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Jeff Johnson/President
WestWayne
How would you characterize 2001 in terms of your business or industry in general? This year presented a kaleidoscope of challenges for our industry. Of course since Sept. 11, the landscape of advertising has changed. In my 20+ years in the industry, I’ve seen a lot of ups and downs. But somehow advertising has always kept its role in helping Americans move forward.
I’m hopeful because we know that brands still occupy an important place in the hearts and minds of consumers. It’s our job to make sure those brand voices are heard.
What has most affected your ongoing business in particular? Have you taken any drastic steps or gone through any upheaval? Have times been better than ever? Are you maintaining business now or moving forward or moving backward? Is there a rainbow at the end of this storm? We made significant strides last year, winning $140 million in new biz. We’re proud of that. The ebb and flow is just the nature of our industry. You can’t appreciate the good times if you’ve never gone through the bad.
Our business model of integrated marketing has proven successful. We decided not to spin off an interactive group, but treat it as another part of the big picture.
It’s helped us maintain and be profitable.
How has the financial drama of 2001 affected your business, from the highs to the lows? Obviously, the economy has affected everyone differently. We can’t predict what tomorrow holds for our clients or for us. Today’s focus is to keep doing great work, build our client’s brands and attract new biz.
What do you see changing for your business in the year 2002? How will your industry change? Some say better times are in store for Atlanta agencies, claiming that the heyday of the dotcom was bound to fall and now things are stabilizing rather than plummeting. Do you agree?
We’ve got the challenge of changing Atlanta’s perception in the ad world. The city has some great talent and is constantly attracting new faces. Yes, I think better times are in store. It will just take time.
What do you think clients will want to see from you? Ideas, ideas, ideas. Also, that we know and understand their business.
How are clients changing the ways they spend and what they want to see for their dollar? What do you think are the lowest dollar; highest bang ways clients can market themselves? We try to develop what we call "solutions neutral" integrated campaigns that are powered by a full marketing mix. I also think it’s smart to create ads that build relationships and foster long-term loyalty.
What new accounts have you won over the last year? (None in 2000)