The LOOMIS Agency

What The LOOMIS Agency does

The LOOMIS Agency (legal entity The Loomis Corporation) is a privately held, full-service advertising and marketing agency headquartered at 17120 Dallas Parkway, Suite 200, Dallas, TX, founded in 1984. The firm specializes in "challenger brand" advertising — serving underdog brands competing against category leaders — with primary vertical concentration in restaurant/QSR, retail, franchise, and healthcare. Its client roster includes Texas Dairy Queen, Golden Chick, Papa John's, Black Bear Diner, Texas Oncology, Salad And Go, The Maids, Rug Doctor, and McAfee, among others, typically engaged on multi-year agency-of-record retainers or project-based integrated campaigns.

Service delivery spans strategy, account service, creative, media planning and buying, digital and social media, UX/UI, e-commerce, CRM, and in-house commercial and music production (including the Luminous Sound Studios partnership with Grammy Award-winning engineer Tre Nagella). The agency's core technology stack is conventional for the sector — a proprietary internal workflow and project management system developed by Director of Client Services Julie Ondrusek — alongside proprietary IP such as "The Challenger Blueprint" methodology and a restaurant menu development process.

The business operates on a professional services model: revenue is generated through agency retainers and project fees for integrated communications programs, with quote-based pricing and no disclosed public rate card. Go-to-market is enterprise field sales targeting regional and national challenger brands, supplemented by thought-leadership content marketing (the "Voice of the Underdog" book, podcast, and BARK! blog) and an in-house PR/media partnership with Aardvark Communications. Sub-brands include Kendall Creative (graphic design, partnered 2015) and the "Voice of the Underdog" trademark. The company is bootstrapped, privately held by management including CEO Mike Sullivan (since 2001) and Director of Client Services Julie Ondrusek (since 1992), with no disclosed venture or private equity backing.

Name

The LOOMIS Agency

Legal name

The Loomis Corporation

Website

https://theloomisagency.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

The LOOMIS Agency is a Dallas-based, full-service advertising agency founded in 1984 that specializes in challenger brand marketing for restaurant, retail, franchise, and healthcare clients, delivering integrated strategy, creative, media, digital, and in-house music production services on agency-of-record and project engagements.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Advertising agency services
• Challenger brand marketing
• Integrated marketing campaigns
• Media planning buying
• Brand creative development

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Agency Retainer/Project Fees: Full-service advertising agency providing strategy, account service, media, creative, digital marketing, social media, UX/UI, e-Commerce, CRM, and in-house production services to challenger brands.
2. Integrated Campaign Services: Delivers smart, expertly executed communications programs including branding, advertising, marketing, and social campaigns across all guest touchpoints for restaurant and retail clients.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels10 records

Core offering

The LOOMIS Agency is a full-service, challenger brand-focused advertising agency providing integrated strategy, branding, creative development, media planning and buying, digital and social media marketing, e-Commerce, CRM, UX/UI, and in-house commercial and music production services to regional and national challenger brands. The agency serves as agency of record or on a project basis, with particular depth in restaurant/QSR, retail, franchise, healthcare, home services, and financial services verticals. Differentiated in-house capabilities include Luminous Sound Studios for music/sound design, a digital and social media studio, and a proprietary Challenger Blueprint methodology.

Product overview

The LOOMIS Agency is a full-service challenger brand advertising and marketing agency offering integrated services including branding, advertising, digital marketing, social media, media planning and buying, creative development, and campaign execution. The agency specializes in serving challenger brands across restaurant, retail, franchise, and healthcare verticals. Services are delivered through account service, creative, media, and digital divisions with in-house music production capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Kendall Creative: Graphic design division delivering integrated and innovative brand solutions
• The Voice of the Underdog Podcast
• BARK! Blog

Products and services

• Full-Service Advertising (Agency of Record) End-to-end advertising agency services for challenger brands, serving as agency of record or on a project basis. Includes strategy, account service, creative development, media planning and buying, digital, social, e-Commerce, CRM, and UX/UI across all channels.
• Branding and Brand Development Brand strategy, positioning, and identity development tailored for challenger brands, including the proprietary Challenger Blueprint methodology and proprietary menu development process for restaurant clients.
• Digital and Social Media Marketing Omnichannel digital and social media studio capability executed by an in-house team, including digital campaign development, social media management, content creation, and digital media buying.
• Media Planning and Buying Traditional and digital media research, analysis, strategy, planning, and buying across radio, television, mobile, print, cinema, and out-of-home.
• Creative Development and Production In-house creative services spanning campaign concepting, art direction, design, copywriting, food photography, and full commercial production executed for challenger brand clients.
• Luminous Sound Studios (Music Production and Sonic Branding) In-house music production and sound design including signature brand music, sonic branding, and original songs created for client campaigns (e.g., 'I'll Stand By You' for Texas Oncology, Golden Chick jingle, Massage Heights sonic branding).
• Kendall Creative (Graphic Design Division) Graphic design division delivering integrated and innovative brand solutions, including visual identity, design systems, and brand collateral for LOOMIS clients.
• The Challenger Blueprint Workshop Proprietary 16-week challenger brand workshop series for clients, providing a systematic guide for building underdog brands based on the Challenger Blueprint methodology and the book 'The Voice of the Underdog'.
• Menu Development Process (Restaurant) Proprietary menu engineering service for restaurant clients that creates effective hand-held, drive-thru, and interior menus to focus consumers on high-margin items.
• Public Relations and Earned Media Campaigns PR and earned media campaign services delivered in partnership with Aardvark Communications, generating major media coverage (e.g., 340 million impressions for the Dairy Queen Blizzard Wedding activation in People Magazine, CBS This Morning, CNN, and NewsNation).

Quantifiable outcome

• Texas Oncology: 44% increase in web visits and 36% increase in new patient appointment requests since campaign launch
• +6 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Aardvark CommunicationscoreGTM or Marketing Partner · 5 May 2025PR partnership for Texas Dairy Queen Blizzard Wedding campaign. Aardvark Communications led outreach that resulted in over 340 million media impressions with placements in People Magazine, CBS This Morning, CNN, and NewsNation. Partnership with Carolyn Alvey and Mary Jane Coker at Aardvark.
• Tre Nagella / Luminous Sound StudioscoreStrategic or Co-development PartnerMusic production partner providing original music and sound design. Grammy Award-winning sound engineer Tre Nagella produced songs including 'I'll Stand By You' for Texas Oncology campaign. Also provides music production for Golden Chick campaigns, Black Bear Diner sonic branding, and other client work.
• Olivia Morris (Bride - Mrs. Blizzard)minorGTM or Marketing PartnerSocial media influencer partnership for Dairy Queen Blizzard Wedding campaign. Bride-to-be with future married name 'Mrs. Blizzard' provided authentic social content sharing, driving engagement and earned media for the campaign.
• Josh Abbott (Texas Country Artist)coreGTM or Marketing PartnerTexas country artist and brand ambassador for Texas DQ 'Nobody But DQ' campaign refresh. Native Texan embodying core DQ values and appealing to younger audience. Provided new VO, music track, and sing-out for campaign.
• Inti St. ClairminorStrategic or Co-development PartnerAustin photographer who captured still photography for Texas Oncology 'All Behind You' campaign showcasing patients' cancer journeys.
• Remy ReillyminorGTM or Marketing PartnerTexas recording artist who performed 'I'll Stand By You' for Texas Oncology campaign television spots, produced by Tre Nagella of Luminous Sound Studios.
• Britney HolmesminorGTM or Marketing PartnerFrisco-native singer who performed updated Golden Chick jingle for 'One Taste & You're Golden' campaign, bringing infectious energy and lively stage presence.
• Iván Rodriguez (Pudge)coreGTM or Marketing PartnerHall of Fame Texas Rangers catcher (Number 7) served as brand ambassador and spokesman for Papa John's 'Let's Go Rangers' campaign. Legendary player representing Rangers' 7th divisional championship pursuit.
• Mr. CleancoreStrategic or Co-development PartnerBrand partnership for The Maids 'Referred for a Reason' campaign. Mr. Clean integrated as integral part of The Maids cleaning team, adding power and confident attitude to brand. Partnership elevated brand perception against locally owned competitors.
• Luminous SoundcoreStrategic or Co-development PartnerMusic partner for Massage Heights 'Elevate Your Everyday' campaign. Created sonic branding track capturing both relaxation of massage and energy of living best life. Also provides music production across multiple LOOMIS client campaigns.
• Production Company 11 DaysminorStrategic or Co-development PartnerProduction company for Texas Oncology 'All Behind You' campaign including Director of Photography Jake Wilganowski, Executive Producer Shelby Hunter, and full post-production team including Reservoir, VFX by Gray Wilcox and Laychin Lee.
• Content Creators / Influencers (Texas)minorGTM or Marketing PartnerTexas-based content creators engaged for Texas DQ Spicy Chicken Strips campaign. Partnerships generated strong word of mouth with 3MM follower reach and 1.6MM impressions.
• Camp LuckyminorStrategic or Co-development PartnerProduction company for Texas DQ Carolina Reaper Tacos campaign. Directed by Adam Littke.

Scale indicators17 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Moroch: Dallas-based independent full-service marketing agency serving regional and national brands across multiple verticals, including restaurant/retail clients. Comparable in size, geographic base, and integrated service model to LOOMIS.
• Barkley: Kansas City-based independent full-service agency with comparable mid-market enterprise client base and integrated creative, media, and digital capabilities. Operates at similar scale to LOOMIS as a privately held independent.
• TracyLocke: Dallas-headquartered integrated marketing agency operating across shopper, retail, and brand experience. Comparable to LOOMIS in size and Dallas market positioning, with overlapping CPG, retail, and restaurant client work.
• Anomaly: Independent creative and brand agency with integrated media, digital, and product capabilities operating at similar scale. Comparable to LOOMIS in independent challenger positioning and full-service campaign delivery for enterprise clients.
• Lerma Agency: Independent, minority-owned full-service Hispanic and multicultural advertising agency based in Dallas with comparable regional positioning and integrated capabilities. Overlaps with LOOMIS in Dallas market and enterprise client focus.
• GYK Antler: Independent full-service creative and media agency with a challenger-brand heritage serving mid-market and enterprise clients. Closely comparable to LOOMIS in business model, challenger positioning, and integrated offering.
• Swanson Russell: Midwest-based full-service independent agency with comparable size, integrated capabilities, and vertical depth in QSR/restaurant, outdoor recreation, and agriculture. Operates as a privately held independent like LOOMIS.
• The VIA Agency: Independent creative and brand agency operating at similar scale with integrated campaign capabilities for challenger and growth-stage consumer brands. Comparable in independent positioning and mid-market enterprise focus.

Emerging players

• Red Antler: Independent brand agency focused on challenger and emerging brands with strong identity and launch capabilities. Comparable to LOOMIS in challenger-brand DNA, though more concentrated on brand identity and launch than full-service AOR work.

Broad incumbents

• Mother: Globally recognized independent creative agency network with a strong challenger-brand heritage and integrated campaign capabilities. Larger and broader than LOOMIS but competes for similar challenger-brand briefs and creative talent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/loomisagency
• YouTubeyoutube.com/user/theloomisagency
• Facebookfacebook.com/loomisagency
• LinkedInlinkedin.com/company/the-loomis-agency
• Instagraminstagram.com/theloomisagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The LOOMIS Agency