Top Independents see growth in shifting ad marketplace. (Media & Technology).Who's who's 1. Contraction of who is. 2. Contraction of who has. who's who is or who has who's short for who is, who has. number one in the local advertising world? Good question. The large, publicly held agencies are declining to release 2002 billings data for their subsidiary companies, presumably pre·sum·a·ble adj. That can be presumed or taken for granted; reasonable as a supposition: presumable causes of the disaster. because of the recently enacted Sarbanes-Oxley Act See SOX. , in which chief executives and chief financial officers are required to certify cer·ti·fy v. cer·ti·fied, cer·ti·fy·ing, cer·ti·fies v.tr. 1. a. To confirm formally as true, accurate, or genuine. b. the accuracy of corporate financial data. This has fueled long-held industry suspicions that billing information for many operating subsidiaries An operating subsidiary is a business term frequently used within the United States railroad industry. In the case of a railroad, it refers to a company that is a subsidiary but operates with its own identity and rolling stock. has been inflated for years. Because data for the major firms is unavailable, the Business Journal will not be publishing its usual list of the area's largest advertising agencies (nor of the top public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most agencies, which had been scheduled for next week). As for the 15 independent advertising agencies surveyed, Rubin Ru´bin n. 1. A ruby. Postaer and Associates ranked first, with 2002 billings of $858.3 million, a gain of less than 1 percent from the previous year. The greatest growth came at Encino-based Inter/Media Advertising, which reported a 92 percent gain, billing $202 million in 2002. Most of the 15 agencies surveyed reported billings growth in 2002 compared to 2001. Six firms held steady or reported declines. While all agencies, large and small, have struggled in the face of an advertising recession and tougher competition, the independents appear to be adjusting to the newer ways of doing business. Perhaps the biggest shift has come in the embrace of direct response advertising, which clients have come to see as a means of tracking the effectiveness of marketing dollars. "We've we've Contraction of we have. we've have found our best years are in times of economic downturns because of the accountability dynamic' said Lucas Lucas (l  `kəs), variant of Luke. Donat Don´atn. 1. A grammar. , chief executive of Donat/Wald, whose independent firm specializes in direct response. Bart Noun 1. Bart - a member of the British order of honor; ranks below a baron but above a knight; "since he was a baronet he had to be addressed as Sir Henry Jones, Bart." baronet aristocrat, blue blood, patrician - a member of the aristocracy Young, chief executive and president of Young Co., which focuses on business-to-business  This article or section needs copy editing for grammar, style, cohesion, tone and/or spelling.You can assist by [ editing it] now. activity, said that billings fell in 2002 by 2.5 percent, to $27.3 million. But he said that the company is now less dependent on technology and sees good expansion opportunities in business development tools for it business-to-business clients. Young, like other independents, has begun offering more non-advertising services, like public relations and market research. Sagon/Phior, which had been an Interpublic unit until last year, has also repositioned itself, shifting from a full-service full-ser·vice adj. Associated with or offering complete service: full-service gasoline pumps; full-service banks. agency to a marketing and creative services Creative Services are a subsector of the creative industries, a part of the economy that creates wealth by offering creativity for hire to other businesses. Examples include:
prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Glenn Sagon, its chief executive. Although the company still handles a significant amount of advertising work, its primary focus is shaping a company's identity with tools like packaging design and Web site content and design. Fraser Fraser, river, Canada Fraser, chief river of British Columbia, Canada, c.850 mi (1,370 km) long. It rises in the Rocky Mts., at Yellowhead Pass, near the British Columbia–Alta. line and flows northwest through the Rocky Mt. Communications in Santa Monica Santa Monica (săn`tə mŏn`ĭkə), city (1990 pop. 86,905), Los Angeles co., S Calif., on Santa Monica Bay; inc. 1886. Tourism and retailing are important, and the city has motion-picture, biotechnology, and software industries. is a good example of the struggle facing independents. The company saw a modest growth of 4.6 percent in billings, to $27.2 million, in 2002 and expects to maintain that level in 2003. In order to stay lean, the company has been using more freelancers to keep overhead low. "Consolidation is strong in Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. ," said Renee Renee is a common female name in the United States and male name in Europe. Pronunciation: rε-'nei The word Renee can mean the following: reborn, born again. There is often an accent over the middle e, as in Renée. Fraser, chief executive of the agency. "Internally it means a lot fewer jobs, so there is a great pool of (freelance) talent available." Rochelle Ro`chelle´ n. 1. A seaport town in France. Rochelle powders Same as Seidlitz powders. Rochelle salt (Chem.) the double tartrate of sodium and potassium, a white crystalline substance. Newman-Carrasco, chief executive at Hispanic Hispanic Multiculture A person of Mexican, Puerto Rican, Cuban, Central or South American, or other Spanish culture or origin, regardless of race Social medicine Any of 17 major Latino subcultures, concentrated in California, Texas, Chicago, Miam, NY, and elsewhere agency Enlace Communications Inc., expects to see "conservative growth" this year to come from interactive and direct response advertising. "Tools that are interactive connect consumer with products and services so you can track the advertising," said Newman-Carrasco. "It's not just about print and phones. Directing people online and clicking on Web sites gives another response mechanism." The tight ad market is even causing the local units of major firms to compete for contracts they wouldn't have only a couple years ago. "We were surprised to see a global firm in a pitch for $450,000 worth of business," said Sagon. "The biggest agencies are going after the tiniest account." Some see the shifts in practice becoming a permanent feature of the industry landscape. Jack Feuer, national news editor for AdWeek magazine, cited the growth of interactive technology and increasing "fragmentation (1) Storing data in non-contiguous areas on disk. As files are updated, new data are stored in available free space, which may not be contiguous. Fragmented files cause extra head movement, slowing disk accesses. A defragger program is used to rewrite and reorder all the files. " of the audience, causing a shift away from traditional 30-second advertising.
Rules Change
With public agencies declining to break down 2002 billings for local
subsidiaries, the only available data comes from independents
Billings Breakdown
Gross Billings
Company '02/'01 Print Broadcast
Rubin Postaer and $858.3/$851.4 12% 70%
Associates
Davidandgoliath 250/195 9 87
Mendelsohn/Zien 205/192 3 90
Advertising
Inter/Media Advertising 202/105 5 87
Davis-Elen Advertising 187.3/191 3 69
Kovel/Fuller 124/124 WND WND
La Agencia de Orci & 100/81 WND WND
Asociados
Ground Zero 95/95 15 67
Weston Group 78/66 40 5
The Phelps Group 40.4/45 15 35
Anita Santiago 31.5/26.8 1 68
Advertising Inc.
Kalis & Associates 30/31 20 70
Worldwide Ptnrs.
Potter, Katz, Postal & 28/26 10 60
Ferguson Inc.
Young Company 27.3/28 20 0
Fraser Communications 27.2/26 10 30
Billings Breakdown
Company Outdoor Direct Product Internet
Rubin Postaer and 1% 2% 13% 2%
Associates
Davidandgoliath 1 2 0 1
Mendelsohn/Zien 2 0 0 0
Advertising
Inter/Media Advertising 3 0 5 0
Davis-Elen Advertising 13 0 10 0
Kovel/Fuller WND WND WND WND
La Agencia de Orci & WND WND WND WND
Asociados
Ground Zero 8 1 6 1
Weston Group 8 14 35 6
The Phelps Group 1 15 20 10
Anita Santiago 2 0 25 0
Advertising Inc.
Kalis & Associates 0 1 9 0
Worldwide Ptnrs.
Potter, Katz, Postal & 3 5 15 2
Ferguson Inc.
Young Company 0 20 15 20
Fraser Communications 15 10 15 5
Billings
Breakdown
Revenues
Company Other 2002 Employees
Rubin Postaer and 0% 91.4 400
Associates
Davidandgoliath 0 WND 70
Mendelsohn/Zien 0 WND 45
Advertising
Inter/Media Advertising 0 WND 65
Davis-Elen Advertising 5 19.2 122
Kovel/Fuller WND WND 54
La Agencia de Orci & WND 14 103
Asociados
Ground Zero 2 WND 62
Weston Group 2 WND 69
The Phelps Group 4 5.9 54
Anita Santiago 4 3 30
Advertising Inc.
Kalis & Associates 0 4.5 13
Worldwide Ptnrs.
Potter, Katz, Postal & 5 WND 30
Ferguson Inc.
Young Company 25 4.2 28
Fraser Communications 15 WND 18
Clients
Company (partial list)
Rubin Postaer and Honda, Acura, Charles
Associates Schwab
Davidandgoliath Kia Motors, Mattel 100%
Hot Wheels
Mendelsohn/Zien ABD Television, Carl's
Advertising Jr. Restaurants
Inter/Media Advertising Ditech.com, Public
Storage
Davis-Elen Advertising McDonald's Operators
Assoc. of South. Calif.,
Toyota Dealers of South.
Calif.
Kovel/Fuller Vivendi-Universal
Videograms, Jiffy Lube,
La Agencia de Orci & Verizon, Honda,
Asociados Washington Mutual Bank
Ground Zero California Dept. of
Health (Anti-Smoking),
ESPN
Weston Group Buena Vista Home
Entertainment, Newhall
Land/Valenicia
The Phelps Group Aramark, Crystal Cruises
Anita Santiago Wells Fargo Bank, Foster
Advertising Inc. Farms
Kalis & Associates Hormel Corp., Farmers
Worldwide Ptnrs. Market
Potter, Katz, Postal & Hollywood Celebrity Diet,
Ferguson Inc. Kimlan Foods
Young Company Candle Software, Fivor,
Raytheon
Fraser Communications Cedars-Sinai, EastWest
Bankl
Source: Business Journal research
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