Integration gets Vindication
Eric Mower admits 2002 was a tough year — but his agency still moved to 26th place in our ranking from 44th last year. “We’re feeling vindicated this year because we’ve always embraced the idea of integrated marketing communication — but it wasn’t until 2002 that we finally saw brand clients actually accept it.” It’s a tremendous indication of opportunity for the future, the EMA CEO says. “As advertising and media become more fragmented, it becomes more difficult to use it effectively. For us, that’s good, because we’re known for making integration work.”
That reputation helped EMA sustain a 2.7% growth rate from 2000-2002, despite a drop in 2002. More than 75% of 2002 revenues were the result of organic growth with existing clients, says Doug Bean, EMA managing partner.
The agency began working with Fisher Price in 2001 to help the toy maker “own the first birthday” via its Little People line. EMA developed a continuity program, the Little People Club, which offers a free guide to the first birthday party, dollars-off coupons and nine Little People-themed birthday party invitations. Another Eric Mower client, Eastman Kodak, joined with a free coupon to let Mom finish the cards. Targeted direct mail drew a 5% response rate and push e-mail drew a 25% response. By yearend, Fisher Price had made EMA its agency of record. Within months, EMA had also won a 2002 silver Reggie from the Promotion Marketing Association. Baby, take a bow!
