With Acura account under its belt, Suissa Miller is living large.Four years ago, Bruce Miller Bruce Miller is an American attorney born in 1945. He is known for arguing a legal case claiming welfare to be a constitutional right. Early life Miller was born in 1945 in California, where he spent his formative years. walked away from Foote, Cone & Belding to start up a quirky little ad agency 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. . Four months ago, that little shop doubled in size to become one of the biggest advertising agencies in Los Angeles County. And Miller now sits in the office that once belonged to his former boss. Who says you can't go home again You Can’t Go Home Again revisiting his home town, a writer is disillusioned by what he sees. [Am. Lit.: Thomas Wolfe You Can’t Go Home Again] See : Homecoming ? Certainly not Miller, who as president of the hot shop Suissa Miller Advertising Inc. had the rare pleasure in December of relocating his new company into the exact same offices on Wilshire Boulevard once occupied by his old employer, FCB See DOS FCB. (operating system) FCB - file control block. . "I walked into the men's room on our first day here and said, 'Yep, this is exactly the way I remember it four years ago,'" Miller said. Such is the ebb and flow the alternate ebb and flood of the tide; often used figuratively. See also: Ebb of the advertising business, in which small shops can become giants at the stroke of a pen and once vital players can become all but obsolete seemingly overnight. It's been particularly wild surfing in Los Angeles in recent months, especially as a result of the stunning decision last October by American Honda Motor Co. to shift the $120 million ad account for its Acura division to Suissa Miller from incumbent agency Fathom. In the time since then, Suissa Miller (along with most other sizeable ad agencies in L.A. County) has been flooded with job applications from Fathom employees. Suissa Miller has cherry-picked about 15 of them, according to Miller. As for Fathom, it is now the subject of continual rumor. Ad industry trade magazines have reported that the agency's owner, New York-based Omnicom Group Inc., will fold up the shop by the end of 1997 and transfer its single account - Redwood City-based Oracle Corp. - to DDB DDB - device independent bitmap Needham Worldwide. Fathom's creative director Larry Kopald says the agency still has nearly 100 employees and there have been no layoffs, but observers say the Oracle account simply isn't big enough to support that level of staffing. "At this point, there's really nothing to say. We go on, and it's that simple," Kopald said. Among the high-level defections at Fathom is former managing partner Tim Hart, now president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Bates Bates , Katherine Lee 1859-1929. American educator and writer best known for her poem "America the Beautiful," written in 1893 and revised in 1904 and 1911. USA West in Irvine. Hart, who declined to say much about his old agency, said Bates is now concentrating on growing its Los Angeles office. If the agency should emerge victorious in the current Bank of America
Bank of America (NYSE: BAC TYO: 8648 ) is the largest commercial bank in the United States in terms of deposits, and the largest company of its kind in the world. account review, a large portion of that business - valued at about $50 million in annual billings - would be handled in L.A., Hart said. In other words Adv. 1. in other words - otherwise stated; "in other words, we are broke" put differently , more flow, less ebb. But also on the ebb side is FCB, whose Los Angeles office suffered a series of devastating dev·as·tate tr.v. dev·as·tat·ed, dev·as·tat·ing, dev·as·tates 1. To lay waste; destroy. 2. To overwhelm; confound; stun: was devastated by the rude remark. blows last year. From a reported $86 million in billings in 1995, FCB's L.A. division is now believed to be running in the range of $25 million to $50 million. Farmer's Insurance Group and Metro-Goldwyn-Mayer Inc. both took their ad business elsewhere last year. Real estate and advertising sources say FCB will soon shutter its L.A. office completely. Suissa Miller is subleasing two floors, or about 45,000 square feet of space, that FCB used to occupy at 11601 Wilshire Blvd. And while FCB retains a presence in one floor of the building, real estate sources say Suissa Miller has the option to take over the rest of FCB's space if it moves out. FCB General Manager Joel Hochberg said there are no plans to move in the immediate future - at least not for the agency. Hochberg himself confessed that he has received a job offer from another L.A. shop, but said he couldn't reveal which one until next week. Meanwhile, at Suissa Miller, the agency recently bought 300 pieces of remnant carpeting to create a bizarre patchwork floor for its new space - and we're not talking tasteful remnants, either. Leopard spots clash head-on with pineapple prints in a brain-bending interior design that could as well have been created by the people at Excedrin. "When somebody spills coffee on it, nobody can tell the difference," said Miller. "We've gone from quirky Santa Monica to quirky highrise." By the time it finishes adding people to staff up the Acura account, Suissa Miller will have 160 employees, double its size before the win. None of the creative work on Acura has broken yet, but Miller says the preliminary stuff got a good reception from Acura dealers at a recent meeting of auto sellers in Atlanta. The agency has stopped looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. or accepting new business, a typical move after a shop absorbs an account the size of Acura. "We're in a digesting mode right now, just trying to do right by Acura and do right by the accounts that led us to do the kind of work that attracted Acura," Miller said. Suissa Miller is riding high right now, but advertising veterans warn that the days of explosive growth for the agency are probably oven After all, the shops now moving out of L.A. or downsizing (1) Converting mainframe and mini-based systems to client/server LANs. (2) To reduce equipment and associated costs by switching to a less-expensive system. (jargon) downsizing were once the hot new kids on the block New Kids on the Block (later NKOTB) was a boy band that enjoyed enormous success in the late 1980s and early 1990s. Assembled in Boston in 1984 by producer Maurice Starr, the members consisted of brothers Jordan and Jonathan Knight, Joey McIntyre, Donnie Wahlberg, and Danny , too, until they grew and got acquired by a holding company and eventually lost the confidence of too many of their clients. The problem, says Select Resources International President and consultant Michael Agate, is that once a small shop absorbs a giant account, it's no longer considered a responsive, fast-moving agency. "It sometimes gets tougher to persuade the small or medium-sized client that they're important after taking on a huge account," Agate said. "If an agency doesn't keep up, or create a streamlined working model that can work as fast or flexibly as the small independents, it's vulnerable." |
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