New advertising agency expanding its horizons
Bermuda's youngest advertising agency is seeking an international presence, pushing to make inroads into the Atlanta and London markets from its corporate headquarters on Front Street.
Rayner, Bartkiw & Kelly Advertising Ltd. (RB&K) has moved quickly to establish itself since being formed in September, 1994 and is now looking for overseas partnership opportunities to capitalise on larger markets.
The company has been talking with accountants and lawyers about establishing a limited liability company in Atlanta.
The new office could allow the company to create and produce design work here that can be sent to overseas firms through the Internet.
Set up by account director Mrs. Kathryn Kelly and creative director Mr. Andy Bartkiw, RB&K has been exciting local businesses with computer graphics software and equipment.
Mrs. Kelly said the investigation into establishing the first overseas office has not yet been completed.
She said: "We wrote to their Chamber of Commerce, their advertising association there, and we have printers doing occasional work there for us, to help make contacts there. Our lawyers here have made contact with a legal firm there and an accounting firm.
"Andy and I will soon go to Atlanta to check the whole thing out and look at the area.'' That Bermuda's crowded landscape of firms providing advertising and publicity services is a finite market of limited fare is of no concern to the partners.
Mrs. Kelly points out: "I think that there are very few real, full service, advertising agencies here. There are some firms that do call themselves agencies, but they are not, and in North America or Europe, they would be considered to be freelancers, or design studios.
"I agree that there is a very limited market here. There are only so many firms on the Island. That is why we are looking at overseas expansion. We have been hiring people to ensure that we can provide the best possible service.
"Our people are award winning. Like the state-of-the-art equipment we've acquired, our people are on the cutting edge in this business. That is how we have been able to emphasise service.
"The international company market has helped again. We have been doing a lot of annual reports. That's the kind of work that keeps you busy.
"We are growing quickly. I'm looking for an account executive right now.'' Said Mrs. Kelly: "We have only employed senior marketing and creative people across all disciplines -- broadcast media, print, corporate communications, collateral material, direct marketing, sales promotion, public relations and most recently, multi-media.'' Significant accounts include The Argus Group of Companies, Business Systems Ltd., Miles Market, Haagen Dazs, Bermuda Triangle Brewing, Staples and Dunkley's Dairy.
They also handle projects for Centre Re's investment arm, Centre Investment Services, Heddington Insurance, XL Insurance, Commercial Risk and the Bermuda Commercial Bank.
The company has just hired a multimedia specialist, Ms Windahl Finnigan, from Toronto.
Mrs. Kelly said: "Windahl designs web pages and creates web sites for the Internet. With the Internet growing and growing, you have to catch someone's attention who is flipping through. She can design that sort of thing.'' She designs CD ROM presentations for companies using 3-D programmes and, in addition to this, her design expertise is in annual reports, brochures and other collateral material.
"Her knowledge has gained her such clients as The Royal Trust, Pringle and Booth and British Airways. She has recently won awards for Hewlett-Packard and Hotel Plaza II,'' said Mrs. Kelly.
"She has created video games, but that was in Toronto. She also was one of the experts who were interviewed on a radio programme, the morning Microsoft came out with Windows 95, and asked to give the first independent comment.'' She joins Mr. Bartkiw who left an Andrew Cook partnership in Toronto, and Mr.
Peter Webb, a marketing and creative consultant in England, whose has worked with clients like Nissan, Barclays Bank and the Bermuda Department of Tourism.
Senior art director, Mr. Michael Rutherford, has handled accounts in Toronto for international agencies for Nike, Royal Bank of Canada, Coca-Cola and TSN.