SOUTHEAST AGENCY REPORT CARD | Adweek
Advertisement

SOUTHEAST AGENCY REPORT CARD

Advertisement


The William Cook Agency
Financial B-
Billings up 9% to $91 million. Revenues up 10% to $12 million. Won Florida Packaging Council, Camelot Music Stores, Green Releaf.
Creative C-
For a shop this size, work should be much better, even in categories not known for creative license. Some spots show potential but aren"t fully realized.
Management B-
Though it will not show on the income statement until this year, First Union is a major loss. A nice increase from both existing clients and new business.
Teacher"s Comments
Rebounding from the First Union loss by gaining an account of like size and profile should be top priority for Carson Eddings in 1996.
C+
==================
W.B. Doner
Financial C+
Revenues up 14% to $18 million, billings up 14% to $120 million via G. Heileman, Arby"s Co-op, Prudential SeniorCare. However, revenues per employee lowest in region. Significant loss: Bell Atlantic/ Nynex venture.
Creative B-
Fila USA, Sawgrass Mills, Potomac Mills are standout campaigns. Rest of reel is competent but not up to shop"s usual standards.
Management B
Formal departure of Jim Dale did not hurt shop in any visible manner.
Teacher"s Comments
When will Baltimore"s performance rival that of big sister agency in Southfield, Mich.?
B-
==================
Earle Palmer Brown
Financial C-
Billings unchanged at $366 million. Revenues flat at $50 million. Dollar Rent-a-Car, Summit, Bristol-Myers arrived; Acrylic Council, Walt Disney, Port Authority of New York left.
Creative C-
From a shop that was once known for fairly clever work, things have slipped badly. There seem to be few fresh ideas; even those are poorly executed.
Management C-
Showed some knack in new business last year, but it was overshadowed by inability to keep clients.
Teacher"s Comments
Jeb Brown needs to hire a creative leader, as well as bolster the management of the network overall.
C-
================
Eisner & Associates
Financial B
Billings up 13% to $96 million. Revenues up 26% to $12 million. Won Recreation Vehicle Industry Association, Citizen"s Bank, Washington Gas.
Creative D
The work is consistently weak, both broadcast and print. The diversity of the client list would suggest the opportunities for much better output.
Management C
Steve Eisner"s account skills are reflected in new business, but he has not found way out of creative doldrums.
Teacher"s Comments
Its size attracts clients; better creative reel could lure bigger spenders.
C
==================
Gray Kirk/VanSant
Financial D
Billings fell 8% to $91 million. Revenues down 8% to $12 million. Account losses include: Nutri System, Citizen"s Bank. New clients: Lockheed Martin, True Temper Hardware, GRC International.
Creative B-
Promising work for clients like True Temper and Maryland Transit Authority. Some other efforts are inconsistent.
Management C+
Despite revenue decline, Roger Gray and Jeff Millman showed resilience in getting new accounts to make up for losses.
Teacher"s Comments
Client retention could be missing piece in puzzle for regional dominance.
C+
==================
Harris Drury Cohen
Financial A-
Revenues up 64% to $13 million, billings up 64% to $88 million from Tenet HealthSystems, Atlantis. Color Tile client went bankrupt before agency could realize any profit.
Creative B
Florida Marlins and Florida Panthers work shines. Other clients" creative is not ready for national stage. Broadcast has improved; print is not as strong.
Management B
Hiring Tony Wainwright and Mike Tesch achieved desired results. But agency should have sensed Color Tile"s collapse was coming.
Teacher"s Comments
HDC spent a few months in the national spotlight. Can Wainwright and Tesch get them back there?
B
==================
Long Haymes Carr
Financial C
Billings up 2% to $116 million. Revenues up 2% to $17 million. Won BellSouth PCS, new work from IBM, W.F. Young. Lost Bali Bras, two RJR products.
Creative B-
Some of the best broadcast in the region, especially Hanes (getting more out of pitchman Michael Jordan than most) and Thomasville. Print does not enjoy the same level of consistency.
Management B+
Two significant additions: Steve Zades was promoted to run the agency and Jim White was hired to oversee creative. The early returns have been positive.
Teacher"s Comments
New business momentum, stronger creative could bring it national attention. Can Zades and White continue fast sprint out of the gate through 1996?
B-
==================
The Martin Agency
Financial D
Billings dipped 1% to $248 million. Revenues down 7% to $37 million. Lost Skytel, Checkers Restaurants, Barnett Banks. Added Steelcase, Sprint Cellular, Karsten (Ping), Fairfield Inns.
Creative A
The region"s standard for strong writing and art direction across its client list. Health-tex, Kindercare, Fairfield Inns show the power of a strong, simple idea.
Management B
Billings loss will be recovered when new clients make a greater contribution. New interactive division made an immediate splash by signing Coca-Cola.
Teacher"s Comments
Martin wants to be recognized nationally for its creative product. John Adams and Mike Hughes must have client that can provide that showcase.
B-
==================
McKinney & Silver
Financial B-
Billings up 12% to $132 million; revenues up 8% to $14 million. Won Barnett Banks and Fieldcrest Cannon. Barnett win forced the loss of Comerica.
Creative B
Adding Pat Burnham at midyear was the right move. Karastan work and intro campaign for Audi A-4 displayed an attitude this agency has not shown before.
Management A
Kudos to Bob Doherty for sustaining growth and cultivating next generation of management.
Teacher"s Comments
This agency has always been a leader in management and growth. Is it ready to take the creative mantle from The Martin Agency?
B
==================
Rockett, Burkhead,Lewis & Winslow
Financial B
Billings up 18% to $86 million, helped by wins of Volvo Construction Equipment, Wrangler, Blue Cross Blue Shield of North Carolina. Revenues up 19% to $13 million.
Creative C+
Some good work for tough trade categories, yet nothing that registers. Fleer/Skybox and Glaxon creative shows a great deal of potential.
Management B-
Account handling skills cultivate steady growth despite unspectacular creative product.
Teacher"s Comments
Now that agency is large enough to compete with upper tier of shops in the Southeast, sharper creative is key.
B-
==================
Tucker Wayne and Co.
Financial B-
Billings rose 9% to $211 million. Revenues up 11% to $29 million. Significant loss: BellSouth Telecommunications.
Creative C-
Overall work is only average, due in part to departure of cd Elliot Firestone. Some work stands out, like Papa John"s Pizza, but too much needs better thinking or stronger execution.
Management B-
Still one of the best-managed shops. BellSouth account loss led it to split with Birmingham, Ala., partner and a sensible restructuring.
Teacher"s Comments
Potentially devastating loss of BellSouth revenues could be solved by merger with WestGroup. Knox Massey could also fill creative void in the bargain.
C+
==================
Yesawich, Pepperdine & Brown
Financial B-
Billings up 9% to $95 million. Revenues up 9% to $14 million. Won Amtrak, Western Pacific Airlines. Lost Premier Cruise Lines.
Creative D
Floating on sea of tourism triteness. Ideas predictable, poorly executed.
Management B
Robinson, Yesawich & Pepperdine affiliation with Earle Palmer Brown, St. Petersburg, Fla., bolstered each shop.
Teacher"s Comments
How agency leverages EPB affiliation will be closely watched. Retaining Florida Lottery will be early test of partnership.
C
Copyright ASM Communications, Inc. (1996) ALL RIGHTS RESERVED
Southeast