Advertising agency McKinney has notched its fourth new client since September, a winning streak that has offset setbacks it suffered earlier in 2011.
Mizuno USA, a maker of sports equipment and apparel that reportedly generated $247.2 million in sales in the United States and Canada in 2010, announced last week that it has tapped Durham-based McKinney to be its agency for print, collateral, direct, point-of-sale and online advertising. Financial terms weren't disclosed.
McKinney's "innovative thinking and creative strategies truly embody the 'Never Settle' spirit that Mizuno embodies," Bob Puccini, president of Mizuno USA, said in a prepared statement. Mizuno USA is the subsidiary of a Japanese company.
Landing Mizuno comes on top of three other account wins in recent months. They are:
The Ruby Tuesday restaurant chain, which reportedly spent $12 million on advertising in 2010.
Meijer, a grocery and superstore chain based in Michigan with 197 outlets.
GNC, which has 5,800 U.S. retail outlets selling an array of health and wellness products. Industry publication Ad Age estimates GNC has an annual advertising budget of $50 million to $60 million.
McKinney CEO Brad Brinegar declined to disclose financial details of the accounts, but said that collectively they make up for revenue the agency lost last year.
One big client, telecommunications company Qwest, was acquired by the company now known as CenturyLink. McKinney continues to do some work for the combined company, but a significant portion was shifted to CenturyLink's incumbent agency, Brinegar said.
In addition, McKinney resigned from handling real estate firm Coldwell Banker's advertising last year. With the real estate market struggling and Coldwell Banker's advertising budget slashed, "we just couldn't find a way of working with them that made financial sense for both parties," Brinegar said. That's the nature of our business. A lot of things are out of our control."
The upshot is that McKinney's revenue, which rose 41.5 percent to a record $40 million in 2010, is expected to be "a little bit below that" for 2011, Brinegar said. Employment at the agency has held steady at about 230 workers.
McKinney is far and away the Triangle's largest ad agency. Other clients include Lenovo, Nationwide Insurance, Sherwin-Williams, Brown-Forman, Big Boss Brewing and Zenph Sound Innovations.
The agency created "The World's Greatest Spokesperson in the World" campaign for Nationwide.