Local Ad Agencies Form New Alliance

October 11, 2007
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GRAND RAPIDS — Six West Michigan advertising agencies are banding together as Gravity Six to land more national-level business.

Grey Matter Group, Palazzolo Design, Fairly Painless Advertising, Auxiliary Advertising & Design, Extra Credit Projects and Hanon McKendry/The Brand Consultants formed the alliance to attract “big brands and national clients.” Following this week’s teaser entry, a Web site is expected to launch Monday at www.gravitysix.com

Instead of one client relying on several agencies for individual expertise, alliance members will assign staff members to a Gravity Six team. The team members may be chosen by the client, assigned by the agency or will be led by the agency that originated the contract.

“With this alliance, we’re delivering the versatility of using multiple specialty firms along with the ease of one point of contact,” said Bill McKendry, co-founder of Hanon McKendry. Bob Blanchard, Hanon McKendry CEO, is leading Gravity Six.

Gravity Six has enlisted several restaurants, including The BOB, Rose’s, Bistro Bella Vita, The Chophouse and Honey Creek Inn to hang chairs, dubbed “gravity chairs,” from their ceilings starting this weekend as a promotion.

McKendry said Gravity Six will market itself to Michigan companies with a national reach and to companies based elsewhere who may be looking for an alternative to big shops in New York, Chicago and Los Angeles.    

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