Location: Austin, Texas
URL: www.tocquigny.com
Key executive: Yvonne Tocquigny, CEO
2007 revenue: N/A
2007 b-to-b revenue: N/A
Employees: 45
Key clients: Dell, MessageLabs, Regent University, Synopsys, World Vision
Major 2007 campaigns: Dell, microsite aimed at health care software vendors; Synopsys, microsite developed for rebranding campaign; MessageLabs, online lead generation campaign.
Comments: 60% of agency's business is b-to-b, added new clients including Depository Trust & Clearinghouse Corp., MessageLabs, Rincon, Synopsys, TriDimension Energy, The Washington Times; increased strategic consulting and research services.
In 2007, Austin, Texas-based interactive agency Tocquigny did more than just develop strong online marketing campaigns for b-to-b clients, which account for 60% of its business. In addition to executing day-to-day marketing activities, the agency increasingly played the role of strategic consultant, helping clients identify and clarify business goals before jumping into marketing efforts.
“We've been in this business now for 28 years, and it's a significant move away from just executing on a campaign,” said CEO Yvonne Tocquigny. “[It's about] being involved in developing the research and the insight, and really partnering on strategy.”
This strategic consulting played an important role in the work the agency did for MessageLabs, which it added to its client roster last year. Tocquigny helped the provider of corporate e-mail and Web security services define who its customers are and how best to reach them. The agency identified customer personas, then created an integrated direct marketing program with a strong focus on testing and measurement.
“It's almost like we're tippy-toeing out of the realm of the traditional ad agency a little bit and more into this consulting role that helps key executives understand exactly what the business goals of the company are, along with how they're going to get there,” Tocquigny said. “In the past, they thought they were doing it. But this consulting process we use really makes a difference to get everybody completely aligned.”
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The agency's client work in 2007 demonstrated an adept use of Web 2.0 applications. For new client Synopsys, a provider of electronic design automation software, the agency developed a solutions-focused microsite that featured podcasts, blogs, bulletin boards and forums, RSS feeds and extensive content. The portal drove significant traffic and helped Synopsys differentiate itself from competitors.
Tocquigny said her creative team aggressively seeks the best ways to use emerging technologies, whether it's social media or mobile marketing. “Everything that we do has an interactive Web 2.0 component these days,” she said. “I can't think of very many marketing efforts that don't have that.”
—M.E.M.
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