93 Octane and O’Keefe Brands share space, ideas, clients
Proximity produces better dynamics, better ideas, better opportunities.
If you were a marketing company and wanted to share your office space, who would be your ideal partner? How about another marketing company?
That was the conclusion direct marketing agency 93 Octane and branding firm O’Keefe Brands came to earlier this year when they discussed sharing the agency’s downtown office space. O’Keefe has referred many of its clients to 93 Octane for creative work, and the agency had room to spare, so the move made sense for both companies. “It’s a great arrangement,” says O’Keefe chairman Kelly O’Keefe. “93 Octane is one of our most reliable partners, so we felt good about moving in.” It also doesn’t hurt that the office is just a few blocks away from the VCU Brandcenter, where O’Keefe is the managing director.
As O’Keefe focuses on helping companies articulate their brands, 93 Octane focuses on implementing results-oriented marketing programs, so the two businesses complement each other. “They set the branding strategy, and we execute,” says 93 Octane CEO Raymond Straus. “Our skill set is in implementation, so partnering with O’Keefe is a great way to leverage the strengths of both our companies.”
Collaboration and space-sharing are nothing new to 93 Octane. In 2005, the young shop first shared the downtown space with client RTS Marketing. The partnership/collaboration worked out so well, the two companies merged under the 93 Octane banner in 2007.
“We’ve built our business around close collaboration with partner companies and clients,” says 93 Octane partner/creative director John Lindner. “I love being able to get instant feedback when we’re developing an idea. Having Kelly a few steps away makes it simple to make sure we’re on the right track before we go too far.” Lindner also admits that having one of its biggest referral sources in the same office doesn’t hurt either. “We can discuss opportunities and act almost as quickly as a need arises,” he explains.
The space-sharing arrangement has generated local media interest as well. Work Magazine recently ran a story about the unusual arrangement. You can read the full story by clicking the link below.