Hal Riney & Partners, Inc

Hal Riney & Partners, Inc


Ownership/size/locations -


     Hal Riney & Partners, Inc., one of the most famous privately-owned

advertising agencies in San Francisco, CA, was founded in 1986 by chairman and

CEO Hal P. Riney himself.   With the branch office in Chicago, Hal Riney &

Partners Heartland, reaches out to clients in different regions as well.  Both

San Francisco and Chicago offices employ a total number of approximately 350

employees. Income/profitability -

     As of July 1996, Hal Riney & Partners, Inc., had  an approximate annual

billings of $475 million.  The breakdown of gross billings by media are as

followes: Newspaper - $38 million; Business Publication - $4.75 million; Transit

- $4.75 million; Outdoor advertising - $19 million;  TV - $275.5 million; Radio

- $42.7 million; Collateral - $9.5 million; Consumer publication - $57 million;

and cable TV - $23.75 million.   Nowadays, the average percentage of  earning

for advertising agencies is approximately between .05% to 1% of the total

billings.  With a billing of $475 million, it would be logical to assume that

Hal Riney & Partners earns approximately $2.375 million to  $4.75 million.

With the acquisition of several new accounts including Acer Group and Sprint

Spectrum, Hal Riney’s billing is now approaching $600 million. Management

Profiles -

     The chairman and CEO of Hal Riney & Partners, Inc., is Mr. Hal Riney.

There are over 30 Sr. VPs and VPs holding various positions at the San Francisco

office alone.   Some of the key personnel at the San Francisco office includes

Vice Chairman - James Travis; Chief Financial Officer & Executive VP - Lyn

Muegge; Executive VP & National Creative Director - Joe O’Neill; Executive VP,

and Managing Director - David Verklin; Executive VP and Corporate Development -

John Yost; and Creative Director - Gerald Andelin.

     The Chicago office handles a set of different clients with its own

different personnel such as Barray Krause - Executive V.P. and Managing

Director; Jonathan Harries - Executive V.P. and Executive Creative Director;

Catharine Gerber - Senior V.P. and Media Director; and Paul Janas - Senior V.P.

and Creative Director.   Hal Riney has recently added Scott Marshall as the

president on his pay roll after several unsuccessful search for new partners.

In the past 18 months, Hal Riney had also held conversations with Interpublic

Group (who owns McCann-Erickson, Lintas, etc.) and W.Y. Choi (a majority owner

of N.W. Ayer & Partners) in attempt to sale his agency. Clients -

     Hal Riney & Partners serves a variety of clients from auto maker to fast

food restaurant.  Current major clients include Acer Group, Alamo car rental

company, Birkenstock, The Walt Disney Company, Cox California PCS, GM Electric

vehicle, Public Broadcasting Service, See’s Candies, Inc., Kaiser Permanente,

Saturn Corporation, Subway Restaurant, Mirage Resorts, Inc., The Good Guys!,

Pharmative Corporation, The Stroh Brewery Co., Progressive Insurance, Crystal

Geyser Water, Kinko’s Service Corporation, Sprint PCS (formerly known as Sprint

Spectrum), and Serta, Inc.

     Sprint PCS, a recently acquired client,  has an estimated budget of $20

- $30 million.  Hal Riney’s first responsibility is to build the brand

personality and image advertising of Sprint’s wireless phone and communication

services.  The account is being overseen by Riney co-executive creative director

Steve Sweitzer and creative director Dave O’Hare.  Riney will also create

regional print and radio ads to tie into Sprint’s retail alliance, Radio Shack.

     In addition to Sprint PCS, Hal Riney is playing a very active role in

Saturn Corporation’s launch in Japan with the seventh largest Japanese

advertising agency, Daiichi Kikaku.  Saturn’s goal is to be No. 1 in customer

and dealer satisfaction.

     Despite its success, HR&P had raised a rather controversial campaign in

the past.  It would only be fair to present some of the unsuccessful campaigns

to achieve the objectivity of this assignment.  One of those controversial ones

was the Swedish Bikin
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