Spamburgers for Everyone! How Agencies Adapt When Big Clients Are in Small Towns
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Agency life on the road is not always filled with swanky hotels and fine dining. Just ask Neil White, president-CEO of BBDO’s Minneapolis office, whose travel agenda is typically highlighted by a night’s sleep at a Holiday Inn and Spamburgers.
Mr. White oversees the Hormel account for BBDO. As such, he routinely makes the 100-mile trip south to Austin, Minn., the headquarters of Hormel Foods, whose brands include Skippy, Jennie-O, and of course, Spam. “Every single restaurant has a Spamburger on the menu,” Mr. White said, and he regularly feasts on them. That is, if he can make it into town. “There can be days where you get halfway down there and you have to turn back because of weather,” he said. “Winter can be particularly tough in this part of the world.”
Austin is one of several small towns that are home to big-time marketing companies. Ad Age recently caught up with agency and company execs to learn the upsides and downsides of working for companies located off the beaten path.
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