If we had a category for Comeback Agency of the Year, Coyne PR would be among the strong contenders, bouncing back after a couple of difficult years with growth (up from $27 million to $28 million); new business (additions like clothing retailer Catherines, Einstein Bros Bagels, Finlandia cheese, Lane Bryant, Massage Envy, the MLB Players Association, and The Container Store) and award nominations — seven SABRE finalists.
It’s the latter performance that earns the New Jersey firm a place on our Creative Agency of the Year list. Highlights include “Taking Timberland Beyond the Boot” for the progressive and inventive footwear company; the launch of virtual reality “experience centers” for IMAX; and in the sport marketing category — where the firm excels — some forward-looking work for the International Speedway Corporation. Beyond the consumer space, though, there was work for Pfizer’s pediatric portfolio, honouring school nurses, and for Pacira Pharmaceuticals addressing the opioid crisis.
Since its founding in 1991, Coyne has been inspired by founder Tom Coyne’s philosophy: “Our mission is not to be the best agency, but the best one to work for. If we are the best place to work, we will retain the best people,” he says. “If we have the best people, we will attract the best clients. If we have the best people and clients, how can we not be the best agency?” That means a people-centric culture than foster collaboration and creativity, now supplemented by new capabilities in digital and social, and a focus on improved client service, all of which has helped it to its best year ever. — PH