McGarryBowen Is Ad Age's Agency of the Year
New York, January 25, 2010 – (AdAge.com) -- Any ad agency will tell you the loss of a lucrative account is like a punch in the gut. Losing your founding client -- that's devastating. But that's precisely what happened to McGarryBowen in 2007 when Verizon whittled its ad agency roster from 38 agencies to eight. The marketer's move eliminated shops not linked to the biggest chunk of what was then a $1.2 billion and growing marketing budget: wireless.
So what did John McGarry do? He took his former client to lunch.
"He is a class act and consummate professional," said Verizon's exec VP-chief marketing officer, John Stratton, of Mr. McGarry, who is renowned in the business as the epitome of the courtly, old-school account man. "He worked for two and half years to maintain the relationship, despite what were probably hard feelings. ... John really understands how to manage relationships well. It's not overbearing, but he doesn't fall off the radar screen long enough that you forget about him and his company."
Yet when a trio of 50-something ad guys flung open McGarryBowen's doors less than a decade ago, off-the-radar was where Mr. McGarry was headed. He was part of a group that exited Young & Rubicam after its 1998 public offering with wallets full and little need to confront the harsh new realities of the agency business. Madison Avenue's halcyon days of easy 15% commissions were fading, bean-counting procurement execs were ascendant, and digital was becoming the name of the game.
See work from McGarryBowen on Creativity.
McGarryBowen powered on though, with Mr. McGarry using old connections to bring in clients like Marriott and Chevron. And while the agency still leans heavily on its founder's expansive Rolodex, in 2009 it demonstrated an understanding of what many of its peers are fast forgetting: for all the ways the ad business is forever changing, certain fundamentals -- like sound account management -- never change.
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Book of Tens: Ten Who Made Their Mark in 2009
New York, 2009 - At 69, John McGarry has already had a legendary run in the agency business, but he's not even close to done. The longtime Y&R exec - envied for his knack for stricking up relationships with the creme de la creme of the marketing world - left in 2002 to hang his own shingle, and took a slew of clients with him.
Press Release: Verizon Wireless taps mcgarrybowen for the much-talked about Verizon Android phone
New York, September 19, 2009 – Verizon Wireless has reached beyond agency-of-record McCann Erickson, tapping Dentsu-owned mcgarrybowen for a marketing project related to a much-talked about Verizon Android phone.
For mcgarrybowen, the project, which was awarded without a pitch, means welcoming back an old friend. Verizon was mcgarrybowen's founding client when John McGarry, renowned for his relationships, departed Y&R to start his own shop along with former Ogilvy exec Gordon Bowen back in 2002, but the client and agency later parted ways.
It also means that mcgarrybowen gets to handle a hot new assignment for the nation's second-biggest marketer, which devotes a whopping $3.7 billion to domestic advertising, according Advertising Age's Data Center. And Android is Google-backed, open-source mobile-operating system that is set to power a growing number of handsets.
Representatives for McCann and mcgarrybowen referred calls to Verizon, which declined to comment. Executives familiar with the situation
said mcgarrybowen's reappointment to the telecom giant's roster doesn't affect McCann's current
assignments or its lead-agency status on the Verizon Communications, Verizon Business and Verizon Wireless accounts.
Still, it suggests that McCann - which has seen major pieces of Microsoft business depart for other agencies this year - may not have the firmest grip on another of its most important and lucrative clients. It also comes as the agency just named Thorm Gruhler, global account director of the Verizon Wireless business, to serve as New York office president.
Verizon also represents one of the parent Interpublic Group of Cos. five biggest clients, with a host of its
agencies, including MRM Worldwide, R/GA, Momentum Worldwide and Hill Holiday, all
working on the Verizon account.
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Press Release: MCGARRYBOWEN JOINS DENTSU
CREATING GLOBAL COMMUNICATIONS POWERHOUSE
Commitment to Clients’ Success the Centerpiece of
Watershed Deal for Dentsu and mcgarrybowen
New York, November 12, 2008 – Dentsu Holdings USA, Inc. today announced
that it has acquired celebrated advertising agency mcgarrybowen. mcgarrybowen’s
New York headquarters, Chicago office and its digital arm, Continuity, will all
continue to operate under the leadership of the mcgarrybowen executive
management team, which now has access to the global resources of Dentsu.
Founded in 2002, mcgarrybowen quickly amassed an impressive roster of blue-chip
clients and an unparalleled reputation for client service. The brainchild of John
McGarry, Chief Executive Officer, Gordon Bowen, Chief Creative Officer and Stewart
Owen, Chief Strategic Officer, mcgarrybowen has since grown into the largest
independent agency in New York and the 10th largest independent agency in the U.S.
The acquisition is a natural outgrowth of mcgarrybowen’s desire to better serve its
clients around the globe and across a full range of marketing and communications
activities, and of Dentsu’s continued commitment to building a U.S.-based
infrastructure with breadth and depth.
“At Dentsu, we have always created, staffed and grown our agencies based on client
needs,” said Tim Andree, President & CEO, Dentsu Holdings USA, Inc. “We knew
from our first meeting with mcgarrybowen that this kind of inherent commitment to
client service is core to both of our agencies’ cultures. I have sincere respect and
admiration for the impressive agency that mcgarrybowen has been able to create in
the last six years. We are thrilled to be able to offer Dentsu’s vast global resources
to mcgarrybowen, its management team and its formidable roster of clients.”
“mcgarrybowen is all about serving its clients – creating powerful, compelling
communications that help our clients succeed and beat their competition in a tough,
competitive global marketplace,” said John McGarry, CEO, mcgarrybowen. “What we
love about Dentsu is that they share that same overwhelming desire to help their
clients.” McGarry continued, “More and more, our clients demand global capabilities
and this will allow us to continue to serve our clients better.”
Since Andree joined Dentsu in 2006, the Agency has embarked upon a series of
significant acquisitions and realignments designed to drive growth and profitability
and build a strong U.S.-based global network. The unprecedented success resulted
in Dentsu America more than doubling its revenue in 2007, and becoming the fastest
growing agency in the U.S., according to Advertising Age’s “Agency Report 2008.”
In July 2008, Andree was named Dentsu Inc.’s first non-Japanese Executive Officer
in the Company’s 107-year history. Concurrent with this announcement, Andree
adds the role of President & CEO, Dentsu Holdings USA, Inc. to his existing
responsibilities as Executive Officer, Dentsu Inc. and CEO, Dentsu America, Inc.
“Two years ago, President & COO Tatsuyoshi Takashima and our Board, in a demonstration of their steadfast commitment to our clients, announced Dentsu’s
intention to grow globally, to add diverse talent and skills to the network, and to
extend the strength and capabilities of Dentsu outside of Japan,” said Andree.
“Today’s acquisition is powerful evidence of Dentsu making good on that promise to
our clients, and is a real coup for the growing Dentsu family.”
About Dentsu Holdings USA, Inc.
Dentsu Holdings USA, Inc. (DHUSA) is a wholly-owned subsidiary of Dentsu Inc., the
world’s largest single agency brand. DHUSA owns and operates award-winning
advertising agencies in North America and Europe, including Dentsu America, Inc.,
Dentsu Communications, Inc., Dentsu Next Inc., Dentsu Canada Inc., ATTIK U.S., a
division of Dentsu America, and ATTIK Ltd. (Leeds, UK).
About mcgarrybowen
mcgarrybowen was founded in 2002 and has offices in New York and Chicago.
mcgarrybowen is a fully-integrated agency with advertising, design, relationship
marketing and a digital arm, Continuity. The Agency has been the recipient of many
honors, including ADWEEK’s President’s Award for the “non-traditional agency having
the greatest impact on the industry.” The Agency works with many of the of the
world’s best known companies including JPMorgan, Chase, Kraft, Disney, Marriott
International, Chevron, Pfizer, HP, Reebok International, Crayola, InBev, Century 21,
News Corp, The Wall Street Journal and the U.S. Olympic Committee.
Kraft Campaign Whips Colbert into a Frenzy
October 15, 2009 - thecolbertnation.com
Hot 500: The Fastest Growing Businesses in America (#38)
2008 - Entrepreneur Magazine
Reebok Tackles NFL’s soft side
September 2008 - Chicago Sun-Times
Balloon ties images together in partners' latest Disney spot
September 26, 2008 - Chicago Sun-Times
For several years now, Ned Crowley and his creative partner, Jon Moore, have lovingly tended the Walt Disney theme park advertising account, first at their former agency Leo Burnett/Chicago and now at mcgarrybowen/Chicago. The two veteran advertising creatives opened the Chicago outpost of that New York-based shop last year. download PDF
American Business Media honors Gordon Bowen
September 24, 2008 - The Wall Street Journal
During the October 1 ceremony, ABM will honor four new CEBA Hall of Fame inductees – DDB Worldwide, The Martin Agency, Gordon Bowen, founder/CCO of mcgarrybowen, and Tom Stein, president/CEO/founding partner of Stein Rogan + Partners – giving due recognition to those agencies or individuals who have left an indelible mark on business media advertising and creative communities with their unforgettable campaigns. Once again, ABM will also honor those member publishers whose nominations garnered CEBAs with its special Publisher’s Award. read more>
Reebok | Migration | US
August 17, 2008 - Campaign
Reebok claims to have assembled the largest number of NFL stars to ever have appeared in a TV commercial. download PDF
Hot 100: The Fastest Growing Businesses in America (#38)
2008 - Entrepreneur Magazine
More JPMorgan for Mcgarrybowen
March 17, 2008 - ADWEEK
NEW YORK The investment banking arm of JPMorgan Chase & Co. has hired independent mcgarrybowen to develop global brand image advertising after a review, said sources. read more>
Mcgarrybowen Joins HP Roster
March 14, 2008 - ADWEEK
NEW YORK Hewlett-Packard has added independent mcgarrybowen here to its global creative roster to handle project work, the client has confirmed. read more>
Century 21 System Launches New Consumer Marketing Campaign
March 3, 2008 - Business Wire
Programs offer broad support to increase agent resources and provide relevant tools to help consumers better navigate the home buying and selling process. read more>
Chase Repositions
Jan. 10, 2008 - ADWEEK
NEW YORK J.P. Morgan Chase will attempt to reposition itself as a more "customer-friendly" destination in an ad campaign breaking next week. read more>
Making a Big Splash: mcgarrybowen Opens Chicago Office
2008 Screen Magazine
Sometimes it takes an outside perspective to show a town how much it has going for itself. Take the New Yorkers behind independent shop mcgarrybowen, for example. They obviously see something in Chicago worth tapping into, as the agency prepares to open its second in the Windy City. read more>
Hot 500. The Fastest Growing Businesses in America
2007 - Entrepreneur Magazine
2007 Silver
2007 - Effie Awards
As the housing market went from a boom to a transition market, Century 21 needed a campaign to break through the clutter, increase brand awareness measures over Re/Max, and boost the amount of traffic to century21.com as well as the number of consumer leads to the system of affiliated brokers. Agents of Change was a rallying cry for the organization by presenting realistic and emotional situations. The campaign resulted in 46% brand awareness increase, improved visitor traffic to century21.com, and increased consumer leads ranging from 185% to 224% for the entire system of brokers. read more>
U.S. Ad Agencies Ranked by Revenue
2007 - Advertising Age
Editor’s Picks: Favorite Ad Campaign
2007 - Min Magazine
As magazine-ophiles, it’s as easy to be seduced by advertising campaigns as by the editorial content they bookend. This is especially true for Disney’s 2007 print campaign, which dressed up celebrities to resemble prominent characters in its animated movies and placed them in fairytale settings. Where else could you see soccer star David Beckham raising a sword to rescue Sleeping Beauty atop a rearing stallion, or pop princess Beyonce looking a wee bit nauseous as Alice in a spinning tea cup? Other than your own private fantasies, that is. Thank Annie Liebovitz and ad agency mcgarrybowen for these inspired pieces. read more>
Ad Agency to Open Chicago Office
Dec. 14, 2007 - Advertising Age
New York-based independent shop McGarry Bowen is set to open an office in Chicago. read more>
Chevron Pitch: Climate Is Its Concern, Too.
Oct. 18, 2007 - The Wall Street Journal
Chevron is spending millions of dollars trying to reshape its image as an energy company that cares about climate change just as much as ordinary folk do. read more>
Someone Has to Provide Energy. It Might As Well Be Chevron.
Sep. 28. 2007 - Advertising Age
Advertising Age shows that even the most heinous of industries can--with the help of clever ad men and women--turn perception on its head. It's an ambitous road, turning something as dirty as oil into a cause that benefits humanity. But that's what Chevron intends to do. read more>
Chevron’s 150-Second Spot
Sep. 28, 2007 - The New York Times
A jingle for the 100-millimeter version of Winston cigarettes once declared, “It’s not how long you make it, it’s how you make it long.” read more>
Recasting Big Oil’s Battered Image
Sep. 28, 2007 - The Washington Post
A 2 1/2 -minute television commercial will debut this weekend, directed by Lance Acord, the cinematographer on "Lost in Translation," "Being John Malkovich" and "Marie Antoinette." It will feature music by the British composer Paul Leonard-Morgan, who was recently commissioned to write a piece for the U.S. Olympic Committee. And it will have an earnest voice-over by acclaimed indie actor Campbell Scott. read more>
The Advertising Council and Neighborworks America Launch National PSA Campaign on Foreclosure Prevention
June 26, 2007 - PR Newswire
NEW YORK, NY June 26, 2007 / PR Newswire / – The Advertising Council, in partnership with Neighborworks® America, announced today the launch of a national public service advertising (PSA) campaign designed to educate homeowners about where they can turn for help if they are at risk of foreclosure, which according to according to several housing industry estimates, are expected to exceed one million households in 2007. read more>
Mcgarrybowen Awarded USOC Branding Work
March 20, 2007 - MarketingVox.com
The U.S. Olympic Committee handed branding responsibilities for the U.S Team and partners to McGarryBowen, reports AdAge. read more>
Beckham is Charming in Campaign for Disney
Jan. 29, 2007 - Brandweek
NEW YORK -- In what is being billed as his first major marketing alliance since signing with Major League Soccer’s Los Angeles Galaxy earlier this month, David Beckham plays Prince Charming “slaying a dragon” in a print campaign shot by Annie Leibovitz for Disney. read more>
Disney’s dazzling ‘Dreams’
Jan. 25, 2007 - USA Today
When it comes to wishing upon a star, Annie Leibovitz has far more influence than Jiminy Cricket. read more>
‘WSJ’ Contracts Mcgarrybowen
Feb. 17, 2006 - ADWEEK
NEW YORK Dow Jones & Co. has hired independent mcgarrybowen to create a brand image campaign for The Wall Street Journal and its online edition, the client confirmed. read more>
Kraft Shifts $35 Million to McGarry Bowen
Jan. 9, 2006 - Advertising Age
Kraft Foods last week moved roughly $35 million worth of creative responsibilities for its salad dressings, mayonnaise and barbecue sauces to McGarry Bowen, New York. The shift from WPP Group's JWT, Chicago, which had handled Kraft Mayonnaise, and Interpublic Group of Cos.' Foote Cone & Belding, Chicago, which had handled Kraft Salad Dressings and Barbecue Sauce, is intended to offer those brands a "fresh perspective,'' according to a Kraft spokeswoman. read more>
Nimble Beats Big (Again)
Jan. 4, 2006 - Advertising Age
Advertising Age : In another victory for small ad agencies taking on Madison Ave. giants, Kraft Foods has moved creative responsibilities for its salad dressings, mayonnaise and barbecue sauce to independent McGarry Bowen, New York, the marketer said. read more>
Mcgarrybowen Picks UP $30-40 Mil. Kraft
Jan. 3, 2006 - ADWEEK
NEW YORK Kraft Foods has added mcgarrybowen to its roster of agencies, handing the shop creative duties on its namesake lines of salad dressings, mayonnaise and barbecue sauce, the Northfield, Ill., client confirmed on Tuesday. read more>
Frank Lowe is Back, Looking for Clients
Dec. 16, 2005 - The New York Times
ALTHOUGH it happened 16 years ago, Andrew Robertson, now the president and chief executive at BBDO Worldwide, can still recall the details of his first and only job interview with the legendary British adman Frank Lowe. read more>
The Men in the Gray Flannel Suits
June 20, 2005 - Forbes.com
These Madison Avenue retreads thrive by selling old-fashioned TV spots, print ads and client hand-holding. If you want guerrilla marketing or blog sponsorships, go somewhere else. read more>
Chase Launches New Brand Combining Strengths of Bank One
May 9, 2005 - Business Wire
NEW YORK -- JPMorgan Chase (NYSE:JPM) announced today the launch of a multi-million dollar national advertising campaign designed to establish Chase, its consumer brand, as the company that provides customers with flexibility and choice throughout all stages of their lives. Created by mcgarrybowen of New York, the campaign reintroduces the trademark Chase octagon as a portal for customers to "look" into the world of Chase and see the financial solutions Chase can provide. The campaign was launched nationally this morning during the Today Show on NBC. read more>
New Theme for Reebok
Feb. 2, 2005 - USA Today
NEW YORK — In its largest marketing effort in a decade, Reebok (RBK) will mobilize a diverse lineup of stars — from sports to hip-hop — to promote the No. 2 sneaker marketer as the brand for young consumers. read more>
President’s Award: Mcgarrybowen
Jan. 10, 2005 - ADWEEK
For months, Bruce Gordon had been considering creating a heartfelt ad message to mark the one-year anniversary of Sept. 11. Verizon had been instrumental in getting New York City and the New York Stock Exchange back on line, so Gordon, president of Verizon's retail markets' group, felt uniquely positioned to "send a card to the nation expressing our feelings around 9/11." read more>
Mcgarrybowen Wins $40-50 Mil. Brahma Beer Business
Jan. 6, 2005 - ADWEEK
NEW YORK Independent mcgarrybowen has won creative duties on InBev's Brahma beer, a Brazilian brand that the client plans to market globally, the client confirmed on Thursday. read more>
JP Morgan Selects McGarry Bowen
Sep. 1, 2004 - The New York Times
J.P. Morgan Chase & Company has named McGarry Bowen in New York as its creative agency for consumer banking assignments like credit cards after a review prompted by J.P. Morgan's acquisition and absorption of the Bank One Corporation. Although spending has not been determined, trade publications estimated the potential budget at $150 million to $300 million. read more>
Chase Selects Advertising Agency Mcgarry Bowen
Sep. 2, 2004 - Business Wire
NEW YORK -- Chase, a division of JPMorgan Chase & Co. (NYSE:JPM), announced today that it has selected advertising agency mcgarrybowen to serve as its agency of record for its U.S. retail and credit card businesses. The agency will help Chase develop its brand image and translate that into a comprehensive consumer advertising campaign. E[acute accent]A key component will be transitioning the Bank One brand in both retail and credit card to Chase in 2005, following the July 1 merger of parent companies JPMorgan Chase & Co. and Bank One. read more>
Mcgarrybowen Wins $300 Mil. Plus JPMorgan Chase Account
August 30, 2004 - ADWEEK
NEW YORK Mcgarrybowen has landed creative duties on the consolidated account of JPMorgan Chase following the company's merger with BankOne, sources said. Billings are estimated at more than $300 million, the bulk of which will be spent on ads for Chase credit cards, according to sources. read more>
Mcgarrybowen Wins Creative for Insomnia Drug
Jan. 7, 2004 - ADWEEK
NEW YORK Mcgarrybowen has landed creative duties on Indiplon, a new insomnia drug treatment that will be co-marketed by Pfizer and Neurocrine Biosciences, the agency said. read more>
Marriott Hires Mcgarrybowen
July 25, 2003 - The New York Times
Marriott International is expanding its agency roster by naming McGarry Bowen in New York to handle some creative duties in its account. Although billings were not disclosed, Marriott spent $96.8 million to advertise in major media last year, according to TNS Media Intelligence/CMR. read more>
Love, McGarry Bowen Style
Jan. 6, 2003 - Advertising Age
McGarry Bowen's first corporate-image ads for Verizon Communications bear the characteristically sentimental stamp of the startup's creative director, Gordon Bowen, to show how folks stay connected in real-life situations. read more>
McGarry Bowen Overtakes Lowe
Nov. 4, 2002 - ADWEEK
Bruce Gordon, president of retail markets for Verizon Communications, said last week's hiring of McGarry Bowen fits into his plans to tap the "best resources" and described the New York startup as the lead creative shop on the brand. The move relegates Lowe to secondary status on one of its largest accounts. read more>
Mcgarrybowen Muscles in on Verizon
Oct. 28, 2002 - ADWEEK
More than a month after startup shop McGarry Bowen produced a 9/11 tribute spot for Verizon Communications, the New York agency is presenting new work that could result in a second, significant assignment, sources said read more>
Verizon Communication Hires McGarry Bowen
Oct. 30, 2002 - ADWEEK
NEW YORK -- Verizon Communications has confirmed an earlier story [ADWEEK, Oct. 28] that it has hired New York startup McGarry Bowen to develop "corporate brand and image advertising." read more>
Gordon Bowen, John McGarry Set Up Shop
Sep. 16, 2002 - ADWEEK
NEW YORK -- Three former top-level Young & Rubicam executives have teamed with freelance creative director Gordon Bowen to open a new agency here called McGarry Bowen, one of the principals confirmed last week. read more>