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Small agencies, winner: Stein Rogan + Partners

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Stein Rogan + Partners, the winner of the small agency category, had strong revenue growth in 2004, picked up significant new business and produced outstanding work for clients.

The agency's revenue grew 27.5% in 2004 over 2003, and its b-to-b revenue grew 36%.

It added several new b-to-b clients, including Video Monitoring Service, Tacit Networks, Ziff Davis Media, Lucent Technologies and Verint Technologies, as well as new assignments from existing clients including BPA Worldwide and Carey International.

"There was a pent-up demand in the media and content marketplace, after a bit of a recession in the past few years, to get branding right," said President-CEO Tom Stein. "So we leveraged our historical expertise in that market to help clients there."

A key win in 2004 was VMS, which had been best known as a provider of news clips using videotape and DVD.

In a rebranding campaign, Stein Rogan positioned VMS as the leader in integrated media intelligence, which helped VMS rack up double-digit sales growth in 2004 and project similar growth for this year.

Stein Rogan also kept busy with existing clients. It worked extensively with auditing company BPA Worldwide, repositioning it as the industry standard for a wide range of media and event audits.

Its "Blue Screen" campaign to showcase the BPA's changes generated positive results, such as a 21% increase in brand awareness from print advertising alone.

For Tacit Networks, a provider of Wide Area File Services, Stein Rogan created an integrated campaign including print, online, direct and trade show marketing, to position the company as a leader in providing solutions to change business.

Last November, the agency opened an office in Los Angeles to pursue clients in the content, media and entertainment businesses.

It also plans to add new capabilities including search engine marketing and optimization, and to expand into verticals including telecommunications, e-business, corporate travel and business services.

"I often say to potential clients: `My guess is you don't stay awake at night and worry about how to spend $10 million on advertising,' and that always gets a chuckle," Stein said. "They have business needs and they're looking for partners to provide optimum solutions. ... We will continue to thrive by giving our clients an intimate experience where they feel a level of value that amply supports the dollars they spend with us."

-B.S.B.

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