ABR 2011: SapientNitro

Share this content:
Alan Herrick
Alan Herrick

Principal: Alan Herrick, President and CEO
Ownership: Independent
Offices: 35 wholly owned globally; 17 in US
Revenue: Global: $515 million; US: $350 million

Capabilities

SapientNitro is benefiting from a business model that took shape after interactive specialist Sapient bought creative shop Nitro in mid-2009, uniting the two entities into a single, integrated agency. “We increasingly get the question, ‘Are you an agency, a consultancy or IT services company?'” explains Alan Herrick, president and CEO. “To build a brand in this day and age, you need a firm that has real strength in strategy, great creative and is a powerhouse technologically.”

Accounts

A healthy portion of the firm's growth — 28% — is from existing clients. “For us, that really tells us our model is working,” says Herrick. Last year, long-time client Coca-Cola named the agency its digital partner for its 2012 Olympic sponsorship. While it lost the Twix brand as part of global consolidation at Mars Foods, the company did hand the agency new brands, including Dove Chocolate. SapientNitro also won digital work for Chrysler Group, multichannel design and marketing for American Airlines and e-commerce work for Target.

Staff

SapientNitro hired two new creative directors, Alan Pafenbach, formerly executive creative director at Arnold, and Bill Pauls, former ECD at BBDO Atlanta. It has 1,690 US staff across 17 offices.

Performance

Global revenues last year surpassed $500 million, up from $405 million in 2009, leaving Herrick at the helm of a rapidly growing agency. The agency also earned itself significant industry buzz by pulling off jobs like the iPhone app it created for AutoTrader UK and the “Best Job in the World” campaign for Tourism Queensland, both of which performed well on the awards circuit.

close

Next Article in Agency

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above