Commit Agency co-founder shares vision of agency and industry while celebrating its past
FOR IMMEDIATE RELEASE
Contact: Janelle Brannock
(480) 390-0757
CHANDLER, Ariz. (Aug. 1, 2022)—Chandler-based Commit Agency today marks its silver anniversary—a significant milestone for one of the longest-running local advertising agencies that has successfully navigated mergers, acquisitions, multiple economic recessions and a global pandemic.
Commit Agency celebrated its anniversary by bringing together its team members from across the country to downtown Chandler for a festive celebration, where president and co-founder David Ralls reminisced about the agency’s earlier days as well as where the company—and the industry—is headed.
In the summer of 1997 while still pursuing a business degree at Arizona State University, Ralls and his stepmother, Elaine Ralls, decided to go into business together and started seeking out potential opportunities. “Elaine’s background in business and her reputation in the community as a leader was impressive,” Ralls explained. “The opportunity to work with and learn from Elaine as my mentor was invaluable; I was essentially signing up to get a doctorate in business.”
At the time, a local marketing agency was for sale and piqued their interest. “The business of marketing was exciting to us because it would allow us to work with really smart people, help companies grow and give back to the community,” Ralls said. The agency they bought was focused on helping companies—including well-known brands America West Airlines (now American Airlines), the Arizona Cardinals, IBM, Hewlett Packard, The Phoenician and others—with their customer relationship management programs and customer acquisition.
Ralls took over agency operations in 1997, and creative and media services were added to the agency’s service offerings in 1999 after hearing from a client that there was a need locally for an agency with a foundation in data analytics that also offered exceptional creative and media strategy. “Our focus was on meaningful analytics, great creative and measurable results,” Ralls said. “We grew 20 percent a year for the next 10 years to become one of the largest agencies in Arizona.”
In 2015, the agency reinvented itself once more when it saw an opportunity to focus on the “experience economy”—the intersection of search and customer experience—which no other agency in the market seemed to be talking about. The agency moved to downtown Chandler, acquired a digital agency and rebranded as Commit Agency that same year.
Today, Commit Agency is comprised of 30 team members (who are all fully committed) in the areas of account service, branding, research, strategy, content, creative, data analytics, experience design, media (digital, traditional and social) and web development. The agency boasts an impressive and diverse client roster including Goodwill of Central & Northern Arizona, Harrah’s Ak-Chin Casino, eegee’s, The Phoenician and the Maricopa County Elections Department.
“The value, success and longevity of a company is determined by its associates and the relationships they cultivate,” said Denise Seomin, director of public relations and marketing for The Phoenician. “As its first client, celebrating 25 years with Commit, this serves as a testament to the dedication, talent and innovation this team brings to its partnerships. Congratulations, Commit, on this amazing milestone!”
Looking ahead, Ralls said he is not only excited about the continued evolution of the industry through technologies like AI and machine learning, but also the increased focus and investment being made by leading companies that want to ensure great customer experiences are being delivered throughout the customer journey.
“What gets me excited is figuring out ways to ensure that what a brand is communicating through marketing is also being delivered across the entire customer journey so that when those customers have a great experience, they share that through positive reviews that amplifies the brand,” he said. “The influencer economy and social media platforms are allowing customers to amplify great brands that get it right more so than ever was thought possible 25 years ago.”
About Commit Agency
Founded in 1997, Commit Agency is a brand definition, consumer experience and marketing amplification agency that believes thoughtfully designed consumer interactions informed by a well-defined brand create moments worth remembering and sharing. In today’s connected world, Commit brings brands closer to consumers through thoughtful and innovative digital and social experiences designed to move them to action. Based in Chandler, Ariz., Commit specializes in account service, branding, content, creative, data analytics, experience design, media (digital, traditional and social), research, strategy and web development. Learn more about Commit online, or connect with the agency on Facebook, Twitter and Instagram.
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