Back to the Future


Published:

Although automakers and suppliers have shifted more of their ad work in recent years to national and international agencies, the trend shouldn’t be cause for finger-pointing, says Mark Petrosky, partner and CEO of Duffey Petrosky in Farmington Hills. “People like to blame the auto companies for pulling their accounts, but if an ad program was a success, the automakers wouldn’t be walking away,” he says.

Rather, the advertising industry should fix what ails it — namely, a manic focus on cost-cutting, Petrosky contends. While cost reductions may boost shareholder value, client relationships are deteriorating. Consider the fact that, a decade ago, the average client-agency relationship lasted seven years. Today, it spans just two years.

“When the international conglomerates came in and bought out smaller agencies (over the last decade), all that was left was a shell company, and the people in management got buyouts,” says Petrosky. “That was a recipe for disaster.”

Like Major League Baseball, the ad industry is split into two fairly distinct camps. Large holding companies are akin to the New York Yankees or Boston Red Sox, with seemingly unlimited financial backing. The rest of the ad market is made up of small- to medium-sized players that must use their resources wisely.

“A big change we’ve seen is that a lot of our accounts are growing organically,” says Jo Bourjaily, Duffey Petrosky’s director of integrated communications and public relations.

Founded 13 years ago with seven employees and a major Ford Motor account, Duffey Petrosky now has a diverse client base. The firm, which today has 70 employees, represents Blue Cross Blue Shield, Chrysler, the Michigan Economic Development Corp., and Alleghany Health System, among others.

“It’s really back to the future,” Petrosky says. “Our success lies in building personal relationships.”

Edit Module
Edit Module Edit Module
Edit ModuleShow Tags

Related Articles

2016 Auto Dealership Consumer Guide

Hockey Haven

The new $650 million Red Wings arena and entertainment district vows to dazzle Detroit.

Focus: Remote Payment

For DTE Energy, drug stores have become a fertile ground for customers who traditionally stood in long lines at their payment centers.

Top of Their Game

Now, for the second year, DBusiness honors six young lawyers as nominated by our readers and their peers.

Weight Loss

A new $148-million national research institute to open in Detroit could generate 10,000 high-tech jobs over the next five years.
Edit ModuleShow Tags

Most Popular

  1. Russell Flats Apartment Complex to Open in Detroit’s Eastern Market in 2018
    Jonna Luxury Homes in Birmingham is making its first foray into Detroit with the construction of...
  2. Elliott Building in Downtown Detroit Completes $12M Financing Package
    The Elliott Building along Woodward Avenue in downtown Detroit has secured financing for a $12...
  3. Motor City Harley-Davidson in Farmington Hills Opens $15M Dealership Replacement
    Motor City Harley-Davidson will open a new $15 million, 106,000-square-foot complex on Friday in...
  4. Detroit Apparel Retailer SMPLFD Moving to Gratiot Avenue Near Eastern Market
    After selling its Detroit-themed clothing and wearables through wholesale and e-commerce...
  5. Report: 90% of Metro Detroiters Have Positive Impression of Downtown Detroit
    Just over 90 percent of residents across metro Detroit have an overall positive impression of...
  6. Report: Michigan Forest Products Industry Adds $20B to State Economy
    Two years ahead of schedule, Michigan’s forest products industry has achieved its goal of...