Carl Anderson, CEO
2012 b-to-b revenue:
BNY Mellon, Corning, HP, Johnson & Johnson, Owens-Illinois
Major 2012 campaigns:
Corning, “A Day Made of Glass,” online; J&J Ortho Clinical Diagnostics, “Bloodlines,” print, online, mobile, events; QBE, “Made Possible by QBE,” TV, print, online, events
Increased revenue by 25%; added new clients including Columbia Business School, Gemalto, LifeSize, Pfizer, SanDisk, Sun Life Financial and Underwriters Laboratories; b-to-b is 95% of total business
The numbers do the talking when it comes to summing up what kind of year Doremus had in 2012: The agency saw revenue growth of 25% over 2011—and that was after double-digit growth in each of the previous four years.
Though the agency landed new clients last year—including Columbia Business School; Gemalto; LifeSize, a division of Logitech; Pfizer; SanDisk Corp.; Sun Life Financial; and Underwriters Laboratories—the bulk of 2012's revenue growth came from an increased share of wallet from existing clients, said Carl Anderson, CEO of Doremus.
“We're in a sweet spot,” he said. “The offering we've developed really resonates with clients, especially in these challenging economic times. They're looking for greater expertise, and knowledge and insight ... to drive not only communications but ultimately lead to business-building.”
Key to that business-building is the agency's consultative approach that focuses not only on executing communications and marketing but also on identifying brand drivers, Anderson said. “It's taking the knowledge, understanding and insight we [gain] through proprietary research and creating great creative work that touches both the left and right brain, both the rational and the emotional.”
For example, Doremus created the “Bloodlines” campaign for client J&J Ortho Clinical Diagnostics to help the company gain back market share for its blood-banking solutions business. Instead of highlighting the technology behind blood-banking, the campaign focused on people who receive transfusions. It included print, digital, social media, video installations at trade shows, internal communications and a mobile app for sales managers.
“Blood-banking is a fairly direct and mundane type of business, but the work was fantastic because it touched the emotional drivers that are really involved,” Anderson said. “[It asked,] what does blood-banking mean in terms of its importance in life?”
The agency invests heavily in research and intellectual property, Anderson said, including a social media analysis tool it created dubbed Doremus Network Analysis (DNA). The proprietary tool has helped clients understand their social spheres by identifying influencers and the best ways to reach them. “Sometimes clients think they understand who the key target is when, in fact, we identify others who might have more influence,” he said.
Doremus also last year opened an office in Beijing, an important market for the agency, Anderson said. “It's been very successful so far,” he said. “We've gotten two or three assignments from existing clients that probably wouldn't have come our way if we hadn't been in mainland China.” —M.E.M.