Raymond James Names Florida Shop Its First Agency of Record
ATLANTA–On June 30, Harris Drury Cohen founding partner Stan Harris began a presentation to the operating committee of Raymond James Financial with a simple fact.
“Twenty years ago this date fell on a Sunday,” Harris said. “I know that because 20 years ago tomorrow was the Monday we started Harris Drury Cohen.”
In the presentation that followed, HDC executives explained their understanding of Raymond James and how they would capitalize on its marketing opportunities. After a weekend of deliberation, the operating committee agreed, awarding HDC the financial services company’s advertising account just in time for the agency’s anniversary celebration.
The decision to hire the $110 million Fort Lauderdale, Fla., shop climaxed a search that at one time included 10 Southeast agencies.
Led by Tampa, Fla., marketing consultant, Jack Painter, the review included credential presentations, agency visits and a final shootout of marketing programs between HDC and At-lanta’s Fitzgerald & Co.
As Raymond James’ first agency of record, HDC’s will create a branding campaign that raises awareness of the client and its more than 4,300 independent financial advisors in 1,700 locations across the U.S. Plans call for a national cable and spot market television campaign with radio, magazine and newspaper support.
Account billings are yet to be determined, said client marketing director Larry Silver. “We’ll have a better idea after the fiscal year closes September 30,” he said. One source that participated in the review said the budget would likely reach eight figures.
Harris said the win would provide his agency with “the perfect way to begin our 21st year. This is a tremendous opportunity to communicate a distinctive brand competing in a sea of sameness.”
The client serves individuals, corporations and municipalities through its two wholly owned investment firms–Raymond James & Associates and Raymond James Financial Services.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity