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Signal Theory

AGENCY CONTACT INFORMATION
Signal TheoryPhone (816) 474-1333
4050 PennsylvaniaURL signaltheory.com
Suite 100Contact Seth Gunderson
Kansas City, MO 64111E-mail seth.gunderson@signaltheory.com
AGENCY OWNERSHIP
Privately Held
AGENCY DESCRIPTION
CREATING TRUST AND DEEPER RESONANCE

Through the lenses of culture, the social sciences and data science, we understand how people think, behave and make decisions more completely.

Sometimes it’s conscious. More often it’s unconscious. Either way, it’s called signaling. And it’s the most ancient and instinctive kind of communication. While human signaling is subtle and complex, it remains a powerful indicator of intent, identity and engagement. An “Agency of the Year” for both Ad Age and the Business Marketing Association, Signal Theory (formerly Sullivan Higdon & Sink) reads and interprets those signals to build trust and create resonance between brands and people. Our proprietary Resonance Branding process delivers unique insights we use to build trust and success.

Offices


GLOBAL SERVICE REGIONS
Africa
Asia (except China)
Australia
Canada
Caribbean
Central America
Central Region
Middle East
South Pacific
Southern Region
Western Europe
Western Region
Discretionary Comments:
Signal Theory is a part of AMIN Worldwide -- a global alliance of independently owned advertising agencies that share insights, knowledge and resources. Its member agencies are located across Americas, Europe/Africa/Middle East, and the Pacific Rim.
U.S. OFFICES
Signal Theory
4050 Pennsylvania, Suite 100
Kansas City, MO 64111
Phone: (816) 474-1333
Signal Theory
255 N. Mead Street,
Wichita, KS 67202
Phone: (800) 577-5684

Staff

TOTAL NUMBER OF EMPLOYEES
Office Employees101-200
Total US101-200
Total Worldwide101-200
BIOS
Ali Mahaffy, Co-CEO
Ali’s client-side experience gives her a great perspective on the pressures and challenges our clients face and how the firm should be positioned to help. Ali plays a key role in forging our unique professional and personal client relationships. She ensures that the firm has the resources it needs to be a lean, mean and highly effective machine.

Ali came to Signal Theory from H&R Block, where she won the Gold CLIO as part of the team that launched Block’s new logo and identity standards system in 2000. Ali’s youthful enthusiasm belies her years of experience in both the agency and client worlds.
John January, Co-CEO
John helped Signal Theory establish its national reputation for creative excellence. A sought-after speaker and industry thought leader, John helps our clients see not just what’s coming down the road but also what’s around the next corner.

John’s creative work has been featured in The One Show, Communication Arts, Creativity, Archive, Print, U.S. Ad Review and the national ADDYs. John is a champion of diversity and inclusion, and is a founding board member of Kansas City’s Brand Lab which introduces students of every race and socioeconomic background to the potential of a career in marketing and advertising. He was also recognized as Kansas City’s Advertising Professional of the Year in 2010.
Tony Robinson, CFO
Signal Theory is known for our fun-loving culture and just-quirky-enough-to-work ideas. But all that fun isn’t possible without a strong leader crunching numbers behind the scenes. That’s where Tony comes in. He brings 20 years of financial acumen to Signal Theory and leads the agency’s financial operations, including accounting, forecasting and regulatory compliance. He’s also up there in pureness of heart, serving on the board of directors of the Tyler Robinson Foundation, which supports families experiencing pediatric cancer.
Jim Vranicar, COO
Jim spent a great deal of his youth laboring in the fields of northeast Nebraska. Those summers walking bean fields and detasseling corn helped shape Jim’s strong work ethic, one we benefit from every day at Signal Theory. After spending his first 10 years leading our media planning efforts, Jim was promoted in 2017 to Chief Operating Officer. As such, he directs all operational and HR initiatives across recruiting, employee experience, benefits and workflow processes to ensure that Signal Theory remains a great place to work.
Diane Young, Vice President, Account Management
Diane is a delightful, versatile and inventive marketing and communications expert with diverse industry experience, including restaurants, entertainment, news and book publishing, HDD and online commerce. We love her knack for building brands, profits, great teams and meaningful partnerships. She came to Signal Theory to lead the cross-functional team of 30+ who support the SONIC Drive-In account as the chief contact and company lead, with fiscal and organizational responsibilities associated with a first-class level of service. Today, she oversees our account management function firm-wide.
Jon Kowing, Vice President, Executive Creative Director
A much-awarded and recognized creative talent, Jon may have single-handedly art-directed more food-related shoots than any other human on earth. From shakes to steaks, double-stuffed pizzas, bacon double-cheeseburgers and fried fish of every golden brown nuance, Jon makes it all look delicious. His attention to detail has lent itself equally well to the complex world of animal wellness. Clients quickly come to love Jon, not just for his talent but his amazingly steady presence and killer wit. His work has been featured in Communication Arts, Print and U.S. Ad Review. His brand resume includes SONIC Drive-In, Pizza Hut, Captain D’s Seafood, Cargill, Borden Cheese, Seaboard Foods, CareFusion, Coleman, Kansas Lottery and Bayer Animal Health.

Clients & Brands


Agency Clients And Brands
Client Name: SONIC Drive-In
Start Date: 1/1/2013
Brand(s)/Services Provided:
On-Lot Experience & Field MarketingCreative Production-AOR
Direct Marketing/CRM-Other
Media Buying-Other
Media Planning-Other
Strategy/Planning-Other
Client Name: Merck Animal Health
Start Date: 1/1/2018
Brand(s)/Services Provided:
CattleCreative Production-AOR
Digital/Interactive-Project
Direct Marketing/CRM-Project
Media Buying-AOR
Media Planning-AOR
Sales Promotion-Project
Strategy/Planning-AOR
SwineCreative Production-AOR
Digital/Interactive-Project
Direct Marketing/CRM-Project
Media Buying-AOR
Media Planning-AOR
Public Relations-AOR
Sales Promotion-Project
Strategy/Planning-AOR
Client Name: Bose
Start Date: 5/15/2017
Brand(s)/Services Provided:
Aviation, Military and Broadcast Headsets DivisionCreative Production-AOR
Digital/Interactive-Project
Direct Marketing/CRM-Project
Media Buying-AOR
Media Planning-AOR
Public Relations-AOR
Sales Promotion-AOR
Strategy/Planning-AOR
Client Name: Cargill Meat Solutions
Start Date: 10/1/2002
Brand(s)/Services Provided:
Rumba Meats, AngusPride, Preferred Angus, Salt & Sear, Sterling SilverCreative Production-AOR
Digital/Interactive-Project
Direct Marketing/CRM-Project
Media Buying-Project
Media Planning-Project
Public Relations-Project
Sales Promotion-Project
Strategy/Planning-Project
Client Name: Elanco
Start Date: 1/16/2016
Brand(s)/Services Provided:
Advantage Multi, Baytril Otic, Claro, DVM Dermatology & Supplements, SerestoCreative Production-AOR
Digital/Interactive-Project
Direct Marketing/CRM-Project
Media Buying-AOR
Media Planning-AOR
Sales Promotion-Project
Strategy/Planning-Project
Client Name: John Deere
Start Date: 3/1/2020
Brand(s)/Services Provided:
Production & Precision Ag, Rural Lifestyle & Ag, John Deere FinancialCreative Production-AOR
Digital/Interactive-AOR
Direct Marketing/CRM-Project
Strategy/Planning-AOR
Client Name: Procter & Gamble
Start Date: 2/1/2016
Brand(s)/Services Provided:
Tide CleanersCreative Production-AOR
Digital/Interactive-Project
Direct Marketing/CRM-Project
Media Buying-AOR
Media Planning-AOR
Client Name: W.F. Young
Start Date: 11/1/2018
Brand(s)/Services Provided:
Silver Honey, UltraShield, ShowSheen, Flex+MaxCreative Production-AOR
Digital/Interactive-Project
Direct Marketing/CRM-Project
Media Buying-AOR
Media Planning-AOR
Public Relations-Project
Sales Promotion-Project
Strategy/Planning-AOR
Client Name: AgroLiquid
Start Date: 7/1/2019
Brand(s)/Services Provided:
AgroLiquidCreative Production-AOR
Digital/Interactive-Project
Direct Marketing/CRM-Project
Media Buying-AOR
Media Planning-AOR
Public Relations-AOR
Sales Promotion-Project
Strategy/Planning-AOR
Client Name: Inspire Brands
Start Date: 8/26/2020
Brand(s)/Services Provided:
SONIC International Brand Launch Creative ToolkitCreative Production-Project
Strategy/Planning-Project

Billings & Revenue

BILLING/ REVENUE RANGES
Number of Clients
Billing less than $1 Million
and/or Agency Revenue less than $200 Thousand
8
Billing between $1.1 - $3 Million
and/or Agency Revenue between $201 - $600 Thousand
9
Billing between $3.1 - $5 Million
and/or Agency Revenue between $601 Thousand- $1 Million
3
Billing between $5.1 - $10 Million
and/or Agency Revenue between $1.1 Million- $2 Million
2
Billing between $10.1 - $25 Million
and/or Agency Revenue between $2.1 Million - $5 Million
4
MEDIA
Total gross media placed by this office
Under $50 Million
Allocation percent of media placed by this office
Local Broadcast8%
Print51%
Out of Home3%
Digital (Internet, Mobile, SEM, Viral)38%

Specialized Services

SERVICE OFFERINGS
RevenueSpecialtyDescription
15%Advertising - General Market/ TraditionalEnter optional description



8%Brand ConsultingEnter optional description



39%Business-to-BusinessEnter optional description



11%DesignEnter optional description



1%Digital/Interactive | Search Engine MarketingEnter optional description



3%Digital/Interactive | Website development, hosting, monitoringEnter optional description



2%Direct MarketingEnter optional description



2%Marketing Data AnalyticsEnter optional description



2%Media BuyingEnter optional description



4%Media PlanningEnter optional description



3%Multicultural | Hispanic/Latino AmericanEnter optional description



2%Public RelationsEnter optional description



6%Sales PromotionEnter optional description



2%Social MediaEnter optional description




Industry Experience

INDUSTRIES
Aerospace
Agriculture
Consumer Services
Financial services | banking
Financial services | insurance
Financial services | investments
Food & Beverage | alcoholic beverages
Food & Beverage | food
Food & Beverage | pet food
Food & Beverage | soft drinks
Gambling | lotteries
Government | military & defense
Healthcare | hospitals, healthcare facilities, medical services
Healthcare | medical products
Healthcare | pharmaceutical
Luxury & Imported products
Non-profit, associations & public services
Professional services (Accountants, consultants, lawyers)
Public Relations
Real Estate | buildings & construction
Recreation & Sports | sporting goods
Restaurants
Retail
Technology | .com business