When agencies split from clients it’s usually messy and awkward; not for U.S advertising agency Rinck who announced their split with Gorton’s Seafood with a thank-you music video inspired by Johnny Cash.

Rinck handled Gorton’s website, social media, PR, promotions and digital media for almost a decade. However that relationship is ending because Gorton’s is consolidating agencies.

To commemorate the split, the agency does a rendition of “We’ll Meet Again,” a 1939 Vera Lynn song that Johnny Cash covered in 2002. Nearly all of Rinck’s 38 staffers appear in the clip, clad in dark sunglasses. The clip was filmed at the Bates Mill in Lewiston, Maine.

In a press release on it’s website, titled ‘Cash Out‘, Rinck’s president Laura Davis said: “We were determined to use the opportunity to set an example on how to end a business relationship well and leave the door wide open. Truthfully, we’ve only had three relationships end over the last sixteen years. Somewhat inexperienced in saying goodbyes, we decided to do it as only Rinck would and lean into our own brand DNA – ‘You’re going to love what happens next.’

“It’s immensely gratifying that even when the news is not what we would wish, we could come together and create something that we do, in fact, love. We hope that our friends at Gorton’s also loved what happened next and we sincerely wish them all the best in the future.”

The music video features Neal Jandreau, Rinck’s director of digital content and strategy, on lead vocals and guitar. Outside his agency role, Neal is a professional musician who plays in the acoustic duo, Stealing North. Director of dynamic integration, Kristy Phinney, and I were featured in the video with spoken word solos, and public relations director, Katie Greenlaw, led a female a cappella verse. Our esteemed and musically talented CEO Peter Rinck played violin and production artist, Melissa Simmons, played ukulele to accompany Neal and Peter.