic. We immerse ourselves in your business — listening, collaborating, innovating. Finding solutions for your problems.

We are proud of our track record with clients and equally proud of the people behind it. At B+L, your account will be staffed by seasoned professionals who know their business—and each other. In fact, B+L’s staff tenure is almost twice the industry standard, which allows us to work together seamlessly, continually sharing ideas across departments to find the most impactful solutions for you.

Although B+L’s staff members boast expertise across a range of marketing disciplines, we all share one common trait—we are problem solvers. More specifically, we are creative problem solvers interested in results. For us, creativity isn’t the goal, it’s part of the journey. Our aim is more than just creating an emotional response; it’s turning that response into action and ultimately devotion. In short, we put creativity to work.

We focus that creativity by thoroughly evaluating your brand, your competitive frame and—most importantly—your consumer. We employ a persona-based marketing approach to get inside his/her head, knowing that the basis for any strategic or creative direction must come from a deep understanding of their wants and needs.