Ackerman McQueen, Inc. Company Profile

Background

Ackerman McQueen, Inc., established in 1939, is a full-service advertising and public relations agency headquartered in Oklahoma City, Oklahoma. The company specializes in creating effective communication strategies and campaigns for a diverse clientele, including sectors such as healthcare, politics, energy, tourism, higher education, and casinos. Over the years, Ackerman McQueen has built a reputation for its innovative approach to marketing and its ability to deliver impactful results for its clients.

Key Strategic Focus

The company's strategic focus encompasses several core objectives:

Comprehensive Service Offering: Providing a wide range of services, including research, creative direction and design, media planning and placement, photography, audio recording, and high-definition video editing.

Diverse Clientele: Serving various industries such as healthcare, politics, energy, tourism, higher education, and casinos, demonstrating versatility and adaptability in addressing different market needs.

Innovative Communication Strategies: Emphasizing the development of creative and effective communication strategies that resonate with target audiences and achieve client objectives.

Long-Term Client Relationships: Maintaining an average client tenure of over a decade, reflecting the company's commitment to building enduring partnerships.

Financials and Funding

Ackerman McQueen is a privately held company, and specific financial details are not publicly disclosed. However, the company has demonstrated consistent growth and stability over the years, securing significant accounts and expanding its service offerings. In 2017, the company reported revenue of $42.6 million from its work with the National Rifle Association (NRA), highlighting its capacity to manage substantial contracts.

Pipeline Development

As a service-oriented agency, Ackerman McQueen does not have a product pipeline in the traditional sense. Instead, the company focuses on developing and executing marketing campaigns tailored to the specific needs of its clients. Notable projects have included:

NRA Carry Guard Program: Developed and marketed a membership program offering handgun training and liability insurance for defensive gun use.

NRATV: Launched and operated an online channel serving as the "voice of the NRA," featuring content related to gun rights and related topics.

Six Flags Global Account: Managed the global advertising account for Six Flags, adding an estimated $20 million in billings to the company's portfolio.

Technological Platform and Innovation

Ackerman McQueen has been at the forefront of integrating technology into its marketing strategies:

Video Streaming Technology: Pioneered the use of video streaming in the 1990s, enhancing the reach and impact of marketing campaigns.

Digital Platforms: Developed customized video programming and digital platforms to effectively engage targeted audiences and maximize brand influence.

In-House Production Capabilities: Maintains in-house audio and video film production, as well as photography services, allowing for greater control and quality in content creation.

Leadership Team

The leadership team at Ackerman McQueen includes:

Angus McQueen: Chief Executive Officer (CEO).

Revan McQueen: Co-Chief Executive Officer (Co-CEO).

Bill Winkler: Chief Financial Officer (CFO).

David Lipson: President.

Peter Farrell: Chief Experience Officer.

Henry Martin: Chief Creative Officer.

Ed Martin: Chairman.

Hillary Farrell: Vice Chairman of the Board of Directors.

These leaders bring a wealth of experience and expertise to the company, guiding its strategic direction and ensuring the delivery of high-quality services to clients.

Competitor Profile

Market Insights and Dynamics

The advertising and public relations industry is characterized by rapid technological advancements and evolving consumer behaviors. Companies must adapt to digital transformation, data analytics, and the increasing importance of social media engagement to remain competitive.

Competitor Analysis

Key competitors in the industry include:

Omnicom Group: A global leader in marketing communications, offering a comprehensive range of services across various sectors.

McGarrah Jessee: A full-service advertising agency known for its creative campaigns and strategic insights.

Sullivan Higdon & Sink: An independent agency specializing in branding, marketing, and public relations, with a focus on building strong client relationships.

These competitors, among others, contribute to a dynamic and competitive landscape, driving innovation and excellence within the industry.

Strategic Collaborations and Partnerships

Ackerman McQueen has engaged in significant collaborations, notably with the NRA, where it provided a range of services including public relations, marketing, branding, corporate communications, event planning, web design, social media engagement, and digital content production. The agency also managed NRATV, an online channel serving as the "voice of the NRA." However, in 2019, the NRA sued Ackerman McQueen over billing disputes and severed ties with the organization.

Operational Insights

Ackerman McQueen's operational strategy focuses on delivering customized marketing solutions that align with client objectives. The company's ability to integrate traditional advertising methods with innovative digital strategies allows it to effectively reach diverse audiences and adapt to changing market dynamics.