Bailey Lauerman Claims to Be Experts on Middle America

Agency has 'authentic understanding of what America looks like from the inside out'

Bailey Lauerman chairman and CCO Carter Weitz (l.) and Greg Andersen, CEO.
Carter Weitz (l.), chairman and CCO, and Greg Andersen, CEO.
Thomas Irvin/Bailey Lauerman

While some agencies turn to outside groups or send creatives on immersive expeditions to understand Middle America, Omaha, Neb.-based Bailey Lauerman’s years working with local and regional brands helped it “build this authentic understanding of what America looks like from the inside out,” CEO Greg Andersen explained. He added that after joining the agency in 2016, the first thing he did was “really crystallize” that understanding “into a sharp positioning … and one I think is extremely relevant for the times.”

Bailey Lauerman’s location allows for another advantage over coastal agencies. “There’s no doubt the screws are being turned on agency fee and margin,” said Andersen. “Our ability to withstand that, given our cost structure, is a real advantage for us.”

The agency, which recently opened a Los Angeles office, has worked with clients including Ameritrade, Disney and the Smithsonian Institution. For former client Panda Express, Bailey Lauerman created a Chinese New Year celebration kit to hand out in some 1,800 restaurants. It also launched an interactive, gamified Nebraska Passport program for Visit Nebraska, allowing users to discover more of the state’s attractions.

 

This story first appeared in the April 16, 2018, issue of Adweek magazine. Click here to subscribe.

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