On a Roll: Patrick Henry

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After working in the nightclub and hotel industries for several years, Patrick Henry, 48, started a one-man agency in 1987, selling on-premise promotion ideas to hotel chains, bars and restaurants. As president of Patrick Henry Creative Promotions, Stafford, Texas, he now oversees a staff of 17 producing more than 100 promotions annually for clients including Allied Domecq Spirits USA, Coors Brewing Co., Walt Disney World, Fuddruckers and Pleasure Island.

Coup: Creating the long-running nationwide "Homemade Bikini Contest," the Fuddruckers Mother's Day essay contest and numerous well-known bartender competitions.

Opinion: Short-term promotions that happen at the table, integrating products and experiences, get better results than advertising.

Insight: People execute promotions, not agencies. A big part of our success is keeping promotions simple and providing heavy follow-through, making sure bars and restaurants are behind the effort.

Credo: The best promotions are irresistible, drawing consumers in through curiosity and a desire to have fun. Give them a reason to want to interact with the brand.

Edge: We've never lost a client.

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