THE PERFECT
Choosing DVC as the one promotion agency to represent the decade of the `90s was no small task for promo’s editorial staff. We think our pick’s a good one, but many other agencies distinguished themselves in a number of specific areas these last 10 years. If some mad marketing scientist decides to create the Agency of the Next Decade, here’s some of the body parts he’d likely want to snatch.
Frankel’s Execution
It has big clients because it can handle big jobs, from creative planning to minute execution. The Chicago-based agency immerses itself in clients’ businesses first, then displays an attention to detail that, in the case of McDonald’s, can drill down to menu boards and table tents.
DraftWorldwide’s Geography
It’s everywhere promotion wants to be. Chief executive Howard Draft and his team have opened and acquired offices in so many countries, they sometimes have trouble keeping track of what currency they’re dealing in. Chicago-based Draft took its direct-response focus and ROI mentality and evolved into a full-service promotion emporium with clients as diverse as M&M/Mars, Cadillac, and the U.S. Postal Service.
Alcone’s Reach
Though it rarely exceeds its grasp, Alcone’s reach extends from the realms of high-concepting for clients such as Nabisco and Burger King to warehouses in Hong Kong that stamp out and fulfill merchandise for the world’s product marketers and corporate incentivizers. Going where no premium house had ever gone before, Alcone built a Promocity for merchandise shopping in the Internet’s fourth dimension, another service for the global clients that have Alcone reaching for the stars.
Cyrk’s Product Machine
Agency denizens harumpf that Cyrk is no more than a big promotional products company, and that’s true enough. But by augmenting its ability to produce high-quality stuff at reasonable prices with a top-notch in-house creative department, it spearheaded some of the signature loyalty programs of the decade. See Pepsi Stuff and Marlboro Miles.
Einson Freeman’s Consistency
Kicked off the decade with a watch-and-win program for CBS that would run five years. Ended the `90s by engineering a word-of-mouth campaign that had loyal Dove latherers providing the names of friends who might like a trial-size in the mail. Maintains its industry ranking through long-running relationships with clients like IBM, Nestle, and Reynolds Metals.
Upshot’s Street Smarts
Not just in its creative work, such as its building demolition stunt for Sony Personal Stereo, but also in retail account development. Chicago-based Upshot goes on retail sales calls with clients, and even started a distinct division of ex-retail execs to get clients synching with key accounts.
USM&P’s Fleet
This Torrance, CA-based phenom sampled Grey Poupon out of Rolls-Royce windows across the land and devised traveling foot-care vans for Dr. Scholl’s that earned starring roles in the brand’s ad spots. P&G is counting on USM&P’s brand and consumer focus – and proprietary tracking system – to manage events in thousands of stores and village squares.
WatersMolitor’s Heart
The small shop with a big heart works hard to get inside consumers’ heads. Witness Project Colleen, a database on women’s issues, and the award-winning mother-daughter workshops for SnackWell’s. (Bring a hanky.) The flipside is technological savvy that put CD-ROMs in Chex cereal – you saw it here first.
WCJ’s Playground Manners
Plays well with others. Wins kudos from clients and sister companies for the way it practices integrated marketing. Teamed with sister ad agency Young & Rubicam to make the most of Sears’s tie-ins with Pokemon and Backstreet Boys. Mounts regular e-commerce campaigns for long-time client H&R Block.
EastWest Creative’s Crosshairs
Top packaged goods firms have enjoyed the talents of New York City-based EastWest, whose “SWAT” team of creatives provides floating muscle for clearing work jam-ups and buzzing in on special projects. Clients sign onto EastWest’s Web site to track the progress of their campaigns in a password-protected environment.
Zipatoni’s Sense of Humor
These folks are St. Louis humble, but New York smart. Miller Brewing Co. liked the combination of play and sharp insights enough to grant the agency all of its considerable business. Computer-aided brainstorming with clients and consumers keeps the output toned up and Zippy.
Chancellor Marketing’s Network
It’s comprised of 23 branch offices and is growing steadily under the umbrella of a parent, AMFM, Inc., whose probable merger with Clear Channel Communications will create a network of 830 U.S. radio stations. Skeptics will say its a ploy to sell radio, but Richmond, VA-based Chancellor is aiming for something bigger: a piece of the marketing pie. Want proof? The agency just put Chi-Chi’s on a mobile tour without a single spot of radio support.
J. Brown/LMC’s Edge
This spawn of a co-op advertising company and a field marketer for radio campaigns was practicing account-specific marketing almost before it had a name. Manufacturers from P&G to Kraft have relied on the Stamford, CT-based agency’s field-rep force and custom database of retailers’ likes and dislikes to practice the painstaking but profitable craft of co-marketing.
Flair’s Resilience
The shop housed in a landmark Chicago building brings its savvy to bear for clients that need a little something extra. Hence, the agency’s success in pioneering promotional appeals for newly deregulated utility companies. And what about establishing bars and clubs as a channel for the promotional relaunch of Lucky Strike? Flair’s Powerhouse Marketing concept places promotion in the center of the marketing equation.
Momentum’s Momentum
Merging with an Interpublic sister agency and changing its name from Louis London, Momentum grew to seven U.S. offices from which it’s planning full-service offerings. Among the first agencies to embrace the notion of promotion as a branding mechanism, this St. Louis vet found stadium seats for 32 million people when it repositioned the Bud Bowl as an Internet happening that unfolded online during halftime at the Super Bowl.
