Jun 1, 2004 12:00 PM, Kathleen M. Joyce

PROMOTION GROUP CENTRAL

As any good matchmaker will tell you, you've got make sure both the bride and groom are happy walking down the aisle together. But when that aisle also has several thousand consumers strolling through each day, compatibility between retailers and brands becomes even more critical.

Promotion Group Central may be the Dolly Levi of co-marketing. “We focus on retail, and bringing in different brands that can bring foot traffic — and ultimately sales — to the retailer,” explains Kelly Drum, CEO. “Campaigns may need to vary from one retailer or even one store to another, and you have to understand the nuances of that retailer.”

Though small, at $3.4 million in net revenues, the agency has hit the Promo 100 Top 25 in its first appearance in the rankings on the basis of strong growth (48% since 2001) and ROI-based campaign work that beat out the ranking by other larger shops to the top tier.

The PGC client roster, which features a hefty number of retailers, reflects its co-marketing focus. Nearly three-quarters of revenue comes from existing clients, and 35% of revenues are from retainer clients. These include: RadioShack, Samsung, Home Depot, and Pizza Hut. Other clients include Levi's, JVC, Pacific Trail and 7-Eleven (AOR); and Circuit City, Jabra and JCPenney (project work).

The agency concentrates on the concept and execution of in-store events; games, sweeps and contests; incentives; and various tie-in programs (brand-to-brand, retail-to-brand and brand-to-entertainment property).

“We're a full-service shop,” says Carol Desmond, executive VP, “but clients tell us they like the quality of our ideas best.”

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