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Midsize Agencies—Runner-up: Doremus

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Location: New York
URL: www.doremus.com
Key executive: Carl Anderson, president-CEO
Employees: N/A
2006 revenue: N/A
2006 b-to-b revenue: N/A
Key clients: Hyperion, ITT Industries, Knight Capital Group, Russell Investment Group, Sun Microsystems
Major 2006 campaigns: ITT, "Engineered for Life," brand architecture and trade shows; Knight Capital Group, "The Science of Trading. The Standard of Trust," print, online outdoor; Hyperion, "Leaders Wanted/CIO Challenge," print, online, events
Comments: 100% b-to-b agency; grew overall business by more than 30%; won new clients including Hyperion, NASD, Office Depot, Russell Investment Group and Sun Micro-systems; won Outdoor Advertising Association of America National Silver Award for Media Plan of the Year, United Technologies Corp.

Doremus, New York, spent its year leveraging client budgets for maximum impact. And while that may sound straightforward, it was the agency's execution of that theme that made it and its clients successful in 2006.

"It's not clever for clever's sake," said Carl Anderson, president-CEO of Doremus. "You really can find interesting vehicles to represent them."

A key case in point was the Knight Capital Group marketing campaign Doremus mounted in 2006. The financial services firm competes with heavyweights such as Morgan Stanley and Goldman Sachs with its trade execution solutions. Instead of trying to blanket the financial world with messages, Doremus instead chose to blanket one key location in that world: New York's Grand Central Station, the hub of uptown and downtown travels as well as the entryway for out-of-town traders and fund managers. The "domination" included a launch party on the station's mezzanine with CEO Tom Joyce and Knight clients. Other important elements in the campaign included a new tagline "The science of trading. The standard of trust." It featured Knight employees, as well as strategic placements of print, online and outdoor advertisements.

Another example is the work Doremus has begun for ITT around the 2008 Beijing Summer Olympics. When Doremus learned that ITT created the water flow for the kayak courses used in the last three Olympics, it suggested ITT sponsor a kayak team.

ITT chose China not only because the Olympics will be there next year but also because it is a key emerging market for the company. For a minimal investment, the ITT brand was and will continue to be well-represented by the Chinese kayaking athletes.

The strategy also played well into a larger rebranding effort aimed at establishing ITT as the world's leading water authority rather than focusing on the multiple brands of its many operating companies. Pre- and post-campaign tracking showed a 50% increase in the perception of ITT as a leader in the water business.

Doremus' other achievements for the year included several new business wins, including Hyperion, NASD, Office Depot, Russell Investment Group and Sun Microsystems, as well as an overall 30% increase in business. (The Omnicom agency does not report income due to the policies of its parent.) —B.S.B.

  Large Agencies Midsize Agencies Small Agencies Interactive Agencies
Winner McCann Erickson HSR Business to Business Mobium Group Modem Media
Runner-up Ogilvy North America Doremus PJA Advertising+Marketing OTOi
Honorable Mention BBDO New York Slack Barshinger Stein Rogan+Partners Digitas
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