With Cost-Control ‘Guerillas’
The Rogovin Group, launched in 1987 in
Newton, Massachusetts, delivers big advertising agency results minus
the big costs. Owner David Rogovin worked for 25 years in
the advertising business before deciding to form his own
His first step with
any client is diagnosticRogovin
spends about 25 percent of his time locating a client's problem.
He then recommends a solution and finds the needed people
(copywriters, artists, printers) who work as independent
contractors to implement each job. In addition, Rogovin negotiates
their fees and oversees the work. Specialists are retained
for only as long as they are needed, and in this way the
client pays no overhead, commissions or markup.
This entire service is completed for
one flat fee that can be 30-50 percent lower than going rates
at large ad firms.
Says Rogovin, "We
call our support people 'marketing guerrillas' to differentiate
them from the expensive 'standing armies' of people that
in most cases big agencies and consulting firms build into
their enormous overheads."
Rogovin's clients include retailers,
manufacturers and healthcare providers. The Rogovin Group's
sixfold sales increase since opening seems to be proving
that bigger is not necessarily better.