Kansas City's Unsung Industry

The major brands— indeed all business owners—should do all they can to patronize the area's advertising industry. They should at least get to know our creative class and utilize outside sources and out-of-market agencies when, and only when, they're unable to find appropriate local agencies and talent.

Few people here in this region recognize that Kansas City has emerged as one of America’s premier advertising and creative markets. Although 39th in population and 31st in televised DMA, the Kansas City market consistently ranks in the top 15 cities for ad placement and creative services. What this means is that on a per capita basis, Kansas City ranks third in advertising billings among all American cities.

Not bad. Attention must be paid.

In addition to the creative output that the Kansas City area yields, it is also home to a respectful number of national and international brands. What I’ve never fully understood, however, is why KC’s home-based national brands do not more effectively exploit the creative skill that we possess in our region. Too often ad budgets that are ultimately controlled in Kansas City are being managed by ad agencies outside of the area.

What area business executives, particularly those from larger employers and national brands, need to understand is that the Kansas City area possesses some of the best talent in America. And that talent doesn’t stop with ad agencies but includes photographers, video and audio production firms, copywriters, web developers, graphic designers and more.

Forgive my presumptuousness, but I would like to encourage national brands located in the Kansas City area to at the very least consider the talent that is here before looking beyond the city. We understand the phenomenon, true everywhere, that if someone walks in off an airplane they’re somehow perceived as smarter. But we know that is not necessarily so. The talent is here. Our folks are as creative as theirs, whoever they are. I suspect our people work harder and longer and for less. And they’ll save their clients a whole lot in travel.

The major brands—indeed all business owners—should do all they can to patronize the area’s advertising industry. They should at least get to know our creative class and utilize outside sources and out-of-market agencies when, and only when, they’re unable to find appropriate local agencies and talent. Consider for a moment what other KC industry sector is not well supported by area businesses. Sadly, this is much the case with KC’s advertising and creative industry.

In addition to being one of the nation’s most productive creative cities, Kansas City also yields one the youngest and most dynamic leadership teams. This bodes well for our future. These people have the ambition and entrepreneurial drive to match their creative talents.

For instance, take a look as KC’s “big 3”—the head of Bernstein-Rein Advertising is 39-year-old Steve Bernstein. The head of VML is 45-year-old Matt Anthony. Managing Partner Jon Cook is 35. The head of Barkley Evergreen & Partners is 45-year-old Brian Brooker. Executive VP and Managing Director Jeff King is 36.

The growth of Kansas City’s creative class, many urbanologists believe, is the key to building a vital and lively city. Success feeds upon success. We only help ourselves by helping this industry.

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Regards,

Editor-In-Chief & Publisher

Editorial@IngramsOnLine.com