Small Agency Of The Year, Northwest, Gold: Borders Perrin Norrander
Borders Perrin Norrander has not lost a client in eight years and gained five in 2018. The agency’s revenue grew 21 percent last year, on top of a 38 percent jump in 2017. And the female-owned Portland, Oregon shop, a Certified B Corporation, increased its head count 30 percent last year. A full 80 percent of its leadership team are women.
But BPN’s story is about more than just numbers. It’s “Unvaccinated Life” campaign, created after a challenge to employees from CEO Lori Gaffney to help eradicate a local measles epidemic, is a tongue-in-cheek tour de force, positioning anti- vaxxing as a “lifestyle” (one copy line reads, “Live it while you can.”) The effort, ginned up for just $1,700, got airplay on the local news and generated 30,000 page views, including nearly 15,000 unique visitors, to the informational site BPN created.
For the Portland Department of Transportation, BPN helped reduce local car crash rates by 24% in 2018 from a year earlier with “Struck,”a series of slow-motion ads depicting auto collisions without a car. The tagline: “Every deadly car crash ends two lives: The person who loses their life, and the person who loses the life they had.”