Local advertising firms wrangle new business

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Two of the city’s largest advertising agencies have pulled down potentially lucrative work.

Young & Laramore has been hired by client Ingersoll-Rand to introduce its Allegion security products spinoff, which will go public later this year.

Meanwhile, Hirons & Co. has renewed a contract with the Indianapolis Zoo and, in a separate move, plans to add six more digital media positions.

Young & Laramore declined to discuss the billings potential for its expanded role with Ingersoll-Rand. It already represents the conglomerate’s Schlage lock brand, which will be one of several security products brands generating $2 billion in annual sales under the newly formed Allegion. Others include Dexter and Von Duprin.

Ireland-based Allegion will have North American headquarters in Carmel.

Y&L will also oversee creative advertising, and global media buying and advertising for Allegion, which will trade on the New York Stock Exchange.

“Giving the face to a brand-new company in a world where security is more and more important is what we’ll be looking at,” said Y&L President Tom Denari.

Several years ago, Y&L represented the former parent of client Steak n’ Shake when it went public.

Y&L has produced a number of humorous television commercials for Schlage. One shows a pensive man in a home improvement store, trying to decide between a Schlage lockset and a discount brand. His mind flashes back to a dinner in which he dumped his girlfriend, who in a psychotic response vows never to leave him alone.

Hirons extended its relationship with another type of stalking animal of sorts—winning a new, three-year contract with the Indianapolis Zoo.

Agency president Tom Hirons declined to elaborate on the financial details. Hirons has represented the zoo for the better part of a decade.

Hirons has also been bulking up its staff skilled in digital media. The 47-employee agency is in hiring three more people, including dedicated digital strategists, and is looking at hiring three others in the near future.

In recent years, advertisers have intensified their marketing messages through channels such as mobile phones and tablets. Digital outreach has become more sophisticated, such as a parking campaign for Indianapolis International Airport using GPS coordinates to send a pitch to a motorist’s device as it nears the airport.

“Digital is now 60 percent of our total media buy. That’s millions [of dollars],” said Hirons.

In 2011, Hirons had local billings of $39 million; Young & Laramore $45 million.




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  1. The east side does have potential...and I have always thought Washington Scare should become an outlet mall. Anyone remember how popular Eastgate was? Well, Indy has no outlet malls, we have to go to Edinburgh for the deep discounts and I don't understand why. Jim is right. We need a few good eastsiders interested in actually making some noise and trying to change the commerce, culture and stereotypes of the East side. Irvington is very progressive and making great strides, why can't the far east side ride on their coat tails to make some changes?

  2. Boston.com has an article from 2010 where they talk about how Interactions moved to Massachusetts in the year prior. http://www.boston.com/business/technology/innoeco/2010/07/interactions_banks_63_million.html The article includes a link back to that Inside Indiana Business press release I linked to earlier, snarkily noting, "Guess this 2006 plan to create 200-plus new jobs in Indiana didn't exactly work out."

  3. I live on the east side and I have read all your comments. a local paper just did an article on Washington square mall with just as many comments and concerns. I am not sure if they are still around, but there was an east side coalition with good intentions to do good things on the east side. And there is a facebook post that called my eastside indy with many old members of the eastside who voice concerns about the east side of the city. We need to come together and not just complain and moan, but come up with actual concrete solutions, because what Dal said is very very true- the eastside could be a goldmine in the right hands. But if anyone is going damn, and change things, it is us eastside residents

  4. Please go back re-read your economics text book and the fine print on the February 2014 CBO report. A minimum wage increase has never resulted in a net job loss...

  5. The GOP at the Statehouse is more interested in PR to keep their majority, than using it to get anything good actually done. The State continues its downward spiral.