Rodgers Townsend News / Views


Rodgers Townsend Wins Grand Prize at 2015 ANA

Rodgers Townsend, St. Louis’s largest, full-service advertising agency, took home the Print Grand Prize at last night’s ANA’s Multicultural Marketing & Diversity Excellence Awards, which recognizes marketers that produced industry-leading multicultural advertising campaigns between June 2014 and June 2015. Grand prize winners across ten different categories were announced at a ceremony during the ANA’s 17th Annual Multicultural Marketing & Diversity Conference, November 8-10 in Miami Beach, FL.

Rodgers Townsend earned top honors in the Print Category for the agency’s campaign for The Black Rep, the largest professional African American theatre company in the nation and largest performing arts organization in Missouri.

Sponsored by the ANA Multicultural Marketing & Diversity Committee, the awards were created to help raise awareness of and recognition for the outstanding work being done in multicultural marketing. A portion of the proceeds collected will help fund scholarships for high-potential multicultural students who plan to pursue careers in advertising and/or marketing.

To learn more about the conference and the other winners, click here.

BlackRep_StickFly[1]

BlackRep_OnceOnThisIsland[1]

BlackRep_PaulRobeson[1]

BlackRep_Purlie[1]

BlackRep_RaisinInTheSun[1]

Rodgers Townsend Most Awarded Agency at Chicago Association of Direct Marketing Tempo Awards

The Chicago Association of Direct Marketing (CADM) Tempo Awards is a Midwest award competition recognizing stellar work in direct, digital, mobile and social media marketing.

This year, Rodgers Townsend, based in St. Louis, took home the lion’s share of awards from the Chicago show. Rodgers Townsend took home a total of 26 Tempo Awards, half of the 52 total awards given at the award ceremony. Other agencies awarded that evening include FCB, Ogilvy and Havas Worldwide.

Rodgers Townsend received a special Judges Citation for Innovation in Print for their Blacklight Dimensional Mail for the Hartford. In addition to the Judges Citation, Rodgers Townsend received 10 first place awards, 8 second place and 8 third place.

“In one of the most important direct marketing award events in the U.S., it’s great to see how our work stacks up against our esteemed competitors,” said Katie McGrath, Executive Director of Rodgers Townsend. “We’re proud to work with such great client partners to make this incredible work.”

CADM_image 2

About Rodgers Townsend:

Rodgers Townsend is a nationally acclaimed, full-service marketing communications agency located in St. Louis, Missouri. The agency provides strategic planning, advertising, digital, social, direct/one-to-one marketing and design services to a wide range of clients both nationally and regionally.

Current clients include: AT&T, The Black Rep, The Donald Danforth Plant Science Center, Enterprise Holdings, Great Circle, The Hartford, Luxco Brands, Missouri Baptist Medical Center, St. Louis University, Spectrum Brands and United Van Lines.

Rodgers Townsend is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

About CADM:

Since 1955, the Chicago Association of Direct Marketing has been a response marketing resource for marketers in the Midwest. We bring together professionals in the areas of direct mail, mobile marketing, digital marketing, social marketing, marketing analytics, response generation and more.

Rodgers Townsend Promotes Michael McCormick to EVP/Chief Creative Officer

Rodgers Townsend, a St. Louis full-service advertising agency and part of the Omnicom Group (OMC: NYSE), announced today the promotion of Michael McCormick to EVP, Chief Creative Officer. Previously serving as Executive Creative Director at the agency, Michael will continue to be responsible for overseeing all creative across the agency’s roster of clients and new business endeavors. McCormick assumes the CCO role following the 2014 retirement of Co-Founder Tom Townsend.

“Mike is an extremely talented creative leader whose high standards and standout work have positively impacted our agency and clients’ businesses for more than 15 years,” said Tim Rodgers, Co-Founder and Chief Executive Officer of Rodgers Townsend. “I know he will continue to raise the bar ever higher, and fearlessly lead us in whatever new directions we need to go.”

Since returning to Rodgers Townsend in 2009, McCormick has produced campaigns for such brands as AT&T, The Hartford, Enterprise Rent-a-Car, Spectrum Brands, Mayflower and the St. Louis Rams.

Prior to Rodgers Townsend, McCormick spent time at Cramer-Krasselt in Chicago, where he worked exclusively on Porsche Cars of North America. Before that, his career included a stint at Austin’s McGarrah-Jessee, where he worked on brands including Shiner Beer, Whataburger, Hyatt Resorts and Frost Bank. He began his career at Publicis in Dallas after graduating from The Portfolio Center in Atlanta.

“What I love about Rodgers Townsend is the rare combination of hunger and humility,” said McCormick. “I’m honored to lead a talented, growing team and look forward to producing even more inspiring, innovative work for our clients.”

McCormick’s work has been recognized by the Art Director’s Club, International Andys, Graphis, Luerzer’s Archive, Print, Communication Arts and Creativity. He’s also received the Austin ADDY Best of Show and St. Louis ADDY Best of Show five times, in addition to multiple National ADDY awards.

ABOUT RODGERS TOWNSEND

Rodgers Townsend is a nationally acclaimed, full-service marketing communications agency located in St. Louis, Missouri. The agency provides strategic planning, advertising, digital, social and direct/one-to-one marketing, and design services to a wide range of clients both nationally and regionally.

Current clients include: AT&T, The Black Rep, The Donald Danforth Plant Science Center, Enterprise Holdings, Great Circle, The Hartford, Luxco Brands, Missouri Baptist Medical Center, St. Louis University, Spectrum Brands and United Van Lines.

ABOUT OMNICOM

Omnicom Group Inc. (NYSE – OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

 

Rodgers Townsend Wins Best of Show at St. Louis ADDY Awards

Rodgers Townsend, a St. Louis full-service advertising agency, was the most awarded agency at the St. Louis Advertising Club’s ADDY Awards in February, including winning Best of Show for the Everclear MakeItYourOwn.com website.

In addition to the Best of Show, Rodgers Townsend received two Judges Citations for the AT&T Toggle Phone Case and the Rebel Yell distributor kit, and 10 gold ADDY Awards for work on AT&T, The Black Rep, Cutter Insect Repellent, Everclear, Rebel Yell, Lewis Osterweis and The Hartford. The agency won an additional 24 Silver ADDY Awards in various categories, by far the most of any agency.

“In one of the more hotly-contested shows in a long time, full of great creative, we’re incredibly proud to have work recognized for nine of our clients-big and small, local and national,” said Michael McCormick, Chief Creative Officer.

McCormick said the agency’s dedication is what helped the Everclear website win the highest honors at the show. “Even our team’s approach was on strategy for a site called MakeItYourOwn.com. Our guys cared for every word, crafted every cocktail, even shot every photo themselves. A true labor of love and a fitting way to reintroduce Everclear to the world.”

Everclear final

About Rodgers Townsend:

Rodgers Townsend is a nationally acclaimed, full-service marketing communications agency located in St. Louis, Missouri. The agency provides strategic planning, advertising, digital, social and direct/one-to-one marketing, and design services to a wide range of clients both nationally and regionally.

Current clients include: AT&T, The Black Rep, The Donald Danforth Plant Science Center, Enterprise Holdings, Great Circle, The Hartford, Luxco Brands, Missouri Baptist Medical Center, St. Louis University, Spectrum Brands and United Van Lines.

Rodgers Townsend is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

About the ADDY Awards:

The American Advertising Awards, formerly the ADDYs, is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF Club (Ad Club) competitions. The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.

 

Agency Culture: Look Inside RT

I’ve been asked quite often, “How would you describe the culture at RT?” It’s a great question. A question I get from college students eager to learn the ins and outs of agency life. A question I get from prospective employees as they evaluate if RT may someday be the spot for them.

But while it’s a simple question, it’s just not a simple answer.

How do I describe the culture at RT? Culture is how we feel when we walk in the doors each day. How we feel about our teammates, our surroundings and the work we are engaged in. I’ve never hesitated to answer the question, but while I probably eventually got to the point, I find myself rambling to describe it. To answer this question in a couple of succinct words is a challenge.

So when I wanted to come up with a stronger answer to this question, I asked my fellow RTers – “How do you describe the culture of RT?” And here is what I got back:

We are people who thrive on seeking out opportunities, not having them handed to us along with a big title and an office with a mahogany door. We work hard. We are scrappy. No one, and I mean no one, ever utters the phrase “that’s not in my job description”. Everyone here is creative and will go the extra mile because we simply don’t believe in a cookie cutter approach to the way we do things.

There were several words that resurfaced time and again in the answers. Passionate. Friendly. Committed. Smart. Creative. Supportive. Genuine. A list of stellar words, but not all encompassing of who we are. We aren’t perfect. At times, we are messy and unpolished. We are proud, but mellow. We are a team full of opinionated creative thinkers who can’t all always get our way.

We are a couple of floors of people with strong opinions and definitive points of view. We are proud of who we are and the family we represent. And like a family, we will push each other’s buttons. We will speak our minds, but only because we want to make everything we do exceptional. We have our good days, we have our bad days, but in the end, what we care about is simple. We care about the quality of our work, we care about each other and we care about what’s best for our clients.

1503377_10201917699601486_1810892210_n

And what’s even better, we try to have as much fun doing that as we can.

So while I may still ramble the next time someone asks me to “describe the culture at RT,” I have a few more phrases in my back pocket. And maybe this gives a few of you a small peek behind our doors. And if you want to see more, well, the door is always open.

Small Data

The buzzword of 2013 is Big Data. Well, so far at least. We still have a few months to go before we can officially award the honor. But the term is everywhere. It’s enough to give anyone not working with large data sets a complex.

The term has moved into mainstream as more and more brands are beginning to collect data at every touch point, from social to sale. But is all of this data helping or hurting your insights? The answer is:  it depends. If you are a business analyst charged with enhancing an operational process, then more data points may help you hone your output. But, if you are in charge of putting the right message in the hands of the right consumer, at the right time, then additional data might be clouding your view.

For example, Netflix is collecting and analyzing a large amount of viewing data to influence programming choices. This makes perfect sense since creating personalized recommendations heightens the relationship and can increase usage and retention rates. But, they are also capturing screenshots to analyze “in-the-moment viewing habits” like “volume, colors and scenery, to provide valuable signals about viewers’ tastes”. How much time and money are being invested to generate this level of granularity? If I paused and rewound two car chase scenes, does that mean I really like that genre, or did I simply use the basic feature of the service:  the ability to stop and start movies around my schedule? How does this level of detail correlate to my selection history? I have a feeling that Nate Silver might question this level of analysis paralysis, and some subscribers might question any recommendations created at this level.

In most cases, Big Data is not necessary to successfully manage a CRM program. Simply collecting and aggregating customer purchase data will provide details on the buying cycle. Adding response data to the mix will provide feedback surrounding communication and offer effectiveness pre, during and post purchase. With the addition of a few household metrics from a third party data provider, you can create customer profiles for targeting and tactical optimization. And finally, you can always augment those profiles with qualitative data. One simple way to collect that data while enhancing the relationship between customers and the brand is to ask.

Sustaining Our Small Business Ecosystem

TimRodgers

You may not know that St. Louis has become a mentoring mecca for would-be entrepreneurs. If that’s news to you, there’s no better time to get with the program and progress than during Small Business Week, the week of June 17th. If you need further proof of our prowess, all you need to know is that St. Louis is one of just five markets the Small Business Administration has targeted for its big event.

We love the notion of the ecosystem as a metaphor for how we need to nurture our nascent entrepreneurs. And with St. Louis being a hot bed and hothouse for so much medical and bioscience, we ought to care a lot about ecosystems.

You might ask, what would I know about the entrepreneurial mindset, given that Rodgers Townsend has been owned by Omnicom, a global communications giant, for the last six years? I would tell you that as an entrepreneur who, with Tom Townsend, started an agency with no accounts, no office and a combined six children to feed seventeen years ago, I never forgot what it’s like to take that leap into the great unknown, equally energized and terrified. No matter how secure things may look like from the outside, inside you’re still planning paycheck to paycheck.

We’ve also had the privilege of working with AT&T, The Hartford and others on communications targeted to small business owners. When you consistently see how fearlessly they take on the challenges and opportunities that confront them, with little or no support, you can’t help but come away inspired.

With 40% of all new businesses failing in their first year, and 60% by the end of their second, it tells you everything you need to know about entrepreneurs: they’re willing to take the gamble with odds they’d never accept at a blackjack table. It takes both fortitude and good fortune for the rewards to outweigh the risks.

I think being in the advertising business also gives us a special insight into the entrepreneurial mindset. Granted, we advertising people think we have special insight into everything, but let me explain why this is especially so with entrepreneurs.

Like their budding businesses, our ideas are fragile hatchlings that need nurturing and support if they’re to have any chance of flying. There’s always a skeptic pointing out the folly of our thinking, or demanding proof in the offing when the proof only comes through the power of commitment and competence.

Like us, the hopes and aspirations of small business owners are tied up in things their friends and families may not see, nor certainly not understand. I like how Jon Burgstone, who teaches entrepreneurship at the University of California, Berkeley, puts it:

“You can look at the array of choices that present themselves, pick the best available option, and try to make it fit. Or, you can do what the true entrepreneur does: Figure out the best conceivable option, and then make it available.”

In honor of Small Business Week, what can you do to help them along their path? If you’re in a position to help and have the requisite experience, consider mentoring a small business owner in an area that might be outside their area of specialization.

If not, attend one of the many events, or read their inspiring stories, as it just might inspire you in your current line of work. It might even prompt you to take the plunge yourself.

Each of us can seek out a small business solution to that next product or service we need, andthen spread the good word when you come across that gem of a business that most needs awareness to give them a fighting chance. Remember, they don’t have research budgets, so they’ll live or die on the feedback they so desperately need that you can provide.

At the very least, stop what you’re doing for a minute on June 19th and tip your Cardinal cap to the undaunted courage of our entrepreneurs. And remember, with small businesses accounting for 64% of the job growth in this country they’re more likely to hire your daughters, sons and grandkids than anybody else.