Small Shop Gets $4 Mil. Boost

Benefiting from its hometown heritage and word of mouth, Davis Advertising in Worcester, Mass., has announced the addition of five assignments worth more than $4 million in combined annual billings.
Coming aboard were Carney Automotive Group, Framingham, Mass.; Clark & White Lincoln/Mercury, Newton, Mass.; the MotorQuest Dealerships, Wellesley and Melrose, Mass.; retailer O’Coins HomeBrands, Worcester; and the Worcester Regional Airport.
Davis Advertising expects to handle creative development and media placement for all five clients, said agency president Andrew Davis, whose father founded the shop in 1948.
Valued at $1.7 million in billings, the Carney assignment is the largest of the wins, Davis said. The client, which previously handled advertising in-house, recently opened a Toyota showroom facility in Framingham.
Davis Advertising was brought in to craft grand-opening promotions for that locale and is now working on all facets of Carney’s business, Davis said. “They called us . . . A lot of these come in by word of mouth” based on the agency’s long history of handling dealerships, he said.
The agency won the $1 million O’Coins business and the Worcester Regional Airport account, worth about $500,000, after reviews that included undisclosed local contenders. Both clients had been with Donovan Group in Northborough, Mass., and chose Davis Advertising in part because of a desire to work with a hometown agency, Davis said.
Donovan declined to defend those accounts and has already replaced most of the billings, picking up ad duties for University of Massachusetts Memorial Health Care of Worcester.
Davis Advertising, which now claims total annual billings of $17 million, is looking to add a couple account professionals to its 15-person staff as a result of its new business success.
“We’re looking to grow but stay in the Worcester market,” Davis said. “We want to grow enough to be able to compete for New England-wide accounts.” The agency operates a small outpost in Lowell, Mass.