JeffreyGroup: Agency Business Report 2012

JeffreyGroup, currently in its 20th year of business, ended 2011 with the strongest revenue numbers in its history.

Principal: Jeffrey Sharlach, CEO; Brian Burlingame, COO; Michael Valdes-Fauli, president
Ownership:
Independent
Offices: New York, Miami, Brazil, Mexico, and Argentina
2011 revenue: Global: $7,649,868
US: $ 4,646,654

JeffreyGroup, currently in its 20th year of business, ended 2011 with the strongest revenue numbers in its history: US revenue rose more than 7% year-over-year to $4,646,654 and global revenue increased more than 17% to $7,649,868. JeffreyGroup Brazil, which staffs slightly more than half of JeffreyGroup's global headcount, led global growth in 2011 with a 25% revenue increase.

Global headcount is up from 88 to 101, and its Mexican and Brazil offices are actively recruiting. In February 2012, Claudia Mejia-Haffner, previously VP of Axis, was hired as MD of JeffreyGroup's New York office. Two months later, JeffreyGroup New York moved to a larger space at 1 Grand Central Place, enabling further hiring.

Recent account wins include Mozilla and Nestle in Brazil, Novartis in Mexico, and Target for the US Hispanic market. In 2011 the agency won Fox NatGeo Mundo, Clorox Britta, UnitedHealth, MTV Tr3s, Chicago-based cheese provider V&V Supremo, and the America Business Council. The firm grew organically with additional work won from Bayer and Johnson & Johnson in Brazil. Account losses include Cook Medical and remote access and desktop software company LogMeIn.

“In the past we haven't focused enough in our own backyard,” admits Michael Valdes-Fauli, the firm's US president. But the past two years have seen a renewed focus in Florida, where its Miami headquarters reside, leading to wins with local clients including Florida International University and Hospital Corporation of America.

In early 2011, JeffreyGroup dissolved each office's separate digital communications department and integrated digital into all marketing and communications services. In March 2012, JeffreyGroup held its first annual digital week in all five offices, bringing in digital experts to conduct seminars. The agency also created a database of US multicultural and Latin-American online influencers, a tool the firm has already begun to utilize for clients.

As JeffreyGroup embraces aggressive growth, “I wouldn't rule out acquisitions on our part,” states Jeffrey Sharlach, JeffreyGroup's US CEO. As Latin America's largest independent agency with a thriving Brazil office, the firm is well placed to accept increased marketing interest there due to the 2014 World Cup and 2016 Olympics, both of which will take place in Brazil.

“I've never seen as many RFPs coming in,” reports Sharlach. “Clients are hungry to invest in this dynamic and growing Hispanic market.”

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