May 18, 2009

ABR 2009: Haggin Marketing

Jeff Haggin

“As consumers work their way down the purchase funnel to the point of transaction, that's our starting point. We're turning things upside down and beginning assignments with a question: How will the work we do be measured? It's with that perspective that we focus our digital and direct and data capabilities around the objective of driving transactions.”
-- Jeff Haggin, CEO and president

Founded in 2001, Haggin Marketing sees the consumer relationship as the cornerstone of a successful brand. Because the agency is independent and not part of a holding company, it sees itself as able to better collaborate, be more integrated and be more organized than others in the space. Personalization and a one-to-one focus are key for Haggin.

Year founded: 2001

Headquarters: Mill Valley, CA

Number of offices: 6

Web site: www.hagginmarketing.com

Major disciplines/capabilities: Direct and digital marketing, e-mail, community marketing as well as strategy and analysis.

Key accounts: Adidas, American Express, AT&T, Autodesk, Bare Necessities, Chipolte, Dell, eBay, Experian, Kmart, Naturalizer, Office Depot, Sears, SkyMall, Sunglass Hut, USAA

Current agency challenges: Haggin sees the postal increases as a challenge for its clients' ROI. Because of this, the agency will have a greater shift from offline to online in the coming year.

Biggest 2009 industry trends: Haggin sees expanded efforts happening in social network marketing as well as community and mobile marketing.

Top executives: Jeff Haggin, CEO & president; Mike Wychocki, EVP; Mark Swedlund, SVP; Greg Carter, SVP; Valter Calamita, CFO