Past Winner Stories
Promotus Advertising Company
www.promotusadv.com
Full service ad agency offering graphic design, broadcast commercial production, media buying, strategic planning, event management, cause marketing and more.
Agency Profile
Promotus Advertising is a full service marketing and advertising company founded in 1983. The agency offers strategic planning, creative services, production services, and account management. Whether it’s a simple design project, a full-blown ad campaign, or multi-media production, the agency has consistently implemented award winning programs that work.
Promotus Advertising is certified as a minority-owned firm and has billings of $3,500,000. The agency is experienced in doing business on a local, regional, or national basis. It’s the oldest and most successful full service, minority-owned advertising agency in the history of Central Indiana.
Situation Summary
Building a successful advertising agency in Indianapolis is a tall order for anybody. The advertising agency business is not for thin-skinned souls, especially in a “second-tier” market. This is no doubt an industry where only the strong survive. Now picture a young African American looking to do what no other professional of color had successfully accomplished in this market-ever. In Indiana (what’s called a “white bread market”) there has been no need for a minority-owned advertising agency. That’s the reason for a dearth of successful full service, minority-owned advertising agencies. But things are changing, thanks in part to the tenacity and hard work of Promotus Advertising.
Considering its small size, the agency has had some surprising accomplishments.
Agency Profile
Promotus Advertising is a full service marketing and advertising company founded in 1983. The agency offers strategic planning, creative services, production services, and account management. Whether it’s a simple design project, a full-blown ad campaign, or multi-media production, the agency has consistently implemented award winning programs that work.
Promotus Advertising is certified as a minority-owned firm and has billings of $3,500,000. The agency is experienced in doing business on a local, regional, or national basis. It’s the oldest and most successful full service, minority-owned advertising agency in the history of Central Indiana.
Situation Summary
Building a successful advertising agency in Indianapolis is a tall order for anybody. The advertising agency business is not for thin-skinned souls, especially in a “second-tier” market. This is no doubt an industry where only the strong survive. Now picture a young African American looking to do what no other professional of color had successfully accomplished in this market-ever. In Indiana (what’s called a “white bread market”) there has been no need for a minority-owned advertising agency. That’s the reason for a dearth of successful full service, minority-owned advertising agencies. But things are changing, thanks in part to the tenacity and hard work of Promotus Advertising.
Considering its small size, the agency has had some surprising accomplishments.
- Promotus Advertising was the first ad agency in Indiana to bring attorney advertising to television
- Bruce Bryan is the only minority ever selected as “Ad Person of the Year” by the Indiana Federation of Advertising Agencies
- The agency has won creative awards, including a national Telly Award this year
- The company has worked on national accounts
“We are the first minority-owned, full service ad agency to survive this long in this market with virtually no state MBE contracts or minority business-that’s important to us,” says Bryant.
The Challenge
How do you build a minority-owned, full service ad agency in a market with little or no ethnic-advertising business? The answer is simple…go after non-ethnic business. The concept may be simple, but it has not proven easy. Convincing white business owners and marketing managers that Promotus Advertising could do a good job for their companies required more than just ability and a good sales presentation. It took changing people’s perceptions, and building trust and confidence that the agency could/would deliver value. In 1983, when the agency started, there were very few African Americans working in the advertising business, much less owning an agency.
Nevertheless, Bryant made the decision to start his own company, hire his own people and sign his own check. The rest is history. “At that time, Blacks were invisible in the advertising industry…including appearing in commercials. It was even difficult to get recognized as a legitimate practitioner in the city,” said Bryant.
The Solution
It was vital for the agency to make an impact quickly. Success would depend on Promotus Advertising’s ability to show clients it could produce results. And, that’s exactly what happened. Bruce Bryant made a name for his company in the fall of 1984, shortly after starting the agency. Byrant met a young attorney from Baltimore looking to make his mark in Indianapolis. The state legislature had just passed a law allowing attorneys to advertise in a variety of ways and both young men were looking to make a bold move. The answer…television advertising. Stanley Kahn hired Bryant to handle strategic planning and the creative process. The ad campaign was launched with a $5,000 budget. “He was new, I was new, the whole situation was new. It was a pioneering move, it was a first, and success was critical,” Bryant said. It became a high profile account. Kahn’s notoriety skyrocketed and so did his ad budget. In less than five years, the budget grew to over $300,000 with Promotus Advertising leading the way.
The only problem was the industry dismissed the agency’s big break as a fluke, just a lucky hit with legal advertising. But, in the fall of 1989, Promotus Advertising was right back in the spotlight when Bryant inked a joint venture deal with one of the state’s largest ad agencies, Montgomery Zukerman Davis Inc., and helped them win the Hoosier Lottery account, the state’s largest advertising contract at that time. The agency’s reputation was rising, and that helped bring in other accounts, like the City of Gary, Brown’s Flooring, Gaylor Electric Co., Holder Mattress Factory, Pizza Hut of Indiana, Peoples Bank and others. Yet, after years of hard work and success, Bryant still felt he was not given the respect he desired. “I was successful at what I was doing. I had won awards, and had a proven track record of measurable results for my clients, but I was sill denied lots of opportunity.
The agency head had yet to face what would be the first of two defining crossroads in the agency’s 19-year run. In the spring 1992, Bryant made the very tough decision to walk away from the Kahn account and the Lottery account, which cost him nearing 70 percent of his income. The consensus among his peers at that time was that it would pretty much be the end of Promotus advertising. “Those were dark days, but I needed to make that call. It was time to move on,” Byrant said. However Promotus Advertising did go on to gain other accounts, including two national assignments from ConstructionNet and MUSE International. But in 2000, history repeated itself. Due to no fault of the agency, both of the blue chip accounts went in-house, leaving the company once again at its lowest point. This time, Bruce Bryant launched an aggressive self-promotion campaign to turn things around. The promotional campaign was designed to claim the market position the agency rightfully owned. The campaign asked the question: “Can you name the most successful minority-owned ad agency in the history of central Indiana?” Once again, Bryant managed to hit a homerun. In less than 18 months, the resilient ad man received press coverage in the IBJ Newspaper, The Indianapolis Star, and The Indianapolis Recorder newspaper, and received six invitations to do ethnic marketing presentations to marketing groups around the state. “A great campaign starts with a good story and a clear mission. We have a story…anytime someone can achieve a milestone that has not been reached before its story, no matter how insignificant it may seem to others,” says Bryant.
It’s now safe to say Promotus Advertising’s success is not a fluke. After beating the odds and overcoming two major setbacks, the agency has risen to gain the industry’s respect, increasing billings up to over 3 million dollars, and is now producing its best work. While Promotus is viewed as an ethnic marketing specialist, Jim Roudebush, former chairman of the Indianapolis ad agency Caldwell VanRiper/MARC Inc. said respect for Bryant’s firm in the local ad industry goes beyond that. “They’re not a giant firm, but they are seen as a very good advertising and promotions agency in their own right,” Roudebush said. “They have a long history in the marketplace. Bruce is highly respected.”
The Challenge
How do you build a minority-owned, full service ad agency in a market with little or no ethnic-advertising business? The answer is simple…go after non-ethnic business. The concept may be simple, but it has not proven easy. Convincing white business owners and marketing managers that Promotus Advertising could do a good job for their companies required more than just ability and a good sales presentation. It took changing people’s perceptions, and building trust and confidence that the agency could/would deliver value. In 1983, when the agency started, there were very few African Americans working in the advertising business, much less owning an agency.
Nevertheless, Bryant made the decision to start his own company, hire his own people and sign his own check. The rest is history. “At that time, Blacks were invisible in the advertising industry…including appearing in commercials. It was even difficult to get recognized as a legitimate practitioner in the city,” said Bryant.
The Solution
It was vital for the agency to make an impact quickly. Success would depend on Promotus Advertising’s ability to show clients it could produce results. And, that’s exactly what happened. Bruce Bryant made a name for his company in the fall of 1984, shortly after starting the agency. Byrant met a young attorney from Baltimore looking to make his mark in Indianapolis. The state legislature had just passed a law allowing attorneys to advertise in a variety of ways and both young men were looking to make a bold move. The answer…television advertising. Stanley Kahn hired Bryant to handle strategic planning and the creative process. The ad campaign was launched with a $5,000 budget. “He was new, I was new, the whole situation was new. It was a pioneering move, it was a first, and success was critical,” Bryant said. It became a high profile account. Kahn’s notoriety skyrocketed and so did his ad budget. In less than five years, the budget grew to over $300,000 with Promotus Advertising leading the way.
The only problem was the industry dismissed the agency’s big break as a fluke, just a lucky hit with legal advertising. But, in the fall of 1989, Promotus Advertising was right back in the spotlight when Bryant inked a joint venture deal with one of the state’s largest ad agencies, Montgomery Zukerman Davis Inc., and helped them win the Hoosier Lottery account, the state’s largest advertising contract at that time. The agency’s reputation was rising, and that helped bring in other accounts, like the City of Gary, Brown’s Flooring, Gaylor Electric Co., Holder Mattress Factory, Pizza Hut of Indiana, Peoples Bank and others. Yet, after years of hard work and success, Bryant still felt he was not given the respect he desired. “I was successful at what I was doing. I had won awards, and had a proven track record of measurable results for my clients, but I was sill denied lots of opportunity.
The agency head had yet to face what would be the first of two defining crossroads in the agency’s 19-year run. In the spring 1992, Bryant made the very tough decision to walk away from the Kahn account and the Lottery account, which cost him nearing 70 percent of his income. The consensus among his peers at that time was that it would pretty much be the end of Promotus advertising. “Those were dark days, but I needed to make that call. It was time to move on,” Byrant said. However Promotus Advertising did go on to gain other accounts, including two national assignments from ConstructionNet and MUSE International. But in 2000, history repeated itself. Due to no fault of the agency, both of the blue chip accounts went in-house, leaving the company once again at its lowest point. This time, Bruce Bryant launched an aggressive self-promotion campaign to turn things around. The promotional campaign was designed to claim the market position the agency rightfully owned. The campaign asked the question: “Can you name the most successful minority-owned ad agency in the history of central Indiana?” Once again, Bryant managed to hit a homerun. In less than 18 months, the resilient ad man received press coverage in the IBJ Newspaper, The Indianapolis Star, and The Indianapolis Recorder newspaper, and received six invitations to do ethnic marketing presentations to marketing groups around the state. “A great campaign starts with a good story and a clear mission. We have a story…anytime someone can achieve a milestone that has not been reached before its story, no matter how insignificant it may seem to others,” says Bryant.
It’s now safe to say Promotus Advertising’s success is not a fluke. After beating the odds and overcoming two major setbacks, the agency has risen to gain the industry’s respect, increasing billings up to over 3 million dollars, and is now producing its best work. While Promotus is viewed as an ethnic marketing specialist, Jim Roudebush, former chairman of the Indianapolis ad agency Caldwell VanRiper/MARC Inc. said respect for Bryant’s firm in the local ad industry goes beyond that. “They’re not a giant firm, but they are seen as a very good advertising and promotions agency in their own right,” Roudebush said. “They have a long history in the marketplace. Bruce is highly respected.”