Inside the agency: McKinney NY reboots with new business and a killer view
The coolest part of McKinney’s two-floor downtown Manhattan space is the window that looks out into North Carolina.
That’s not an exaggeration: This Cheil-owned agency is so serious about its “one agency, two doors” philosophy that it has installed a giant screen in its Soho headquarters that looks into its Durham office. A webcam, a microphone and speakers connect the two. Any time people pass by either screen, they stop and chat with each other.
This is how the NYC and Durham offices keep in touch. #insidetheagency
“This is our way of keeping the two offices together,” said Adam Levine, chief marketing officer.
McKinney, which opened in New York a couple of years ago, is “re-opening,” according to Levine, who said a refurbished new space is a “coming out party” for the agency. It’s a nice time for the New York outpost to make that happen — while things were a bit leaner when the shop first opened in 2013, the reboot seems to be doing the trick, with the agency picking up new business from Crocs and Mentos in the last six months.
Ad rendering preventing in staging
Ad position: web_incontent_pos1There are 41 full-time employees in New York, but Levine said there is room to expand. Opening a shop in New York City is hard in any business, but more so in agency land, where there’s stiff competition from stalwart New York-bred companies and a crowded marketplace. High rents don’t help either. “Anyone who starts any business in New York, whether an agency or a Subway franchise has a tough time,” said Levine. “The hardest part is to just focus on getting great work.”
Ad rendering preventing in staging
Ad position: web_incontent_pos2A photo posted by Digiday (@digiday) on
McKinney never felt like it “had to” open in New York, said Levine. “New York needs another ad agency like another $5 coffee store.”
It’s not a client-led decision to build a New York shop, either. Rather, the agency found that it was increasingly important that they be part of a larger community. “Advertising Week is here; the media is here,” said Levine. “It’s just about being part of the industry.”
The talent is also part of the draw. In Durham, McKinney can tap young people coming out of the University of North Carolina — lots of staffers are in their first jobs at McKinney. But in New York, there are more digital people and more experienced people to pick from, said Levine. To keep those staffers coming, the agency built out the second floor of its office recently.
Among the highlights is a decidedly retro feel, due to old-school red lockers where employees can stash personal stuff so their desks aren’t too cluttered. Lots of floor-to-ceiling windows adorn the light-filled office, which also has a bookcase filled with pictures taken by staffers of stuff they care about.
A wall of photos taken by @McKinney staffers. #insidetheagency
A photo posted by Digiday (@digiday) on
A photo posted by Digiday (@digiday) on
Photos and videos by Hannah Yi
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu