January 29, 2007 | By Kenny

SUM Agency featured in New Mexico Business Weekly

We had a little mention in this week's issue of New Mexico Business Weekly (vol. 13 no.46). You can check it out here.

Albuquerque graphic design firm goes international

An Albuquerque advertising and graphic design firm has stepped into the international market by joining forces with a South American information technology company.

Area Creative merged in December with NOS, a Paraguay-based web development company. The new company is called the SUM Agency, in part to reflect the combination of the two firms.

While no money changed hands in the merger, the two promotion companies will be combining their revenues and operating costs even as they continue to operate offices in different countries.

Local members of the firm say merger plans had been in place for more than a year and that both firm's clients were informed pending decision in October.

Brandon Muth, Director of Business Development, at SUM Agency, says a changing technology landscape accelerated by advanced Internet-based applications, has created challenges that the new firm will be better equipped to meet. He says NOS has higher web capabilities and sophisticated digital effects capabilities that "rival digital effects of MTV and VH1."

To some in the advertising industry, it's no surprise Area Creative attracted attention, even from overseas.

In 2004, Area Creative was formed by four partners who all met while attending design school in Albuquerque. That same year, the agency won two gold and two silver ADDYS from the New Mexico Advertising Federation, as well as the group's Judges Choice Award. It quickly seemed apparent that Area Creative was profitable and on track to become a nationally recognized advertising firm.

The company's clients include The New Mexico Finance Authority, the Albuquerque Community Foundation, National Roofing, and United Way of Central New Mexico.

Tom Johns, project manager of National Roofing, a roofing and waterproofing company in Albuquerque, says he had worked at National Roofing for 34 years and done very little in the way of advertising until recently. But, as competition in roofing and interest in eco-friendly green buildings has increased, John's says the company sought an advertising company that would set it apart from the competition. It found that company in Area Creative.

"They were without a doubt the most enthusiastic group willing to take on the challenges of building the marketing and advertising program for one of the most boring, most unsexy industries on planet Earth," Johns says. "This group of young and enthusiastic people outshined all other companies we spoke to."

Muth says the merger has created a "buzz" around the industry and "that's given us business leads we possibly might not otherwise have." He adds that the company has already secured contracts this year that add up to about 90% of last year's total sales. He declined to disclose the company's total revenues.

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