Swirl Hunting For Bigger Game

Early Success Has Startup Shop on a High
SAN FRANCISCO–Startup shop Swirl will be tweaking its strategy toward new business pursuits following a recent string of account and assignment wins, according to agency partner Eric Roos. The shop will continue to consider smaller accounts and projects, but will be more aggressive in pursuing larger clients, he said.
Two weeks ago, the San Francisco agency won the estimated $5-8 million account of Ubi Soft, a Paris-based developer of educational and entertainment software [Adweek, June 22]. Other recent wins include an estimated $1 million business-to-business print project from shipping company American President Lines, San Francisco, and a branding project for www.allapartments.com, an Internet-based apartment search service.
“We’ve done a good job of attracting some great clients in our first year,” said Roos, who also serves as Swirl’s account services director. “We plan to devote more time toward earning the business of clients the caliber of Levi’s.”
In addition to interactive and marketing projects for Levi Strauss & Co., San Francisco, the 9-month-old agency works for Virgin Megastores, PointCast and Pete’s Brewing Co.
Roos stressed that Swirl’s desire to attract “more established” clients does not conflict with the “partnering” strategy on which it was founded.