The New (Dis)Order?

By Larry Coffman

Our initial post about the “Ad-volution”—and the resultant Old and New Order in the Seattle marcomm community—received more feedback than anything we’ve ever posted on this website—and there’s much more to come. After this second post—on the New Order—we’ll conclude by sharing the raft of comments received from members of the MARKETING IMMORTALS pantheon and others directly involved in the dramatic changes over the past three decades.

New Order

Perhaps the New DisOrder would be more apt, because there is no “order”—in comparison with the Old Order, with its distinct lines among the advertising, public relations and graphic-design (and even direct-marketing) shops.

However, we need to recognize three agencies that are the “winners” in what we might call the Ad-volution Survival Sweepstakes: DNA, Copacino+Fujikado (C+F) and GreenRubino (GR-formerly HadleyGreen Creates), when judged by the criteria of Longevity, Size and Independence. Kudos to each of them for successfully spanning (surviving) the abyss between traditional advertising and new media. [WONGDOODY would be a fourth, but it was acquired last year by Infosys.]

On the other hand, in addition to the venerable Cole & Weber, two notable and surprising recent disappearances were Wexley School for Girls and Heckler Associates, both of whom made major marks in the history of advertising here. The foremost is Terry Heckler’s iconic Raainnieerr Beer motorcycle TV spot, considered the all-time best among ads produced by Seattle shops.

Today’s Old and New lists are so different that they’re almost unrecognizable as coming from the same city—just 30 years hence. The New Order was compiled from the latest Puget Sound Business Journal Book of Lists, listees in the 2019 MARKETING LINK, the AAF Seattle membership roster and online research. The PSBJ now lists only Advertising agencies and Public Relations firms (down to just 12 and 11, respectively, from 25 each in 2006), and it no longer lists Graphic Design firms (also 25 in 2006). The PSBJ also had GreenRubino is on both the Ad and PR lists—a prime example of the blurred lines today.

In the 2020 digital LINK, we will expand the lead category from Creative Services to Creative/Communication Services. Included will be what clearly are advertising agencies, like DNA, C+F and GR, along with new-media agencies and what, in the Old Order, would have been classified as PR, graphic-design or direct-marketing shops. Other services, like research and media buying will continue to be listed in Support Services. I’m certain many of you who think you know the Seattle marcomm community will be learning about many of the Creative/Communication listees for the first time.

My advice, if you’re looking for creative/communication services, go to the website and then have a talk with someone in that shop to determine if they, indeed, provide the kind of services you’re looking for. And agencies—email larrycoffman@frontier.com if you feel you deserve to be listed here.

Creative/Communication Services

• Alliance Communications
• Bakerbuilt Works
• BlackWing Creative
• BrandQuery
• Bullseye Creative
• Chatter Creative
• CMD
• Copacino+Fujikado
• Craters of the Moon
• Digital Kitchen
• DNA
• Drake Cooper
• The Fearey Group
• Fourth Avenue Media
• Frause
• GIRVIN
• Gravity Creative
• GreenRubino
• Hacker Agency
• HansenBelyea
• Hey,
• Hunt Marketing Group
• Hydrogen Advertising
• JayRay
• Jones Advertising
• Marketeering Group
• Michael Courtney Design
• PB&
• PhinneyBischoff
• Publicis Seattle
• Purdie Rogers
• rememinc
• Shaw+Scott
• ShiftUp
• Stevenson Advertising
• Streamline
• Touch Worldwide
• Weber Marketing
• Williams-Helde Advertising
• WONGDOODY
• WundermanThompson