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In 1963 Jim Ure joined Axelsen Advertising Agency, Inc., an advertising and public relations firm founded in 1941 and owned by Thomas H. Axelsen. Jim Ure was fresh from a stint with Procter and Gamble as a food copy supervisor. He also brought with him a bachelors degree from the University of Utah and five years of experience as a staff writer with the Salt Lake Tribune.

In 1965 Tom Axelsen passed away and the company was acquired by Jim Ure, by then vice president of Axelsen Advertising. The company acquired new accounts including the Salt Lake Valley Convention and Visitors Bureau and the Utah Travel Council’s Ski Utah business. The company also served accounts that included American Air Lines, the National YMCA, Western Savings and Loan (Crossland Savings), Continental Bank (WestOne), Snowbird Ski Resort and others.

In 1979 Jim Ure sold Axelsen Advertising to accept a position with the Sundance Film Festival (then called U.S. Film Festival) where he was publicist and later its executive director.

In 1982 Ure returned to advertising, creating Jim Ure Company Advertising and Public Relations. He created this business with the philosophy that the clientele would be limited, and that growth would come through the success of existing accounts rather than by acquiring many new accounts. By 1984 Jim Ure Company was representing Mount Olympus Waters, Inc., Elastomer Products Co., Eager & Company Real Estate, as well as the State of Utah’s Office of Film Development.

By 1990 Jim Ure Company had added The Haven to its account roster, a non-profit residential treatment center for recovering addicts and alcoholics. Over the next decade Jim Ure continued to provide service to Mount Olympus Waters and Elastomer Products. We also handled projects for Envirocare of Utah, Snow Lion Expeditions, Recovery Corp., Tony Caputo’s Market and Deli, Provo Canyon School, Valley Services, and Water and Power Technologies. Additionally, Jim Ure Company became a partner in a cooperative providing television commercials to about thirty different bottled water companies across the U.S. and in Australia. In 2000 Paradigm Medical, with its revolutionary laser surgical device for cataracts, also became a Jim Ure client.

The Company also has a partnership with AgriSolutions, an agribusiness marketing, strategic planning, and management consulting company.  This joint venture resulted in the development of business in the emerging natural and organic agriculture sector, including projects for the Utah Wool Grower's Association, Utah State University, U.S. Department of Agriculture, The State of Indiana, and two beef raising associations.

In 2001 Jim Ure Company added Cory Ure as its first partner. As a result, the company added extensive experience in web design, E-commerce, trade shows and an in-depth knowledge of aftermarket automotive marketing and promotions.