Holland Mark Slashes Again

For at least the third time in recent months, Holland Mark has trimmed its staff.

The Boston-based agency, New England’s largest independently owned ad shop, cut about 12 people across all departments, an agency representative said. “There’s no specific reason [for the latest cut],” she said. “It’s what’s going on in the industry right now. It’s an effort to work smarter.”

The New England agency community has been battered especially hard this week, with Holland Mark’s cutback being the latest in a string of troubling developments. Deutsch on Monday announced the closing of its nine-person Boston operation. Digitas, also in Boston, on Tuesday significantly lowered second-quarter revenue projections and said it will dismiss about 120 staffers by month’s end.

The representative for Holland Mark declined to identify those cut or give further details. Sources said some department heads were included and one executive, who asked not to be identified, pegged the reduction at 20-25.

Holland Mark, which recently added the $5 million Yankee Candle account, now employs about 100 total staffers, down perhaps 35-40% from one year ago. The agency reported billings in excess of $200 million for 2000.