– AS SEEN IN FORTUNE, MONEY, AND BLOOMBERG BUSINESS MAGAZINES
(l to r) Melissa Palmer, COO/CFO; Peter Infante, chief strategy officer; Kimberly Jones, president
Butler/Till’s data-driven, “media first” approach puts clients’ marketing dollars to work—and the nation is noticing.
When Rochester-based Butler/Till was founded in 1998 by Sue Butler and Tracy Till, its clientele was largely based locally and comprised of just a few industries.
Today, the 100-employee media agency garners more than 80 percent of its business outside New York and attracts clients in every sector from telecommunications and higher education to financial services and health care.
Hot on the heels of its first acquisition and a second location in Morristown, New Jersey, Butler/Till was named one of Advertising Age’s Best Places to Work in 2015 – and has been recognized as an Inc. 5000 fastest-growing private company.
Turnover in the collaborative, employee-owned company is a remarkably low seven percent, which delivers consistency and stability to clients.
Given all that, it’s no surprise that “momentum” has been the agency’s word of the year, and there are no plans of slowing down any time soon.
“We’re exploring more partnerships and adopting even more tools and technologies to remain on the leading edge of client needs and industry dynamics,” says President Kimberly Jones. “Our mantra is ‘to create connections between brands and consumers and make a difference,’ and that’s what motivates us every day.”
The Data Difference
More important than Butler/Till’s phenomenal growth, however, is what fueled that growth in the first place: the firm’s data-driven approach to achieving tangible ROI for clients’ marketing dollars.
“Marketers today are tasked with demonstrating the effectiveness of their media placements, so we invest heavily in research tools that help us maximize the connection between brands and consumers,” says Jones.
“But it’s not just about identifying the right consumer. It’s about figuring out the best format and the best channel at the optimal point in that consumer’s decision-making process. We have a saying here: One true insight is worth 1,000 spreadsheets. It’s not just about having the data; it’s knowing how to use it.”
In addition to research services, Butler/Till offers media planning and placement as well as creative and technology services. Media plans are designed to be hyper-targeted, even reaching customers down to a ZIP code.
“As we enter into the next chapter of our company,” says Jones, who took the helm on January 1, 2015, “we look forward to advancing the vision and culture established by our founders.”