- The Washington Times - Sunday, July 10, 2005

LM&O Advertising will remain on board as agency of record for the Washington Metropolitan Area Transit Authority (WMATA) after prevailing over three other finalists for the job.

The Arlington ad agency competed against Williams Whittle of Alexandria, MDB Communications of the District and Siddall Inc. of Richmond.

The three-year contract, which began July 1, is valued at $5.4 million, said Murray Bond, WMATA’s director of marketing. The contract also includes two one-year options.

LM&O, which has had the account since 2000, is responsible for WMATA’s “opens doors” campaign, which has helped to generate more ridership during off-peak hours.

Agency President Doug Laughlin said LM&O fought hard to win the contract despite the agency’s track record with WMATA.

“We competed like we were the underdogs,” he said. “We didn’t take anything for granted.”

LM&O also won a marketing contact for the Potomac and Rappahannock Transportation Commission, which represents Prince William and Stafford counties and the cities of Manassas, Manassas Park and Fredericksburg, Va.

LM&O is no stranger to the transportation industry. The agency worked with Virginia Railway Express for seven years, before losing that account to Williams Whittle last year. Arlington County Commuter Services has been LM&O’s client for three years.

Ad execs wanted

The demand for advertising and marketing professionals is growing, according to a survey by the Creative Group, a staffing service in Menlo Park, Calif.

About 68 percent of industry executives polled said their firms plan to add more advertising and marketing personnel in the next year — up about 11 percent from 2004.

The survey, conducted by an independent research firm, included 250 responses —125 from ad executives from the country’s largest ad agencies and 125 came from senior marketing executives at the largest companies in the U.S.

“Companies feel more confident now that the economy is showing sustained economic growth,” said Tracey Fuller, executive director of the Creative Group.

New wins …

• Crosby Marketing Communications won the highest honor at the Maryland Chapter of the Public Relations Society of America’s Best in Maryland Awards last month. The Annapolis agency won the Best in Show award for “One Nation Free From Poverty,” a public service campaign for the Catholic Campaign for Human Development in Washington.

• Redman Communications of Rockville has been hired by the Excel Institute, a Washington nonprofit that teaches and trains students for jobs in the automotive service industry.

• The Borenstein Group of Fairfax has been hired by NineYards Security Inc., which provides information security solutions, to develop a brand strategy, marketing materials and public relations.

• Baltimore’s GKV Communications has been named agency of record for the National Foundation for Credit Counseling, a Silver Spring nonprofit. The Baltimore agency will develop a national brand campaign as well as handling public relations for the foundation.

• Donna De Marco can be reached at 202/636-4884. Advertising & Marketing runs every other Monday.

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