Brogan & Partners Convergence Marketing

Company Name:  Brogan & Partners Convergence Marketing

Industry: Advertising

Number of Employees: 52

Contact Name and Information:
Deidre Bounds
Partner
3011 West Grand Blvd.
Suite 1900
Detroit, Michigan 48202
Phone:    313-874-8574
Fax:        313-874-8565
DBOUNDS@brogan.com

Though a success in a large advertising firm, creative director Marcie Brogan was becoming increasingly frustrated and beginning to feel she was bumping up against a glass ceiling. As a creative person she desired a work environment that would stimulate her professional growth and support her personal spirit. She wanted a workplace that would fulfill her vision of a high energy, successful, culturally and ethnically diverse company. In 1984 Brogan teamed up with another like-minded woman who shared Marcie's vision for creating a new work environment to establish Brogan & Partners. The partners depended on each other in order to meet customer needs, grow the business, and develop new client relationships. Job sharing and flex work weren't new concepts but they became invaluable tools as they were raising children and managing their families.  Sharing jobs and working flexible hours helped them to meet client deadlines—while also having the ability to tend to personal matters. As the cornerstone of the company's core value was established the partnership became firmly rooted. Twenty one years later Brogan & Partners Convergence Marketing is a successful firm that provides the most appropriate communication strategies and vehicles to help clients build brands and build business. With offices in 3 regions, the company has earned numerous awards and honors, and boasts an average 6.5 year tenure for employees in an industry known for rapid turnover rates.

The Challenge

The advertising industry is on the upswing. According to two recent surveys conducted by the Council of Public Relations Firms, revenues have increased during the first half of 2004 vs.2003, and the vast majority of firms believe they will continue to experience steady growth this year. On the new business front, 83% of firms have experienced an increase in new business activity and almost two-thirds are converting more new business opportunities compared to last year.  Additionally more firms increased staff size than reduced it —34% vs. 28%.    The vast majority of firms surveyed believe they will continue to experience steady growth this year and given that a PR firm depends on the talent and skill of its employees to generate revenue, personnel recruitment and retention should be a factor in strategic growth planning. 

How Do They Do It?

Working flexible schedules or job sharing are not new strategies in the media relations industry. Flexible scheduling practices to meet customer needs are often necessitated to getting work completed. But Brogan & Partners goes one step further to make employees feel energized and fully engaged in the company. Strategies are developed with the purpose of boosting morale, and relieving stress. The personal philosophies of the founding partners of interdependency and trust permeate throughout.

• Morale boosters begin with Monday morning manicures for all who want them.

• Quarterly mystery trips are planned— some in town, others overseas. They are designed to
foster morale, build camaraderie and reward employees for the commitment and efforts.

• Schedules are decided at the weekly agency staff meetings and employee needs are discussed openly. Staff are encouraged to speak freely and no one is prohibited from requesting a flexible schedule should it be needed.

• When possible, the work load is shared and clients never experience a lapse in service.

• Education is encouraged and students working for the firm are allowed to schedule work in such a way as to accommodate classes. Depending on the nature of the work employees can come in earlier or stay later.

Lessons Learned

1. Not every employee can work flexibly but the risk employers face is in not giving individual employees the freedom to ask for it. No one should be deterred from asking for some flexibility if they believe it will help them in their jobs.

2. The flexible environment and the supportive work culture have proved to be an excellent recruiting tool for new talent.