Ad Store Tries to Be Independent with Its Project-Linked Contracts

By De Marco, Donna | The Washington Times (Washington, DC), May 8, 2000 | Go to article overview

Ad Store Tries to Be Independent with Its Project-Linked Contracts


De Marco, Donna, The Washington Times (Washington, DC)


The Ad Store doesn't want to be anyone's "agency of record."

The newest ad shop in town has a different focus than traditional advertising agencies. Instead of trying to be the official agency for a client, the Ad Store works for clients on a per-project basis.

"It's a different way of thinking in the agency business," said Tina Bagapor-O'Harrow, president and co-founder of the Ad Store on M Street NW. "We come in where big agencies leave off."

The Ad Store, which officially opened for business in February, already has such clients as Ringling Bros. and Barnum & Bailey Circus, Disney on Ice and the United States Mint.

The Ad Store, for example, is working on a campaign for a new commemorative coin for the U.S. Mint.

"The bottom line [about doing work on a per-project basis] is if you're not happy with the work, you're not obliged by contract to stay," said Ms. Bagapor-O'Harrow, former vice president of creative services for Feld Entertainment.

Prior to opening the Ad Store, Ms. Bagapor-O'Harrow was on the client side of the business and she always had trouble finding the right agency.

"Big agencies are too expensive, take too much time and have too many layers," she said. "Far too many large agencies were unable to fulfill my needs as a client."

The D.C. Ad Store is part of an international consortium of Ad Stores in New York, Paris, London, Amsterdam and Tahiti. While the agencies work much like a network, each shop is independently owned.

Ms. Bagapor-O'Harrow and her husband Kevin Chase O'Harrow, who owned his own television production company, were interested in developing the Ad Store concept in the District. They bought an already established design firm, Pat Marshall Design in Georgetown, in December and transformed it into the new seven-person ad shop.

AMERICA'S LIBRARY

The Library of Congress is branching out with a public-service advertising campaign promoting its new educational Web site "America's Library."

The Ad Council, a nonprofit producer of public service communication programs and the Library of Congress kicked off the campaign April 24 targeting both children and parents. …

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