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The Voice Of The Underdog®
CHAPTER 1
ABOUT
the original
challenger
brand agency
As the country’s leading challenger brand agency,
we challenge underdogs to think differently and find new ways to win.
NEVER UNDERESTIMATE THE UNDERDOG
Challenger brands may not be the top dogs in their categories, but they’re resourceful. And they have the heart, guts, and desire to take on that top dog. That’s where LOOMIS comes in. We challenge underdogs to think differently and find new ways of doing things. We help them find their voice, and make sure they’re heard. And we urge them to blaze trails the top dogs won’t, or simply can’t, to make sure they stand out from the pack. Underdogs inspire us. Our mission is to help them win.
NEVER UNDERESTIMATE THE UNDERDOG
Challenger brands may not be the top dogs in their categories, but they’re resourceful. And they have the heart, guts, and desire to take on that top dog. That’s where LOOMIS comes in. We challenge underdogs to think differently and find new ways of doing things. We help them find their voice, and make sure they’re heard. And we urge them to blaze trails the top dogs won’t, or simply can’t, to make sure they stand out from the pack. Underdogs inspire us. Our mission is to help them win.
our story
Paul Loomis and Robby Van Winkle (AKA Vanilla Ice)
PAUL LOOMIS QUIT HIS FLEDGLING ROCK BAND
AND OPENED A MODEST RECORDING STUDIO.
AND OPENED A MODEST RECORDING STUDIO.
Toiling away turning out jingles for local advertisers, he met a young man who swore he’d be the next hip-hop sensation. In a genre dominated by African American artists, his complexion would not deter him. He challenged convention, embraced his difference, and called himself Vanilla Ice. From its humble beginnings as a local music house, a top southwest advertising agency would emerge.
In 2001, Mike Sullivan took the reins as president of LOOMIS, and under his leadership LOOMIS blossomed into the country’s leading challenger brand agency with a roster full of regional and national clients. Having run a previous shop that had twice been named “Adweek Southwest Agency of the Year,” Mike understood what it takes to build and grow a leading advertising agency. For the past 20 years, Mike has run point along with partner and COO Julie Ondrusek as LOOMIS became known for helping challenger brands discover and embrace their hidden advantages to fuel success.
What began as a one-man show is today a perennial top five Dallas advertising agency, an Ad Age Small Agency of the Year winner, a multiple Dallas Morning News and Dallas Business Journal “Best Places to Work” company, not to mention a home for top talent and national clients.
the voice of the underdog
Take a quick look at our capabilities, our team and our talent.
THINK DIFFERENTLY, FIGHT SMARTER AND FIND NEW WAYS TO WIN
think like a challenger
OUR COLLECTIVE MINDSET IS ORIENTED AROUND THE FOLLOWING PRINCIPLES:
CHALLENGERS FOCUS ON THE RIGHT BUSINESS QUESTIONS FIRST
We start with the business problems and build communication strategies to address them.
CHALLENGERS DON’T CHASE COMPETITORS
We challenge conventional thinking in service of superior performance.
CHALLENGERS CAN’T AFFORD TO MAKE MISTAKES
We maintain vigilant focus on execution. Challengers need to make their budgets go farther.
CHALLENGERS EMBRACE “INTELLIGENT NAIVETY” TO IDENTIFY NEW WAYS TO WIN
We always ask “why” and when we find out, we ask again, because the best ideas are hidden in the answers.
WE OFFER CREATIVITY IN SERVICE OF CAPITALISM
we wrote the book
OUR NEW BOOK SHOWS CHALLENGER BRANDS HOW COMPANY CULTURE CAN CREATE BRAND DISTINCTION
Our challenger orientation is so central to the way LOOMIS thinks about what we do and how we do it that we’ve written a book on it. “The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First,” explains how thinking and behaving like a challenger helps brand marketers create unassailable brand distinction.
OUR MOST IMPORTANT RECOGNITION IS DRIVEN BY OUR FOCUS ON BUILDING AND CURATING COMPANY CULTURE
awards + recognition
Attracting and retaining top talent is the key to our success, so our most important recognition is driven by our focus on building and curating company culture.
As a result, LOOMIS is a Top 5 Dallas advertising agency, an Advertising Age Small Agency of the Year winner (2016), and we’ve been named a Dallas Morning News Top 100 Best Places to Work company and a Dallas Business Journal Best Places to Work company for multiple years. In addition, the agency has won numerous creative awards in regional and national competitions.
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Small Agency Award
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Best Places to Work
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Employees
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Office Dogs
