Jackson Spalding: Agency Business Report 2008

JS experienced tremendous growth in the past year, which Bo Spalding attributes to the company's eclectic client mix.

Outlook
JS experienced tremendous growth in the past year, which Bo Spalding attributes to the company's eclectic client mix.

"Because we don't have any one segment that's a huge portion of our portfolio, we tend to do well across the board," he says. Due to staffing increases, JS has started to become more structured. It has created a staff-orientation team to ensure that all employees are properly informed and trained in workplace policy and culture.

In 2008, the firm hopes to increase staff diversity and possibly work on bringing research in-house. "We don't do a lot of primary research," Spalding says. "It's an area in which we may want to become more sophisticated." JS also plans to keep up with evolving social media trends.

Staff

The agency added 19 staffers and had a turnover of 6% in 2007, bringing total staff to 61. Bari Love, formerly of Ogilvy PR in Atlanta, joined the firm and will act as senior strategist on many accounts.

Regional performance
Both offices experienced growth in 2007.

Practice areas
Rather than set practice areas, Jackson Spalding (JS) matches staffers with clients based on background, skill sets, and interests. The firm considers clients from all areas, including real estate, consumer, education, sports, and transportation.

Accounts
Key wins include Bagster, Warehouse Row, Center for Civil and Human Rights, and Linger Longer Communities. The agency resigned three accounts: Allied-Barton, HA&W, and TalentQuest. JS expanded its domestic market for its Allied Waste account. The firm is also doing global work to promote a worldwide contest for Gretsch Guitars. Fewer than 10% of all accounts are on retainer.

Financial performance
The agency's 2007 revenue grew 36% to $7.1 million, which far exceeds its goal of $6.3 million in revenue. They attribute much of the large growth to business from existing clients, mainly Orkin and Delta. JS's top-line growth was 37%, and their bottom line decreased due to personnel growth and relocation expenses.

Key facts
Principals: Bo Spalding (pictured) and Glen Jackson

Ownership:
Independent

Offices:
Two - Athens, GA, and Atlanta


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