Past Winner Stories
Avatar Communications Group
www.avatarpr.com
Ernie Reno,president and CEO of Avatar Communications Group, launched his agency in 1997 and runs it based on a simple philosophy: Never stop learning. The fullservice public relations,advertising and marketing company has differentiated itself from competitors by recognizing the weaknesses of other firms and setting Avatar on a different path. He accomplished that by:
- Becoming a partner with clients, not simply a service provider;
- Staffing the agency with former journalists;
- Learning clients’businesses as quickly as possible;
- Being relentlessly resultsoriented;
- Being constantly accessible to clients;
- Helping clients recognize new opportunities;
- Telling clients what they need to hear versus what they want to hear;
- Constantly applying his journalism experience;
- Providing value by showing clients how to save time and money;
- Being an idea person, not an order taker;
- Teaching clients the science of public relations; and
- Protecting each client’s image in times of crisis.
“I have broadcasting experience and a keen interest in writing,”Reno said. “I knew I could bring a passion and devotion to clients that would make a difference in their business.”
The decision to create Avatar was formed during a mission trip to the Philippines in 1997. Working in unbearable heat while building airplane hangars,Reno found himself tethered to a beam during an unexpected rain shower. “I recognized that I was halfway between Guam and Vietnam and I was reflecting on all the people who have served and sacrificed. It led to gratitude for all the opportunities I have and the knowledge that I could do something to help people,”Reno said. He returned to the states, resigned from his marketing position and launched Avatar in the basement of his Plainfield home, with his former employer as his first client.
After a short time of working from his home office,Avatar had outgrown the space and it was time to move.Reno was pressured to choose one of three locations: 1.downtown Indianapolis,close to the competition; 2.the Meridian Street office corridor where his largest client was located; or 3.Keystone at the Crossing. Instead, he decided to ignore the pressure and house the agency in Hendricks County. With the advent of Internet technology and after consultation with his Marion and Hamilton County clients,he determined the idea was not only feasible,but practical. The cost of real estate was low,commercial development around the Indianapolis International Airport was expanding and Hendricks County was the second fastest growing county in the state. Clients were supportive of the decision and expressed,“We don’t care where you are as long as we can reach you and the work gets done.”
Over the past eight years,Avatar has navigated the waters of a growing business. With the help of his wife,Andrea, a business and financial expert who Reno said,“watches and controls the cash flow with an iron thumb,”the agency has grown toeight employees who service more than 25 clients. The firm has moved three times in the past six years to accommodate its growth and recently built a new, 1,800 sq. ft. office condominium in Plainfield. Aggressive growth goals are in place for 2006. The agency plans to increase employment to 12 practitioners and serve approximately 40 clients.
“Our focus is always on two skill sets: People who are excellent writers and people who understand media,”Reno said. The other quality is those who have the passion to never stop learning.
The decision to create Avatar was formed during a mission trip to the Philippines in 1997. Working in unbearable heat while building airplane hangars,Reno found himself tethered to a beam during an unexpected rain shower. “I recognized that I was halfway between Guam and Vietnam and I was reflecting on all the people who have served and sacrificed. It led to gratitude for all the opportunities I have and the knowledge that I could do something to help people,”Reno said. He returned to the states, resigned from his marketing position and launched Avatar in the basement of his Plainfield home, with his former employer as his first client.
After a short time of working from his home office,Avatar had outgrown the space and it was time to move.Reno was pressured to choose one of three locations: 1.downtown Indianapolis,close to the competition; 2.the Meridian Street office corridor where his largest client was located; or 3.Keystone at the Crossing. Instead, he decided to ignore the pressure and house the agency in Hendricks County. With the advent of Internet technology and after consultation with his Marion and Hamilton County clients,he determined the idea was not only feasible,but practical. The cost of real estate was low,commercial development around the Indianapolis International Airport was expanding and Hendricks County was the second fastest growing county in the state. Clients were supportive of the decision and expressed,“We don’t care where you are as long as we can reach you and the work gets done.”
Over the past eight years,Avatar has navigated the waters of a growing business. With the help of his wife,Andrea, a business and financial expert who Reno said,“watches and controls the cash flow with an iron thumb,”the agency has grown toeight employees who service more than 25 clients. The firm has moved three times in the past six years to accommodate its growth and recently built a new, 1,800 sq. ft. office condominium in Plainfield. Aggressive growth goals are in place for 2006. The agency plans to increase employment to 12 practitioners and serve approximately 40 clients.
“Our focus is always on two skill sets: People who are excellent writers and people who understand media,”Reno said. The other quality is those who have the passion to never stop learning.