StoneArch, a small, independent marketing firm in Minneapolis, has spent the past three decades quietly building a niche serving one of the state's biggest industries -- medical device manufacturing.
Under agency owners Judy Kessel and Jerrold Gershone, StoneArch now is following a prescription for continued stability and growth that includes an infusion of next-generation leadership, new products and services, and a higher profile, in part to fend off big competitors.
"When we see how we compete against the larger national agencies and how good we are, we say, 'You know what? Let's start being a little more boastful here, a little bolder,'" Kessel said. "We're just as smart. We're probably smarter."
StoneArch has helped industry-leading medical device and health care companies launch more than 500 products since 1984, when Kessel founded it as a small video production house called Media Productions. More than half the staff of 43 has industry experience, working for device manufacturers or hospitals or as health professionals and nurses. Minnesota, home to medical industry giants Medtronic, St. Jude, Boston Scientific, 3M Health Care and American Medical Systems, is a national hub of medical device manufacturing, with those five companies alone generating more than $22 billion in sales, according to a 2010 report from the University of Minnesota's Humphrey School of Public Affairs.
The agency's leadership succession and other forward-looking steps have made these pulse-quickening times at StoneArch, which is projected to top $9 million in revenue this year, up from $8.5 million last year. StoneArch describes its work as partnering with clients "on all facets of strategy, creative and execution across every media platform" to produce integrated marketing communications, meetings and learning initiatives. New clients include medical products companies Hill-Rom and Bioventus, joining existing clients such as Baxter, Abbott Vascular, 3M Health Care, Gambro and St. Luke's Hospital.
In January, StoneArch promoted 10-year veteran Jessica Boden from executive creative director to president. Kessel, founder and formerly president, became board chairman, focusing on business development while Gershone continues as CEO.
Key hires since last year include client services director Nikos Katopodis and creative director Phil Hoch , who joined newly promoted chief financial officer Brian Gezella and agency and industry veteran Ellen Schuller, strategy director, on the leadership team.
"We're moving the next generation of leaders up, people that share our values and can take the agency to the next level," said Kessel, who spent seven years developing training programs at Medtronic before leaving to start her own company.