Glass McClure Gathering Speed

Sacramento, Calif., has a new top shop now that Glass McClure has added appliance store chain BrandSource’s $15 million account to its roster.

The win, notched last week, caps a three-month victory parade that has seen the agency triple its billings. Glass McClure now claims total billings of $45 million-plus, which agency principals said puts it ahead of local rivals Runyon Saltzman & Einhorn and Mering & Associates.

As a result of its growth, the entrepreneurial agency has separated from its longtime media buying partner, Initiative Media North America, and forged an alliance with True North firm KSL Media’s West Coast operation. (Glass McClure handles media planning in-house.)

“Initiative has been a great partner,” agency president Greg Glass said. “But KSL is more entrepreneurial, more like we are now. We are a very important part of KSL, 5 or 6 percent of their business.”

BrandSource, which operates 2,500 stores in 220 markets, chose Glass Mc Clure following a three-month review that included several undisclosed shops. The win follows the recent addition of a combined $15 million in business from Amtrak West and Sizzler. The agency’s billings were previously $12 million from clients such as Kenwood Vineyards, Cal Trans and Molina Medical.

“We’re based in Sacramento but we’re all from larger markets, and our work is finally getting noticed,” said Glass. “In the past few months we’ve been asked to participate in two or three pretty big reviews we wouldn’t have been in three years ago. … We have a real good position as a retail branding agency.”

With the addition of Glass Mc Clure, KSL now claims regional billings of about $150 million, including Countrywide Home Loans, K-Swiss athletic shoes, Guitar Center and 21st Century Insurance.

The partnership also adds lift to KSL’s recently formed For Agencies Only division, which will specialize in alliances with small and midsized shops in the U.S. While KSL does work directly with clients, it has positioned itself as a specialist in working with creative shops.

“Our alliance with Glass McClure demonstrates that we intend to take our brand and agency-service mentality throughout the West Coast, from Seattle down through San Diego and to Phoenix,” said Hank Cohen, president of KSL’s West Coast operations. “Putting the largest agency in Sacramento in our new division [For Agencies Only] demonstrates that our commitment in that area is appealing.”