Mike Vogel, who left as CEO of Omnicom Group's BBDO Detroit in Troy, Mich., a year ago, has formed RTV Communications Group, comprising RTV Consulting, Consolidated Purchasing Partners and Vineyard Group, all in Auburn Hills, Mich.
Mr. Vogel, with 33 years of agency experience, said RTV offers a broad range of services via affiliate partners, including marketing, strategy, consulting, creative, public relations, advertising, media, events and printing. "We can save you money because we're not paying for people we're not using," he said. RTV works with specialty staff on an as-needed basis.
For creative work, RTV "can tap into our friends in town" for its "601 creative department," said Scott Thornton, CEO of Consolidated Purchasing, now part of RTV. The name refers to creatives employed elsewhere who can do work for RTV off the clock starting at 6:01 p.m.
"We have powerhouses of creatives focusing on you for three to four weeks, not 52 weeks," said Mr. Vogel. In an era of mega-agencies, he said, clients can easily talk to one of RTV's three partners. "We're doing stuff that's fun-advertising like it used to be."
Bill Reicheld, who founded independent ad shop Vineyard three years ago, is the partner overseeing that arm of the business. He previously worked for his father's agency, Reicheld Corp., and later Gale & Rice Productions, handling car dealers for roughly 15 years. He said Vineyard handles events and auto-show talent nationally for Isuzu Motors America and developed a 1-million-plus-unit direct-mail campaign for the United Hockey League, which drops in the first quarter. Vineyard also has regional clients' Loan Giant and Affinity Telecom.
An Isuzu spokesman said the main reason the automaker picked Vineyard was that it had a different pricing model, but he declined to elaborate. Isuzu also liked the fact that Vineyard was smaller than the other contenders, which would provide the client with more personal attention, he said.
Mr. Thornton left BBDO as exec VP-chief integration officer shortly after Mr. Vogel. His Consolidated Purchasing unit guarantees clients 23% savings on printing costs, buying paper directly from mills. "Selling new savings is easier than selling new ideas these days," said Mr. Thornton. Clients include the 1,200-member Outdoor Industry Association for which it does catalogs.