Doremus office in San Francisco picks up steam

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A year after opening its doors, Doremus Advertising, San Francisco, has landed three new accounts worth a combined $30 million in billings.

The agency won business from broadband telecommunications company, Ricoh Silicon Valley, a subsidiary of Ricoh Co.; and software company The additions bring the office's billings to $130 million.

Garrett Lawrence, exec VP-general manager of the year-old shop, and Joe McCormack, exec VP-creative director, joined Doremus, San Francisco, last year, charged with expanding its client roster and building an integrated marketing practice.

"Our goal was to transform this satellite office into a technology and business-to-business powerhouse in this market," Mr. Lawrence said.


The shop opened as a four-person offshoot of Doremus & Co., the New York-based corporate and financial advertising specialist, mainly to service existing financial services accounts. It since has expanded to 55 staffers and added several technology company clients, including AristaSoft Corp., Hitachi and Tektronix.

Doremus expanded by hiring senior executives with technology expertise who can grasp the client's business and distill it into an integrated marketing campaign, Mr. McCormack said. He added both he and Mr. Lawrence have experience with technology clients from stints at agencies including Anderson & Lembke and Publicis Technology.

"We've been doing technology advertising [since] before it was cool," he said.


The idea was to offer one-stop shopping for general advertising, direct marketing, promotions, Web site development and other functions, Mr. Lawrence said. Technology companies need to execute marketing plans quickly and efficiently, so a shop that can offer all the functions can execute "dramatically faster" and more cost-effectively, he said.

Saba will break its first branding campaign from Doremus Sept. 25 with an ad in The Wall Street Journal, part of an assignment including direct mail, collateral and Web design. Doremus also will launch a brand campaign for in November that will include print ads, direct marketing and Web site development and could include some targeted cable TV. In addition, the shop will break a branding campaign for Ricoh in the fall, with TV and print components.

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