Founded in 1994 by Michael Watras, Straightline International Inc. has conducted advertising and branding campaigns for such clients as Bayer Corporation, PaineWebber, Schering-Plough, and Time Warner. Straightline International offers corporate and brand identity consulting and related services. Straightline International's expertise extends beyond positioning, naming, and visual branding to include investor and employee communications, marketing, and advertising. It specializes in serving clients in the automotive, financial services, health care, media, and pharmaceutical sectors.