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. These liberals are out of control. They want to drive our economy into the ground and double and triple our electric bills. Sierra Club, stay out of Indy!

  2. These activist liberal judges have gotten out of control. Thankfully we have a sensible supreme court that overturns their absurd rulings!

  3. Maybe they shouldn't be throwing money at the IRL or whatever they call it now. Probably should save that money for actual operations.

  4. For you central Indiana folks that don't know what a good pizza is, Aurelio's will take care of that. There are some good pizza places in central Indiana but nothing like this!!!

  5. I am troubled with this whole string of comments as I am not sure anyone pointed out that many of the "high paying" positions have been eliminated identified by asterisks as of fiscal year 2012. That indicates to me that the hospitals are making responsible yet difficult decisions and eliminating heavy paying positions. To make this more problematic, we have created a society of "entitlement" where individuals believe they should receive free services at no cost to them. I have yet to get a house repair done at no cost nor have I taken my car that is out of warranty for repair for free repair expecting the government to pay for it even though it is the second largest investment one makes in their life besides purchasing a home. Yet, we continue to hear verbal and aggressive abuse from the consumer who expects free services and have to reward them as a result of HCAHPS surveys which we have no influence over as it is 3rd party required by CMS. Peel the onion and get to the root of the problem...you will find that society has created the problem and our current political landscape and not the people who were fortunate to lead healthcare in the right direction before becoming distorted. As a side note, I had a friend sit in an ED in Canada for nearly two days prior to being evaluated and then finally...3 months later got a CT of the head. You pay for what you get...