Nice guys don’t necessarily have to finish last.
Since its launch in 1995, BFG Communications has evolved from a basic nuts-and-bolts promotion shop to a full-service strategic agency without losing its personal touch.
“We started as a fairly traditional promotion agency, doing sweeps and contests,” says president and ceo Kevin Meany. “Today, we handle everything from mobile marketing to the Internet.”
“BFG maintains that Madison Avenue proficiency, but does it with a ‘feel-good’ attitude,” says Michael Mallen, ceo at Chicago-based software developer RTI, who has worked with BFG since 1998.
Back then, Mallen was at telecommunications startup USA Communications, which was growing quickly but had virtually no brand identity. So it dropped its high-profile, New York City ad agency in favor of Hilton Head Island, SC-based BFG. “[With other agencies], we spent a lot of money for no action,” says Mallen. “Kevin and BFG seem to be in tune with the urgency of our business.”
Mallen was so impressed that he dialed up BFG soon after taking the reins at RTI — another company with little brand awareness. The shop is currently developing a business-to-business brand strategy set to break later this year.
That clients put their marketing fates fully in BFG’s hands shows just how far the agency has come since Meany left his private consulting business to team with vp Dan Crowther (a personal acquaintance and former NBC marketer) and creative director Scott Seymour (a business affiliate at a small agency) to launch it. The do-it-all mentality helped boost revenues 28.8 percent to $3.5 million in 2001.
“BFG offers a combination of different talents that are hard to find in other agencies,” says Steve Savino, who recently left his post as chief global marketing office at Century 21 Real Estate, Parsippany, NJ, a client since 1998. “It’s also a smaller shop, so you’re always dealing with the principals. Things aren’t delegated down the line.”
But while BFG’s capabilities, revenues, and headcount (now at 33) are expanding, its client list has stayed short and sweet at about a dozen companies. “If we have one wish, it’s that we work with a few good clients rather than a long list made up of just anyone and everyone we could get,” says Meany.
When Century 21 wanted to demonstrate its relevance for the new millennium last year, BFG dusted off classic cartoon series The Jetsons as centerpiece for a mobile tour that had visitors taking an “open-house” stroll through a replica of the family’s home and participating in such activities as a 3-D “flying-car” ride. That showcases BFG’s penchant for fun.
For Malibu Rum, BFG spruced up the standard on-premise sampling tour by delivering Showerpalooza, a faux shower/audio studio that let patrons sing karaoke. Fabrice Morvan (half of the infamous Milli Vanilli lip-synching duo) hosted several events. The tour scored a total reach of 194 million.
More sedately, BFG developed an educational program for Diageo Estates’ BV Wines that eschewed the usual restaurant-based wine tastings to target upscale gatherings including symphony groups and legal and medical meetings. “They really understood our industry and did a fantastic job of supporting and executing,” says Janell Eilers, brand marketing manager at BV Wines, Rutherford, CA.
What else would you expect from nice guys?
Network
