U.S. International Media’s success can be summarized by three key facts:
- In one form or another, the Company has existed for nearly 40 years.
- Its predecessor modernized the advertising industry and exerted a nearly immeasurable influence over the advertising and media buying practices of numerous industries, being the first to achieve milestones that are now commonplace.
- Like the Phoenix in mythology, the Company was reborn in 2004 and is on track to regaining its former prominence.
TIMELINE—Western International Media Corporation (WIMC)
WIMC opens first office in Los Angeles. Company’s operating strategy is to expand independent, standalone media management concept first created by Dennis F. Holt in 1964.
Founded as an agency resource, WIMC was the first buying service/media management company to only work with advertising agencies or in-house agencies. To this day that remains the business model for WIMC’s successor, USIM.
Pioneers a special Promotions Department for developing added-value promotions tied to media schedules in addition to standalone programs.
First to buy network TV for a movie. The movie was “Billy Jack,” a surprise hit.
Office network grew to 39 full-service offices in markets across North America, including Canada, facilitating the local purchase of media, a strength separating the Company from the rest of the industry even today.
First to provide a separate department devoted exclusively to Media Planning in support of the negotiating staff and clients.
First to establish a separate Media Research department.
First to establish a special out-of-home media negotiating staff.
First to provide a separate unit for print media negotiation.
First to provide all media research resource material.
Begins designating itself as a “Media Management” company, a new term for the industry segment previously called “Media Buying Services.”
First in industry to bill $100 million annually.
Builds a Yellow Pages Department to exclusively handle directory advertising.
Establishes a separate Network Department for providing clients with special expertise in national television negotiation, cable and radio.
Establishes a separate Multicultural Media group to help clients reach diverse segments of the U.S. population.
Opens first offices outside the U.S. in Toronto and Vancouver, Canada.
First in industry to bill $500 million annually.
First in industry to bill $1 billion annually.
Patriot Communications becomes one of the first companies to deploy IVR technology and other enhanced telecommunications services. Today, these core products and services provide customized solutions to clients’ most challenging telecommunications requirements.
First to bill $2 billion annually.
Company explores ways to integrate opportunities provided by the emerging World Wide Web into media planning before any of its competitors.
Advertising conglomerate The Interpublic Group of Companies acquires WIMC from founder Dennis F. Holt.
TIMELINE—U.S. International Media (USIM)
Dennis F. Holt assembles key managers from former company and establishes USIM, a new, independent organization with one office and zero accounts.
USIM immediately attracts first accounts, opens second office and adds more staff.
Begins opening network of local offices, acquires all media research resources available in industry, establishes separate groups for research, planning, online, media, network, print, DRTV, OOH, promotion, multicultural, etc.
USIM becomes fastest-growing company among media agencies.
Local offices added in more major markets around the country (18) and internationally (8).
Develops specialist groups, business functions and new divisions.
USIM bills $100 million annually.
USIM bills $200 million annually.
Continues to add former and new clients.
USIM bills $300 million annually.
Expects to bill over $400 million annually. Fastest-growing company in its field, offering same media and media-related services as its predecessor while adding major companies to its client list. Poised for continued rapid growth.
Co-Written By
Mike Keenan
Senior Vice President, Client Services
U.S. International Media
Co-Written By
Darrell Woody