What are you paying for?

The messages come from everywhere. Turn on the television, listen to the radio, read periodicals, glance at a billboard, or surf the web, and you are exposed to an ever-growing tidal wave of advertisements. If you are a company owner or marketing manager, ad sales reps are blowing up your telephone and email. Your head spins with all the advertising options available to you.

Enter the agency. Actually, enter the media buyer. Many “agencies” are really composed of one or two enterprising people with an ad sales background — former account executives that discovered they could do the same job, make the same money, and work from home. How is this possible? It’s possible because media partners pay 10%-15% commission to agencies for placing ad buys on behalf of their clients. This commission structure has been around since the dawn of mass-media advertising.

You can admire the initiative of these types of agencies, but they’re taking advantage of a flawed model. In a sense, they order your lunch, and in return keep 15% of your hamburger, 10% of your french fries, and 12% of your Coke. The paradigm is shifting. Speaking of Coca-Cola, they are one of many national and regional companies who have rejected this antiquated media commission structure, instead opting to pay their agencies a fair hourly rate to place the buy. They now reinvest the commission previously paid to the agency into efforts that build brand equity.

Certainly, there is value in having a competent media buyer direct your spending. They manage the ad sales reps, ensure ad buys go smoothly, and help deliver your message to the right audience. The question is this: does that skill set alone entitle them to 15% of your ad budget? Wouldn’t those dollars be better invested in the development of strategic communication assets, i.e. better ads? Respectfully, delivering the message is the easy part. Creating the message is the true challenge.

In a day when your potential customers are being bombarded with ad messages, it takes more than reach and frequency to make an impression. To truly stand out, a business needs advertising that engages, educates, and enchants an audience. Unfortunately, many local and regional businesses don’t feel they have the budget to support high-quality creative services. In reality they would, if they didn’t have to pay a commission to the media buyer. Most every business could have commercials of superior concept and execution than the “free production” presented as “value-added” by media buyers who are dependent on the traditional commission system.

At Firevine, we believe that the quality of the message matters. To prove it, we’ll provide media buying services and let you keep the agency commission.
The buy is dead.

Firevine Brings Home Two ADDY Awards

EDWARDSBURG, MI – In an evolving advertising realm that is loaded with ad agencies, production studios, media outlets, and marketing firms chasing the same bunch of carrots, it can be difficult for local startups to carve out an industry niche. But one ad agency is doing just that, and making hay, by placing a greater focus on high-impact design and brand development. Firevine Advertising & Design – in winning both Gold and Silver at the recent AAF-Michiana ADDY Awards – has clearly established itself as a leader in high-impact advertising and design solutions and ROI-driven brand development strategies.

Firevine – the award-winning creators of idea-rich advertising materials for the likes of Afdent Dental, Hospice Foundation, and Nimet Industries, Inc. – received a Gold ADDY Award in digital video production for its “Bulldog Man” television commercial (http://www.youtube.com/watch?v=kkAWcBuVDnY). The 30-second spot was created for Bulldog Auto Parts, of South Bend, Ind. At the event, held Feb. 23 at the Villa Macri restaurant in Granger, Ind., Firevine was also awarded a Silver ADDY for its website design for client Delivery Concepts Inc. (http://deliveryconcepts.com/), a national builder of meal delivery trucks.

“We do work hard to deliver high impact solutions because we want our clients’ dollars to be spent in a manner that inspires engagement. Whether the need is Old School advertising, design, public relations, online marketing, or brand strategy – we want to leverage our expertise in this new media landscape to help brands and companies matter,” said Mike Pecina the founder and Creative Director of Firevine. “We are a young and creative idea and design shop. Our ability to innovate across channels – from websites to print to digital video production – is part of what separates Firevine from other providers. We love the challenge of implementing ideas and branding strategies that more effectively move hearts and minds, and result in continued and sustainable growth for our clients.”

The ADDY Awards – founded in 1960 and implemented by the AAF in 1968 as a national advertising competition – is the largest creative competition of its kind and features more than 50,000 entrants each year. The competition comprises three judging phases; local, regional, and national. Having won at the local level, Firevine is – according to Pecina – now eligible to advance further in the competition and compete in the upcoming regional stage.

“Certainly awards aren’t everything in this business,” said Pecina. “We’ve had the opportunity to work with some great people at growing companies who have trusted us to do exciting things around their brands. It’ll be great if we’re recognized in the next round, but trust me, our team is more excited about our next new business win, campaign, or digital launch. And, really, we’re thankful to God for the opportunity to do something we’re all passionate about, which is to solve problems and hopefully help people.”

For more information about Firevine and its full suite of advertising and design services, visit http://www.firevine.com/, or call 1-800-708-3923.