New England Agency Report Cards


ARNOLD FORTUNA LAWNER & CABOT
Overall Billings: Up 11.3% to $365 million……………………………………. B
New Business: VideoGuide, Hood, Blue Shield, N.Y. $14 million…… C
Growth from Existing Business: Up $30 million……………………………… B
Business Lost: Allied, Digital, A-Copy. $13 million………………….. C+
Creativity: Great stuff all around and Blue Cross is over the top. Creative boss Ron Lawner deserves more credit than he gets………………… A+
Management: Tom Lawson, Universal Group a capital coup………….. A
Teacher”s Comments: Identity problem denotes problems converting prospects to wins when Hood is cream of crop.
Overall Grade: B+
HILL, HOLLIDAY, CONNORS, COSMOPULOS
Overall Billings: Up 5% to $296 million……………………………………… C
New Business: Humana, Reebok Golf, Ahead, Inc. $20.5 million… C+
Growth from Existing Business: Up $19 million…………………………….. C+
Business Lost: Psion, Sunselect, $4 million………………………………. B+
Creativity: What a reel! Refreshing, smart and moving toward the leading edge…………………………………. A
Management: Failure to fix prob-lems in new business haunt this shop…………………………………………. C
Teacher”s Comments: Tops when it comes to community service, but as competitors grow, it”s no longer a dominant force.
Overall Grade: B
HOUSTON EFFLER HERSTEK FAVAT
Overall Billings: Up 51% to $140 million………………………………………. A
New Business: NEC, Shawmut, Microcom, $67 million………………. A
Growth from Existing Business: Estimated at $24 million, up 26%….. A
Business Lost: Papa Gino”s, $3 million……………………………………. B
Creativity: Is Grandmama for Converse getting old? Are the anti-smoking ads positively killer?… B+
Management: Houston/Effler knows how to pick its spots and the people to keep momentum going………… A+
Teacher”s Comments: A delicately balanced agency held together by a secret brand of Super Glue.#
Overall Grade: A
INGALLS, QUINN & JOHNSON
Overall Billings: Down 20% to $104 million……………………………………. D
New Business: Raytheon, Enron, others. $47 million…………………………. A
Growth from Existing Business: Down $10.7 million…………………………….. D
Business Lost: Ocean Spray, Service Merchandise, others. $14.4 million…………………………………. C
Creativity: Work for Cain”s adheres to agency mantra Keep it simple and wins. The rest does not…….. C
Management: Raytheon and Group 121 were two bright spots in another fairly lackluster year………….. C
Teacher”s Comments: It”s time to sell or merge–do something to stem the slide in overall billings.
Overall Grade: C
KEILER & CO.
Overall Billings: Up 2% to $60 million……………………………………. C
New Business: Loral Globalstar, Betz Labs. $6 million………………………. B
Growth from Existing Business: Up $1.2 million……………………………….. C
Business Lost: Raytheon, Strathmore, Perkin-Elmer. $6 million…. C
Creativity: Design work is stellar–even without Strathmore. ACMAT TV a nice surprise. Print is good.. B
Management: No major steps backward. No major steps forward, a feat in Connecticut…………………… B
Teacher”s Comments: Slow growth seems to be a sign of the times in Conn. as non-ad services like design and consulting contribute more.
Overall Grade: B
LEONARD/MONAHAN
Overall Billings: Down 13% to $33 million……………………………………… D
New Business: Chipcom, Pastene. $2 million………………………………. D+
Growth from Existing Business: Up $5 million……………………………….. B
Business Lost: Keds, H.P. Hood. $11 million……………………………… D
Creativity: Not much new to show, but David Baldwin should begin to make his mark……………………….. B
Management: Year opened with loss of Keds and Fran Kelly and showed little sign of improvement…………. C
Teacher”s Comments: More comebacks than George Foreman and still available for title shots as proven at Hatch.
Overall Grade: C
MARQUARDT & ROCHE
Overall Billings: Up 1% to $35 million……………………………………. C
New Business: Software AG, Prudential Resources, Price Waterhouse, Elliptipar. $3.3 million…. C+
Growth from Existing Business: Gateway Bank, Rollins Hudig Hall. $370,000…………………………………. C
Business Lost: $1.8 million………. C+
Creativity: Workmanlike at best. Duracell biz-to-biz print ads stood out. So too did some direct-mail packages.. C
Management: Stayed the course despite the loss of big-time, longtime client, SNET…………………….. C
Teacher”s Comments: Still a quiet agency that remains true to some deep-down industrial roots.
Overall Grade: C
MASON & MADISON
Overall Billings: Up 8% to $32.5 million…………………………………… C+
New Business: None…………………… F
Growth from Existing Business: Up $3.5 million…………………………….. B
Business Lost: Textron Lycoming. $1 million………………………………. B+
Creativity: Not this agency”s strong suit…………………………………………. C
Management: Charlie Mason and Harry Viens are trying to stir up the pot both in southern Connecticut and in markets outside New England………………………………… B+
Teacher”s Comments: If a grade was given for earnestness, this shop would score an A+. Will beefed-up new-biz efforts pay dividends in “95?
Overall Grade: C +
McDOUGALL ASSOCIATES
Overall Billings: Up 5% to $45 million……………………………………… C
New Business: Salem Five Cents, others. $2.6 million…………………. C
Growth from Existing Business: None……………………………………… D+
Business Lost: $250,000…………… A
Creativity: Nice art direction on Marriott. Ads for Northside No-Tell Motel pander to Hatch judges……. C
Management: The Brothers McDoug-all turn in another average performance………………………………………. C+
Teacher”s Comments: McDougall cd Bob Conte described it best: An unusual, strangely profitable, don”t-know-what-the-hell-to-make-of-it agency up on the North Shore.
Overall Grade: C +
MINTZ & HOKE
Overall Billings: Up 28% to $54 million…………………………………… B+
New Business: Ames, Edwards, Wiremold, CBIA, TCI. $16 million……. A
Growth from Existing Business: Up $703,750…………………………………. C
Clients Lost: Conn. Honda Dealers, Nashua Memorial Hospital, Petro Heating, Greater Atlantic Health Care. $5 million………………………. C
Creativity: Best television reel in Connecticut……………………………… B
Management: Won 10 out of 13 new-biz pitches by fine-tuning its presentation–a fine payoff………….. A
Teacher”s Comments: Quiet spell that lasted years finally broke. Welcome back from the doldrums.
Overall Grade: B
MULLEN
Overall Billings: Up 11% to $152 million……………………………………. B
New Business: EMC, Paddington, others. $22 million……………………. B
Growth from Existing Business: $6 million………………………………. C+
Business Lost: Reebok Golf, Digital, Analog Devices, Tufts HMO, Computervision. $13 million…………….. C
Creativity: BMW, Veryfine, Money, Timberland: all really nice, but somehow less lustrous in “94……. A
Management: He put it in writing. Now we all know how Mullen motivates that kick-ass workforce…… A
Teacher”s Comments: Not a spectacular year by Mullen standards but still a good year all in all.
Overall Grade: B +
ROTANDO PARTNERS
Overall Billings: Up 8% to $123 million…………………………………… C+
New Business: Ocean Spray, Loctite, Uno, Just Kids, EPA. $20 million.. B
Growth from Existing Business: Up $23 million…………………………….. B+
Business Lost: Konica, Tetley, Aspirin Foundation. $35 million. D
Creativity: Good, but nothing exceptional. Slim Jim continues to jar… B
Management: Dependence on Ocean Spray grew. Weaning new Hub office off cranberries could be prickly……………………………………… B
Teacher”s Comments: Rotando”s move to Boston was a once-in-a-lifetime commitment that could be a make or break proposition.#
Overall Grade: B
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