Fabulous Riggs Partners stars in Vegas
On August 11, 2009, after 22 years in the industry, veteran agency Riggs Advertising announced its move from a larger agency with on-staff employees to a five-person partnership that works with a network of strategic contacts. The model was innovative, bold and ahead of its time – and it was dubbed “Riggs Partners.”
Six months later, partners Cathy Monetti and Teresa Coles presented the new Riggs model to more than 50 agency principals from across the country.
The presentation was part of a three-day seminar held by Second Wind, a business-improvement information network consisting of more than 9000 small to midsize advertising agencies, design firms and related businesses. The seminar, held at Caesar’s Palace in Las Vegas, Nevada, highlighted the SMALL+SMART agency model, an idea which held an uncanny resemblance to Riggs Partners’ existing structure.
“Riggs Partners was smart to make this shift from traditional ad agency to small and smart outsourcing agency,” said Tony Mikes, managing director of Second Wind. “Their structure is a wise and timely response to economic change, overhead-weary clientele, increased freelancing and advanced technology. They have recognized an idea whose time has come.”
Monetti and Coles offerred expert advice to a number of inquiring principals attending the seminar. “It will be interesting to see how many traditional agencies now move to a smaller structure,” Monetti said. “I hope to see many follow suit, because I truly believe – especially for midsize companies – our structure is the agency model of the future.”
- Sammy Rutkowski
