Perception by other agencies not an issue
Tampa Bay Business Journal - by Michael Hinman Staff Writer
TAMPA -- In the world of advertising and marketing, location couldn't be any more important.
New York, Chicago and Minneapolis are the big three when it comes to larger-than-life agencies. But there could be a fourth o n the horizon -- Tampa -- if Pyper Paul + Kenney Inc. gets its way.
The agency grew from nearly nothing more than a good idea in 2004 to capitalized billing of $40 million in 2007 with accounts ranging from local companies like the Tampa Bay Rays and Sweetbay Supermarket to those on a much grander scale like the American Heart Association and Pirelli Tires North America.
The climb up may not be celebrated by local competitors -- especially since many of PPK's employees once worked for them -- but president Paul Daigle says there's nothing to apologize for. The company even has a slogan to "unite and take over."
Every agency for itself
Some agencies have accused PPK of recruiting hard from their ranks, but Daigle maintains many of the people who come aboard approached PPK first.
"We've had four people come from WestWayne [now 22 Squared], some from Roberts Communications and some from Ad Partners," Daigle said. "We've been able to cherry pick the best of the best of those agencies, and there will be some point where there are not that many more persons that fit the character and the type that we need here."
The attraction to PPK is the agency's desire to become better known nationally, and its habit of walking into reviews with confidence and out-of-the-box thinking. That means not just looking at traditional ways of advertising and marketing but also taking advantage of newer media, including online viral marketing campaigns and ways to attract mainstream news outlets.
Last Christmas, PPK worked with Metropolitan Ministries and Sweetbay to place 15,000 cans of food in Lykes Gaslight Park to help motivate food donations. Coverage was picked up by a number of local television news stations and even included slogans on cardboard boxes to send a message about the plight of the homeless.
"When we go in and meet people, we create the feeling that we can do something with them that will be dramatic," Daigle said. "At first, it was hard to do because we didn't have much to show for it. But as we produced more and more work, they were able to see that more clearly, and they know we'll do anything we can to exceed their goals."
Daigle admits that other local agencies don't think too highly of PPK, but he's not in town to make them happy.
"I'm not worried about being integrated into the community," Daigle said. "I already know that there is distaste from other agencies about us. We have received nasty e-mail from them, and we know they talk bad about us. But none of them have ever beaten us in a review. We don't go around dogging other agencies, but I do think we have set the bar high. Shame on them for not doing better work if they have any issues with us."
Doing it right?
The advertising world is still a vast realm, even in the Tampa Bay market. The top 10 advertising firms as compiled by the "Book of Lists" pulled in billings of nearly $440 million in 2006. PPK's reported $42.2 million that year, just under 10 percent of the top 10 total.
At the same time, Paradise Advertising & Marketing Inc. in St. Petersburg accounted for $17.6 million of that total two years ago, but some of the folks there say there's room for a lot more.
"When I see the list of agencies out there, I typically don't see anybody on that list we competed to get business from," said Patrick Harrison, Paradise's public relations director. "There are a half dozen agencies in town that are reputable and credible, and we would refer business to every single one of them when we have a conflict of interest."
PPK gets a lot of press and a lot of attention, Harrison said, and maybe it's deserved. "They seem to have a good reputation of picking up clients, so they must be doing something right."
Info
BUSINESS: Pyper Paul + Kenney Inc.
ADDRESS: 1102 N. Florida Ave., Tampa 33602
NATURE OF BUSINESS: Advertising and marketing
PHONE: 813.496.7000
WEB: pyperpaul.com
