Screen Magazine: Vol. 28, Issue 14

Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 28, Issue 14 - Index

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We’ve all heard stories of the regional ad industry in trouble. Critics
have seen large ad agencies changing, shrinking, adjusting to
new business models and succumbing to client pressures. But there
are also some significant success stories to celebrate, from large
agencies regaining their footing to mid-size and small agencies
growing at record rates.
There’s a saying in Chicago: if you don’t like the weather, wait 15
minutes. The same could be said of the client rosters of many of the
city’s agencies. With chief marketing officers coming and going
with record frequency, clients are more likely than ever to put their
accounts into review. But as one door closes, another opens and
the region could be poised to welcome a wave of new business.
While large-scale account losses like Kraft (JWT/Chicago), Wal-
Mart (Bernstein-Rein, GSD&M), Cadillac (Leo Burnett Detroit),
Hyundai (The Richards Group) and United Airlines (Fallon) dominate
You Win Some, You Lose Some
DIMEO & CO. (CHICAGO)
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ACCOUNT WINS:� ��
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ACCOUNT LOSSES:� ��
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Discriminating Tastes
EURO RSCG (CHICAGO)
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the headlines, many large shops have stepped up their new
business efforts in order to replace lost billings. After all, a strong,
centrally located agency still counts for plenty in the client world.
And although many large agencies have struggled in recent
years, the same cannot be said for smaller shops, many of whom
have experienced explosive growth. These nimble companies
have seized the opportunity to establish strong relationships with
clients and to fill the niches created by an increasingly fragmented
marketing environment.
If one thing is certain, it’s that change is afoot and with change
comes opportunity. That’s why the new business process is so
important to ad agencies throughout the region. SCREEN spoke
with a sampling of shops – large and small – about their new
business efforts, their approach to winning clients and their track
records over the last 12 months.
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ACCOUNT WINS:� ��
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ACCOUNT LOSSES:� ��
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Put On Your Thinking Cap
GERTRUDE (CHICAGO)
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