Episode Summary
In this episode of An Agency Story, host Russel Dubree sits down with Mike Sullivan, who has led the Dallas-based Loomis Agency since 2000. Known for their work with challenger brands like Dairy Queen and Golden Chick, Loomis is anything but ordinary, and neither is Mike’s story. From recording studios and industry shakeups to client losses that nearly brought the agency to its knees, Mike shares the hard-won lessons of building an agency that sticks to what it does best.
Episode Highlights:
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- The Vanilla Ice Origin Story: How Loomis’ founder’s recording studio helped kickstart a future advertising powerhouse.
- From Near Collapse to Comeback: Mike recounts losing 50% of the agency’s revenue in 30 days, and how they turned it all around.
- Small Agency, Big Impact: Why Mike believes the best creative work today comes from small shops and how that belief shapes Loomis.
- Succession with Purpose: A candid look at Mike’s five-year plan for stepping away and the responsibility of preserving a people-first culture.
Agency Info
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Company: Loomis Agency
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Guest: Mike Sullivan
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Year Started: 1984
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Employees: 50 – 100
Key Takeaways
Your Origins Don’t Define Your Destiny, But They Can Shape It
Mike didn’t found Loomis, but he fell in love with the vision and potential. His journey shows how joining an already-moving train can still offer the freedom and fulfillment of entrepreneurship, if you’re willing to steer the engine.
Lose the Client, Keep the Class
When Loomis lost their flagship Dairy Queen account, along with two other major clients in the span of a month. Mike stayed professional. That poise paid off five years later when Dairy Queen came back without an agency review. How you exit matters.
The Perils of One Big Client
One of Mike’s biggest lessons? Don’t get too comfortable. Having 25% of revenue tied to a single client lulled the agency into a false sense of security. Diversify, even when things are going well.
Adaptation Isn’t Optional
From failed internal digital teams to joint ventures that collapsed, Mike’s path to digital transformation was bumpy. But perseverance, and a little help from a motorcycle-racing buddy, finally paid off. Survival often means trying, failing, and trying again.
Culture Isn’t Copy-Paste
Loomis didn’t try to mimic other agencies’ cultures. Instead, they built one unique to their team. Mike emphasizes that a curated, evolving culture beats any template and that clarity in roles and mutual respect keeps things running smoothly.
Show Notes
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