Wednesday, April 21, 1999
Northlich Stolley LaWarre on 100 list
'Adweek' ranks marketing firm
BY JOHN ECKBERG
The Cincinnati Enquirer
Northlich Stolley LaWarre has made the roster of the 100 top marketing communications firms in the nation.
The designation from Adweek magazine puts the company in the highest tier of national and regional agencies and gives the downtown firm local bragging rights as the largest agency in the city.
“I think this raises the Cincinnati profile,” said Mark Serrianne, who became chief executive officer and principal owner of the integrated communications firm in January 1998.
“By virtue of having a top 100 agency based here, that brings more attention to the communications community. I've long said that Cincinnati is a communications mecca.”
Northlich Stolley LaWarre, ranked No. 92 on the list, had capitalized billings of $106 million and gross income of $15.9 million in 1997, the most recent year for which figures are available. It employs 146 peo ple and represents clients such as International Home Foods, Starkist, Batesville Casket Co. and Gibson Greetings.
A year ago, 116 were employed by NSL.
The firm, which offers clients public relations, direct marketing, brand development and interactive media services, saw billings grow by 20 percent at a time when regional agencies posted year-to-year gains of 11 percent and national agencies had 13 percent gains on average, the magazine found. The listing was based on 1997 billings.
The designation might bring new clients, but it will certainly enhance the cachet of the firm, Mr. Serrianne said.
“It's the kind of recognition that will help aid recruiting and retention efforts,” he said. “It makes NSL more of a draw.”
Officials at the firm attributed growth to three areas: increased assignments from current clients, more public relations and direct marketing work and new national accounts.
Trevor Jensen, Midwest editor for Adweek, agreed that some businesses will be drawn to agencies that make the list.
“In this business, size does matter,” he said. “Being on the list may put (NSL) in a league where they can gain some notice and opportunities to make some pitches.”
The big trick comes a year from now. “Staying on the list is the challenge,” Mr. Jensen said.
Mr. Serrianne said the agency will not be content to tread water. “It is not very far to the top 50 and not much of a stretch for NSL to move well up on that list,” he said.
He said the company plans to create deeper relationships with clients by fostering more of an advisory culture at all levels of the agency.
“If you take care of your clients, growth will take care of itself,” he said.
The designation was not the only recent high ranking for the company. Jack O'Dwyer, a New York public relations industry analyst, said this month in his newsletter that NSL's $3.6 million billed for public relations work last year makes the firm the top public relations agency in the city.
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