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Slow month proves bonus

JOHN Davis Advertising acquired more than a dozen new major clients during the traditionally quiet December and January.

The company beat rival AdLink to win the AlintaGas corporate and float account. JDA had handled some work for the utility’s retail division in 1999.

The win comes as good news following JDA’s loss of the Woolworths account due to the centralisation of its advertising in the east.

JDA’s most recent client wins include the Easy Street liquor chain, Police & Nurses Credit Society, EftNet, iiNet, Adventure World and Worldmark.

JDA managing director John Davis said most new business had come from “them approaching us”.

“Others have chosen us based on recommendations. Our profile over the past few years has risen enormously,” Mr Davis said.

“It is certainly very unusual to acquire so much new business at that time of the year.

“Some of it has to do with being involved with Internet companies. They want to float and get going quickly.”

The company also recently won the account for Boral Bricks on the east coast.

“Over the past decade, it has been estimated that $80 million to $100 million has gone over east in advertising contracts,” Mr Davis said.

“You can’t take that sort of money out of the marketplace without the industry feeling the pinch.

JDA set up an office in Melbourne last June.

“We are seeing that Melbourne and Sydney are tough markets – tougher than Perth.

“Many of our clients are looking to expand nationally anyway, so it’s been an opportune time to have an office over there so we can service their needs,” he said.

The company bolstered its creative team in 1999 with the addition of ex-Ad Impact creative director and former Art Director of the Year Jana Benjifield and AdLink’s Nick Collis.

JDA won many awards in 1999 including a silver at the New York Advertising Festival for its Keep Australia Beautiful Campaign and a bronze lion at the prestigious Cannes Advertising Awards.

“We won the AdNews Agency of the Year Award in WA in 1998 and were runner up in the Australia-wide Regional Agency of the Year category for the second year running,” Mr Davis said.

The company also won the Perth Art Directors’ Awards for its Midland Brick TV campaign.

“We don’t do ads to win awards – we make sure that they work. Even so, awards indicate your work is of a high, competitive

standard as judged by your peers,” Mr Davis said.

“Apart from that, it’s a great excuse for a party.”

Mr Davis has been in advertising for forty-two years and formed JDA seventeen years ago.

“I’ve been fortunate to get into advertising from the time I left school and it has been a buzz ever since,” he said.

“Advertising is not an industry you can just pick up and put down – you’re in it for life.”

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