Sum Of Archer’s Parts Adds Up

Archer/Malmo in Memphis, Tenn., recently signed approximately $5 million in additional business from new and current clients.
The assignments–including work from Harrah’s Entertainment, Terminix and Pennzoil–benefit the agency’s direct, co-op, public relations and media units.
Budgets for individual accounts were not disclosed.
The direct marketing unit of Archer/Malmo has expanded its relationship with hometown client Harrah’s Entertainment, which tapped the agency to handle national direct communications for its 15 properties. Reg Mallamo, vice president of marketing operations at Harrah’s, praised A/M’s tactical executions as “flawless.”
Another local company, Terminix, also awarded its direct marketing business to Archer/Malmo. Building customer loyalty programs and a data warehousing system are among the assignments Archer/Malmo will perform for Terminix.
Winning its most lucrative account to date, the co-op division of Archer/Malmo added Houston-based Pennzoil. The petroleum industry client enlisted the shop to design a customized trade promotion system.
Earlier this year, Archer/Malmo began an affiliation with Media Partners, an independent company in which A/M chief executive officer Ward Archer holds an equity position. Media Partners buys all of Archer/Malmo’s media, and its own clients include the newly acquired account of Odom’s Tennessee Pride Country Sausage, located in Nashville.
Archer/Malmo’s public relations department also experienced growth, winning a review to handle the Hard Rock Cafƒ’s opening in Memphis.
Although the agency serves many advertising clients, Archer noted a “big year” for its divisions, especially direct marketing and co-op.
Founded in 1942, Archer/Malmo’s projected 1997 billings are $40 million, up from $34 million in 1996.