Developing development.(Outtakes: An Inside Look Into Arkansas Media)

In April, there was a healthy fight for the Arkansas Economic Development Commission's annual $1.2 million advertising budget, with three Little Rock ad agencies making presentations. Stone Ward managed to retain the account, which it has held since 1995, but CJRW and The Communications Group both put up a good fight.

It seems that although the contract has been awarded, the ad agencies continue to view economic development as a growth sector.

During the presentations, each agency touted its connections as reasons why the AEDC should choose it. Stone Ward had Del Boyette, then of Boyette Levy, an economic development consulting firm based in Atlanta. Boyette, the AEDC's executive director from 1993-97, has since split with his former partner. He now operates Boyette Strategic Advisors, which is headquartered in Little Rock and shares office space with Stone Ward. Boyette's firm also maintains an Atlanta office.

Similarly, Rex Nelson has joined The Communications Group as senior vice president for government relations and public outreach. Nelson took part in the agency's pitch for the AEDC account. Nelson formerly served as co-chairman of the Delta Regional Authority, a development agency focusing on the eight-state Delta region. He also served as Gov. Mike Huckabee's director of communications.

And last November, CJRW announced it was partnering with Burson-Marsteller of New York, a global public relations and communications firm. CJRW's pitch for the AEDC's business touted the relationship heavily, stressing that Burson has offices or affiliates in 83 countries.

While economic development is a growth sector for agencies, Stone Ward's President Millie Ward said, the partnership with Boyette is part of a wider strategy.

"So much of the advertising business is moving to consultancy," she said. "What advertising agencies must do to evolve as a business model is offer a broader range of consulting services."

Agencies must do more than design and place traditional advertisements, she said. It also probably doesn't hurt that Boyette has an extensive Rolodex of possible clients for Stone Ward.

Neither Dan Cowling, The Communications Group's president and principal, nor David Martin, CJRW's CEO, could be reached for comment.

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