Ad Age names Fallon McElligott Agency of the Year

Published on .

When Minneapolis-based Fallon McElligott pitched the Prudential Insurance Co. of America account in early 1995, a boulder blocked its path: the long-running "Piece of the rock" slogan and icon.

The agency didn't want to bulldoze a piece of ad imagery with a century of equity in it. On the other hand, the rock carried some undesired weight. The solution: Dump the slogan, keep the icon and make it personal. With a campaign labeled "Be your own rock," Fallon won the $60 million account.

Transforming a brand by redirecting its existing strength has become a Fallon specialty. In the past two years, the 15-year-old agency has done it for brands as diverse as Prudential, Nikon and Purina Dog Chow. At the same time, it has achieved the same feat on the inside, turning a highly regarded, regional print agency into a highly regarded, national agency that's a new-business machine.

For holding its creative edge while adding big-time bulk to its client roster, Fallon McElligott has been selected as Advertising Age's Agency of the Year for 1995.

For more on this story, go to the Facts and Features area.

In this article:
Most Popular