The PROMO 100 – Top 20
1. DRAFTWORLDWIDE, INC. 633 North St. Clair Street Chicago, IL 61611
Telephone: 312-944-3500;
Fax: 312-944-3566
CEO: Howard Draft
Offices: New York City, Blair, NE, Westport, CT, Toronto, Sydney, Hong Kong, Bangalore, Tokyo, Seoul, Singapore, Brussels, Kuala Lumpur, Paris, Frankfurt, Stuttgart, Athens, Jerusalem, Milan, Lisbon, Zurich, London, Rio de Janiero
Partial client list: American Express, Avis, Bell Atlantic, Brown-Forman, Cadillac, CBS Cable, Coca-Cola, Compaq, Eli Lilly, Home Box Office, Iridium, Ross Labs, Sprint, U.S. Postal Service
Key services: Direct marketing, sales promotion, general advertising, strategic planning/research, ideation/concepting, production, fulfillment, field marketing, database development/management
At a glance: Draft boosted promo skills when it bought KBA Marketing and absorbed Lee Hill Inc. and The Agency at MCA. An international buying spree gave Draft 46 offices in 23 countries; overseas work is 30 percent of revenues this year. Draft won one bronze and three gold Reggies, more than any other shop.
NET REVENUE: 1998: $176,902,000
1997: $105,775,000
1996: $55,911,000
GROWTH, 1996-1998: 216%
NET REVENUE PER EMPLOYEE: $70,761
YEAR FOUNDED: 1978
2. UPSHOT 303 East Wacker Drive Suite 2300 Chicago, IL 60601
Telephone: 312-943-0900; Fax: 312-943-9699
CEO: John Kelley
Offices: New York City
Partial client list: Anheuser-Busch, J.E. Seagram & Sons, SBC Communications, Coca-Cola, Montgomery Ward, Footaction USA, Sony Electronics, Discover Financial Services, Procter & Gamble Cosmetics
Key services: Consumer and retail promotion, event marketing, sponsorship activation, merchandising, production, account-specific planning, creative planning
At a glance: The 1999 Agency of the Year has lived up to its name, shooting steadily up the list from No. 9 in ’97 to No. 3 last year to No. 2. That takes some heady growth, and Upshot realized it through both new and existing clients. Impressive work on Surge three years ago won the agency lead status on Classic Coke, Diet Coke, and Sprite. Its salvaging of Absolut Kurant helped make Upshot Seagram’s go-to shop in less than a year.
NET REVENUE: 1998: $23,057,443
1997: $10,005,122
1996: $5,003,161
GROWTH, 1996-1998: 361%
NET REVENUE PER EMPLOYEE: $153,716
YEAR FOUNDED: 1971*
* Average age of Upshot and Siebel Marketing Group, which Upshot acquired in 1998.
3. U.S. MARKETING & PROMOTIONS 23456 Hawthorne Boulevard Suite 300 Torrance, CA 90505
Telephone: 800-748-6961; Fax: 310-373-9403
CEO: Jason Moskowitz
Offices: Chicago, Washington DC, Redondo Beach, CA
Partial client list: Procter & Gamble, Harmony Foods, Eagle Snacks, Coca-Cola, Brown-Forman
Key services: Product sampling, mobile marketing, merchandising, sales promotion, event marketing, field/trade strategies, sponsorships, ethnic marketing, fulfillment
At a glance: Sampling and mobile marketing expert boasts a field staff made up entirely of agency employees. USM&P spent ’98 building its field force and warehousing. Revenues grew four-fold after sampling leviathan P&G tapped the agency for the bulk of its work; USM&P’s in-store demos helped make P&G’s new Febreze household cleaner one of the most successful product launches of ’98. On the mobile side, handled Gummipalooza, a candy-themed road show for kids. Continued growth expected in ’99.
NET REVENUE: 1998: $18,225,593
1997: $5,771,469
1996: $5,609,402
GROWTH, 1996-1998: 225%
NET REVENUE PER EMPLOYEE: $102,969
YEAR FOUNDED: 1984
4. ASPEN MARKETING GROUP, INC. 27985 Meadow Drive Evergreen, CO 80439
Telephone: 303-674-5100; Fax: 303-674-5300
CEO: Neal Vitale
Offices: San Francisco, Atlanta, Chicago, Tampa/St. Petersburg, Los Angeles
Partial client list: American Express, Ameritech, Blockbuster Entertainment, General Foods, General Motors, Gerber, Nestle, RJR Nabisco, Wal-Mart, Warner Bros.
Key services: Direct response, premium incentives, retail promotions, sweepstakes/games/contests, sampling, strategic planning, concept development, interactive
At a glance: Aspen bought four businesses in 1998 in its professed quest to eventually become a $1 billion company. Its diverse network handles everything from interactive and direct marketing to premiums and package design. Jewel in the crown may be Phoneworks, whose Gerber Rewards call-in sweeps drew 32 million entries from 300,000 consumers and boosted sales 16 percent. Peterson Companies veteran Neal Vitale came on board in February, with Neil Cannon remaining chairman.
NET REVENUE: 1998: $46,700,000
1997: $21,759,000
1996: $16,289,000
GROWTH,
1996-1998: 187%
NET REVENUE PER EMPLOYEE: $153,115
YEAR FOUNDED: 1980
5. FLAIR COMMUNICATIONS AGENCY 214 West Erie Street Chicago, IL 60610
Telephone: 312-943-5959; Fax: 312-943-0881
CEO: Lee Flaherty
Offices: New York, Los Angeles, San Francisco, Miami, Bentonville, AR
Partial client list: Ameritech Corp., Dean Foods Co., California Public Utilities Commission, United Distillers & Vintners, S.C. Johnson, Microsoft Corp., Procter & Gamble, Warner-Lambert Co.
Key services: Strategic planning, database marketing, field marketing, sampling, co-marketing, account-specific planning and execution, strategic alliances/tie-ins, brand equity building and category management, Web site programs, sweeps/games/contests, consumer/trade direct mail
At a glance: Flair added television ads to its portfolio when it produced two spots integrated with its promo work for Ameritech. The agency rebranded itself as a practitioner of PowerHouse Marketing to help clients promote and brand for long-term effect. Flair’s search for opportunity among electronics and high-tech industries paid off, as revenues flowed in from clients such as the California Public Utilities Commission and new cable television provider americast.
NET REVENUE: 1998: $52,804,000
1997: $34,014,000
1996: $29,197,000
GROWTH, 1996-1998: 81%
NET REVENUE PER EMPLOYEE: $300,023
YEAR FOUNDED: 1964
6. CYRK-SIMON WORLDWIDE 3 Pond Road Gloucester, MA 01930
Telephone: 978-283-5800; Fax: 978-281-8062
CEO: Patrick Brady, Cyrk Inc.; Alan Brown, Simon Marketing
Offices: Los Angeles, Oak Brook Terrace, IL, New York City, Monroe, WA, Dallas, Lawrenceville, GA, Hong Kong, Seoul, Tokyo, London, Paris, Madrid, Dreieich, Germany
Partial client list: McDonald’s, Toys R Us, Walt Disney World, Artisan Entertainment, Safeway, Philip Morris, Ty Inc., Volkswagen, Sprint
Key services: Games/sweepstakes, agency services, premiums/incentives, P-O-P development, database marketing, interactive
At a glance: Losing Pepsi Stuff in ’97 and undertaking a corporate restructuring in February ’98 didn’t slow down Cyrk-Simon too much. A healthy uptick from its McDonald’s business and the addition of Ty Inc.’s Beanie Babies Club to the account fold helped PROMO’S 1998 Agency of the Year to a 34% revenue gain last year. Changes at the top earlier in ’99, with ceo Greg Shlopak and marketing director Laurel Rossi both departing, are not expected to rock the boat too much.
NET REVENUE: 1998: $137,884,000
1997: $103,095,000
1996: $86,500,452
GROWTH, 1996-1998: 59%
NET REVENUE PER EMPLOYEE: $106,065
YEAR FOUNDED: 1976
7. THE ZIPATONI COMPANY 555 Washington Ave. St. Louis, MO 63101
Telephone: 314-231-2400; Fax: 314-231-6622
CEO: Jack Thorwegen
Offices: Milwaukee, Chicago, Dallas, Cincinnati, Raleigh, Los Angeles, Seattle, Jacksonville, FL
Partial client list: Miller Brewing Co., Coca-Cola, Bacardi-Martini, United Industries, Ronnoco Coffee, MinuteMaid, Energizer Battery, Chicken Of The Sea, Heinz
Key services: Consumer promotion planning, creative/execution, strategy/concept development, ideation, retailer applications, sales training and incentives, partnership negotiations, media and fulfillment supervision
At a glance: The creative boutique grows up and gets respect as a full-service strategic shop. Revenue tripled on new biz from existing clients and Miller’s consolidation. New Chicago office could lure more of the high-quality creatives Zip thrives on. This hot shop sets a new standard for brand-building promos.
NET REVENUE: 1998: $18,225,593
1997: $5,771,469
1996: $5,609,402
GROWTH, 1996-1998: 225%
NET REVENUE PER EMPLOYEE: $102,969
YEAR FOUNDED: 1984
8. INMARK ENTERPRISES, INC. 415 Northern Boulevard Great Neck, NY 11021
Telephone: 516-622-2800;
Fax: 516-622-2888
CEO: John Benfield
Offices: Cincinnati, New York City, Barrington, IL, San Francisco, Carlsbad, CA, Birmingham, AL, Bloomington, MN, Phoenix, New Brunswick, NJ
Partial client list: Sunny Delight, Hawaiian Punch, Millstone Coffee, Procter & Gamble, StarKist Tuna, Duracell, General Mills, Mrs. Smith’s Pies, Fab Laundry Detergent
Key services: Full-service account-specific programs, co-marketing media, promotion concepting and implementation, in-store merchandising, local and on-premise events, Internet/CD-ROM production
At a glance: The co-marketing mavens are on a shopping spree. Inmark began 1998 by closing its deal to buy Cincinnati-based design house Optimum Group, and ended the year with the purchase of sampling and event marketing shop U.S. Concepts, New York City. Optimum accounted for bulk of 73% revenue jump, although incremental project work was up, too. Still on the shopping list are direct, Internet, and ethnic marketing agencies.
NET REVENUE: 1998: $14,500,000
1997: $8,405,000
1996: $6,293,000
GROWTH, 1996-1998: 130%
NET REVENUE PER EMPLOYEE: $69,048
YEAR FOUNDED: 1972
9. EINSON FREEMAN, INC. 61 South Paramus Road Paramus, NJ 07652
Telephone: 201-226-0300; Fax: 201-226-2999
CEO: Jeffrey McElnea
Offices: Chicago, Mexico, London, Frankfurt
Partial client list: IBM, Keyspan Energy, Nestle, Reynolds Metals, Sears, Ford Motor (Mexico), Lucent Technologies, BMG Records, Ore-Ida Foods
Key services: Concept development, merchandising/P-O-P, strategic development, tie-ins, sweepstakes/games/contests, event marketing, promotional advertising, direct marketing, fulfillment, premiums/incentives
At a glance: In reorganization mode, Einson Freeman moved to new, customized offices in Paramus, NJ, and rebranded itself as a practitioner of promotions that build brands. It opened a Chicago office to serve the Sears account. The WWP Group unit shuffled management, as Carl Nichols was tapped to head day-to-day operations and look anew at the agency’s positioning.
NET REVENUE: 1998: $24,235,000
1997: $20,366,000
1996: $16,122,500
GROWTH, 1996-1998: 50%
NET REVENUE PER EMPLOYEE: $164,864
YEAR FOUNDED: 1909
10. GMR MARKETING 2725 South Moorland Road New Berlin, WI 53151
Telephone: 414-786-5600; Fax: 414-786-0697
CEO: Gary Reynolds
Offices: New York City, Walnut Creek, CA, Northbrook, IL
Partial client list: Miller Brewing Co., Johnsonville Foods, Kraft Foods, Philip Morris, Jim Beam, M&M/Mars, NBA, Nokia, Pharmacia & Upjohn, Lowe’s Companies
Key services: Event marketing/consulting, entertainment marketing/consulting, custom touring vehicles, sports marketing
At a glance: Event specialist’s revenues jumped 50 percent, mostly on entertainment programs and tour sponsorships. Hooked up Nokia cell phones to country singer George Strait’s ’98 tour and bumped sales up 52 percent. Grease monkeys envy GMR’s fleet of custom-built touring vehicles.
NET REVENUE: 1998: $18,198,723
1997: $12,238,729
1996: $9,348,384
GROWTH, 1996-1998: 95%
NET REVENUE PER EMPLOYEE: $124,649
YEAR FOUNDED: 1979
11. CREATIVE SOURCE INTERNATIONAL 300 East Mallard #110 Boise, ID 83706
Telephone: 208-342-6403; Fax: 208-336-0576
CEO: Ruth Blaha
Offices: London
Partial client list: Iomega, Software AG, Okidata, Hewlett-Packard, Xerox, Seagate Technologies, Network Associates, InFocus, Santa Cruz Operations
Key services: Creative services, strategic consulting, account management, fulfillment, Web/interactive sevices
At a glance: A leader in creating promos for computer hardware and software manufacturers. Growth has been phenomenal, and the company expects to see a 15 percent to 20 percent increase in ’99. The agency has built a reputation for training computer manufacturers to successfully launch products while avoiding marketing disasters through Creative-taught seminars. New agency hires are almost all computer products experts. Okidata is the latest client to join the fold.
NET REVENUE: 1998: $7,362,984
1997: $2,310,734
1996: $2,393,364
GROWTH, 1996-1998: 208%
NET REVENUE PER EMPLOYEE: $109,895
YEAR FOUNDED: 1982
12. FRANKEL & CO. 111 East Wacker Drive Chicago, IL 60601
Telephone: 312-552-5000; Fax: 312-552-5400
CEO: Jim Mack
Offices: Irvine, CA, San Francisco, Detroit
Partial client list: Frito-Lay, McDonald’s, Target, Visa, Nestle, United Airlines, U.S. Postal Service, Amoco, Dreyer’s/Edy’s, John Nuveen & Co.
Key services: Account and creative services, art/print production, direct/sports/event/entertainment/trade marketing, premium development, retail design, digital/database marketing
At a glance: Behemoth Frankel approaches 900 employees and $90 million in revenues. Frito-Lay win at end of ’98 sets tone for future growth; Frankel resigned Kraft Foods for Frito. Two California offices continue to grow, taking over some business from Chicago HQ. Future of Detroit office iffy after April loss of the Oldsmobile account.
NET REVENUE: 1998: $87,933,582
1997: $77,982,484
1996: $66,647,598
GROWTH, 1996-1998: 28%
NET REVENUE PER EMPLOYEE: $96,288
YEAR FOUNDED: 1962
13. CHANCELLOR MARKETING GROUP 2909 Polo Parkway Suite 200 Midlothian, VA 23113
Telephone: 804-794-6100; Fax: 804-794-6920
CEO: Alison Glander
Offices: Atlanta, Boston, Chicago, Cincinnati, Cleveland, Dallas, Denver, Detroit, Houston, Los Angeles, Minneapolis, Pittsburgh, Philadelphia, Phoenix, Riverside, CA, Sacramento, San Diego, San Francisco, Washington, DC
Partial client list: Alberto-Culver, General Mills, Frito-Lay, Kellogg Co., Kroger Video, Liz Claiborne, Motorola, Pepsi-Cola, Hershey Foods, A&P, Wal-Mart
Key services: Creative and strategic planning, event sponsorships and execution, partnership marketing, fulfillment, research and analysis
At a glance: Leveraging the 110-radio station network of its parent company, Chancellor Media, Chancellor Marketing Group experienced a growth explosion over the last three years. The agency promoted Stein Roe Mutual Funds on the backs of Quaker Oats cereal boxes, and is working on summer promos with retailers Best Buy and Circuit City. Event marketing is gaining ground, with Chancellor sponsoring a new Urban Music Awards that will be syndicated through the Chancellor stations to markets nationwide.
NET REVENUE: 1998: $23,347,666
1997: $8,928,167
1996: $1,481,946
GROWTH, 1996-1998: 1,475%
NET REVENUE PER EMPLOYEE: $141,501
YEAR FOUNDED: 1995
14. ROBINSON & MAITES, INC. 35 East Wacker Drive Suite 200 Chicago, IL 60601
Telephone: 312-372-9333; Fax: 312-372-0682
CEO: Alan Maites
Partial client list: GTE, Chicago Board of Trade, Kraft Foods, BDO Siedman, Barton Brands, S.C. Johnson & Son, Allstate, Mattel, SmithKline Beecham, Nakano Foods
Key services: Strategic consulting, direct marketing, customer management, consumer/trade promotion, sports/event marketing, digital marketing
At a glance: Winning GTE spurred R&M to focus on telecoms and financial services. Its “customer management” strategy takes cues from consumers’ relationships with the brand to trigger tailored marketing messages. Apromo for GTE’s bundled services gave away basketball-leather phonecards and boosted average monthly revenue 50 percent.
NET REVENUE: 1998: $4,861,671
1997: $3,119,292
1996: $2,080,355
GROWTH, 1996-1998: 134%
NET REVENUE PER EMPLOYEE: $93,494
YEAR FOUNDED: 1960
15. THE MARKETING CONTINUUM, INC. 301 North Market Street Third Floor Dallas, TX 75202
Telephone: 214-749-0080; Fax: 214-747-1897
CEO: David Mullen
Offices: Norwalk, CT
Partial client list: Labatt USA, Malibu Entertainment Worldwide, Hollywood Casino Corp., Triarc Beverage Group, Nokia Mobile Phones, Environmental Sampling Supply, Chase Capital Partners
Key services: Planning, merchandising, consumer promotions, entertainment/event marketing, sweepstakes, motivation/incentives, local store marketing, Hispanic marketing
At a glance: A flurry of activity from existing clients like Labatt USA, Snapple, and Nokia Mobile Phones kept staffers busy and more than doubled net revenue in ’98. CEO David Mullen has restocked the executive staff, bringing in new heads of creative, account services, production, and finance. The agency earned Food and Beverage Marketing’s 1999 Promotion of the Year Brammy award for its Win Nothing Instantly campaign for Snapple, which boosted the brand’s ’98 summer sales 10%.
NET REVENUE: 1998: $7,531,603
1997: $3,913,848
1996: $2,509,778
GROWTH, 1996-1998: 200%
NET REVENUE PER EMPLOYEE: $106,079
YEAR FOUNDED: 1984
16. WUNDERMAN CATO JOHNSON One South Wacker Dr. 20th Floor Chicago, IL 60606
Telephone: 312-634-0200; Fax: 312-634-0222
CEO: Steve Zammarchi (managing director)
Offices: Detroit, Irvine, CA, Miami, New York City, Rochester, NY, San Francisco
Partial client list: Avon Products, Caterpillar, Inc., Chevron USA, Ericsson, H&R Block, Lincoln Mercury, Monsanto, Sears Roebuck & Co., Taco Bell, United Airlines Cargo, Whitehall Robins
Key services: Strategic planning/consulting, integrated marketing, direct/database/relationship marketing, event marketing, account-specific marketing, promotion services/fulfillment, research
At a glance: Integration pros. Teamed with sister Young & Rubicam shops on Sears, Xerox, Andersen Consulting. Respectable revenue growth of 13 percent in 1998. Strong on retail, P-O-P, and events. Taco Bell work shone, thanks to Godzilla, Star Wars, and the Chihuahua. CEO Allan Winneker left in May, leaving Zammarchi in charge.
NET REVENUE: 1998: $140,111,000
1997: $124,797,000
1996: $104,134,560
GROWTH, 1996-1998: 13%
NET REVENUE PER EMPLOYEE: $153,630
YEAR FOUNDED: 1958
17. THE INTEGER GROUP 10455 West 6th Ave.Lakewood, CO 80215
Telephone: 303-205-3000; Fax: 303-205-3210
Offices: Albuquerque, NM, Atlanta, Cincinnati, Colorado Springs, Columbus, Dallas, Denver, Des Moines, IA, Los Angeles, Phoenix, Sacramento, St. Louis, Washington, D.C., Wichita, KS
CEO: Ron Askew
Partial client list: Coors Brewing Co., US West, Procter & Gamble, Samsonite, Bolle, Inc., 7-Eleven, Nokia, Denver Art Museum, Jones University, Unyte.com
Key services: Strategic planning/branding, sales promotion, field marketing, merchandising, partnerships, sports marketing, interactive, collateral, direct/database marketing, incentive programs, trade shows, research
At a glance: Five years after spinning out of Coors, Integer keeps growing from within (work on the anchor Coors account has increased) and without (deals to buy Denver-based Karsh & Hagan and Stern Advertising of Cleveland closed recently). Investment in IQ interactive unit expected to start paying off in ’99. Part of Omincom since 1997, the agency is still in buy mode, and is itchy for more retail-focused shops like Stern.
NET REVENUE: 1998: $59,056,937
1997: $37,459,136
1996: $29,279,239
GROWTH, 1996-1998: 102%
NET REVENUE PER EMPLOYEE: $101,647
YEAR FOUNDED: 1993
18. EASTWEST CREATIVE 401 Fifth Ave. New York, NY 10016
Telephone: 212-951-7220; Fax: 212-951-7201
CEO: Len Zabala
Offices: Chicago
Partial client list: Kraft Foods, Nabisco Foods, Reckitt & Colman, Warner Wellcome, Johnson & Johnson, Currants, Sherwin-Williams
Key services: Consumer promotions, package design, P-O-P development, graphic design, creative services, trade promotions, multimedia/Web services
At a glance: Forget retainers, this self-described “creative SWAT team” wants projects with clear objectives. Cool high-tech gadgets make execution a cinch. Clients like reviewing creative via secure Web site. That 87 percent revenue growth (to $6.5 million) comes mostly via client referrals. Making Kraft Foods’ roster put EastWest on the map last year.
NET REVENUE: 1998: $6,485,937
1997: $3,466,894
1996: $2,677,573
GROWTH, 1996-1998: 142%
NET REVENUE PER EMPLOYEE: $106,327
YEAR FOUNDED: 1983
19. CONTEMPORARY MARKETING, INC. 29 Commerce Way Totowa, NJ 07512
Telephone: 973-890-1122; Fax: 973-890-9271
CEO: Paula Balzer (senior vp, general manager)
Offices: Atlanta, St. Louis, Prairie Village, KS
Partial client list: CBS, Coca-Cola, Reebok, Nabisco, AT&T, Dunkin’ Donuts, Keebler Co., Electronic Arts, Playboy, Rolling Stone, Purina, Romance Classics
Key services: Retail marketing/face-to-face marketing/sampling, mobile marketing, event marketing, media merchandising, sales promotions, corporate entertainment services
At a glance: A fabulous 1997 kept Contemporary in the Top 20 despite a 22% drop in net revenue for ’98; the cause was AT&T’s decision to abandon field-marketing efforts for long-distance service. Contemporary picked up such new clients as Keebler, Ralston- Purina, Avon, and Schering-Plough last year, its first under the ownership of SFX Entertainment. The shop also earned its first gold Reggie for the A-1 Rolling Steakhouse Tour.
NET REVENUE: 1998: $8,512,439
1997: $10,971,287
1996: $5,212,000
GROWTH, 1996-1998: 63%
NET REVENUE PER EMPLOYEE: $121,606
YEAR FOUNDED: 1982
20. BDS MARKETING, INC. One Technology Drive Suite C-515 Irvine, CA 92618
Telephone: 949-753-1600; Fax: 949-753-1707
CEO: Beverly Ham
Offices: Jackson, NJ, Ft. Worth, TX, Tampa, FL, Peabody, MA
Partial client list: Kimberly-Clark, Jenny Craig, Inc., Canon Computer Systems, Thomson Consumer Electronics, Fujitsu PC, Dep Corp., Pagemart Wireless, Brown-Forman
Key services: Training demonstrations, creative, strategic planning, recruitment planning, data capture, Internet promotions, field execution, field marketing, merchandising
At a glance: BDS finally got aggressive about self-promotion after 14 years in business, and slipped into the Top 20 in its first time on the PROMO 100. Originally founded as a field marketing shop, the agency is successfully reinventing itself as an integrated marketer: It went into Canon Computer Systems looking for sales training work, and walked out with the account-specific business, too. A concerted effort to increase billings has nearly tripled revenue since 1997 and led to new work from Fujitsu, Thomson, and Jenny Craig in ’98.
NET REVENUE: 1998: $5,306,398
1997: $2,847,347
1996: $1,822,372
GROWTH, 1996-1998: 191%
NET REVENUE PER EMPLOYEE: $41,783
YEAR FOUNDED: 1984
