Media Gambit Pays Off




Y&L’s EchoPoint Buying Unit Lands Clients
CHICAGO–When Indianapolis shop Young & Laramore opened a media buying unit in late June, the fledgling division had no business, no name and only one staffer. Three months later, all that has changed.
The new unit, EchoPoint Media, now includes a staff of seven (soon to be eight) and oversees a client roster that currently places about $16 million in media.
The most recent addition to the division’s client list is sports shoe and apparel chain Finish Line, which had taken its estimated $4 million account in-house after splitting with Spike/DDB in New York earlier this year. EchoPoint will handle media placement; creative development will remain in-house.
Y&L, which has relied on outside media agencies during its 15 years in operation, established EchoPoint in the hope that some of its clients would move media duties there. Several, such as Steak n’ Shake and First Indiana Bank, have done just that.
But agency president Paul Knapp said the surprise has been the quick of addition of clients outside the Y&L roster. EchoPoint is now to the point of pitching the media portion of the $7 million Indiana Lottery account, even though Y&L is not pursuing the creative portion.
The key, Knapp said, was hiring Terri Reilly, media director at Indianapolis shop Montgomery Zukerman Davis, as EchoPoint’s president and first employee. “We wouldn’t have done it if she hadn’t agreed to head it,” Knapp said. “Her reputation in this market gave an immediate comfort level.”
EchoPoint has taken on media buying for two small creative boutiques–Checker Ad Co. and Daugherty, Tegarden & Hanley–and Reilly said she expects more such relationships to be created.
The next step is to win media buying accounts from clients outside Indiana. The agency is being considered for such an account now, Reilly said.