ABR 2011: The Kern 
Organization

Share this content:
Russell Kern
Russell Kern

Principal
: Russell Kern, founder and CEO

Ownership
: Omnicom Group

US revenue
: $18 million-plus





Capabilities


Once a creative direct agency, The Kern Organization has become a strategic, customer-value optimization agency, dealing in acquisition and retention, says Russell Kern, founder and CEO. With its investment in CRM, direct mail programs for clients like Sprint and DirecTV are one of its biggest revenue generators, despite an industry that seems to shun the channel. "We mail out 750,000 million pieces of mail per year because it makes bucket loads for marketers," says Kern.


Accounts


The agency won three small assignments last year, which it hopes to cultivate into larger mandates. Existing clients Direct-TV, Clearwire and SAP also handed the agency more work. Moving forward, Kern says, "we will continue to target large mailers," customer acquisition companies and the largest b-to-b marketers.


Staff 


The agency has 115 employees in its Southern California office. Kern notes its 2010 turnover rate of 8.25% reflects the attention paid to employee satisfaction, which the agency tracks through surveys done by PricewaterhouseCoopers.


Performance 


The agency's directional shift has helped increase revenues beyond the $18 million it made in 2009. Kerns says it is adding digital capabilities, but no more than 10% of the company's revenues come from digital work.

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