Regional Weight Watchers Moves to Kelcom
DETROIT-Kelly Neill, an executive vice president of Stone, August, Medrich & Co., Troy, Mich., has opened his own agency and taken a key piece of business from his former employer.
Neill, who spent 17 years at Stone, August, described his new shop, Kelcom Advertising & Public Relations, as a “macro-service, micro agency.”
The Pontiac, Mich., shop already has clients, including Weight Watchers of Washington, D.C., Virginia and Maryland, which Neill handled at his former shop for 16 years. That account has annual billings of about $1.5 million.
Kelcom will be responsible for TV and print production, media buying, direct marketing, strategic and business planning, member newsletter and public relations for the Weight Watchers group, Neill said.
Neill said his goal with Kelcom is to cut down on the “inflated overhead” clients may have encountered in past ad agency relationships, including “paying for an agency’s fancy address, staff bonuses and Christmas parties.”
Neill said he has relied on a pool of freelance creatives to execute work for clients, which include USA Switch, an automotive aftermarket parts supplier.
“It was just time for me to try something different, to try to do it for myself,” Neill said. ƒ
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