Doe-Anderson Inc.

Doe-Anderson Inc. is one of the oldest continuously operating advertising agencies in the United States;[1] as of 2015, it is the third oldest independent agency in the US.[2][3] The agency has served some of its clients for more than 40 years, including iconic brands Maker's Mark bourbon and Hillerich & Bradsby, makers of Louisville Slugger bats and equipment.[4][5] In business since 1915, Doe-Anderson currently has 122 employees and offers communication services including brand positioning, strategic planning, creative execution, media buying and planning, digital services, print and broadcast production and public relations.[6] The agency is a member of the Advertising and Marketing International Network (AMIN), and of the American Association of Advertising Agencies (4A's).

Doe-Anderson, Inc.
TypeEmployee-owned advertising agency
IndustryAdvertising, Marketing
Founded1915
FounderElmer H. Doe
HeadquartersLouisville, KY, U.S., Columbus, OH, U.S.
Key people
  • Todd Spencer (CEO, President)
  • David Vawter (EVP, Chief Creative Officer)
  • John Birnsteel (EVP, Chief Operating Officer)
ServicesCommunications, brand positioning, strategic planning, creative execution, media buying and planning digital services, print and broadcast production, public relations.
Number of employees
122
Websitewww.doeanderson.com

Background

Doe-Anderson was founded as the Elmer H. Doe Agency in 1915 after Elmer Doe left his post as J. Walter Thompson Copy Chief when he met and married a woman in Louisville, Kentucky[1] In 1925, Doe hired family friend and former paint salesman Warwick Anderson as an unpaid copy trainee. After attempting to fire him multiple times, Doe took a liking to Anderson and promoted him to partner on January 1, 1934. The agency officially changed its name to Doe-Anderson in 1939 and was incorporated in 1958.[1]

The agency uses an acorn as its symbol, representing the concept that ideas can develop into business-changing forces. Or, as Warwick Anderson related it, "Giant oaks from tiny acorns grow." [1]

Though Doe-Anderson has always been headquartered in Louisville, its street address has changed many times. When the agency opened in 1915, it was located in the Keller Building.[1] Doe-Anderson moved to the Columbia Building in 1927, to the Starks Building in 1932, and to the Martin Brown Building in 1936. After the Ohio River Flood of 1937, the agency moved to the Commonwealth Building where it stayed until moving to a Victorian home on East Broadway in 1972. After a stint on Main Street, home to whiskey row, Doe Anderson moved to 680 S. 4th Street on the same land they once occupied in the 1930s. In 2016 a branch location of Doe Anderson was opened in Columbus Ohio at 629 N. High Street.

History
  • In 1950, Doe-Anderson hired Louisville's first female media director, Pat Porter.[1]
  • In 1958, Warwick Anderson established the Doe-Anderson Profit Sharing Trust, offering company equity to all employees.[1]
  • Doe-Anderson won the Hillerich & Bradsby account in 1971, beginning its long relationship with the Louisville Slugger brand. The agency still holds this account today, with H&B brands now including Bionic Gloves and PowerBilt Golf.[5]
  • In 1973, Doe-Anderson began working with Maker's Mark.[4]
  • The agency ran its first advertisement featuring an A-list celebrity in 1981, a radio campaign for North American Van Lines starring Orson Welles.[7]
  • In 1985, the agency opened Kentucky's first separate public relations division, which still operates today.[8]
  • In 1988, Doe-Anderson's TV campaign for Ashland Oil, which promoted keeping kids in school, was honored for its effectiveness by being read into the US Congressional Record, and by being incorporated into a nationwide public service campaign.[9][10][11] Ashland Oil was also invited to a ceremony at the White House in recognition of its efforts.[12]
  • After the Affordable Care Act passed, Kentucky became the only Southern state to host its own health benefit exchange.[13] In 2013, the Commonwealth of Kentucky awarded Doe-Anderson a multimillion-dollar contract to market kynect – the state's first-ever health benefit exchange – to Kentuckians.[14] kynect has since been cited as a national success story and was praised by President Barack Obama in his State of the Union address.[15]
  • In 2013, Doe-Anderson received international acclaim for its "Prepare for Real Life" campaign for Mercy Academy. The campaign was featured on NBC's TODAY show, among other national and international outlets.[16]
  • For Doe-Anderson's 100th anniversary in business, Louisville's Frazier History Museum is showcasing the firm's history with the exhibit "The Power of Persuasion: 100 Years of Doe-Anderson" from August 1, 2015 to February 14, 2016.[2][3]

Awards and achievements
  • CLIO Award, North American Van Lines, 1981[17]
  • David Ogilvy Award, Silver, Beverages and Alcohol, Maker's Mark, "It Is What it Isn't," 2012[18]
  • Effie Awards,
    • Gold, Government, Institutional & Recruitment, kynect: Kentucky's Healthcare Connection, "kynect: For Every Kentuckian", 2015[19]
    • Bronze, Beverage and Alcohol Spirits, Maker's Mark, "Stories," 2003[20]
  • Graphis' Advertising Annual Showcases Award, Gold, Promotion, "Maker's Mark Ambassador Holiday Mailer," 2012[21]
  • OBIE Awards[22]
    • Hall of Fame, Maker's Mark, 2012
    • Silver, Maker's Mark, "Welcome to the North End," 2010
    • Silver, Maker's Mark, "South Station Domination," 2010
  • PRSA Silver Anvil Award, 1997[8]
  • Shorty Award, Best Use of a Promoted Tweet, Promoted Trend or Promoted Account, 2012[23]
  • Best Advertising Agency in Kentucky, Adweek, 2013[24]

Notable campaigns
  • American Air Filter, "Pollution Control," "Silencing Systems," "Stop Static," etc.
  • Ashland Oil, "You Have the Power"
  • First National Bank of Louisville (later National City, now PNC Bank)
  • Fischer Packing, "Good Dog," "Eggs Benefit," etc.
  • Commonwealth of Kentucky, "Introducing kynect: Kentucky's Health Benefit Exchange."
  • kynect: Kentucky's Healthcare Connection, "kynect: For Every Kentuckian"
  • Louisville Slugger, "The Bat of Champions"
  • Maker's Mark, "Stories," "Welcome to the North End," "South Station Domination," etc.
  • Mercy Academy, "Prepare for Real Life"
  • North American Van Lines, "Take Charge"
  • Paramount Pickles, "The Pickles Pickle People Pick"

References
  1. Allison, Robert S. (1990). The Early Days of Doe-Anderson. Louisville, Kentucky: Doe-Anderson.
  2. Serchuk, David (July 29, 2015). "Doe-Anderson's first 100 years on display at Frazier History Museum". Insider Louisville. Retrieved August 4, 2015.
  3. Gibson, Kevin. ""Mad skills," madly successful". The Lane Report. Lane Communications Group. Retrieved October 17, 2015.
  4. Parekh, Rupal; Bruell, Alexandra (April 29, 2013). "Seven Strong Unions Earn Honorable Mention in Ad Age's Agency-Client Marriages Contest". Advertising Age. Retrieved July 8, 2014.
  5. Janofsky, Michael (November 17, 1993). "THE MEDIA BUSINESS: ADVERTISING -- ADDENDA; Accounts". The New York Times. Retrieved July 8, 2014.
  6. Boyle, Jacqui (June 20, 2014). "Coolest Office Spaces: Doe-Anderson offers employees individual, group work spaces". Business First of Louisville. American City Business Journals. Retrieved July 8, 2014.
  7. Arens, Courtland L. Bovée, William F.; Arens, William (1986). Contemporary advertising; Radio Creativity: Five of the Best (2nd ed.). Homewood, Ill.: Irwin. ISBN 0256033021. Retrieved July 8, 2014.
  8. Kamuf, Rachael (June 23, 1997). "Doe-Anderson wins PR's most prestigious award". Business First of Louisville. American City Business Journals. Retrieved July 8, 2014.
  9. Fabrikant, Geraldine (August 26, 1988). "THE MEDIA BUSINESS: Advertising; Campaign on Dropouts A First for Ad Council". The New York Times. The New York Times Company. Retrieved July 8, 2014.
  10. Perry, Nancy (November 7, 1988). "SAVING THE SCHOOLS HOW BUSINESS CAN HELP". FORTUNE Magazine. Time Inc. Retrieved July 8, 2014.
  11. United States, Congress (September 1988). Congressional Record; Proceedings and Debates of the 100th Congress Second Session (Volume 134; Part 16 ed.). Washington: United States Government Printing Office. p. 22883. Retrieved July 8, 2014.
  12. "Ashland Oil to get White House honor on anti-dropout effort". Herald-Leader. September 21, 1988. Archived from the original on December 6, 2014. Retrieved July 8, 2014.
  13. Kliff, Sarah. "It's official: The feds will run most Obamacare exchanges". washingtonpost.com. The Washington Post. Retrieved July 8, 2014.
  14. Chudgar, Sonya (July 22, 2013). "Local Ad Shops Dine Out As State Health Exchanges Start to Advertise". Ad Age. Advertising Age. Retrieved July 8, 2014.
  15. Youngman, Sam (January 28, 2014). "Obama's State of Union speech includes praise for Beshear for Kentucky's health care push". Lexington Herald-Leader. Retrieved July 8, 2014.
  16. Flam, Lisa. "Girls' school tells students: 'You're not a princess'". TODAY.com. NBC News. Retrieved July 8, 2014.
  17. Payne, Phil. "Phil Payne's dedication recognized as he retires". bizjournals.com/louisville. American City Business Journals. Retrieved July 8, 2014.
  18. "2012 David Ogilvy Awards". thearf.org. Advertising Research Foundation. Archived from the original on June 29, 2014. Retrieved July 8, 2014.
  19. "Doe-Anderson scores gold Effie for its work on Kynect". Insider Louisville. Insider Louisville. June 5, 2015. Retrieved June 8, 2015.
  20. "Doe Anderson wins bronze Effie Award". Business First of Louisville. American City Business Journals. June 6, 2003. Retrieved July 8, 2014.
  21. "Ad Age, Graphis and Shorty Awards honor Doe-Anderson and Maker's Mark". Insider Louisville. Insider Louisville. June 6, 2013. Retrieved July 8, 2014.
  22. "MAKER'S MARK TO RECEIVE OUTDOOR ADVERTISING OBIE HALL OF FAME AWARD". oaaa.org. Outdoor Advertising Association of America, Inc. Retrieved July 8, 2014.
  23. "Best Use of a Promoted Tweet, Promoted Trend, or Promoted Account". industry.shortyawards.com. Sawhorse Media LLC. Archived from the original on August 10, 2014. Retrieved July 8, 2014.
  24. Nudd, Tim (September 16, 2013). "The United States of Ad Agencies". Adweek. Adweek. Retrieved July 8, 2014.
  25. Cawthorn, Raad (November 28, 1999). "Sweet Spot For Decades, Louisville Has Been The Launching Site For Most Of Baseball's Hits". Philadelphia Inquirer. Retrieved July 8, 2014.
  26. Duncan, Chris (July 7, 1996). "Hall of Famers help christen Louisville Slugger Museum". Daily News. Retrieved July 8, 2014.
  27. Gardner, Tim (March 2, 2010). "Kentucky's John Calipari to appear on limited-edition bottle for Maker's Mark". USA Today. USA Today. Retrieved July 8, 2014.
  28. "James Carville, Mary Matalin Shill For Maker's Mark In New Ad". Huffington Post. heHuffingtonPost.com, Inc. May 16, 2012. Retrieved July 8, 2014.
  29. "Lou. commercial featuring Phyllis Diller". WHAS11. WHAS-TV. August 20, 2012. Archived from the original on July 11, 2014. Retrieved July 8, 2014.
  30. "Maker's Mark TV Spot, 'No Hype' Featuring Jimmy Fallon". iSpot.tv. iSpot.tv Inc.
  31. Griswold, Alicia (April 29, 2003). "No Appetite Is Too Large at Shoney's". Adweek. Adweek. Retrieved July 8, 2014.
  32. Oz, Mike (February 24, 2014). "Josh Hamilton surprises youth baseball team at Louisville Slugger factory". Yahoo! Sports. Yahoo! Inc. Retrieved July 8, 2014.
  33. Straczynski, Stacy (March 27, 2009). "Kid Rock, Jim Beam Go on Tour". Adweek. Adweek. Retrieved July 8, 2014.
  34. Ciambriello, Roo (February 24, 2014). "Mila Kunis Puts Her Love of Bourbon to Work as the New Face of Jim Beam". Adweek. Adweek. Retrieved July 8, 2014.
  35. "William H. Macy". doeanderson.com. Doe-Anderson. Archived from the original on July 11, 2014. Retrieved July 8, 2014.
  36. Karman, John (July 8, 2013). "Pitino to sign 400 more commemorative bottles". Business First of Louisville. American City Business Journals. Retrieved July 8, 2014.
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