HDC Enjoys a Winning Streak

The first 60 days of 2001 have seen Harris Drury Cohen sign five accounts totalling $18 million in new billings.

New clients at the Fort Lauderdale, Fla., agency are: Friendship Dairies of New York; Data Warehouse, Online Vacation Center and Spherion, all in Fort Lauderdale; and Alabama Power in Birmingham, Ala.

Stan Harris, creative partner at the agency, attributed the succession of recent account wins to HDC chief executive officer Mike Goldberg’s inclusive management style.

“We’ve created a core committee with all the disciplines represented,” said Harris.

The agency’s committee, led by Harris and Goldberg, includes executive media director Chris Brodie, vice president and group account leader Robin Michael, executive vice president and creative director Mike Cannon, chief operating officer Norm Tousignant and vice president and production manager Jim Brown.

“Our changes have given us insights into how the client works,” said Harris, adding that the agency’s new internal structure is responsible for winning Spherion, a human resources management company. “When we pitched that account, our understanding of their differences helped us win it.”

Harris Drury Cohen’s television branding campaign for Spherion will break in early June. All advertising and collateral work includes the client’s online placement company, JobOptions.com, a separate account. Annual billings are undisclosed.

Harris included the account wins of Online Vacation Center and Data Warehouse as evidence of the Florida agency’s inclusive approach.

“Our young people understand the Internet the way we understood television,” he said. “They’re not awed by the Web; they’re inventing e-mail marketing.”

Online Vacation Center is nothing like the old travel agencies, according to Harris.

“Our guys are creating ways to maneuver from one e-mail and Web site to another … and all without a media buy,” he said.

Harris Drury Cohen had placed second to Long Haymes Carr of Winston-Salem, N.C., in the review conducted by Alabama Power. When that shop merged with Mullen of Wenham, Mass., the utility telephoned Harris.

“When you come in second, the client calls and tells you how tough the decision was,” Harris said. “In this case we know it was true.”

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