DKC: Agency Business Report 2010

Long known as a media and entertainment agency, DKC has used the past few years to expand into different sectors.

Principal: Sean Cassidy, president
Ownership: Independent
Offices: New York and Albany, NY
Revenue: $22,050,000
Headcount:125

Long known as a media and entertainment agency, DKC has used the past few years to expand into different sectors. Despite a year in which revenue was down and clients were adding work to retainer agreements, president Sean Cassidy remains positive about DKC's long-term growth as it continues to diversify services.
 
Noting bottom-line growth year-over-year despite a near 2% decline in revenue from $22.4 million in 2008, Cassidy says, "Our profitability had to be offset by new business. We diversified our offerings, thereby creating new revenue streams."
 
Expanded offerings

In 2009, the agency officially launched digital group DKC Connect, as well as DKC Government Affairs in Albany, NY.
 
With the addition of DKC Connect, which offers social networking and Web-based marketing, the agency expanded current work with clients New Balance and Atari. It also generated new business with digital-only projects for Hearst and Dr. O, a health information site that plans to launch in late 2010.
 
Cassidy says the expansion of the firm's new government affairs practice helped it win new business and broaden its work for existing clients such as Delta.
 
He adds that Allison Lee, hired as director to run its Albany office, had a "fairly sizeable client base that translated over to DKC," which included Time Warner Cable's government relations account.
 
"It's always been a little in the DNA of the agency to offer comprehensive government affairs projects," notes Cassidy, pointing out that three of the firm's six MDs have political experience. "I could see us expanding the government affairs work in years to come."
 
He adds that in early 2010, 70% of its revenue was generated from national ac-counts, including Yahoo's b-to-b work, AOR contracts for two Jim Beam brands, and a corporate project for Louis Vuitton.
 
In terms of fees, Cassidy says, the corporate practice achieved the most sizeable growth. DKC bolstered its Kraft business by incorporating Country Time Lemonade. In addition, it won the Atlantic City Harrah's Entertainment account.

"We have to be creative in how we generate revenue," says Cassidy. "I see the agency [offering] more full-service, comprehensive communications programs."

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