- GMR MARKETING
5000 South Towne Drive, New Berlin, WI, 53151
Phone: (262) 786-5600
URL: www.gmrmarketing.com
Ownership: Omnicom Group
CEO: Gary ReynoldsKey Clients: Philip Morris, Miller Brewing Co., Wm. Wrigley Jr. Co., DaimlerChrysler
At a Glance: Rappeled runway models down Marshall’s Fields’ flagship store. Won EMMA and Reggie gold with Unilever’s Axe House Party. Craig Connelly named president in March 2004. New in 2003: Gillette Co. (AOR), Dreyer’s Grand Ice Cream, Exxon Mobil Corp., Famous Footwear, Hewlett Packard, Target Corp. (projects); McDonald’s, Chevron USA assigned projects in 2004. Center of Omnicom’s event hub Radiate Group.
Net Revenue
2003: *$83,000,000
2002: *$71,000,000
2001: 49,107,586
2-YR Growth ’01-’03: 69%
Agency Age: 25
Net Revenue/Employee: *$216,710 - AMP AGENCY
54 Canal Street, Boston, MA 02114
Phone: (617) 723-8929
URL: www.ampagency.com
Ownership: Alloy Inc.
CEO: Gary ColenKey Clients: Verizon Wireless, Citibank, Volkswagen of America, Simon Properties
At a Glance: Agency of the Year, thanks to impressive two-year growth and strong campaign work. A 2001-02 shopping spree segued into organic growth last year. First AOR gig came last year via Simon Property Group. Branching out beyond youth marketing (now 30% of all work); core strength still event execution. Reps media properties of parent Alloy, Inc.; collaborates with sib shop 360 Youth under Alloy Exec VP-General Manager Derek White. (See profile on p. 47.)
Net Revenue
2003: $49,550,000
2002: $42,046,000
2001: $17,283,000
2-YR Growth ’01-’03: 187%
Agency Age: 8
Net Revenue/Employee: $150,152 - TRACY LOCKE PARTNERSHIP
1999 Bryan Street, Dallas, TX 75201
Phone: (214) 969-9000
URL: www.tlp.com
Ownership: Omnicom Group
CEO: Ed WinterKey Clients: PepsiCo (including Pepsi-Cola Co. and Frito-Lay), Pizza Hut, Unilever, Tropicana
At a Glance: Under new management since April 2003, when Ed Winter became CEO (from chief strategy officer), replacing and reporting to Chairman Gary Von Kennel. Hired Einson Freeman vet Bobbi Merkel in December as director of promotional initiatives; Lon Schwear became president, passed creative chief title to Mike Musachio in early 2004. Wins in 2003: AOL, Diageo, Harrah’s, Nokia. Benefited from PepsiCo’s “Power of One” strategy that consolidated promos, including Frito-Lay. Pepsi work won Reggie gold. (See profile on page 81.)
Net Revenue
2003: *$87,087,000
2002: *$75,400,000
2001: $71,741,215
2-YR Growth ’01-’03: 21%
Agency Age: 91
Net Revenue/Employee: *$174,174 - POWERPACT LLC
2909 Polo Parkway, Richmond, VA 23113
Phone: (877) 361-5700
URL: www.powerpact.com
Ownership: Independent
CEO: Alison GlanderKey Clients: Aventis Pharmaceuticals, Procter & Gamble, General Mills, Lexus, Best Buy.
At a Glance: Steady growth via current clients, including sensitive work from Aventis to breast cancer patients. Paired P&G’s Swiffer with TLC’s Trading Spaces for home-design CDs on-pack. Tracked Golden Girls watchers via fan sites and cell phones for Lifetime. New in 2003: Food Network, Target Corp., L’eggs, HGTV, Lifetime TV, Denny’s, Brown Forman.
Net Revenue
2003: $7,416,254
2002: $6,337,320
2001: $3,404,761
2-YR Growth ’01-’03: 118%
Agency Age: 4
Net Revenue/Employee: $88,289 - VELOCITY SPORTS & ENTERTAINMENT
10 Westport Road, PO Box 477, Wilton CT 06897
Phone: (203) 571-5500
URL: www.teamvelocity.com
Ownership: Ltd. partnership
Principals: David Grant, Alex Nieroth, Mike Reisman, Bob Wilhelmy, Harlan StoneKey Clients: FedEx, Lilly ICOS, Cingular Wireless, IBM, Home Depot, ConAgra
At a Glance: Runs fast, jumps high. Net revenues almost doubled from 2001. Composed Music for 2 sweeps to tout Eli Lilly’s Cialis; left love-song CDs in public for men to find and pass along. Helped Home Depot reach Hispanics through soccer. (See profile on page 85.)
Net Revenue
2003: $9,834,467
2002: $7,092,386
2001: $5,411,000
2-YR Growth ’01-’03: 82%
Agency Age: 5
Net Revenue/Employee: $126,083 - EASTWEST CREATIVE
401 5th Avenue, 4th Floor, New York, NY 10016
Phone: (212) 951-7220
URL: www.ewcreative.com
Ownership: Independent
CEO: Chris BragasKey Clients: Kraft Foods, Reckitt Benckiser, Warner Bros., Labatt USA, New Line Cinema
At a Glance: Ranked No. 1 for campaign work. A stand-out in youth and entertainment marketing. Won five EMMAs in two years. New York City and Hollywood offices monitor pop culture, tap entertainment properties, set brand strategy. (See profile on page 79.)
Net Revenue
2003: $12,535,902
2002: $12,342,898
2001: $8,954,24
2-YR Growth ’01-’03: 40%
Agency Age: 21
Net Revenue/Employee: $156,699 - DRAFT
633 North St. Clair St., Chicago, IL 60611
Phone: (312) 944-3500
URL: www.draftworldwide.com
Ownership: Interpublic Group of Cos.
CEO: Howard DraftKey Clients: Kellogg Co., Masterfoods, MilkPEP, U.S. Postal Service, Brown-Forman, CVS Pharmacy
At a Glance: A 60% win rate in new-business reviews. Allied with ad sibling in June 2003 for Lowe + Draft “partnership” (not merger). Maintains global network despite dropping “Worldwide” from its name. Keeps minority ownership in Group III (events) and Premium Surge (premiums), both spun off in December 2003. Event work (and field staff) down; added to retail marketing staff in 2003. Lost Burger King’s national business in 2003, but kept some work. (See profile on p. 78.)
Net Revenue
2003: *$338,000,000
2002: *$305,162,000
2001: $299,178,000
2-YR Growth ’01-’03: 13%
Agency Age: 26
Net Revenue/Employee: *$120,714 - ARNOLD BRAND PROMOTIONS
101 Huntington Avenue, Boston, MA 02199
Phone: (617) 587-8000
URL: www.arnoldworldwide.com
Ownership: Havas
CEO: Beth RiceKey Clients: Volkswagen of America, American Legacy Foundation, Celebrity Cruises, Amtrak
At a Glance: First time in the Promo 100. Handles all below-the-line for Arnold Worldwide, whose hot ad creative (Volkswagen, Truth anti-tobacco) shows in promos. Won 2003 Effies for Monster.com, Citizens Bank. Top clients are VW, American Legacy Foundation, Celebrity Cruises (all AOR). New in 2003: Amtrak, Fidelity (AOR), McDonald’s, Puma (projects). Paired VW Beetle with iPod for “Pods Unite” tunes-with-purchase, Phaeton with W Hotels for test drives. (See profile on p. 83).
Net Revenue
2003: *$22,500,000
2002: *$24,300,000
2001: *$18,000,000
2-YR Growth ’01-’03: 25%
Agency Age: 14
Net Revenue/Employee: $750,000 - MOMENTUM NORTH AMERICA
6665 Delmar Blvd., Suite 300, St. Louis, MO 66130
Phone: (314) 290-8600
URL: www.momentumww.com
Ownership: Interpublic Group of Cos.
CEO: Chris WeilKey Clients: Coca-Cola Co., American Express, General Motors, Anheuser-Busch
At a Glance: Decentralized management of six North American offices in April 2003; CEO Mark Shapiro, CFO Jerry Best departed. Lost worldwide creative chief Steve Hunt in December 2003; his job still open as of May. Promotions are 40% of the work; events are 22%. Linked AmEx Blue to singer Sting in Chicago; managed Football Town USA for Coke. New in 2003: computer-chip maker AMD, AmeriStar Casinos, UPS.
2003: *$60,562,000
2002: *$56,600,000
2001: $55,482,686
2-YR Growth ’01-’03: 9%
Agency Age: 20
Net Revenue/Employee: $144,885 - PUBLICIS DIALOG
950 Sixth Avenue, New York, NY 10001
Phone: (212) 279-6950
URL: www.publicisdialog.com
Ownership: Publicis Groupe
CEO: Susan McManama GianinnoKey Clients: Allied Domecq, Abbott Laboratories, Nestle, Procter & Gamble, Volvo
At a Glance: Grown a lot since its 2000 appearance in the Promo 100. Scored Allied Domecq’s whopping global account (including ads) in October 2003; U.S. spending estimated at $14 million. Annexed Frankel’s (estimated $12 million) Irvine, CA, office in August. Walks the holistic walk with promo, ads, direct, retail, entertainment all under one roof (via eight offices).
Net Revenue
2003: *$38,200,000
2002: *$12,500,000
2001: *$12,000,000
>2-YR Growth ’01-’03: 218%
Agency Age: 10
Net Revenue/Employee: N/A - JACK MORTON WORLDWIDE
498 7th Avenue, New York, NY 10018
Phone: (212) 727-0400
URL: www.jackmorton.com
Ownership: Interpublic Group of Cos.
CEO: Josh McCallKey Clients: GM, IBM, Avon, Microsoft, Toyota Motor Sales USA
At a Glance: Events shop produces glitzy shows, specializes in internal and b-to-b programs (40% and 20% of total, respectively). Producing Opening and Closing Ceremonies for 2004 Olympic Games. Named EVPs Laura Shuler president-U.S. and Lois Jacobs president-International in February 2004 after March 2003 appointment of Josh McCall as CEO.
Net Revenue
2003: *$111,000,000
2002: *$105,000,000
2001: *$98,000,000
2-YR Growth ’01-’03: 13%
Agency Age: 65
Net Revenue/Employee: $185,000 - EPRIZE
34405 West Twelve Mile Road, Suite 123, Farmington Hills, MI 48331
Phone: (248) 848-1720
URL: www.eprize.com
Ownership: Independent
CEO: Josh LinknerKey Clients:
At a Glance: Online games build databases; data tailors online games. Among the ten fastest-growing shops. Recruited PalmOne users to refer friends and earn “Palm Bucks.” Dangled Manolo Blahniks to drive Bluefly.com traffic. Biggest clients are ConAgra and Cendant, both AOR. (See profile on page 85.)
Net Revenue
2003: $6,440,474
2002: $3,660,810
2001: $2,625,313
2-YR Growth ’01-’03: 145%
Agency Age: 5
Net Revenue/Employee: $174,067 - DVC WORLDWIDE
44 Whippany Road, Morristown, NJ 07960
Phone: (973) 775-6700
URL: www.dvc.com
Ownership: Independent
CEO: Sue FurlongKey Clients: Nestle, Britvic, Labatt USA, AT&T, Schering-Plough
At a Glance: Last year’s Agency of the Year. Solid U.S., U.K. work puts global net revenue just under $99 million for 2003, up 7.8% from 2001. No acquisitions in 2002-2003 after late-90s buying spree. Set up Campbell Soup lounges in malls to sample soup; highlighted kids’ volunteer work in Georgia-Pacific’s Angels in Action program. New in 2003: Premier Foods, Sony, Aventis Pasteur in U.K.; Schwan’s, Campbell (both AOR), Kraft, OSI, Alberto-Culver, International Multifoods in U.S.
Net Revenue
2003: *$49,493,000
2002: *$47,270,000
2001: *$45,910,000
2-YR Growth ’01-’03: 8%
Agency Age: 19
Net Revenue/Employee: $74,147 - COLANGELO SYNERGY MARKETING
28 Thorndall Circle, 3rd Floor, Darien, CT 06820
Phone: (203) 662-6600
URL: www.colangelo-sm.com
Ownership: Independent
CEO: Robert ColangeloKey Clients: Diageo, Kraft Foods, Clorox, Unilever, Dannon
At a Glance: An eye for ROI. Invested in senior staff in 2002-03 to build its brand-strategy chops. Earning a reputation for kids work via Kraft. Harnessed impressive traffic at Postopia.com to reinforce cereal brand in stores. Thoughtful on-premise work for Diageo. New in 2003: Dannon, Birds Eye (both AOR). (See profile on page 77.)
Net Revenue
2003: $20,195,673
2002: $18,449,249
2001: $16,705,124
2-YR Growth ’01-’03: 21%
Agency Age: 11
Net Revenue/Employee: $180,319 - ACTIVE MARKETING GROUP
1020 Prospect Street, Suite 250, La Jolla, CA 92037
Phone: (858) 551-9916
URL: www.activemarketinggroup.com
Ownership: Independent
CEO: Dave AlbergaKey Clients: Unilever, ConAgra, Schering-Plough, U.S. Army, Timex
At a Glance: Made the Top 25 in only its second year on Promo 100 list, thanks to growth spurt and solid campaigns (ranked 48 in 2003). Events reach amateur athletes at play. All project work. Paired Degree with Ironman racers for sampling, awareness; helped Army recruit via soccer; fed EggBeaters to marathoners. New in 2003: Unilever (Degree antiperspirant), Schering-Plough (Claritin), U.S. Army, Biersdorf (Aquaphor), South Beach Beverage Co., Nestle (PowerBar), Jel-Sert Co., Coors (Killian’s).
Net Revenue
2003: $4,494,000
2002: $2,258,000
2001: $887,000
2-YR Growth ’01-’03: 407%
Agency Age: 4
Net Revenue/Employee: $136,182 - PROMOWORKS
500 E. Remington Road, Suite 304, Schaumburg, IL 60173
Phone: (847) 310-2600
URL: www.promoworkspromotions.com
Ownership: Ltd. partnership
CEO: Mike BaloghKey Clients: Kellogg Co., Pfizer/Warner Lambert Co., Hershey Foods, Colgate-Palmolive
At a Glance: First time on the list — and in the Top 25. Sampling and in-store specialist. One of a handful of approved sampling vendors for Wal-Mart. Sells its own P-O-P tools (take-ones, display-cum-demo); C-Store Works brings pay-at-pump drivers inside. Designed Hasbro display that let kids sample games safely in-store; trained demo staff for Schick’s Intuition launch.
Net Revenue
2003: $17,524,800
2002: $5,576,960
2001: $4,764,577
2-YR Growth ’01-’03: 268%
Agency Age: 5
Net Revenue/Employee: $152,390 - EQUITY MARKETING, INC.
6330 San Vicente Blvd., Los Angeles, CA 90048
Phone: (323) 932-4300
URL: www.equity-marketing.com
Ownership: Independent
CEO: Donald KurzKey Clients: Burger King, Procter & Gamble, Diageo, Disney Vacation Club, Discover Financial Services
At a Glance: Premiums rule. Burger King still a mainstay after 18 years despite decline in BK assignments in 2003. Bought SCI Promotion Group in September 2003 (billing $20-$25 million) and Johnson Grossfield in January 2004. Upshot, once a cheeky hot shop (1999 Agency of the Year), now in flux. Toy expertise begat retail hit Baby Einstein, Disney Kim Possible, Scooby Doo, Crayola bath toys via consumer products division.
Net Revenue
2003: $40,203,000
2002: $36,882,000
2001: $36,036,000
2-YR Growth ’01-’03: 12%
Agency Age: 20
Net Revenue/Employee: $112,930 - RYAN PARTNERSHIP
50 Danbury Road, Wilton, CT 06897
Phone: (203) 210-3000
URL: www.ryanpartnership.com
Ownership: Independent
CEO: David RyanKey Clients: Campbell Soup Co., Bank One, Heineken, Mattel, Mott’s, Unilever
At a Glance: April 2003 exec shuffle made Mary Perry president-promotions, Christine Nardi president-new business, Bob Petrosino president-Chicago and Dan Sullivan president-Dallas and exec VP-promotions. Account-specific, centralized in Minneapolis under Joe Robinson, now 25% of revenues. Campbell’s SouperStart Fantasy sweeps let kids use UPCs as entry codes. New in 2003: Bandai, Nestle Baking (AOR), Best Buy, GE Appliances, Hormel, New Balance, Pepperidge Farm (projects).
Net Revenue
2003: $49,839,000
2002: $44,974,000
2001: $49,234,000
2-YR Growth ’01-’03: 1%
Agency Age: 20
Net Revenue/Employee: $157,718 - CRAMER-KRASSELT CO.
733 N. Van Buren, Milwaukee, WI 53202
Phone: (414) 227-3500
URL: www.c-k.com
Ownership: Independent
CEO: Peter KrivkovichKey Clients: Hyatt Hotels, Winn-Dixie, Birdseye, Johnson Evinrude, Ski-Doo
At a Glance: Handles promos, advertising, p.r., strategic planning, merchandising and more. Fifty-five staffers (of 495) dedicated to promotion. Did Rayovac’s biggest-ever promo, holiday 2003 tie-in with Dr. Seuss’ The Cat in the Hat dangling two prize options (“This Thing or That”). Helped Dial Corp. and Woman’s Day find the Messiest Laundry Room in America. New in 2003: Sam’s Town, Crown Bank, WD-40, PetSmart.
Net Revenue
2003: $4,910,000
2002: $3,950,000
2001: $2,850,000
2-YR Growth ’01-’03: 72%
Agency Age: 8
Net Revenue/Employee: $89,273 - THE MARKETING STORE
One Lincoln Center, 18 W. 140 Butterfield Road, Suite 1600, Oakbrook Terrace, IL 60181
Phone: (630) 693-1400
URL: www.themarketingstore.com
Ownership: HAVI Group
CEO: Graham KempKey Clients: McDonald’s Corp., Nissan North America, General Mills, Walkers, Diageo
At a Glance: Guideded McDonald’s return to games with Winning Time (March 2003) and Best Chance Monopoly (summer 2003) with Best Buy. Parlayed Nissan Canada relationship to win direct-marketing work for North America. Paired client Keebler with Dairy Mgmt. Inc. for in-store displays leveraging parent Kellogg’s tie to Finding Nemo. New in 2003: Nissan North America, Verizon. Parent HAVI Group services McDonald’s worldwide (foodservice, supplies, equipment).
Net Revenue
2003: $35,416,000
2002: $34,986,000
2001: $28,270,000
2-YR Growth ’01-’03: 25%
Agency Age: 17
Net Revenue/Employee: $212,072 - CIVIC ENTERTAINMENT GROUP
520 8th Avenue, 22nd Floor, New York, NY 10018
Phone: (212) 426-7006
URL: www.cegny.com
Ownership: Independent
CEO: Stuart Ruderfer & David CohnKey Clients: A&E, The History Channel, Showtime, AOL, eBay
At a Glance: Scored producer credits for A&E documentary Airline after persuading Southwest Airlines to participate. Engineered the White House’s first-ever promo tie-in for History Channel’s Save Our History restoration/education project, with First Lady Laura Bush as spokesperson. Consistently impressive tune-in promos. New in 2003: AOL, eBay, Discovery Kids, Lowes, Comcast (all project).
Net Revenue
2003: $1,410,000
2002: $706,783
2001: $538,804
2-YR Growth ’01-’03: 162%
Agency Age: 5
Net Revenue/Employee: $117,500 - FRANKEL
111 E. Wacker Drive, Chicago, IL 60601
Phone: (312) 552-5000
URL: www.frankel.com
Ownership: Publicis Groupe
CEO: Dick ThomasKey Clients: AT&T Wireless, Centers for Disease Control, McDonald’s, United Airlines, Visa USA
At a Glance: Last time in the PROMO 100. Became cornerstone to ARC North America in January 2004 via Publicis consolidation that may absorb more Publicis-owned shops this year. ARC revenues estimated at $100-$110 million; Frankel veteran Dick Thomas leads about 600 staffers in five offices. New in 2003: Coca-Cola, Diageo, Gateway, Procter & Gamble, Simon Malls, U.S. Army, Whirlpool. Lost CVS, ConAgra, Gingiss.
Net Revenue
2003: *$93,230,000
2002: *$83,000,000
2001: $89,826,000
2-YR Growth ’01-’03: 4%
Agency Age: 42
Net Revenue/Employee: *$198,362 - NOBLE WORLD COMMUNICATIONS
2155 W. Chesterfield Blvd., Springfield, MO 65807
Phone: (417) 875-5000
URL: www.noble.net
Ownership: Independent
CEO: Robert NobleKey Clients: Tyson, Ingersoll Rand, MasterFoodServices, Gerber, McCormick
At a Glance: Food specialists serve promotions, ads, direct marketing, B2B (think foodservice), package design, merchandising. State-of-the-art test kitchen in Chicago office hosts product R&D. Piloted Schwan’s Red Baron cafeteria coup in 2002-03, a past PRO Award winner. New in 2003: Frito-Lay, American Dairy Brands.
Net Revenue
2003: $11,374,681
2002: $10,837,249
2001: $8,206,449
2-YR Growth ’01-’03: 39%
Agency Age: 35
Net Revenue/Employee: $39,772 - PROMOTION GROUP CENTRAL
444 N. Orleans Street, Suite 400, Chicago, IL 60610
Phone: (312) 467-1300
URL: www.promogroup.com
Ownership: Independent
CEO: Kelly DrummKey Clients: Levi Strauss, 7-Eleven, JVC, Pacific Trail
At a Glance: High-quality creative puts it at the No. 17 slot for campaign-work ranking. Paired Levi’s with Sears, Pizza Hut for cross-ruff coupons (buy jeans, get pizza; buy pizza, get discounts on jeans). Ran Radio Shack’s Go for the Dough employee incentive program. New in 2003: Home Depot, Pizza Hut. (See profile on p. 84.)
Net Revenue
2003: $3,462,481
2002: $2,089,758
2001: $2,339,901
2-YR Growth ’01-’03: 48%
Agency Age: 34
Net Revenue/Employee: $173,124 - HARWOOD MARKETING GROUP
15303 N Dallas Parkway, Suite 1410, Addison, TX 75001
Phone: (972) 458-4670
URL: www.harwoodmarketing.com
Ownership: Independent
CEO: Forest HarwoodKey Clients: Arch Chemicals, Kimberly-Clark, Nokia, Cricket Communications, Cargill
At a Glance: First showing in the Top 25, thanks to steady growth, mostly through new clients. New in 2003: Cricket Communications, Cargill, LSG Sky Chefs, Corona/Gambrinus. Back-to-school work for FlipIt! Cakes more than doubled sales. Combined Cricket offers under “moving” theme. Launched Web site for Sterling Silver meats.
Net Revenue
2003: $5,081,219
2002: $3,720,134
2001: $2,798,713
2-YR Growth ’01-’03: 82%
Agency Age: 16
Net Revenue/Employee: $133,716
* Revenue estimated by PROMO editors; not verifiable.
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