Hall Forms Firehouse in Dallas

Firehouse has opened here with more than $5 million in billings and initial clients including Dr Pepper, 7-Up, Emerson Energy Systemsand Nokia.

The promotions agency is the reincarnation of Troop, a former collective of freelance account executives and creatives headed by founder Mark Hall.

Hall decided to acquire permanent staff and office space—and a new name—after operating the enterprise out of a room in his suburban Dallas home for several years.

“The magnitude of the assignments was increasing,” Hall said.