Guild crafts Success
With its original founder Victor Ayala, still in the driver’s seat, The Guild Group turns 23 this month.
The privately-owned firm lives by the values that defined its name: creative and marketing professionals working closely together that function like the craft guilds of old, carefully honing skills, perfecting practices, creating a legacy.
The agency reported 2002 revenue of $11 million, compared to $9 million in 2001, and is AOR for Maxwell House Coffee, General Foods International Coffee, Starbucks and Warner Bros. Feature Films among others.
It has long generated work by referral — 90% of its business — and only this year hired an executive director of marketing, Helen Ix FitzPatrick, whose main responsibility is to bring in new business. “To me it’s like a coming out party,” CEO Ayala says.
The shop also expanded its co-marketing group with improved technology and more personnel after influencing clients to transition to co-marketing. “It’s a much more effective way for some clients to achieve their objectives with in-store activity,” he says.
Among its recent notable campaigns, the shop ran a month-long event for Hershey’s that gave away 25 SUVs in 25 days to people around the country found carrying a wrapper from a Hershey’s product. A Balance Bar promotion hit 150 events to tout the benefits of the product’s nutrition and taste. And D&B commissioned the agency to run a print, broadcast and radio campaign to raise awareness.
Based in White Plains, NY, the agency employs 80 and has offices in Los Angeles and Atlanta, GA.
Happy birthday, Guild Group.
