Stein + Partners Brand Activation
Stein + Partners Brand Activation (formely Stein Rogan + Partners) is an award winning New York City-based advertising and marketing agency. Stein Rogan + Partners was cofounded by Tom Stein and Mark Rogan in 1985.
Formerly an Interpublic Group agency, Stein Rogan was one of two US agencies to buy themselves back in 2002. Howard, Merrell & Partners, a Raleigh, N.C. based agency, also bought themselves back from Interpublic in 2002.
In 2006, the agency worked with famed director, Joseph Kahn to produce the spot for Cosmeo – the first online video homework help tool powered by the Discovery Channel.
Stein Rogan + Partners had its earliest roots in two predecessor companies, Words at Work, which had as its principals Bill Killpatrick and Tom Stein and Rogan Studios, which had as its principal Mark Rogan. Words at Work was a full service integrated marketing services agency. As its name suggests, it was started by two copywriters and worked with clients in the publishing and technology industries. Rogan Studios had a strong creative focus on media and travel/hospitality.
In 1984 the two companies merged to form Stein Killpatrick + Rogan with such clients as McGraw Hill, The Sporting News, etc. With the departure of Bill Killpatrick, the agency's name was changed to Stein Rogan + Partners in 1987.
In 1999, the agency was acquired by True North Communications, which in 2001, was itself acquired by the Interpublic Group of Agencies.
Cofounder and partner, Mark Rogan, left Stein Rogan in May of 2001. He opened his own agency in 2006, Honey Advertising. Honey focuses on attraction-based, inbound marketing for its telecommunication, health care and B2B clients.
In 2008, CEO Tom Stein was inducted into the Creative Excellence in Business Advertising (CEBA) Hall of Fame in New York. The CEBA Hall of Fame was established in 1995 to honor the brilliance of business-to-business advertising.
In 2011, Stein Rogan + Partners rebranded as Stein + Partners Brand Activation - reflecting a change in leadership and brand strategy.
Intellectual Property
Stein + Partners Brand Activation, in conjunction with Forbes.com and Ziff Davis Enterprise, conducted a quantitative survey designed to categorize and codify the direction marketing organizations are taking to balance investments in brand-centric and demand-centric initiatives.
The 2009 Brand/Demand Study (B/D09) is the first such study of marketers’ and agencies’ views of the interrelationship of brand-centric and demand-centric marketing.
Study Participants (At the 95% confidence level, total data is reliable ±5.88%) |
|
|---|---|
Total Sample |
278 |
Agencies/ Marketers |
58% / 42% |
Job Functions |
Sr./Exec./VP Of Advertising (44%), Director of Marketing (24%), Sr./Exec./VP of Marketing (18%), C-Suite (14%) |
Industry |
IT (19%), Financial Services (17%), Small Business (10%), Travel (10%), Telecommunications (8%), Business Outsourcing (6%), Automotive (5%), Electronics Engineering (5%), Manufacturing (4%), Food Service (3%), C-Suite (3%), Construction (1%), Government (1%), Chemical (1%), Health Care (1%), Non-Profit (1%), Aerospace and Defense (1%), Agriculture (1%), Education (1%), Industrial Supply (1%), Pharmaceutical (1%) |
Key Findings
- Sales/revenue and customer satisfaction/loyalty are the most frequently used tools in measuring brand strength
- Both advertisers and marketers most commonly define “brand building” as either a process of increasing brand image/reputation or building awareness
- While advertisers most commonly define “demand generation” as lead generation (17%), understanding the market (16%), and increasing purchase consideration (13%) and demand for products (13%), marketers most frequently define the phrase as connecting branding with sales (16%) and increasing purchase consideration (15%)
- 53% of respondents said that strong brand and demand generation fuel/support each other
- The majority of advertisers (51%) said that over 50% of their 2009 budgets were allocated to building brand
- Alternatively, the majority of marketers (73%) said that under 50% of their 2009 budgets were allocated to building brand
In 2011, Stein Brand + Partners authored Paid, Earned & Owned (PEO) Media: Orchestrating Opportunity. This study articulates the views of marketers and agencies on leveraging the three media forms, allowing a brand to perform at its peak. The study also found ad impressions that used owned content/CTA, generated a 0 35% increase over impressions without specific content CTA and two times above the industry benchmark of 0.08%.
Awards
- 2011: Named BtoB Magazine's #1 Agency of the Year
- 2010: Named Agency of the Year by the Business Marketing Association and designation as a Top Agency of the Year by BtoB Magazine
- 2009: Named #1 Agency of the Year by BtoB Magazine
- 2008: Named one of Top 3 BtoB Magazine's Small Agency of the Year
- 2007: Named one of Top 3 BtoB Magazine's Small Agency of the Year
- 2006: SR+P featured in BtoB Magazine's "Integrated Marketing Success Stories"
- 2006 campaigns: OnForce, "The Power of On," print, online, direct, collateral; ABN AMRO, "S-Notes: Making More Possible," print and online; TransitCenter, "Drive Down the High Cost of Commuting," print, online, events, outdoor
- 2005: SR+P honored as Top Small Agency of the Year by BtoB Magazine