You heard correctly: Marketing firm to be driven by, paid based on results, not work
Traverse City’s Intelligence Agency Launches Revolutionary Concept

TRAVERSE CITY, MICH. OCTOBER 21, 2003 – Declaring “we do not do ‘good work’” and “we are not paid for doing marketing,” Traverse City, Mich.-based The Intelligence Agency will now tie its marketing and business consulting efforts – and payment – to the client results it creates. The firm also announced it has added key personnel to put its resources where its new mission is.

The company is already working with several clients under the new arrangement, whereby Agency professionals utilize the tools of market research, business strategy, sales management, design, public relations, and communications, public affairs and advertising to drive specific and measurable client results. Typically that result is revenue, sales or profitability.

Recently signed clients include TracerNet of Chantilly, Va., Windemuller Electric of Grand Rapids and Traverse City, MorePhotos.com of Traverse City, and an expanded sales and marketing program for LDMI Telecommunications of Southfield, Mich. that has resulted in a tripling of the company’s original sales goals.

The typical Intelligence Agency results-driven arrangement includes an upfront agreement about what goals will be met. If the client reaches the goal, The 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.”

According to Agency Principal Luke Haase, the business community is embracing the new approach. “Unlike all other marketing and advertising companies, we are not paid to spend client budgets. We are driven by – and paid based on – results we create. That is a pretty compelling proposition for businesses of all sizes,” he said.

The agency is working with projects ranging from new product launches and company identities to annual revenue improvement. As a part of its expansion, the Agency also announced the addition of three professionals to its staff:

• Henry Doss, a 15-year veteran of senior management in banking and financial services, will serve as executive vice president. During his banking career, Mr. Doss was known as an innovator in sales management techniques, information management technologies, marketing and business reengineering. He most recently served as senior vice president of PNC Financial Services Group, and prior in the same role at First Union Bank, among the largest in the U.S. He currently serves as vice chair of the (Mich.) Governor’s Small Business Council At The Intelligence Agency, Mr. Doss will spearhead business and sales strategy, as well as new business development.

• Sherwood Smith was named vice president, account executive. Mr. Smith is a 14-year sales and marketing veteran with accomplishments in direct selling, brand management, product development and market research. Previously, he was president of Blue Sky Marketing, a food and beverage marketing consultancy. Mr. Smith has an MBA from the J.L. Kellogg Graduate School of Management at Northwestern University and a BA from Williams College. Mr. Smith will serve various Intelligence Agency accounts and oversee client research.

• Marika Struik, who worked previously at Publicis New York and Saatchi & Saatchi, was named account assistant. Ms. Struik will be responsible for clients in manufacturing, technology, and telecommunications.

Mr. Doss noted, “I am delighted to join a talented team at The Intelligence Agency, where we are building what will become a business strategy powerhouse. I am eager to tackle all sorts of business problems on behalf of our clients.”

Agency management also announced the following:

• The Intelligence Agency’s quarterly newsletter, previously called “PRWorks,” will be renamed “Results,” and will now be published bi-monthly.

• Two locally-based non-profit organizations have selected The Intelligence Agency as their marketing partner. The Botanical Society of Northwest Michigan and glima (Great Lakes Interactive Marketing Association) Northwest are now clients of the Agency.

• A new, six-point operating philosophy has been adopted. It is as follows:

1. We are our clients’ business partners and we work accordingly
2. We are not paid to spend a client’s budget
3. Everything we do for clients must be measured against results
4. All marketing efforts must be based in knowledge of the customer
5. All marketing efforts must be highly targeted
6. All marketing efforts should be implemented on a “test and learn” basis

Since its inception in 1999, The 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.

The Intelligence Agency can be reached at 231.932.0400. Email info@intelligenceagency.com