Slingshot Sharpens Search Marketing

DALLAS Slingshot plans to increase its Internet search marketing through a new division headed by former vp of media services Joe Laffey, the shop said.

The Dallas agency’s search marketing, previously handled through its media department, is now in the hands of the Slingshot Search team.

“Paid and organic search marketing has emerged as one of the fastest-growing pieces of Slingshot’s business, and is a fundamental part of all of our clients’ marketing strategies,” said Laffey. “The results it has generated, combined with our expectation of continued growth in the category both short and long term, has made this division a natural evolution of our business.”

Slingshot Search will function as the search marketing division for Slingshot’s accounts and will also seek clients of its own, the agency said. The group will be located in the same offices and will integrate with Slingshot’s media department as necessary in media planning and buying for all clients, the shop said.

“This new strategic division will allow us to continue to provide fantastic search results for Slingshot clients while focusing deeply on new and innovative ways to leverage search as a traffic generator for new clients,” said Laffey.

Slingshot’s media department will now be led by media director Clyde Boyce, a 27-year media industry veteran whose background includes work in the technology, hospitality, medical, retail, fast-food and industrial categories.

Founded in Dallas in 1995, Slingshot is a full-service advertising and marketing agency specializing in integrated communications programs. The agency’s clients include Dr Pepper/7 Up, Jack Daniel’s, Ryland Homes, Wyndham Hotels International, VHA and Greyhound Lines.