by Matthew Jones 

It’s been an amazing year for Ahmad Islam and Sherman Wright, the co-founders of commonground (CG) – a cross-consumer marketing agency that set out to turn the industry on its ear a year ago.  When we last looked at the startup, it was more of a concept than a functioning agency - how things can change in one year.

Today, CG has grown from two full-time employees to nine, with one or two more to potentially be added in the next month.  They have opened their swank new offices in Chicago’s trendy West Loop area.  The agency was named one of the top Up and Coming Companies to Watch by the Chicagoland Entrepreneurial Center.  They have grown roster of clients that includes Miller Brewing, Magnolia Spice Teas (see dib20502), and Peak Development, as well as a list of general market agencies for whom they consult.  Perhaps most importantly, they have reached billings of more than $1 million – an important landmark for a new agency.

“We’ve been blessed,” said Islam of the agency’s ability to grow while others start ups are still struggling.  “The industry has seen a lot of changes – the marketplace was ripe for new talent and new thinking.  (CG) came around at the right time.”

Clients are responding positively to CG’s business approach, as well as their attention to client service.  From the agency’s perspective, it’s a matter of seeing where they fit into the client’s business, and where they can have the most impact.

“It’s about understanding, and identifying, immediate needs,” said Islam.  “We step in and fill that need.  We have no problem with that.  We show them what we’re capable of accomplishing.”

Clearly, they can accomplish a lot, as their billing numbers show, as well as their performance in new business shootouts against industry leaders.

“We’ve pitched, and held our own, in pitches against major, global general market agencies,” said Islam.  “In one case, we pitched against five major agencies, and made it down to the final two.”

While the agency is unable to disclose the clients, CG is currently being considered by two major clients – both as a result of exhausting pitches.  As of press time, neither decision had come down.  Regardless of the outcome, it shows that CG is up and running with the big boys.  Islam and Wright have proven they have the brains, the work ethic and the creativity to succeed.

“It was an opportunity to come in, and show that we were on par, or better than, our general market counterparts,” said Islam of the agency’s new business efforts.

Higher Ground for commonground

While CG is enjoying a great year, it hasn’t necessarily been an easy one.  The young agency has battled with it fair share of challenges.  “There are always obstacles when you are doing something new and different.  Advertising has been the same for a very long time.”

Aside from trying to change the business, CG has had to overcome other obstacles.  In an industry that loves its labels and categories, attempts to classify the cross-consumer agency has more than a few clients and potential partners stumped.

“It’s been a challenge to keep clients, and the media, from putting us in a box,” said Wright.  “They like to call us an African-American agency, but we go far beyond that.  We’re challenging traditional thinking.  People are more comfortable putting us in a traditional box.  We don’t fit in that.  Boxes limit our capabilities.”

Agencies capabilities are measured in many ways – technology, resources, and personnel - just to name a few.  For CG, capabilities also include intellectual properties, such as 3DE² – a process CG developed and uses to approach, analyze and execute strategic plans.  The 3DE² process breaks the client service process down into five distinct phases – Discovery Phase, Definition Phase, Development Phase, Execution Phase, and Evaluation Phase (for more information, see our 2004 story, Two Marketing Execs Step Out in Search of commonground).

“(3DE2) is still very much a part of our overall approach – it’s still at the heart of how we approach our strategic and creative challenges,” said Islam of the process he helped develop.

“We’ve had a year to put it into play, so it has evolved in its applications,” he continued.  “Changes to the process are case-by-case – sometimes we’ll spend more time in one area versus another.  Any process that’s not flexible is doomed to fail.”

Savoring Success with Miller Genuine Draft

One of the big successes of the year for the young cross-consumer group involved landing a highly visible, big-budget assignment to support the Miller Genuine Draft brand.

The promotion, called Flavor 2 Savor, unites the Miller Genuine Draft Brand with hot artists and concerts in six to eight major U.S. cities.  Artists have not been disclosed, but Islam promises that it will be hot, and it will move the needle for the brand.

The promotion is supported by a fully integrated effort that will include national print and TV, point-of-sale, an Internet  campaign and public relations.  The official program Web site, www.mgdflavor2savor.com, is set to launch on June 15.  From the early efforts, the program seems to be shaping up well.

“The response to the creative that’s out there has been great, so far,” said Islam.  “The client is certainly excited.”

Islam and Wright are excited, as well.  As things shape up for their biggest client, other doors are likely to open.  But more accounts will require this young, aggressive group to work even harder to ensure productivity and profitability.

“We like to build upon our achievements, rather than sitting around and waiting for assignments,” said Wright.  “The critical difference for us is in how we look at the trends in the marketplace and integrate them into our thinking.   We are constantly bringing ideas to the table – (including) new programs, partnerships and properties.”

Identifying Growth Markets

In addition to creating new ideas, CG is also focused on finding new avenues for growth – professionally as well as financially.  According to Islam, that means pioneering new markets and developing additional capabilities.

“We continue to stay ahead of the marketplace, and tap into the changes and trends,” said Islam.  “For example, look at the Hispanic space.  The general market and African-American marketplaces have been strong for us.  But we have an opportunity to expand in the Hispanic marketplace – to bring our capabilities in that area up to par with what we’re doing across the board.”

Growing the agency’s employee roster has taken as much care and attention as growing their other capabilities.  For an organization that has grown nearly five times in size over the past year, hiring qualified employees who match the CG philosophy has proven to be a mix of art and science.

“We found the right people for the agency, as we grown, and added to the mix – going back to the name,” explained Wright.  “We found competent and passionate marketers who wanted to be a part of our success.  They’ve left, or turned down, big agencies to be a part of CG.”

Finding new clients has been a similar labor of love.  As any experienced agency knows, healthy client relationships require a certain meeting of the minds.  Agencies and clients who operate with different expectations, or under different value systems will not work together long.  For CG, that meant finding clients who were as willing to shake things up as much as the agency was.

“We need to find a mix of industry leaders who are willing to take a chance, work with a non-traditional agency, and break tradition,” continued Wright.

Finding clients open to mixing things up means finding clients in the right growth industries.  The economy, while growing, is still in a very volatile state.  As a result, there are only a few industries that continue to enjoy double-digit growth.

“Telecommunications is on our radar, definitely,” said Islam of the growth industries he would like to pursue.  “Those clients really have a need to reach multiple consumer segments.  Healthcare makes sense.  We’d also like to tap into a major fast food client.”

While CG is already set to tackle those fields, Wright and Islam are also investing time and resources to develop offerings and capabilities for other hot growth prospects.

“Look at the retail arena,” explained Wright.  “(Retailers) compete on a price level, but how (are they talking) to consumers inside of the stores?  We have critical capabilities already built, and we’re looking for a client partner to leverage that.”

Wright did not disclose further information on the new capabilities, except that it will focus on the actual retail experience for cross-cultural consumers, as they are highly proprietary, but it further underscores the agency’s aggressive approach to growth.  “As we gain traction, we aren’t sitting back and waiting (for client opportunities),” continued Wright.  “We’re developing our contacts and saying ‘Hey, we’d like to bring some ideas to you…’”

Looking Ahead

Islam and Wright have sacrificed a lot to create commonground, and to help ensure its future success.  They both left high-ranking, high-profile, high-paying jobs – Islam was a vice president, account director at Leo Burnett, owned by Publicis Groupe, and Wright was a vice president at UPSHOT, a Chicago-based promotions agency.  They both poured considerable personal and professional resources into their agency, working even longer hours to build CG than they did at their previous jobs.  And now, they’ve begun to reap the rewards of their hard work and sacrifice.

Islam and Wright are quick to note that it has taken a lot more than just hard work and sacrifice to grow CG into a successful agency over the past year.  Aside from the blood, sweat and tears, the track record proves that the agency was built on a solid, well crafted, and credible mission.  It shows us that the old way is not necessarily the only way.  It illustrates that a couple of young, gifted and black professionals can put their heads together and compete with industry leaders at their own game.

“(We tap into) an urban voice that reaches well beyond the lines of ethnicity and touches a broader audience,” said Islam of the agency’s ability to connect their clients with targeted consumers in meaningful and enduring ways.  “We find universal truths, but we don’t stop there.  We’re always taking it a step further.”

Islam and Wright talk a lot about Universal Truth – the undeniable things that define us all, and at the same time, connect us to one another.  According to the two agency founders, connecting a brand to these truths can unite people around a brand.  Sometimes, it can create a community.  Sometimes, it can generate sales.  But without fail, Universal Truth creates binding energy.

“It’s not all about being the same, and it’s not all about being different,” said Islam.  It’s not just overall insights, but recognizing what makes people different.”

The bottom line is Islam’s and Wright’s understanding of humanity and the marketplace is working.  Billings are rising, clients are coming on board, and the word is spreading.  No one can say for sure what lies ahead for Ahmad Islam, Sherman Wright or commonground, but their hard work and sacrifice have translate well into growth, revenue and innovation – for the agency, as well as for the clients it represents.

“We’re fortunate – we’ve been blessed,” said Islam.  “We’ve worked hard.  We’ve planned the work and worked the plan.  Things have worked out well so far, and most importantly, we’re doing great work.”

THE END