Florida Agency Avoids Reviews in Adding Trio of Clients to Roster
ATLANTA--Morgan & Partners has charged into 1999 with three account wins whose combined budgets total $5 million.
The victories push the six-year-old Jacksonville, Fla., shop close to the $20 million mark in billings.
New to the agency's roster are Acsys Inc., an Atlanta professional staffing firm specializing in financial and accounting personnel; ProQuip, a local manufacturer of golfing outerwear; and Atlantic.Net, a Florida-based Internet service provider headquartered in Gainesville.
The agency was able to pull in the trio of accounts without having to endure the rigors of competitive reviews, according to agency president Mike Morgan.
"Each of these clients was cultivated the way we like it to happen," he said. "Relationship building, followed by a decision based on the quality of our work for existing clients."
For Acsys, which came to the agency by way of a referral from another client, the agency has already introduced a national newspaper, magazine and trade publication print campaign. The shop is also utilizing the World Wide Web to deliver the client's message.
ProQuip came to Morgan after moving into the market and being pursued by the agency. One of the agency's first assignments for the client was to kick of a repositioning effort in January at the annual PGA Merchandise Show in Orlando, Fla.
Atlantic.Net arrived at Morgan following informal discussions with a handful of shops.
"At the time we started talking to them, they were a small upstart," said agency account supervisor Will Ketch-um. "They didn't feel they had a large enough carrot to wave in front of anyone."
Since signing the Internet provider, the shop has produced a campaign employing print, outdoor and banner ads.
The new business, Morgan said, will require some fresh hires.
"We're constantly scouring the Southeast for the best advertising people, and have seen a nice burst of talent locally," he said.