Square One Launches Red Badge

Square One Advertising has purchased The Charlotte Turner Agency and invited theprincipal on board as head of Red Badge, its newly created promotional business.

Charlotte Turner, 36, brings accounts worth $5-7 million to the Square One fold. Both Dallas agencies were brought together by common client Whataburger of Corpus Christi, Texas. Turner handled Whata-burger’s marketing specialties like T-shirts, corporate gifts and an online catalog, while Square One was responsible for the client’s traditional advertising.

“Whataburger suggested wetalk about working together to make it easier for Charlotte and us to service [their] business,” said Square One spokesperson Ernie Capobianco.

“There’s a big need for this not only with Whataburger but our other clients,” he continued. “We’re going to promote it as a separate business unit and expect it to grow.”

The decision is in line with other businesses Square One has formed in the past two years. Media-buying company Southwest Media, Hispanic marketing agency Uno Com and a radio syndicator—Hispanic Syndicate Network or HSN—are headed by their own presidents and operate as separate units.

The strategy seems to be working. Last year billings were $86 million while this year’s total is expected to top $150 million, Capobianco said. Growth has been equally strong in the new divisions and among current clients such as Dal-Tile and Miller beer, which have expanded their ad budgets.