Published on .

2004 Rating: 4 stars

The essence: The feisty Southfield, Mich., independent couldn't stop winning new business, most notably Circuit City Stores. New "Zoom Zoom" commercials for the Mazda3 helped make it the best-selling car in the lineup for Mazda North America Operations within six months of introduction. The Mr. Six campaign for Six Flags amusement parks cut through, but the character also irritated some audiences. Looking forward, the agency is trying to raise its profile as a national player.

Net growth: Picking up Circuit City was the highlight of a hot new-business year. Other significant wins included, Lexmark International, Public Storage, Shell Oil Co.'s Quaker State, Sirius and the DIY Network. It lost Triarc Co.'s Arby's national brand business.

management: No key personnel shifts. However, management oversaw the agency's expanded use of proprietary tools to measure ROI effectiveness of ad messages by market, product and brand. It also expanded direct response services.

Creative quality and effectiveness : While critics called the "Mr. Six" character for Six Flags slightly creepy, the spots put it among the top 10 most recalled ads by Intermedia Advertising Group last summer. But Mr. Six couldn't help Six Flags; park attendance for the first half of the year was down 4.1%. Other highlights included a music-video style Dancing Santa spot for new client Circuit City that ran in Regal Cinemas and on the Times Square Sony Jumbotron. New "Zoom Zoom" work helped boost Mazda sales and market share and more than 5,000 people downloaded "Zoom Zoom" ring for their cell phones.

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