Advertising veterans Ron Greenstone and Chris Nehlen have teamed up on a new agency that plans to eschew long-term branding campaigns and in-it-for-life retainers in favor of fast, affordable, high-impact marketing for small to medium-sized companies.
And then they leave you.
“We’re trying to engage clients, not marry them,” said Greenstone, who built the Island’s largest agency from one-man shop to $100 million in billings with such clients as Avis, Nikon and IBM, before retiring — briefly — to Florida. “We’ve built a unique marketing process that’s designed to get companies higher sales almost immediately. It’s all about results, results, results.”
Nehlen is a former Greenstone creative director who went on to build his own power shop, Garden City’s Welch, Nehlen, Groome, which grew into one of the top tech-marketing firms in the country. The pair reunited a few months ago over coffee and a Cherry Coke — the latter is Greenstone’s weakness — and “shook hands and decided to work together again,” Nehlen said.
The partners expect to help the average client for six to 12 months, a fraction of the industry average of four to five years. (And it used to be much longer: Harley Davidson rode with Carmichael Lynch for more than 30 years, and the Dr Pepper beverage group drank Y&R’s Kool-Aid for more than 40.)
Greenstone & Nehlen’s speed-dating approach focuses on quickly defining “the message,” then getting it out to the right audience in the most economical way possible.
Sounds pretty simple, right? Well, yes, but “companies get lost in day-to-day business,” Greenstone said. “We take them back to Day One, when they knew exactly what they wanted to do and how to do it. When they had the enthusiasm and energy to be successful. The next day, they got into business and business got into them.”
“We bring back fresh ideas and the cutting-edge execution needed to get fast, measurable results.”