CMD CREDITS ABILITY TO STAY AHEAD OF RAPID CHANGE AS KEY TO SUCCESSS
PORTLAND, Ore. – A difficult economy. A rapidly changing industry. An ever-evolving business model.
For any agency, trying to survive the turmoil of the past few years has been challenging at best. Yet CMD, one of the leading marketing agencies on the West Coast, credits these factors as key to its success.
CMD recently reported one of its most successful quarters in the company’s 30-plus year history, achieving record-setting revenue and profit since the beginning of 2013. In the past three months, the agency has added 10 new hires and promoted six employees. CMD continues to expand its regional presence, with offices in Seattle and in San Francisco. It has added top talent and new services, including a strategy and solutions group, responsive design capabilities and a metrics and analytics division.
Most importantly, CMD has broadened its client portfolio, netting a number of new accounts and clients. With roots working with some of the largest global technology brands and experience in the housing and manufacturing segments, the agency has used its knowledge to the benefit of new tech sector clients such as ASUS and leading consumer brands such as Expedia.
“Rather than resist change, we’ve embraced it,” said Phil Reilly, president of CMD. “Our success can be credited to the fact that we’ve never been afraid to evolve our model to fit what clients need.”
Change Comes Second Nature
Change comes naturally to CMD, which was founded in the days when CD-ROMs were considered innovative, and at the time, the agency focused heavily on providing training services. As marketing strategies evolved and technology increased, CMD stayed on the forefront by working with clients considered leaders and innovators in their respective fields. The agency began incorporating new services, increasing its creative talent pool and shedding old ways of doing things. Constant evolution became part of its DNA.
Now with approximately 150 employees, Reilly says CMD is big enough to invest and build out services that have the most significant impact on clients’ marketing needs, but small enough to be nimble when it comes to instituting change rapidly. Today, the agency offers digital, advertising, design, social media, PR, paid media, film and video, events, promotion and content marketing, and metrics and analytics.
“We’ve always been a big believer in having more than one arrow in our quiver,” said Reilly. “We invest in and build out areas that we believe will have growth potential and the biggest impact on clients’ marketing strategies. It’s easy to get distracted in an industry that’s changing so rapidly, so we focus on how to deliver the most effective campaigns possible for the client’s investment.”
Increasing Competitiveness in a Tough Economy
CMD credits a tough economy for being a catalyst for change and helping the agency succeed. The agency moved from being heavily concentrated in the housing segment before the economic downturn to effectively broadening its client base and concentrating on technology and other leading business to business and consumer brands. Additionally, CMD saw early on that data and analytics would play an important part in how marketing expenditures would be budgeted for and determined moving forward.
“Every client looks for return on marketing investment and how it impacts the bottom line – and that becomes especially important in a down economy. That’s why we’ve focused on things like adding a strong analytics department, which put us way ahead of the competition and helps reassure clients that their dollars are working as hard as possible for them,” said Reilly.
According to Reilly, it’s that ability to maintain a competitive edge and focus on the company’s core values that has allowed the agency to grow and change the definition of what it means to be a “creative” agency.
“In the old definition, being a ‘creative agency’ meant producing creative ads,” said Reilly. “At CMD, we believe the true meaning of creative is the ability to understand and implement the right combination of effective solutions that motivates an audience to take action. It’s a balance of both art and science. And that’s the agency of the future that CMD is excited to help pioneer.”
With an arsenal of specialized disciplines, CMD takes a synergistic approach to tackling the toughest marketing challenges in a new era of communications by using the right blend of powerful solutions – including digital, advertising, social media, PR, promotions, film and video, and more. Headquartered in Portland, Ore., and ranked among the nation’s top 20 independent agencies, CMD works with some of the world’s leading brands including Microsoft, Intel, Cisco, Hewlett-Packard, Expedia, NW Natural, JELD-WEN and Timber Products. CMD also has offices in Seattle and San Francisco, and can be found online through the CMD website, Twitter, Facebook or blog.