As of last year, there were just shy of 14,000 advertising agencies in the United States. There are more than 150 in the Metroplex alone. And like every Dallas Advertising Agency, LOOMIS has the challenge of constantly differentiating itself from every other agency.
So far, LOOMIS has been doing a great job.
Today, LOOMIS is the country’s leading challenger brand advertising agency. More than a decade ago, LOOMIS was another Dallas Advertising Agency fighting the same wars, offering the same services, promising the same results. LOOMIS shifted that mindset and committed to becoming experts at challenger branding and serving underdog brands lock, stock, and barrel. LOOMIS is still a Dallas Advertising Agency. But for regional and national challenger brands trying to fight the category leaders with fewer people, fewer weapons, and fewer resources, LOOMIS is a lot more than that.
The LOOMIS Agency History
Though LOOMIS is a stalwart Dallas Advertising Agency now, LOOMIS was initially founded as a music production company back in 1984 by composer and marketer Paul Loomis. Paul had opened a small studio off I-35 where he was toiling away turning out jingles and placing media for local advertisers. One afternoon, a young white kid wandered into the studio and swore to Paul he’d be the next hip-hop sensation. Undeterred by his complexion in a genre completely dominated by African American performers, Vanilla Ice (and Paul) challenged convention, embraced his differences, and set the world on fire with Ice Ice Baby. From its humble beginnings as a local music house, The LOOMIS Agency would soon emerge as an up-and-coming, full-service Dallas Advertising Agency.
Enter Mike Sullivan
In 2001, current CEO Mike Sullivan took the reins as president of LOOMIS and under his leadership, LOOMIS blossomed from one Dallas Advertising Agency among many into the country’s leading challenger brand advertising agency with a roster full of regional and national clients. Having previously run a Dallas Advertising Agency that had twice been named “Adweek’s Southwest Agency of the Year,” Mike understood what it took to build and grow a leading advertising agency. For more than 20 years, Mike has run point along with partner and COO Julie Ondrusek as LOOMIS became known for helping challenger brands discover and embrace their hidden advantages to fuel success. What began as a one-man music show is today a perennial top five Dallas Advertising Agency, an Ad Age Small Agency of the Year winner, a multiple Dallas Morning News and Dallas Business Journal “Best Places to Work” company, the winner of numerous creative awards in regional and national competitions including the National Sports Marketing Promotion of the Year and a beloved home for top talent and national clients.
LOOMIS HELPS UNDERDOGS WIN
So, how did LOOMIS move from Dallas Advertising Agency to the country’s leading challenger brand agency? They stopped chasing category leaders and focus instead on the scrappy, hungry challengers nipping at their heels. Challengers find a way where there is no way. A lack of resources was never an acceptable justification for not getting the job done. No matter what the challenge, there is always an alternative. Always another door. Always a creative solution that challenges convention, sticks out a chin, and screams “what if” and “why not?” This was the mindset LOOMIS takes into battle every morning.
