Fellers’ Industry Pays Off In Wins of 2 Manufacturers

By Glen Fest

DALLAS–Putting some muscle and sweat behind new business efforts, the Oklahoma City office of Fellers & Co. earned the marketing duties worth $4 million annually from two manufacturers.

Okuma America Corp. of Charlotte, N.C., and Oklahoma City-based Macklanburg-Duncan selected Fellers to handle all advertising and public relations.

Okuma chose the agency after a review against three other shops. Macklanburg’s decision was aided by a previous relationship that included a 75th anniversary public relations campaign by Fellers.

‘We’ve worked with them on several projects for the past 11/2 years,’ said agency principal Jeff Smith. ‘We believe our selection was based on both the positive outcome of those projects and the strong working relationship we’ve established.’

Macklanburg makes extruded aluminum products, levels and layout tools, as well as sealants and adhesive items.

Fellers’ initial assignment is a print creative execution rolling out in July, to be followed by a ‘comprehensive’ marketing communications program for next year.

Utilizing a trade source, according to Smith, Fellers landed in the pitch for Okuma against a Chicago agency and two North Carolina shops. With a presentation coordinated by its Oklahoma City and Austin, Texas, offices, Fellers prevailed in part because of experience with distributor groups, said Fellers principal and creative director John Odgers.

The first effort will involve a branding effort and public relations campaign touting Okuma’s status in the computer-controlled machining tools field. All the Okuma work will be handled from the agency’s Oklahoma City site. Fellers did not disclose billings for the account.

Fellers, headquartered in Austin, is a $45 million agency that also has offices in Houston, Amarillo and Lubbock, Texas.

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