DRUM Agency#History
{{Short description|Former marketing agency based in the USA}}
{{Infobox company
| name = DRUM Agency
| logo = Drum 4C.png
| logo_size = 200px
| type = Private
| foundation = 1981
| location_city = Atlanta, Georgia 30326
| location_country = U.S.
| location = 3390 Peachtree Road 10th Floor
| locations = 3 centers of operations and 2 major satellite offices
| key_people = George Wiedemann {{small|(CEO)}}
Kenneth Lomasney {{small|(COO)}}
| area_served = World Wide
| industry = Advertising, Marketing
| services = {{Unbulleted list|Marketing|Advertising|Consulting|Media|SEO|SEM|ECRM|Analytics|Contact center telephony optimization}}
| revenue =
| operating_income =
| net_income =
| num_employees = 150+
| parent =
| divisions =
| subsid =
| caption =
| homepage = {{url|drumagency.com}}
| dissolved =
| footnotes =
}}
DRUM Agency was an independently owned marketing agency with operations in Atlanta, New York City and Chicago. It shut down without notice on April 15, 2020. It was the result of the merger of BKV (Bennett Kuhn Varner), unified.agency, Hiccup and Umarketing firms.{{Cite news|url=https://www.businesswire.com/news/home/20180212005130/en/Award-Winning-Agencies-%E2%80%93-unified.agency-BKV-Hiccup-Umarketing|title=Award-Winning Agencies – unified.agency, BKV, Hiccup, Umarketing, CO&P – Merge to Launch DRUM Agency|last=Liu|first=Ming|date=February 12, 2018|work=Business Wire|access-date=October 24, 2018}} The oldest agency, BKV, originally specialized in direct response marketing, then later expanded into traditional media, followed by digital media. Clients included both for-profit businesses and nonprofit organizations.{{cite web|title=Company Overview of BKV|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=30715611|website=Bloomberg|accessdate=24 November 2015}}{{cite web|title=BKV Case Study|url=http://www.marinsoftware.com/customers/case-studies/bkv|website=Marin Software|accessdate=24 November 2015}}
History
= BKV =
BKV was founded as Bennet Kuhn Varner in 1981 with Six Flags Theme Parks as one of the first clients.{{cite web|title=BKV|url=http://www.agencycompile.com/agencies/bkv/clients/|website=agencycompile|accessdate=23 July 2015|archive-url=https://web.archive.org/web/20160116015934/http://www.agencycompile.com/agencies/bkv/clients|archive-date=16 January 2016|url-status=dead}}
In 1996, BKV created and produced a two-minute DRTV commercial for Dirt Devil to introduce the Broom Vac three months before a retail launch. This direct response television campaign sold a total of 100,000 units during the period. The ad was launched after the Christmas season and helped lead into the Mother's Day gift-buying season.{{cite news|last1=Anthony|first1=Margaret|title=Dirt Devil sweeps past 100,000 sales with BKV spot|url=http://www.bizjournals.com/atlanta/stories/1996/07/15/newscolumn7.html|accessdate=30 June 2015|publisher=Atlanta Business Chronicle|date=15 Jul 1996}}
Early and mid-March 2001, BKV launched a series of direct response television commercials for Marietta's Matria Healthcare Inc. for their diabetes self-care division. The DRTV commercials target audience was seniors age 65 and over. They were to call a toll-free number to order diabetes-care supplies through the mail instead of through pharmacies.{{cite news|last1=Stephens|first1=Erica|title=Chick-fil-A unwraps ad campaign during Oscars|url=http://www.bizjournals.com/atlanta/stories/2001/04/02/newscolumn7.html|accessdate=30 June 2015|publisher=Atlanta Business Chronicle|date=2 Apr 2001}}
June 2001, Direct Results Network was created as a sister company of BKV. In 2002, the name was changed to Response Mine Interactive (RMI).{{cite news|last1=Holy|first1=Lara|title=Response Mine President Ken Robbins to Speak at Leading Search Conference|url=http://www.steamfeed.com/response-mine-president-ken-robbins-to-speak-at-leading-search-conference/|accessdate=30 June 2015|publisher=PRWeb|date=19 April 2008|ref=RMI|archive-url=https://web.archive.org/web/20150902200642/http://www.steamfeed.com/response-mine-president-ken-robbins-to-speak-at-leading-search-conference/|archive-date=2 September 2015|url-status=dead}}
In 2002, Ad Age named BKV one of the top agencies by U.S. direct marketing revenue at #49.{{cite web|title=Top Direct Marketing agencies 2002|url=http://adage.com/article/datacenter/top-direct-marketing-agencies-2002/106737/|website=Advertising Age|date=19 May 2003|accessdate=1 July 2015}}
On Sept 2, 2005, BKV employees collected money on the streets of Buckhead for victims of Hurricane Katrina. Agency owners Brent Kuhn and Maribett Varner matched the donation raised and BKV sent $3,218 to the American Red Cross.{{cite news|title=BKV, ATLANTA|url=http://www.adweek.com/news/advertising/bkv-atlanta-81394|accessdate=1 July 2015|work=Adweek|publisher=Adweek|date=22 Sep 2005}}
In 2006, BKV began using marketing techniques to better reach clients and consumers by using video and audio Podcasts and mobile platforms.{{Cite web|title = Local agencies turn to customizable ads and PR - Atlanta Business Chronicle|url = http://www.bizjournals.com/atlanta/stories/2006/05/22/smallb6.html|website = Atlanta Business Chronicle|access-date = 2016-02-05}}
In 2007, Equifax chose BKV to handle its $11 million account for direct response, search engine optimization and marketing services. To expand communication programs beyond the internet, Equifax chose to utilize print, direct mail and direct response television.{{Cite web|title = Bennett Kuhn Varner wins 11M Equifax Consumer Services account|url = http://www.dmnews.com/agency/bennett-kuhn-varner-wins-11m-equifax-consumer-services-account/article/94324/|website = Direct Marketing News|access-date = 2016-02-05}}
BKV merged with Weyforth-Haas Marketing of Overland Park, Kansas in 2007. The joined company took on the name BKV Inc. in 2008.{{cite news|title=Weyforth-Haas changes name to BKV|url=http://www.bizjournals.com/kansascity/stories/2008/11/03/daily38.html|accessdate=30 June 2015|work=Biz Journals|publisher=Kansas City Business Journal|date=6 Nov 2008}}
BKV and sister company RMI moved to 8th, 9th and 10th floors of Lenox Towers at 3390 Peachtree Road, Atlanta, Georgia, 30326 in June 2009 with the help of CresaPartners. BKV was previously located at 2964 Peachtree Road for ten years.{{cite news|title=BKV plans relocation to Lenox Towers advised by CresaPartners|url=http://www.cresa.com/bkv-plans-relocation-to-lenox-towers-advised-by-cresapartners|accessdate=30 June 2015|work=Cresa.com|date=26 Jan 2009|archive-url=https://web.archive.org/web/20160129133737/http://www.cresa.com/bkv-plans-relocation-to-lenox-towers-advised-by-cresapartners|archive-date=29 January 2016|url-status=dead}}
In 2013, Dave Mundo, Analytics Director at BKV, spoke at Digital Summit Atlanta on media and marketing content alongside entrepreneurs and digital strategists.{{Cite web|title = My schedule for Digital Atlanta 2013|url = http://digitalatlanta2013.sched.org/speaker/davemundo1|website = digitalatlanta2013.sched.org|access-date = 2016-02-05}}
In 2014, Jana Ferguson, EVP and Director of Client Services, spoke at Digital Summit Atlanta about the importance of being results driven and analytical within paid search marketing, display advertising, email acquisition and web development.{{Cite web|title = Digital Summit Atlanta 2014 {{!}} May 20–21, Atlanta, GA|url = http://digitalsummitatlanta.com/2014/speakers.html|website = digitalsummitatlanta.com|access-date = 2016-02-05|archive-url = https://web.archive.org/web/20160205140023/http://digitalsummitatlanta.com/2014/speakers.html|archive-date = 2016-02-05|url-status = dead}}
Greg Lee, Director of SEO at BKV, spoke at SES Atlanta in 2015 on brand visibility and search engine optimization. SES Atlanta is a conference that focuses on various types of search marketing from paid search to organic search.{{Cite web|title = SES Atlanta 2015|url = http://sesconference.com/archive/2015/atlanta/speaker-profiles.php|website = sesconference.com|access-date = 2016-02-05|archive-url = https://web.archive.org/web/20160206033057/http://sesconference.com/archive/2015/atlanta/speaker-profiles.php|archive-date = 2016-02-06|url-status = dead}}
In 2015, Todd Chambers, Group Creative Director VP at BKV, discussed the strategies and trends of web design and user experience at SEMPO Google+ Hangout. Expert guest speakers discussed these topics in an open question and answer format.{{Cite web|title = SEMPO|url = http://www.sempo.org/event/hangout_webdesign_nov2015|website = www.sempo.org|access-date = 2016-02-05}}
In October 2015, BKV provided nonprofit marketing services to support 48in48 as both a sponsor and source of volunteers including web designers, developers and copywriters. This event, which took place at General Assembly in Ponce City Market, provided 48 custom WordPress websites for 48 Atlanta-based nonprofits in no more than 48 hours.{{Cite web|title = Atlanta Ad Agency BKV Lends Nonprofit Marketing Expertise to 48in48 Event This Fall|url = http://www.streetinsider.com/Press+Releases/Atlanta+Ad+Agency+BKV+Lends+Nonprofit+Marketing+Expertise+to+48in48+Event+This+Fall/10847815.html|website = StreetInsider.com|access-date = 2016-02-05}}
= DRUM Agency =
In 2016 BKV began collaborating with three other agencies, Hiccup, Umarketing and unified.agency as a planned two-year consolidation. Then in 2018, these agencies merged into one marketing firm under the name DRUM Agency, led by CEO George Wiedemann and COO Ken Lomasney with operations in Atlanta, Chicago and New York.{{Cite news|url=https://www.mediapost.com/publications/article/313674/4-agencies-unite-to-form-the-drum.html|title=4 Agencies Unite To Form The Drum|last=Faw|first=Larissa|date=January 29, 2018|work=Media Post|access-date=October 24, 2018}}{{Cite news|url=https://www.bizjournals.com/atlanta/news/2018/05/15/maribett-varner-retiring.html|title=Atlanta marketing maven Maribett Varner prepares for retirement|last=Lasoff Levs|first=Melanie|date=May 15, 2018|work=Atlanta Business Chronicle|access-date=October 24, 2018}} In April 2020, DRUM Agency shut its Atlanta office down suddenly and without explanation.{{Cite web|url=https://reel360.com/article/layoffs-and-furloughs-hit-the-advertising-industry/|title = Layoffs and furloughs hit the advertising industry|date = 17 April 2020}}
Services
Offerings under BKV included digital advertising, search engine marketing, advanced data and analytics, direct mail, customer relationship management, email marketing, broadcast creative and media services, search engine optimization, social media marketing and digital PR. The company also provided web and mobile development services, such as design, static site generation, API integration, and database administration.{{cite web|title=Company Overview of BKV, Inc.|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=30715611|website=Bloomberg Business|accessdate=30 June 2015}}{{cite web|title=Speaker Linueup|url=http://digitalsummitatlanta.com/2014/speakers.html|website=Digital Summit Atlanta|accessdate=27 January 2016|archive-url=https://web.archive.org/web/20160128030810/http://digitalsummitatlanta.com/2014/speakers.html|archive-date=28 January 2016|url-status=dead}} With the merger to DRUM Agency, additional creative, technology and analytics services were added to the offering.[https://brutalmarketing.co.il/ Online business growth accelerator], 4 February 2023
Awards
| class="wikitable" |
| Bronze Echo Award
| World Relief (3-D Mailer) | Direct Marketing Association |
References
{{reflist|30em}}
Category:Advertising agencies of the United States
Category:Digital marketing companies of the United States
Category:Companies based in Atlanta
Category:Marketing companies established in 1981
Category:Online advertising services and affiliate networks
Category:Privately held companies based in Georgia (U.S. state)