Better insight leads to better ideas, and better ideas result in better sales.
DALLAS (Vocus) July 30, 2010
Advertising Age magazine, the leading global source of news, intelligence and conversation for marketing and media communities, recently honored Dallas-based advertising agency Firehouse as one of the best small agencies in the nation. Firehouse was recognized as “Agency of the Year” in the Southwest at Advertising Age’s annual Small Agency Awards & Conference in New Orleans on July 15.
Singled out by Advertising Age for its unconventional approach to planning, Firehouse is built on the belief that insights are the key to consistently great work that translates into business results for clients.
By focusing on a target mindset versus demographics, the agency developed award-winning TV, radio and digital elements to reinforce the Interstate Batteries “Outrageously Dependable” campaign. The work has helped the $2 billion battery company achieve record sales in the past year.
“The work Firehouse does for Interstate Batteries is insightful and innovative, and most importantly, it impacts our bottom line,” said Carlos Sepulveda, president and CEO of Interstate Batteries. “We are proud our agency partner has received such prestigious recognition for their creativity and hard work.”
For Dr Pepper, Firehouse created a traffic-driving program that included radio, digital and in-store components, resulting in an 8% lift in Dr Pepper sales at the fast food partner involved while generating excitement and hype for both brands.
In addition, Firehouse developed the “Mediterranean Moments” TV, radio and digital campaign for Romano’s Macaroni Grill, and as a result, the brand saw improved trends in guest counts, despite an unprecedented decline in casual dining restaurant traffic.
“Better insight leads to better ideas, and better ideas result in better sales,” said Mark Hall, president and founder of Firehouse. “In order to achieve these results, we have combined media, public relations and consumer research into a single department, allowing all three disciplines to work hand in hand. That’s really what distinguishes us from other agencies and builds the foundation for great creative that drives business.”
In addition to judging the agency’s unique integrated style, Advertising Age evaluated Firehouse on a selection of the agency’s creative work from 2009, including campaigns for clients Interstate Batteries, Dr Pepper and Romano’s Macaroni Grill. “Eat Out for a Change,” an award-winning agency initiative that encourages consumers to dine out in support of the restaurant industry, was also a part of the judges’ consideration.
According to Advertising Age, the purpose of the Small Agency Awards is to “uncover some of the great but not enormous agencies that too rarely get recognition, and to celebrate some of their best work.” Judges for the competition included the editorial staff from the magazine, as well as representatives from agencies Wieden + Kennedy, TBWA Worldwide, Mother and McCann Erickson.
Firehouse is an idea-driven agency that uses creative, planning, media and public relations to force consumers to see brands in a whole new light. The agency’s award-winning campaigns are grounded in insights and built to drive business results for clients. Firehouse client partners include Dick’s Last Resort, Dr Pepper, Interstate Batteries, Romano’s Macaroni Grill, Rug Doctor, Stripes Convenience Stores, Taco Cabana and ThyssenKrupp Elevators.