While it sometimes seems that the bulk of advertising comes out of the so-called mainstream agency marketsaNew York, Chicago, Los Angeles and San Franciscoathere is a great deal of top-notch creative originating from several other parts of the country for both regional and national clients. In this Special Report, SHOOT bypasses the major advertising hubs, and examines a few of the agencies producing high caliber work in other regions.
"Marching Up" is a look at McKinney & Silver, Raleigh, N.C. The 31-year-old agency has billings of about $300 million, and among its accounts is the Audi line of cars. The automaker has been with the agency since ’93, and its spots have reached cinematic proportions. Two of the latest efforts, "Dog" and "Father & Daughter," both helmed by Robert Logevall of Bruce Dowad Associates, Los Angeles, feature people for whom driving is a transcendental experience. The agency, which counts among its other clients Ben & Jerry’s and Internet communications firm march FIRST, has worked with directors such as Mehdi Norowzian of Chelsea Pictures, Jhoan Camitz of Satellite (both production companies are bicoastal/international), and Andrew Douglas of bicoastal Anonymous. The agency does not see itself as having one particular style. "If you look at our reel, the commercials are all different because the brands are all different," says David Baldwin, senior VP/executive creative director. "What we try to do in all of them, though, is connect with human beings. We try to talk to people as human beings and not demographic targets."
In "Fun In The Sun," Michael Mark, president/creative director of agency matthews/mark, San Diego, talks about raising the shop’s profile. In the past two-and-a-half years, the agency has increased the number of commercials it produces, going from about three spots to 50 annually. Matthews/mark works with a number of directors, including John O’Hagan of bicoastal/international hungry man and Jeff Gorman of Hollywood-based JGF. Mark enjoys working with helmers who have a collaborative nature. "If you stop at the storyboard and say, ‘Here, shoot this,’ you’re killing it. You’re not letting it grow as best as it can be," he explains.
"Smokin’ Creative" is a look at Maris, West & Baker, Jackson, Miss. The agency has gained notice and acclaim for its TV campaigns on behalf of A Partnership For a Healthy Mississippi, the state’s effort to discourage tobacco use. The spots attract nationally known directors, and have won several awards. Eric Hughes, VP/creative director at the shop, admits that when most people think of great creative, they don’t think of Jackson. "There are definitely times when production companies and vendors first see our work and say, ‘Now, where are you located?’ We say, ‘Jackson, Mississippi,’ and there will be this pausea’Really?’ They don’t expect it," he explains. "People don’t look for great work to come out of Jackson or most of the Deep South for that matter. But there are a lot of great agencies [here]."
In "Just Fine," SHOOT reporter Elizabeth Michaelson looks at Just Partners, Richmond, Va. The agency gained national prominence earlier this year when director Rocky Morton, of Los Angeles-based Morton Jankel Zander, was nominated for the Directors Guild of America (DGA) Award as best commercial director of ’99, partly on the basis of "Stick" and "Comb" for Homestead Guest Studios, a client of the shop. Just Partners also handles the advertising for Colonial Williamsburg, generating successful results. "Over the course of the four years that we’ve been working with them, we’ve doubled the amount of inquiries that they’ve had, and their ticket sales are up over a million for the first time since ’89," says Matt Potts, president/COO of the agency.
Enjoy this Special Report on the top regional agencies, and as always, your feedback is welcome.
