June 1, 2005
The 2005 PROMO 100
Overview: Extreme Makeover
Includes rank by growth and campaign work as well as "How we did it."...
Agency of the Year: Civic Entertainment
When Stuart Ruderfer and David Cohn moved Civic Entertainment Group into a former sweatshop in Manhattan's garment district, there were electrical outlets...
The Top 25 Agencies
Momentum Worldwide 161 Sixth Ave., 8th Floor, New York, NY 10013 Phone: (212) 367-4500 URL: www.momentumww.com Ownership: Interpublic Group of Cos. CEO:...
The Rankings: 26 through 100
2005 Rank Agency/Primary Services 2004 Net Rev. 2-Year Growth % Agency Age Net Rev./Employee 26 Alcone Marketing Goup Irvine, CA Matthew Alcone 949-770-4400...
2005 Agency Profiles
Digitas: Beyond the Box
By its own admission, Digitas is not a traditional promotions agency. However, its customer-relationship management orientation focuses on the long-term,...
Eric Mower: Honing the Hybrid
While some agencies talk up their with their clients, the equation is flipped for Eric Mower and Associates. It's the brand execs at companies like Fisher-Price...
Mr. Youth: Young Guns
Mr. Youth has proven that a small agency can have big ideas and create big results. With a full-time staff of just 14, the fledgling agency is making...
Octagon: Shape Shifters
When the sports, entertainment and lifestyle marketing agency helped Nextel Communications claim the NASCAR Cup series in June 2003 (replacing R.J. Reynolds...
Velocity: High Jumpers
How do you follow up a No. 5 ranking in the 2004 PROMO 100? Velocity Sports & Entertainment climbed a little higher. The Wilton, CT-based sponsorship...
Rounding Out the Field
Momentum Worldwide Heading the No. 1 agency, Chris Weil (CEO since October 2003) is bent on building cohesion among acquired shops worldwide, and decentralizing...
Editor's Note
In the News
CC Ups the Ante to $2.5MM
Canadian Club whisky kicked off its largest marketing promotion to date last month, tying its brand to the explosive popularity of poker, especially among...
On the Flip Side
Brands are flipping over a century-old marketing tool to bring brands to life with a flick of a thumb. Marking the dawn of a new era in promotions, flip...
Fast Food Under Attack
In two separate developments, the fast-food, soda and snack industries have come under the scrutiny of lawmakers. In Connecticut, a school nutrition bill...
PROMO Xtra
Excerpts from our e-newsletter 5/17 Interactive work by Starcom MediaVest's operating group GM Planworks helped the agency win General Motors' $3.2 billion...
Marketers
Necessary Outsourcing
While virtual fulfillment gets all the buzz these days think downloadable tunes and tones, wallpapers and games most brands still promise some type of...
Test or Die!
Of the 20,000-plus new products launched annually, barely 10% succeed. But there are four key priorities every brand manager should attend to when considering...
Channels
Perfect Circle
At first glance, deep-discount retailer Dollar General's sponsorship of a NASCAR Busch Series race team doesn't make sense. But the marriage of the chain...
Hot Props
Channel Flipping
The migration of advertising dollars from broadcast to cable continues unabated at this year's upfront. The shift is a reflection of where TV viewers...
In My Opinion
Are you experienced?
It is amazing how renaming something can lend epiphany-like clarity to a subject. This is certainly the case with “experience marketing.” The term “experience marketing” can replace all other discipline labels since it encompasses—well, everything. Everything we do as humans, good or bad, is an experience. Any interaction that a consumer has with your brand/product/service is an experience. Experience marketing is every marketing initiative that a company sets out on, all tucked together under one big umbrella....
Backward Glance
Fish Tale
They're all gone now. Most have gone into retirement; sadly, a few have died. But 36 years ago, they were the bright-eyed brand marketers and sales executives...
Letters
We've heard from a consumer with strong opinions about online marketing, and a 2004 PRO Award finalist who plans to be back this year. Finishing Third...
