OOH Agency Today –Agency672

OOH Agency Today – Agency672
Amplifying your brand through the strategic use of Out-of-Home Media

 

 

 

 

 

AGENCY672 simplifies the process of planning and buying of Out-of-Home Media globally. We have unique expertise in helping marketers strategically link the online world with the physical world using display, social, mobile, and out-of-home media.

AGENCY672’s founder, Daniel Wilkins, quite literally grew up in the Out-of-Home Media industry, learning the ins and outs of the business from his father, William “Bill” Wilkins, who is a 60-year veteran of the industry and OAAA Hall of Fame inductee. Daniel started in the outdoor industry in 2000, and in 2008, he launched the first independently owned agency specializing in Digital Out-of-Home Media (DOOH) called n2.

Shortly thereafter, he also took over as CEO of Wilkins Media Company. During his tenure, his teams won multiple awards for excellence in media planning from publications such as MediaPost, Media Week, as well as the OAAA. After successfully selling both businesses in 2012, Wilkins started AGENCY672 to bring senior-level expertise back to relationship management and the day-to-day processes of planning and buying OOH.

The “672” in AGENCY672 is derived from the square footage of a standard, non-digital billboard, and serves as a throwback to Wilkins’ advertising roots. Today, AGENCY672 provides both digital and traditional Out-of-Home Media planning, buying, and production services to clients requiring a deep level of expertise in real time. He sits on multiple industry-related advisory boards and resides in Atlanta with his wife and two daughters.

I spent time with Daniel Wilkins where he gave insights into AGENCY672:

Will Farmer: Please tell us about Agency 672. How long have you been in business? Staffing? Size? Specialties? Billing? Regional Offices?

DW: AGENCY672 has been in business since December 2013 and was intentionally built as a smaller shop focusing on utilizing a more senior staff. The idea is to inject a higher level of expertise and experience directly into the day-to-day interactions with our clients. We do not specialize in any particular vertical and work with a wide variety of brand categories. Lately, much of our business has been DTC and B2B brands.

 

WF: What would you like the OOH Industry to know about your shop?

DW: The focus of my agency has been about service and partnership from day one. I have intentionally kept its size, and manage its growth, with these principles in mind. These principles are not just directed at our client partnerships, but also at our vendor relationships. We are not able to provide the quality of service we strive for with our clients if our relationships with the vendors are not healthy. “Everyone needs to eat”, so to speak, so we do our best to walk the line in supporting our clients’ objectives, while respecting the media owners. This is central to how I run the agency on a day-to-day basis and critical to our success, in my opinion.

“Everyone needs to eat”, so to speak, so we do our best to walk the line in supporting our clients’ objectives, while respecting the media owners

WF: Do you work with clients directly and/or through agencies? What is the percentage breakdown?

DW: It varies from year to year, but recently we have been working more client-direct. At this time, I would say our break down is approximately 70/30 direct/agency.

 

WF: Any comments or suggestions for OOH reps in approaching or working with your company?

DW: I really appreciate being approached with ideas and media that are specific to our clients. We like to be proactive with our clients in bringing them ideas, new media, or unique deals and the more we are getting from our vendor partners, the more we can put in front of our clients to keep them excited and thinking about OOH. I understand this may require knowing who our clients are at any given time, and we welcome any questions regarding that type of information before a call or presentation so that the conversation can be more specific.

 

WF: How do you obtain new business? 

DW: Much of our business comes through our network and word of mouth. We work very hard to ensure we are delivering a level of service that is extremely high, and to date, this has translated into as much of a business development tool as a client retention tool.

 

Website
http://www.agency672.com

Phone
678-974-2516

Industry
Marketing & Advertising

Company size
2-10 employees

Headquarters
Atlanta, GA

Type
Privately Held

Founded
2013

Specialties
Out-of-Home Media, Outdoor Advertising, Digital Out-of-Home, OOH, digital display, and outdoormedia