W.B. Doner Finally Cracks Learning Curve of Sylvan




WASHINGTON, D.C.-W.B. Doner in Baltimore and its subsidiary Doner Direct continued their winning streak last week with the $7-10 million advertising account of Sylvan Learning Centers.
In recent weeks, Doner has been awarded three different accounts totaling some $12 million in billings. Those clients are the Aircraft Owners and Pilots Association of Frederick, Md., Baltimore-based National Credit Counseling Service and more commemorative coin work from the U.S. Mint.
The two other finalists for the Sylvan business were The Martin Agency in Richmond, Va., and Wunderman Cato Johnson in New York.
Incumbent Richardson, Myers & Donofrio in Baltimore declined to participate in the review, but has retained the business of Sylvan’s Prometric and Caliber Learning Network divisions.
Doner will create primarily direct response TV for the client to build the brand and generate leads. The work will be completed in the fourth quarter. After the initial TV push, Doner will work on database marketing and direct mail programs.
Sylvan is part of the exploding, private supplementary education business. The firm has gone from $10 million to $175 million in total system revenues since 1991.
The Sylvan win was especially sweet for Doner, which has coveted the account ever since it trailed RM&D the last time the business was in review.
“We have pursued this business for a long time,” said Tony Everett, president of Doner Direct. “Sylvan is a superb company with a terrific product. With them, we have a chance to build the brand and create effective transactional advertising-that’s what this agency does best.”
The client’s $5 million national media buying assignment was awarded to Western International Media in New York earlier this year.