SF Advertising newsletter

April, 2005 : Volume 100

editorial

How to Build an Agency That Thrives (One Copywriter's View)

by Chris Cornyn

San Francisco is littered with medium-size, creative ad agencies. Maybe a hundred of us. We all claim the same thing. Our websites all have the same words. "Creative ... Strategic ... Bring Brands to Life ... Nice People ... Proprietary Process" Blah, Blah, Blah.

The truth is, most of us haven't really differentiated ourselves and we all spew the same drivel. I believe it causes us all pain.

My agency (Cornyn+Partners) has felt the pain. C+P started ten years ago and grew quickly. We've worked for clients like Warner Bros., DreamWorks, MTV, Mrs. Fields Cookies, and Radio Shack. We were feeling good, doing good work and making money. We were working for what we call "Eat, Shop and Play" clients, but beyond that we were not much different than your agency. Did it matter? Times were good.

Then, the economy blew up. I expect you remember.

We learned nobody needed a mid-sized, creative, integrated, full-service, branding, blah-blah shop. We learned we were not THAT different. And that pissed us off. We'd always liked thinking we were different, liked believing our services were always needed, wanted, and seductive-to-all.

We watched many agencies just close down. We hunkered down.

I remember when cash flow slowed we were paying people from a second mortgage on my home. Something was wrong. We asked ourselves: Should we stay in this business? Move to a motor home? Go surfing? Curl up fetal? Or what?

Our answer was to focus. We needed to pick something and be the best at it. And then stick with it. San Francisco will only support so many creative boutiques that do better than average work for all kinds of clients. We didn't want to turn 40 struggling with mortgages and kids, asking ourselves: "Is this all there is???"

So, we opened a second agency called DINE. The food and drink agency.

It was time to have another agency that could really differentiate. Time to commit to something that offers value to clients no matter the economic climate. Now we believe DINE will be the most creatively driven food and drink agency in the country. And that's not bad. That may not be what you want to focus on, but we picked something we're good at and can achieve.

It has made marketing the agency easy. Now, not every business listed on Yahoo! or in the yellow pages is a potential client. Just those in the food and beverage industry. We run advertising to get clients, or send direct mail, and we don't have to pitch half as much. We are considered experts and insiders to our clients. A lot of the heartache we used to feel is gone.

Certainly, for the copywriter in me, this focus-on-food is hard. I didn't want to limit my creativity. But now, doing the best work in a category is better than banging heads with sixty other agencies for another round of spec assignments from MTV. As glamorous as that sounds.

My suggestion is that you do the same. It's easier to market yourself. You won't sound like everyone else. You won't have to pitch as much. Clients will let you do great work.

So focus, and your agency will thrive. Just don't pick food and beverage.

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Chris Cornyn is Creative Director of DINE. The Food and Drink Agency. www.dinemarketing.com

Cornyn+Partners after 10 years in business continues to work with Eat, Shop and Play clients, specifically retail and entertainment. www.cornyn.com

local stories

The Fine Art of Advertising: SF

Ad2 Will Hold Its 1st annual Creative Auction at Red Ink Studios

On September 29th, Ad2 will hold its 1st annual Creative Auction, The Fine Art of Advertising: SF, at Red Ink Studios.

The auction, taking place from 7:00 pm to 11:00 pm at 1035 Market Street will be open to the public. The event will give professionals in the industry a chance to present their artistic side. Proceeds will benefit Ad2 and Red Ink Studios.

Ad2 SF is a division of the American Advertising Federation, the country's largest advertising advocacy group. With local chapters across the United States, Ad2 provides young advertising, marketing and communication professionals the contacts, education and leadership opportunities they need to become tomorrow's industry leaders. The San Francisco Ad2 Chapter also hosts events such as a Comedy Night at Cobb's Comedy Club and a quarterly Agency Reel Night.

For more information visit www.ad2sanfrancisco.org

To learn more about Red Ink Studios visit www.redinkstudios.com

Heard Around Town

Condé Nast likes the Heat

Steve Stone and his team at Heat have snagged Condé Nast as a flagship client. The newly formed agency was previously Black Rocket but is now an independent full-service advertising agency located in San Francisco with over $12 million in billings. The creative, account service and management teams are made up of people with agency experience from Black Rocket, Goodby, SIlverstein & Partners, Hal Riney and Fallow, and client experience with Yahoo!, Morgan Stanley Dean Witter, United Airlines, Holiday Inn, Norwegian Cruise Lines, Nikon and Ben & Jerry's. Collectively, all employees of Heat have been involved with advertising projects that have been recognized with major industry awards including Clios, Cannes Lions and Gold Pencils at the One Show. For more information, please visit www.sfheat.com or call (415) 477-1999.

Web Site Recommendation

AdFreak - the blog

Blog of the Moment: AdFreak. A new blog has hit the scene, this one focusing onthe world of advertising. A prodcut of AdWeek magazine, the blog is written by staffers chronicling all the best the ad world has to offer. Check it out at http://adweek.blogs.com/adfreak/

Featured Job

Interactive Account Executive

KGO-TV/ABC-7

Disney/ABC owned station in San Francisco has a great new opportunity to join our local sales/marketing staff.

The Interactive Account Executive will be responsible for prospecting and selling web site advertising, email marketing and partnership opportunities on abc7news.com.

Position requires client calls, proposal preparation and presentation, and the ability to explain the benefits of Internet use and exposure. 2-3 years sales experience and thorough understanding of the Internet.

For more, please visit

www.sfadvertising.com