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There's something irrefutably big-city about the advertising industry. Think
Madison Avenue, Thirty-something, the Gap. But the urban nature of the
business is changing, and nowhere faster than in Minnesota. This weekend in
Florida, the "Whatever It's Called Ad Association" will name its Agency of the
Year. Among the nominees - the David amongst giants from New York and
Birmingham - is the Russell and Herder agency from Brainerd, Minnesota.
WALKING INTO RUSSELL AND HERDER
you feel instantly at a tilt. There's purple
neon overhead. A flashing Uncle Fester pinball machine. Saucer-sized tropical
fish leering from an aquarium so big, many mistake it for a wall.
The whole building is gleefully overdone. There's a deep-blue ceiling aglitter
with stars. A waterfall tumbles two stories into the Kevorkian Pond. There are
five themed bathrooms, including the Larry Johnson Memorial, named and
decorated for the veteran employee who occupies it every morning at ten.
For quick trips downstairs, there's a purple tubular playground slide, known very
locally as "Barney's colon." Even where the real
work happens, play happens.
Started by Carol Russell and former partner Chip Borkenhagen in 1984, the
agency has grown into a regional-advertising powerhouse. It's gone from 20
employees to almost 60 in the last three years. It grosses in the millions
annually. Its client base is heavy on tourism and timber, as you might expect
in northern Minnesota, yet diverse enough to include customers in Canada and
Europe. In fact, says partner Brian Herder, communications technology has
transformed distance from liability to advantage.
"Within the state, I think people have a preconception of the Brainerd
Lakes area as vacation country," says Herder. "Anything that happens there is the opposite of
working. When you get outside the state, people are less concerned with that.
They're more interested in your book, in your client roster. We usually do
better on pitches outside the state."
Herder spoke from Florida, where the American Association of Advertising
Agencies will hand out the year's top honor. Russell and Herder already had a
successful 1998, opening a new office in Duluth and expanding their interactive
marketing division on the worldwide web; now comes this nomination for National
Agency of Year, an honor based in part on a TV campaign for St. Mary's
Duluth Clinic Health System.
The nomination, Herder says, shows it's possible to attract top talent to a
place that's never appeared on the industry's radar screen.