Better Brands for a Better Human Condition

DBA specializes in innovative and measurable advertising campaigns to engage families via retail (QSR & CPG), healthcare (hospitals & wellness products) as well as digital TV, family entertainment and sporting goods. In addition to traditional advertising services and shopper marketing, DBA provides integrated expertise in emerging social and digital media including branded entertainment, digital TV and content marketing.

 
$10,000+
 
$100 - $149 / hr
 
50 - 249
 Founded
1992
Show all +
Rochester, MI
headquarters
  • 222 S. Main St. Rochester
    Rochester, MI 48307
    United States

Portfolio

Key clients: 

Consumers Energy, SVS Vision, Fathead, Michigan Medicine, Valley Children's Hospital, Barnes Jewish Hospital, Hungry Howie's, & Lake Trust Credit Union

Consumers Energy - Hard Hat

Consumers Energy - Frank

Consumers Energy - Green Glove

Hungry Howie's - Two Two

Hungry Howie's - Fire

Michigan Office of Highway and Safety Patrol - Excuses

SVS Vision - Grandma

Flagstar - Craftsmen

Valley Children's Hospital - Fernando

Hungry Howie's - The Power of Love, Hope & Pizza

Reviews

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Advertising & Marketing for Regional Pizza Chain

“DBA does a great job building brands that result in increased sales.”

Quality: 
4.5
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Oct. 2009 - Apr. 2017
Project summary: 

Daniel Brian Advertising served as a pizza chain’s agency of record, handling traditional and digital advertising as well as logo design. Deliverables included digital, print, and broadcast materials.

The Reviewer
 
51-200 Employees
 
Madison Heights, Michigan
Robert Elliott
EVP Marketing, Hungry Howie’s Pizza
 
Verified
The Review
Feedback summary: 

Daniel Brian Advertising’s efforts were tied to increased sales and high advertising ratings in areas like awareness and persuasion. The qualified, trustworthy, and creative team proved capable of leading high-stakes campaigns and maximizing results. The hands-on ownership added value.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

The organization is Hungry Howie’s Pizza, a regional pizza chain. We operate in 21 states and 565 stores. I’m the EVP of marketing, with oversight of all facets of our marketing and advertising.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Daniel Brian Advertising?

Daniel Brian Advertising (DBA) was our full-service advertising agency of record.

SOLUTION

What was the scope of their involvement?

They assisted us with traditional and digital advertising. They did a lot of brand work for us to help define the Hungry Howie’s brand. We’re known for flavored crust pizza, so they updated our logo to include Flavored Crust Pizza.

They developed a full host of broadcast support materials, print support materials, and then, prior to leaving, digital materials.

What is the team composition?

When we worked with DBA, it was a small–mid-sized agency. They probably had a staff of about 35 people within all of the various disciplines: account, creative, media, and strategic services.

How did you come to work with Daniel Brian Advertising?

I’ve been with my company for about nine-and-a-half years, so I inherited DBA when I joined as EVP of marketing. I’ll give them accolades because normally, when a new marketing person comes in, you change agencies. However, I did a full assessment of DBA, and I thought they were the right agency for our brand at that time. They were very capable and qualified.

What is the status of this engagement?

I believe the relationship began in 2009; it was kicked off with a campaign in the fourth quarter. Our work together ended in the second quarter of 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Sales is the ultimate parameter when you operate in any retail business. DBA helped to contribute to many quarters of increased growth, and we saw increasing sales for the entire time that we worked with them.

We also look at key metrics through research; we use NPD CREST’s syndicated research to understand how we’re doing as compared to competitive sets. With DBA, we always did very well in most of the advertising measurements, such as awareness and persuasion. DBA does a great job building brands that result in increased sales.

How did Daniel Brian Advertising perform from a project management standpoint?

They were always on time and budget with sales-building ideas. Back then, our communication was mostly email, phone, and face-to-face because they were local in our trading area. I manage our agencies by being part of the process, and they were always open to that. It was easy to have meetings at either of our offices. 

One of the great things about working with DBA is the hands-on ownership. Dan (Owner, CEO & Chief Strategy Officer) gets very involved with his clients, so we had a good working relationship with Dan and Matt (Principal, EVP & Creative Director). I enjoyed working with both of them tremendously; they’re gifted and talented. The relationship was one of mutual respect and trust. 

What did you find most impressive about them?

There were many impressive things. I was always very impressed with their creativity. For example, they helped execute a promotion in conjunction with the National Breast Cancer Foundation that they named Love, Hope, & Pizza. That has stood the test of time; we still support that campaign 10 years later, and we’ve donated over $3.5 million to the organization. Any great brand has an association with a great cause, and DBA was responsible for that campaign.

Are there any areas they could improve?

They were always a partner, and they grew as we grew.

Any advice for potential customers?

Follow their creative instincts. Dan manages the agency to maximize sales results.

4.5
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding Campaign for Healthcare Company

"They're a team of forward thinkers!"

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
June 2015 - Jan. 2016
Project summary: 

Daniel Brian Advertising provided branding services for a healthcare company. The team created and implemented a branding campaign to enhance the company's market presence.

The Reviewer
 
10,000+ Employees
 
Detroit, Michigan
Ara Telbelian
Henry Ford Health System
 
Verified
The Review
Feedback summary: 

The engagement helped bolster the client's brand presence, meeting the expectations of the internal team. Daniel Brian Advertising provides consistent communication to ensure an effective partnership. The team is hard-working and driven.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am the Director of Marketing and Brand Management of a $6.5 Billion health care system.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Daniel Brian Advertising?

Brand Campaign

What were your goals for this project?

To enhance the health system brand in market

SOLUTION

How did you select this vendor?

through an RFP process

Describe the scope of their work in detail.

Develop a multi-channel brand campaign

What was the team composition?

Worked with the owner and president of the agency along with senior staff team members

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Working with this agency we have seen a significant lift in our brand preference.

How effective was the workflow between your team and theirs?

workflow was very effective. The agency team was available whenever we called on them.

What did you find most impressive about this company?

They're a team of forward thinkers!

Are there any areas for improvement?

none

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer