ALEXANDRIA, VA – Marketing General Incorporated (MGI), one of the first marketing agencies to focus exclusively on the association community, has marked 35 years of service.
“We conservatively estimate that over the years, MGI has recruited 3.5 million new members and earned $1.7 billion in lifetime dues and non-dues revenue for our association clients,” said MGI president Rick Whelan.
MGI was founded in 1978 by Virginia businessman J. Scott McBride who realized the need for a marketing firm that could focus on the growing association industry. What began as a single account and one employee today has grown to more than 125 clients, 75 employees in three states, and gross annual billings of $29.25 million, making MGI the 10th largest agency in the Washington, DC, metro area.
That first association client was ASCD, then known as the American Society for Curriculum Development, and it remains an MGI client to this day.
During his 20 years of ownership, McBride built MGI into the largest association marketing firm in North America. In 1999, he sold MGI to the Taylor Corporation, a privately held multi-billion dollar conglomerate based in North Mankato, Minnesota.
Over the years as volumes increased, MGI brought most processes in-house to improve control over quality and scheduling of client projects. The agency’s 18 account executives are supported by a print and electronic mail production team, an e-business division, a research division, two departments sharing data analytics projects, a fully equipped art studio, an editorial division and the MGI Lists division.
“Our focus is to help our clients paint the future. We believe our positive impact on the association economy and member growth has been significant. Through continued innovation and client-tailored programs, we plan for the third generation of MGI leaders to help associations grow for the next 35 years,” Whelan said.