Inc. 5000 Applicant of the Week: Attack! Marketing and Promotions
BY Caitlin McDevitt
Three friends use guerrilla marketing techniques to take their agency to the next level.
As applications for the 2009 Inc. 500 | 5000 arrive, we thought it would be worthwhile to shine a spotlight on some of the companies that are vying to appear on our ranking of the fastest-growing private companies in the U.S. (For more information and to apply, go to http://www.inc5000apply.com.) One that caught our eye was non-traditional marketing firm Attack! Marketing and Promotions.
Back in 2001, Noel Chandler, Andrew Loos and Christian Jurinka saw a trend in the fragmentation of traditional media—a trend they thought needed to be broken. With that objective, they founded Attack! Marketing and Promotions, a field marketing agency that specializes in guerrilla marketing techniques, nationwide staffing, and non-traditional, out-of-home media.
The firm worked last year with CRUNK!!! Energy Drink, backed by hip-hop star Lil' Jon. "They were going to launch in Los Angeles, which is no easy task," explains Loos. "We customized a 1967 El Camino super sport, and filled half the trunk with a basin that was filled with iced-down cold CRUNK!!! Energy Drink. And the other half was just blown out with subwoofers." The team branded the car with mobile messaging along the sides, and rode to ski parks, graffiti conventions, and street fairs handing out thousands of cans of CRUNK!!!. "We helped trial the product, raise awareness, and generate a call-to-action to get people to the stores," says Loos.
The company, which reached No. 671 on the list last year, prides itself on its dedication to fresh thinking, and the loyalty and happiness of its small staff. Says Loos: "It's almost like a marketing kibbutz at Attack!"