Ad Agency Finds Success in Taco Bell

After recently landing a $4.2 million account for six media markets in Texas, Williams/Crawford & Associates has become the second largest advertising agency for Taco Bell nationwide.

The Fort Smith firm now has more than $20 million in capitalized billing, with Taco Bell accounting for half of that, said Fred Williams, president and CEO of Williams/Crawford. And capitalized billing grew 22 percent in 2005 over 2004, he added.

In July, Williams and the firm was awarded the “Order of the Pepper,” the first ad agency to receive the honor from Taco Bell President Emil Brolick for outstanding service.

Williams/Crawford started handling Taco Bell accounts with a tip from K-Mac Enterprises Inc. of Fort Smith, one of the largest Taco Bell franchisees in the country. (Brent McGruder sold K-MAC to Olympus Partners of Stamford, Conn., in 2005.)

Williams said his firm competed for its first Taco Bell account in Fort Smith in 1985 against national clients and won. The decisions are made in-house and not through the franchisees.

Now, it has grown to 640 stores in 16 states and over 29 television markets, Williams said. Williams/Crawford handles local store marketing and media buying for television and radio spots.

Now in its 25th year, Williams/Crawford has three satellite offices in Conway, Tulsa and Charleston, S.C. The company has a total of 18 full-time employees.

Kevin Crawford, vice president and chief operating officer for the agency, said it has 50 active clients in 16 states. Its second-largest client (next to Taco Bell) is First Bank Corp., the holding company for First National Bank of Fort Smith, National Bank of Sallisaw and Citzen’s Bank & Trust Co. in Van Buren.

The firm also handles the KFC accounts in Fort Smith, Tulsa and Shreveport, La.