Advertising agencies: ranked by 2004 Los Angeles County billings.EXECUTIVE SUMMARY AN improved economy helped stimulate stimulate /stim·u·late/ (stim´u-lat) to excite functional activity. stim·u·late v. To arouse a body or a responsive structure to increased functional activity. business for L.A. County's 15 largest independent advertising agencies in 2004. As a group, they reported $2.7 billion in local gross billings Billings, city (1990 pop. 81,151), seat of Yellowstone co., S Mont., on the Yellowstone River, in a valley surrounded by seven mountain ranges; inc. as a city 1885. , an increase of $272 million, or 9.9 percent, from 2003. All 15 companies matched or increased gross billings totals from the previous year. No. 1 Rubin Ru´bin n. 1. A ruby. Postaer and Associates posted the largest gain, $83.9 million. While the first eight companies on the list stayed put, there was movement near the bottom. Icebox Advertising, formerly PKPF Inc., moved up four spots to No. 10 this year after an $18 million increase in billings. La Agencia de Orci ORCI Opinion Research Corporation International ORCI Office for Research and the Collection of Information ORCI Open Roads Consulting, Inc. & Asociados, No. 9 this year, moved up two positions. Castells Castells is a Spanish surname and can refer to:
Overall, the 15 largest have a workforce of 1,231 in L.A. County. --David Nusbaum Nusbaum is a village in the district Bitburg-Prüm in Rhineland-Palatinate, Germany, situated in the southern part of the Eifel. Links
THE PACESETTER RUBIN POSTAER AND ASSOCIATES THE Santa Monica-based shop remains the top independent advertising agency in L.A. County with gross billings approaching the $1 billion mark. The agency increased gross billings 8.8 percent in 2004, to $955 million. Although no new clients were added during the past year, President and Chief Executive Gerrold Rubin credits the increase in billings to an improved economy. "Advertising is looked at as an expenditure or investment. Our industry tends to mirror the general economy," he said. Among advertising media, television is still persuasive, Rubin said, although it has been diluted di·lute tr.v. di·lut·ed, di·lut·ing, di·lutes 1. To make thinner or less concentrated by adding a liquid such as water. 2. To lessen the force, strength, purity, or brilliance of, especially by admixture. by the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the . Broadcast advertising accounts for about 70 percent of overall billings, and cable is becoming a growing factor, he said. Rubin Postaer is one of the largest independent agencies in the country. Rubin said many have been consolidated con·sol·i·date v. con·sol·i·dat·ed, con·sol·i·dat·ing, con·sol·i·dates v.tr. 1. To unite into one system or whole; combine: into holding companies. "In the zenith zenith, in astronomy, the point in the sky directly overhead; more precisely, it is the point at which the celestial sphere is intersected by an upward extension of a plumb line from the observer's location. of this business, there were icons, but the industry is no longer known by the name of the principals because of consolidation," he said. Gerrold Rubin and Larry Lar´ry n. 1. Same as Lorry, or Lorrie. Postaer founded the agency in 1986 after their former employer, Needham Needham (nēd`əm), town (1990 pop. 27,557), Norfolk co., E Mass., a suburb of Boston; founded 1680, set off from Dedham and inc. 1711. Although largely residential, paper products, electronic equipment, software, and other items are manufactured there. Harper & Steers, was merged with Doyle Doyle , Sir Arthur Conan 1859-1930. British writer known chiefly for a series of stories featuring the brilliant detective Sherlock Holmes, including The Hound of the Baskervilles (1902). Dane Dane n. 1. A native or inhabitant of Denmark. 2. A person of Danish ancestry. [Middle English Dan, from Old Norse Danr. Bernbach. Rubin has worked with the agency's largest client, Honda honda a quick release metal eyelet for the end of a lariat. When the restrained animal is no longer required it is not necessary to slacken off the loop and pull it over the head—a very great advantage when working with wild cattle or unbroken horses. , since 1974, when he was at Needham Harper. --David Nusbaum
Rank Agency (Ranking in 2004) Gross Billings
* name (millions)
* address (L.A. County/national)
* 2004
* 2003
1 Rubin Postaer and Associates (1) $955/same
2525 Colorado Ave. $871.1/same
Santa Monica 90404
2 Davidandgoliath LLC (2) 401/same
11755 Wilshire Blvd., Suite 2000 350/same
Los Angeles 90025
3 Inter/Media Advertising (3) 275/same
15760 Ventura Blvd., Suite 110 250/same
Encino 91436
4 Mendelsohn Zien Advertising LLC (4) 216/same
11111 Santa Monica Blvd., 21st Floor 214/same
Los Angeles 90025
5 Davis-Elen Advertising Inc. (5) 207.8/same
865 S. Figueroa, Suite 1200 196.5/same
Los Angeles 90017
6 Kovel/Fuller (6) 136/same
9925 W. Jefferson Blvd. 132/same
Culver City 90232
7 Ground Zero (7) 95/same
4235 Redwood Ave. 95/same
Los Angeles 90066
8 Weston/Mason Marketing (8) 78/$83
3130 Wilshire Blvd., Fourth Floor 78/$83
Santa Monica 90403
9 La Agencia de Orci & Asociados (11) 70/same
11620 Wilshire Blvd., Suite 600 46.7/same
Los Angeles 90025
10 Icebox Advertising (14) (3) 68/same
7655 Haskell Ave. 50/same
Van Nuys 91406
11 The Phelps Group (10) 57.8/60.7
901 Wilshire Blvd. 43.8/47.8
Santa Monica 90401
12 Castells & Asociados Advertising (9) 55.1/same
865 S. Figueroa St., Suite 1100 55.1/same
Los Angeles 90017
13 interTrend Communications 47/same
555 E. Ocean Blvd., Ninth Floor 31/same
Long Beach 90802
14 WongDoody (13) 45/92
9570 W. Pico Blvd., Suite 300 38/92
Los Angeles 90035
15 Ignited Minds LLC 40/same
4499 Glencoe Ave. 24/same
Marina Del Rey 90292
Rank Billings Breakdown L.A. County
* print/broadcast Revenue
* outdoor/direct mail (millions)
* production/Internet/other * 2004
* 2003
1 11%/70% $99.3
1%/2% $92.6
14%/2%/0%
2 10/85 WND
1/1 WND
1/1/1
3 6/76 WND
3/1 WND
10/2/2
4 0/5 WND
2/0 WND
0/0/93 (2)
5 5/69 21
13/0 20.3
10/3/0
6 15/65 WND
2/3 WND
3/12/0
7 10/69 WND
6/1 WND
6/2/6
8 30/3 WND
10/5 WND
37/15/0
9 2/63 14
2/0 14.2
33/0/0
10 8/70 WND
2/10 WND
10/2/0
11 25/25 8.7
1/10 7.2
25/10/4
12 5/48 6.5
1/3 6.5
9/1/33
13 37/30 7
3/2 4.7
15/3/10
14 30/20 WND
10/5 WND
20/10/5
15 25/20 WND
5/0 WND
10/20/20
Rank Clients Profile
(partial list) * headquarters
* employees (1)
* LA offices/US offices
1 Honda, Acura, Pioneer Electronics, Santa Monica
Charles Schwab, WellPoint 400
(Unicare/Blue Cross) 1/8
2 Kia Motors America, Kia Dealers Los Angeles
Association, L.A. Gear, Mattel, 75
Starlight Children's Foundation 1/5
3 Ditech.com, Auto Insurance Encino
Specialists, U.S. Army, Clorox, 70
TransUnion-TrueCredit, Budget Blinds 1/3
4 ABC Television, Carl's Jr. Los Angeles
Restaurants, La Salsa Fresh Mexican 32
Grill, Hardee's Food Systems, Los 1/same
Angeles Avengers
5 McDonald's Operators Assoc. of So. Los Angeles
Calif., Toyota Dealers Assoc. Of 121
So. Calif., Knott's Berry Farm, Alta 1/4
Dena Dairies
6 Sizzler Restaurants, Disney Culver City
Interactive/Buena Vista Games, Jiffy 58
Lube Dealers 1/same
7 California Dept. of Health Los Angeles
(Anti-Smoking), ESPN, Kerzner 53
International, Sega, Resources 1/same
Global Professionals
8 Newhall Land, Lennar Communities, Santa Monica
DR Horton, Beazer Homes, 57
Buena Vista Home Entertainment 1/3
9 American Honda Motor Co., The First Los Angeles
American Corp., Mexican American 115
Legal Defense & Educational Fund 1/3
10 New Balance, FrontRunners, Hillside Van Nuys
Memorial Park & Mortuary, Stewart 55
Enterprises, Sue Ismiel & Daughters 1/same
USA
11 Malaysia Airlines, DirecTV, Santa Monica
Panasonic, Petco, City of Hope 70
1/2
12 Time Warner Cable, Vons/Safeway, Los Angeles
Health Net, McDonald's Operator 50
Association, Toyota Dealers 1/3
Association
13 Toyota Motor Sales, State Farm Long Beach
Insurance and Financial Services 45
California Zone, The Gas Co., Santa 1/same
Anita Park
14 MGM Home Entertainment, Alpine N/A
Electronics, Autodesk, Augustine 30
Casino, UCLA Anderson School of 1/2
Business
15 Activision, Boeing, Loyola Marymount Marina del Rey
University, Newegg.com, Yahoo 96
1/same
Rank Creative Top Local Executive
Director * name
* Year established * title
* phone
1 Larry Postaer Gerrold Rubin
1986 ceo, president
(310) 394-4000
2 David Angelo Ruth Amir, Mike Braue
1999 managing partners
(310) 445-5200
3 Oscar Bassinson Sydney Yallen
1974 chairman, ceo
(818) 995-1455
4 Jordin Mendelsohn Richard Zien
1981 president
(310) 444-1990
5 J. Evans/S. Kaplan M. Davis/R. Elen
1925 chairman, ceo/pres., coo
(213) 688-7000
6 Lee Kovel John Fuller
1998 president
(310) 841-4444
7 Court Crandall Jim Smith
1994 chairman
(310) 881-8000
8 Beverly Mason Thomas Weston
1989 ceo
(310) 207-6507
9 Juan Jose Quintana Hector Orci
1986 ceo
(310) 444-7300
10 Cliff Crumley Lori Jacobus
1996 vice president
(818) 760-8787
11 Howie Cohen Joe Phelps
1981 ceo
(310) 752-4400
12 Rafael Ramirez Liz Castells-Heard
1998 ceo, president
(213) 688-7250
13 Stephanie Pao Julia Huang
1991 ceo
(562) 733-1888
14 Tracy Wong Ben Wiener
1993 ceo
(310) 285-0181
15 Ron Gould Eric Johnson
1999 president
(310) 754-3200
N/A--Not Applicable WND--Would Not Disclose
(1) In L.A. County
(2) Fee-based creative development including copy writing and art
direction.
(3) Formerly PKPF Inc.
Note: The information on this list was supplied by representatives of
the companies themselves.
To the best of our knowledge, this information is accurate as of press
time. While every effort is made to ensure the accuracy and
thoroughness of the list, omissions and typographical errors sometimes
occur. Please send corrections or additions on company letterhead to
the Research Department, Los Angeles Business Journal, 5700 Wilshire
Blvd., Suite 170, Los Angeles 90036. [c]2005 Los Angeles Business
Journal. This list may not be reprinted in whole or in part without
prior written permission from the editor. Reprints are available from
Wright's Reprints, (877) 652-5295.
Researched by David Nusbaum
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