Advertising
Branding
Marketing
Utilities

Winning Tellys and More: REGROUP Gets Results

July 6, 2026
Andre Mello

girl talking with her parents in DTE "Resourceful" ad

Our work isn’t for recognition, it’s for results. But when recognition arises, we’ll admit, it feels good. It takes lot of hard work, amazing talent, and great collaboration to produce our spots and bring our creativity to life. With that said, we’re proud to announce that we’ve recently been recognized with several Telly Awards for our DTE Energy spots “Resourceful” and “Mmm.”

 

What We Won

  • Winner of Silver Telly for Utilities and Energy and Local TV Spot
  • Winner of Silver Telly for Local TV Spot
  • People’s Telly Winner for Utilities and Energy and Local TV Spot
  • People’s Telly Winner for Local TV Spot

 

Creative Process

Most “how-to” style advertisements are standardized and somewhat uninspired. Our creative team wanted to make spots that broke the mold and capture attention through a variety of storytelling techniques not typically explored in the “how-to” world.

Our sets and characters were designed to be appealing, engaging and relatable. The visual story leans quirky and is very intentionally stylized. Both spots take inspiration from Wes Anderson’s style, techniques and story devices.

By carefully building characters and sets, the stories of “Resourceful” and “Mmm” came to life. At the core of the storytelling lies the main messaging: energy savings can help DTE customers save up for what they want – from business improvements to personal dreams.

 

Performance Results

Aside from winning several awards, these TV spots performed well for our client, DTE Energy. According to Research, 74% of people exposed to the ads said they would visit the DTE website. The spots were more likely to generate attention and action than a typical “how-to” spot. They successfully exceeded the goal of raising awareness for the brand.

 

Ready to REGROUP?

REGROUP achieves results by utilizing brand strategy to support performance campaigns. Our brand + performance approach reaches people at the right time while influencing them down the marketing funnel with compelling brand messages. Are you ready to REGROUP?

REGROUP is a woman-owned, full-service marketing agency helping complex brands find truth, build trust and power growth through our brand + performance solutions. With over 40 years of experience, we are people first and committed to using business as a force for good.

Related Thoughts

REGROUP’S ROOTS RUN DEEP

Janet Muhleman co-founded Group 243 in Ann Arbor in 1975. Since then, her agency’s innovative holistic customer experience perspective drew the attention of clients and national and international agency holding companies alike.

By the time Jan and her veteran leadership team decided to buy back their independence in 2003, the agency had embedded additional DNA from some of the top agencies in the industry: including Omnicom and WPP. REGROUP’s founding that year allowed the team to tightly re-integrate their offerings around their long-standing customer experience approach and select opportunities based on a match of values and commitment to mutual growth. Those criteria remain today.

Throughout its history, REGROUP has remained independent and committed to using business as a force for good. We continue to help complex organizations align internally and externally through our brand + performance philosophy.

REGROUP’S ROOTS RUN DEEP

Janet Muhleman co-founded Group 243 in Ann Arbor in 1975. Since then, her agency’s innovative holistic customer experience perspective drew the attention of clients and national and international agency holding companies alike.

By the time Jan and her veteran leadership team decided to buy back their independence in 2003, the agency had embedded additional DNA from some of the top agencies in the industry: including Omnicom and WPP. REGROUP’s founding that year allowed the team to tightly re-integrate their offerings around their long-standing customer experience approach and select opportunities based on a match of values and commitment to mutual growth. Those criteria remain today.

Throughout its history, REGROUP has remained independent and committed to using business as a force for good. We continue to help complex organizations align internally and externally through our brand + performance philosophy.