Small design firm Squires & Co. here has inked two new clients as it continues a lengthy transformation into a full-service agency.
Heretofore a specialist in the design and production of annual reports, Squires picked up $3-4 million in advertising assignments from a Carrollton, Texas-based beauty products company and a New Mexico-based banking network.
"We've been around a little over 20 years, and annual reports were our genesis," said account supervisor Anneliese Steen. "I would say we're now 50/50 [advertising/design] and expanding a lot of our advertising efforts."
State of Mind, a bath and body product manufacturer and marketer, hired Squires to head a national launch for its line of five fragrances. A consumer print campaign will be introduced this fall in the pages of Cosmopolitan, Vogue and Glamour magazines, said Steen.
Creative Beauty Innovations in Carrollton owns State of Mind. CBI previously made products that were sold under various retailers' individual brands.
For First State Bank of Albuquerque, N.M., Squires will be responsible for the institution's image work in advertising, in-store promotions and on-line banking services.
Squires landed the First State account after providing annual report duties on a project basis, according to Steen.
The work will be for First State's 16 New Mexico branches, but assignments most likely will grow as the bank expands across the Southwest, said Steen.
"We welcome the opportunity to work with clients like State of Mind and First State Bank, who allow us to combine the unique aspects of great conceptual thinking with . . . a well-planned execution as part of a unified marketing strategy," said Jimmy Squires, founder of the agency.
The company had previously stoked expansion efforts in 1994, when it hired creative personnel, refurbished its offices and went mining for new business. Billings amounted to $2.5 million in 1997.
Current clients on the Squires roster include Chuck E. Cheese restaurants, Nortel and CompUSA.