Doner

Profile from the 2007 Agency Report

Published on .

25 Doner
Revenue ($ in millions)20062005% chg
Worldwide$173.1$164.35.4
U.S$162.5$150.58.0
Non-U.S.$10.6$13.8-23.1
Employees20062005% chg
Worldwide1,0011,042-3.9
U.S.898928-3.2
Non-U.S.103114-9.6
Offices20062005% chg
Worldwide990.0
U.S.660.0
Non-U.S.330.0
Notes: Doner is one of the world's largest independent agencies, employing a staff of 1,001, more than half at its headquarters Southfield, Mich., and the remainder in offices in Cleveland, Boston, Dallas, Tampa, Newport Beach, Calif., Toronto and London. Doner also has a relationship with Grupo Ferrer, Mexico City, with which it teamed to win the Mazda de Mexico account in early 2005. In 2006, the agency lost Circuit City, Progressive Insurance and Six Flags accounts. But it gained Expedia.com in the third quarter and substantial new business from existing accounts to advance 8% in U.S. revenue in 2006. Growth at Doner took off in 1997 when it gained the Mazda North American account, valued at $240 million in billings. Its worldwide "Zoom-Zoom" creative for the client is what gained it the Mazda de Mexico business, a second-half 2005 startup. Doner's rise from a regional to a national and international agency was literally sparked by a fire that destroyed its Southfield office in 1996. The agency used that occasion to strategize big rather than small, including reinventing its media and direct marketing operations with new hires, and going after high-profile clients like Mazda. Doner is known for generating a significant amount of its revenue through incentive pay clauses in client compensation contracts. Doner was founded in Baltimore in 1937 by W. B. "Brod" Doner. Mr. Doner died in 1990. The agency dropped the initials in 1999. Doner is one of the world's largest independent agencies, employing a staff of nearly 1,000, more than half at its headquarters Southfield, Mich., and the remainder in offices in Cleveland, Boston, Dallas, Tampa, Newport Beach, Calif., Toronto and London. Doner also has a relationship with Grupo Ferrer, Mexico City, with which it teamed to win the Mazda de Mexico account in early 2005. Growth at Doner took off in 1997 when it gained the Mazda North American account, valued at $240 million in billings. Its worldwide "Zoom-Zoom" creative for the client is what gained it the Mazda de Mexico business, a second-half 2005 startup. Doner's rise from a regional to a national and international agency was literally sparked by a fire that destroyed its Southfield office in 1996. The agency used that occasion to strategize big rather than small, including reinventing its media and direct marketing operations with new hires, and going after high-profile clients like Mazda. Doner is known for generating a significant amount of its revenue through incentive pay clauses in client compensation contracts. Doner was founded in Baltimore in 1937 by W. B. "Brod" Doner. Mr. Doner died in 1990. The agency dropped the initials in 1999. In 2004, the agency closed its co-headquarters in Baltimore, shedding three-fourths of its 74 staffers there and moving the rest to Michigan as a step toward more efficiency. The agency no longer has a Baltimore presence.Doner, an independent agency, was founded in Baltimore in 1955, but during its growth years the past decade moved operations increasingly to its Southfield, Mich. office. Baltimore finally lost its co- headquarters status to Southfield in 1998. In August 2003, Doner closed its direct marketing unit in Baltimore and consolidated the operation in Southfield. The agency transferred about 20% of the office's 75 employees, thus effectively closing a chapter in the agency's life. A good part of Doner's growth has come from winning the Mazda account in 1997.
Top executive: Alan Kalter, chmn & CEO
Headquarters: Doner/25900 Northwestern Hwy., Southfield, Mich. 48075/Phone: (248) 354-9700/Fax: (248) 354-0203/URL: www.donerus.com

An asterisk (*) indicates figures are Ad Age estimates.

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