Winner
David Grossman & Associates
When David Grossman left his job as communications director at the McDonald's corporation, he had three ideals in mind for his new PR firm: “Tackle challenging, strategic business problems; work with smart, talented people; and have a great time doing it.”
The judges could only conclude that he has succeeded in every respect in this, only the agency's second full year of business. In 2002, the firm's revenue was up 130% from 2001, which saw revenue of $558,384. The firm has a 78% retention rate among its 32 clients, ranging from Grossman's former employer McDonald's, to Exelon, Chicago's Museum of Science and Industry, and Munich Trade Fairs North America.
The firm maintains a “team on demand” – a network of freelance communications specialists comprising market researchers, graphic designers, and freelance writers who can jump in and help on any number of projects when called upon. But at the core is Grossman and his team of four full-timers who refer to themselves as Thought PartnersTM, the idea being that they not only execute the necessary communications tactics, but strategize with the client to identify and solve overall business challenges.
For example, the agency's work with McDonald's involved setting up a toll-free help line for restaurant managers called OneStop, its goal being to help them move closer to tasks that more directly involve caring for customers. OneStop also includes face-to-face training, a manager newsletter, and a scorecard that helps store managers measure the results of their efforts. The program was so successful in the 170 restaurants in which it was first attempted, the program is being expanded to 2,000 more McDonald's in the first quarter of this year.
The firm also helped energy giant Exelon evaluate how well it was communicating with employees and responding to their needs. Grossman helped the company to clearly measure its supervisor communication, and in the process save money by scrapping its outdated and ineffective six-figure communication tool.
“This agency is small, but thinks like a big agency,” remarked one judge. “A true standout among the entries,” added another. “A strategically focused shop providing big-agency expertise within a small-agency environment.”
That small-agency feel is evident in the firm's informal setting in a trendy Chicago loft space, complete with saltwater fish tanks (the weekly eel feedings are a top draw). But that's only a brief distraction from the hard work of delivering results, which is evident in that two-thirds of new business arrives in the form of referrals from other satisfied customers.
Honorable Mention
Coyne Public Relations
New Jersey-based Coyne has a simple mission: “Place clients in the best possible light.” And the firm succeeded on that front by executing some of the most successful product launches and events ever experienced for companies ranging from Kraft Foods/Nabisco, Campbell Soup Company, Merck-Medco, Mott's, Arm & Hammer, and NASCAR, just to name a few. The firm grew exponentially in 2002, retaining nearly 90% of its clients, snapping up 15 new ones, and recording an 80% increase in billings to $1.85 million. The level of talent Coyne has recruited and retained is undeniable in the eyes of the judges, as with only 19 employees, the firm this year handled everything from the eye-catching and silly (the world's largest apple-bobbing contest) to the serious (a national product recall), each with great results.
Finalists 2003
Armstrong Kendall
Coyne Public Relations
David Grossman & Associates
Rx Communications Group, LLC
Xenophon Strategies: Xenophon shows unprecedented growth
Sponsored by Golin/Harris International
With a trademark of client-centered service, Golin/Harris International helps clients succeed by building and managing strong, trust-based relationships with the people critical to their success. We congratulate all the finalists in the Boutique PR Agency of the Year category.