Driver’s Seat

While “co-marketing” and “shopper insights” have taken on a cachet among brands of late, retail expertise has been Marketing Drive’s calling card since its start up seven years ago. Coming off a year of regrouping, the company is poised to flex its retail chops at home and abroad.

“The world wants to know what’s coming out of Bentonville,” says Marketing Drive Chairman and CEO Dean Buresh. “Below-the-line is big in Eastern Europe, Asia and South America.” The agency has staffed up its Bentonville office (home to Wal-Mart) and other U.S. locations, and expects to double its satellites to 24 offices worldwide by the end of 2006.

Underpinning that expansion is solid growth (estimated at 10%) since 2003. Part of Interpublic Group, Marketing Drive didn’t report 2005 net revenue; PROMO estimates it reached $60.5 million, putting the company at No. 12 for revenue rank this year. That score, plus a No. 17 for campaign work, pushed the firm from 62nd to an overall 25th spot this year.

The leap came despite a shuffle that added the Wilton, CT, office to the plate of President Michael Harris (he also runs Boston, Minneapolis and Bentonville) following the January departure of co-CEOs Chris Barr and Kathryn Benedett. The goal: better collaboration with IPG sibs, Buresh says.

Some 60% of 2005 revenue came through new clients: Krispy Kreme and Bandai named Marketing Drive AOR during the year; pharma accounts Abbott, Merck, as well as Sega and Bimbo Bakeries got new project work.

“We got Bandai [Strawberry Shortcake and Power Rangers] because of our understanding of retail — distinguishing Wal-Mart moms from Toys R Us moms,” explains Craig Millon, general manager of the Boston office. (The Bandai programs debut this month.)

“Shopper insights are key for good co-marketing,” Harris agrees. “Now, when retailers and brands compete in some categories, the focus has to stay on the shopper.”

That core competency helps Marketing Drive with existing clients, too. Despite churn following a Procter & Gamble merger, the agency’s Gillette accounts (Braun, Duracell, Oral B and Gillette) are thriving.

“Marketing Drive has been instrumental with co-marketing for our key customers,” says Tim Mathis, director of customer marketing for Duracell, now part of P&G. He cites account-specific work that increased displays with retailer Target. “Marketing Drive identified what really resonated with Target, including ties to World Cup Soccer.”

Such satisfaction may lead to more P&G work, the agency hopes, shifting it further into overdrive.