MIDWEST Agency Report Cards


BAYER BESS VANDERWARKER
Overall Billings: Up 8.5%, to $173.8 million……………………………………… C+
New Business: None…………………….. F
Growth from Existing Business: Up 16.1%, or $25.8 million……………….. B
Business Lost: $12.2 million, primarily Ameritech…………………………….. C
Creativity: Overall, reel pretty solid. Gatorade work has shown some improvement under new creative chief Mary Ann Quick………………. B
Management: It wasn”t possible to keep Brian Goodall, who followed his wife, Nina DiSesa, to N.Y. Buyout talks last year got distracting………. B
Teacher”s Comments: This needs to be a big year. Soon, clients will look for some kind of global network.
Overall Grade: C +
BERNSTEIN-REIN
Overall Billings: Down 7.9%, to $186.2 million……………………………………… D+
New Business: $17.8 million……….. B
Growth from Existing Business: Up 15.3%, or $31 million………………….. B
Business Lost: $57 million, primarily Blockbuster Video…………………….. D
Creativity: Falling Prices for Wal-Mart is a gem; last work for Blockbuster was breakthrough for category. Retail is the strong suit……. B
Management: Kudos to Bob Bernstein and Skip Rein for hunkering down and cranking up new business in wake of Blockbuster loss……… B+
Teacher”s Comments: This agency has quietly built a name for itself in the Midwest.
Overall Grade: C +
CARMICHAEL LYNCH
Overall Billings: Up 12.9%, to $131 million………………………………………. B
New Business: $22 million……………. B
Growth from Existing Business: Up 6%, or $7 million………………………. C+
Business Lost: $4 million……………. B
Creativity: Print continues to set the mark for the region, and beyond. TV is up there, but flashes of intelligence and humor are a little uneven……… A
Management: Lee Lynch slowed his pace down a little and named Jack Supple as president. Agency hasn”t missed a beat, with consistent new business wins………………………….. B+
Teacher”s Comments: Things seem to be humming along, but the agency is ready to make a step up in size.
Overall Grade: B
CRAMER-KRASSELT
Overall Billings: Up 10.7%, to $174.8 million………………………………………. B
New Business: $19.8 million, including Inland Steel………………………… B
Growth from Existing Business: Up 10.3%, or $16.2 million………………. B
Business Lost: $2.5 million………… B+
Creativity: Strong strategies behind most TV, including Southwest Airlines and MasterLock………………. B
Management: Ninety miles separate the two top execs, but Paul Counsell in Milwaukee and Peter Krivkovich in Chicago make it work…………… A
Teacher”s Comments: This agency has done well by doing what it does best as mid-size agency in its respective markets.
Overall Grade: B
W.B. DONER & CO.
Overall Billings: Up 24%, to $239 million…………………………………….. B+
New Business: $20 million, including Musicland, F&M Distributors….. B
Growth from Existing Business: Up 9%, or $16 million………………………. B
Business Lost: $3 million……………… B
Creativity: Agency has become a retail-advertising specialist, with good work for its roster………………. B+
Management: Awesome new-business winning streak shows that belief in hands-on executives and strategic planning is paying off… A
Teacher”s Comments: The agency set an enviable record for new-business gains in 1994. Can it keep up the momentum?
Overall Grade: B+
FALLON McELLIGOTT
Overall Billings: Up 46.7%, to $220 million………………………………………… A
New Business: $46 million, including Magnavox, Nikon, Coca-Cola……. A
Growth from Existing Business: $70 million, including Ameritech………. A
Business Lost: $35 million……………. D
Creativity: Still strong, but evolving. Coke spots shimmer. But some of the old edge is being replaced with a major-agency polish………………. A
Management: Agency is growing big and fast; Pat Fallon is determined to make it a top-notch strategy shop as much as a creative agency…….. A
Teacher”s Comments: There may be some angst amid the growing pains at the agency.
Overall Grade: B +
MARTIN/WILLIAMS
Overall Billings: Up 7.1%, to $150 million…………………………………….. C+
New Business: $7 million, including Bissell, Gold “n Plump………………. C
Growth from Existing Business: Up 3.6%, or $5 million……………………… C
Business Lost: $2 million…………… B+
Creativity: Target Stores work was some of the freshest retail advertising in the business. Humor flashed in the quirky Shoney”s work………. A
Management: Dave Floren and Tom Weyl seem to be grooming next management team for this hot shop……. B
Teacher”s Comments: Pulling out of the VW pitch cost it a chance for a major piece of business, but showed management won”t sacrifice principles.
Overall Grade: B
MELDRUM & FEWSMITH
Overall Billings: Down 1.8%, to $136.4 million……………………………………… D+
New Business: $3.8 million, including Rally”s, General Tire (projects)….. D
Growth from Existing Business: Up 1.7%, or $2.4 million………………….. C
Business Lost: $40 million, including Glidden, OfficeMax………………….. D
Creativity: Print shone with Libbey and Mr. Coffee. But this agency can do much better TV…………………….. C
Management: A down year, but still one of the strongest management teams in Cleveland……………………. A
Teacher”s Comments: Despite setbacks with long-term clients Glidden and OfficeMax, the agency is still vibrant.
Overall Grade: C
ROSS ROY COMMUNICATIONS
Overall Billings: Down 5.9%, to $508 million……………………………………… D+
New Business: $9 million, with a project for Caffeine-Free Diet Coke… D
Growth from Existing Business: Down 5.2%, or $28 million……………………. D
Business Lost: $30 million……………. C
Creativity: Much is below the line, but clients like Chrysler love it. Kmart Extras was cloudy; Hiram-Walker holiday print was superb.. C+
Management: Losses of La-Z-Boy and Ameritech, and impending loss of Kmart, hurt. Now the test is finding the right buyer at the right price… B
Teacher”s Comments: The face of this agency is likely to change very soon under new ownership.
Overall Grade: C
TATHAM EURO RSCG
Overall Billings: Down 2.2%, to $343.5 million……………………………………… D+
New Business: $7 million……………… D
Growth from Existing Business: Up 5.7%, with Brown & Williamson. C+
Business Lost: $35 million, primarily from Ameritech……………………….. C
Creativity: Heartwarming Hoover spots, some of final Ameritech work shone. Solid strategy behind otherwise typical packaged goods ads.. C+
Management: Departure of Bob Hiel-sher didn”t seem to hurt. Elevation of Mary Baglivo was smart. Ralph Rydholm gets strong marks…….. B+
Teacher”s Comments: The agency showed a remarkable strength at coming back after losing Ameritech.
Overall Grade: C+
VALENTINE-RADFORD
Overall Billings: Up 1.9%, to $122.6 million………………………………………. C
New Business: $8 million, including La Petite Academy…………………… C+
Growth from Existing Business: $2 million, with Sprint Phone Magic……. C
Business Lost: $20 million, including Hallmark retail……………………….. D+
Creativity: Mediocre. Some breakthroughs in print with Beauty Warehouse and La Petite Academy……… C
Management: CEO Chuck Curtis has been busy setting up integrated units to offer more service……….. B
Teacher”s Comments: The agency is trying to overhaul the way it works with clients. But new business needs to be a priority in “95.
Overall Grade: C
WYSE ADVERTISING
Overall Billings: Up 1.6%, to $140 million………………………………………. C
New Business: $4.5 milllion……….. D+
Growth from Existing Business: $4.5 million……………………………………….. C
Business Lost: $10 million, primarily from Smuckers………………………….. C
Creativity: Still can do some of the best corporate print work around with G.E. Lighting and McDonald & Co. TV could use some charm… C
Management: Marc Wyse is still active in the day-to-day business, but the question of succession still hangs over the agency……………… B+
Teacher”s Comments: Long the dean of Cleveland agencies, this shop could use a splash of good news.
Overall Grade: C
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