One trend in advertising caught our eye recently, worthy in fact of passing along. It’s an extension of “co-marketing,” where two brands work together to maximize awareness and credibility in a crowded marketplace (think the Eddie Bauer Ford Explorer or Crest toothpaste with Scope flavor). This winter, you’ll be seeing ads touting Sprint PCS service featuring.the Pillsbury Dough Boy. Target is running TV spots that show Tony The Tiger, Mr. Peanut, Snap, Crackle & Pop, and the M&Ms strolling into a local Target.
Why, you ask?
The answer lies in the minds of consumers and wallets of advertisers. Buyers like us have longstanding “relationships” with these retail characters. Joining them together brings the marketing power akin to the creation of a musical supergroup. At the same time, as endorsement fees skyrocket, replacing complicated, pricey, and sometimes law-breaking celebrities with simple animated folk becomes an all-too-tempting alternative.
Decentralized Intelligence Agency Expands Local Client Roster
TRAVERSE CITY, MICH. MARCH 3, 2004 – The Decentralized Intelligence Agency, Michigan ‘s only marketing firm paid based on the results it creates, announced today the addition of three local companies to its growing client roster.
Corbin, the nation’s leading “wayfinding” or navigational signage consultant, hired the Agency to lead its strategic planning process, which kicked-off in February.
The Fitness Center , Traverse City ‘s largest physical therapy provider and exercise facility, has engaged The Decentralized Intelligence Agency as its full-service marketing partner.
The Agency is now handling all marketing, advertising, and public relations for Traverse City-based impres Salon Spa, the largest salon in the region.
This fall, the Agency announced it is now working with clients under a results-driven compensation arrangement, whereby the Agency is paid only when its professionals contribute to specific and measurable client results.
The typical Decentralized Intelligence Agency results-driven arrangement includes an upfront agreement about what goals will be met. If the client reaches the goal, The Decentralized Intelligence Agency is paid in full. If the client does not reach the goal for whatever reason, The Agency is paid a fraction of its fees. If goals are exceeded, the Agency is paid “times X.”
The Decentralized Intelligence Agency is the only marketing agency paid based on the results it creates. Since its inception in 1999, The Decentralized Intelligence Agency has added more than forty clients in industries from banking to food manufacturing, and ranging in geography from Petoskey to Anchorage and Arizona . The agency’s services include market research, business strategy, sales management, design, public relations, and communications, public affairs and advertising.
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