Cone: Agency Business Report 2011

Headcount is 105, up 15% from 2009. Staff turnover was 16% last year.

Principal: Jens Bang, CEO
Ownership: Omnicom
Office: Boston

Staff
Headcount is 105, up 15% from 2009. Staff turnover was 16% last year.
 
Practice areas
The agency's primary business falls into brand marketing; cause branding; corporate responsibility; nonprofit marketing; and crisis prevention and management.
 
Accounts
Key 2010 wins included Pillsbury, Scott's Wild Birdfeed, Hilton Worldwide and Hilton Hotels & Resorts, Northwestern Mutual, Walgreens, and Johnson & Johnson. The firm lost the PNC Bank account.
 
Financial performance
As part of Omnicom, Cone doesn't release specific financials. However, CEO Jens Bang says it met 2010 revenue and growth projections. Increases were driven equally by new business and organic growth.
 
Analysis
Cone has long supported cause marketing and has created successful PR campaigns for charity, including "Go Red" for the American Heart Association and "Choose You" for the American Cancer Society. One of Cone's biggest moves in 2010 was spinning off its nonprofit marketing practice.
 
"Because of our depth in cause marketing, we thought it was smart to separate our nonprofit expertise into a separate division," says Bang. Separating the unit will go a long way in "helping to rebrand and reposition nonprofits in the marketplace," he adds.
 
The other major change was striking a strategic alliance with sister firm Fleishman-Hillard, which will expand Cone's footprint throughout the world, according to Bang.

"Marketing is getting smaller," he notes. "The fact is we needed a real partner with multiple offices, particularly in Europe, the BRIC countries, and Asia. It's a very complementary relationship. We want to hone our thinking on what's culturally and brand appropriate."

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