Mastermind Marketing Rides Promotions Boom

Mastermind Marketing, riding the boom in promotions, has added Ogilvy & Mather veterans Bill Shirk and Jim DeVos to its staff roster.

Shirk joins the Atlanta agency as vice president of creative services. DeVos comes aboard as vice president of account services.

“Mastermind has hired these people with great credentials to add to our strategic and tactical base,” said agency president Dan Dodson Jr. “They’ll help us continue to bring our message to corporate decision makers.”

DeVos, a 20-year account services veteran, has also worked at McKinney & Silver, Rockett, Burkhead & Winslow and Grey Advertising. Shirk’s resume includes a creative stint at Dailey & Associates.

Gross revenue at the family-run agency has jumped 30 percent annually over the last five years. The company’s client roster includes Coors Brewing Co. in Golden, Colo., BellSouth Corp. in Atlanta and Eastman Kodak in Rochester, N.Y.

“Promotions have been the stepchild of advertising,” said Dodson. “Now we’ve come into our own.”

Increased pressure from corporate board members and stockholders to post quarter-by-quarter profitability is forcing companies to employ communications that can deliver big numbers quickly.

“Corporations live and die by profitability,” Dodson said. “They can either spend money on advertising, which you have to invest in over time, or promotions that will impact the next quarter.”

The ongoing decentralization of media makes it difficult to create advertising with the reach and frequency to impact a brand without astronomical budgets. That realization has opened the door for Mastermind Marketing.

Promo magazine ranks the agency among the top 50 full-service promotional marketing companies in the country.