Chandler ad agency marking 25 years - SanTan Sun News SanTan Sun News

Chandler ad agency marking 25 years

August 15th, 2022 SanTan Sun News
Chandler ad agency marking 25 years

SanTan Sun News Staff

Chandler-based Commit Agency is marking 25 years in business, saying it has become one of the Valley’s longest-running ad agencies after it “successfully navigated mergers, acquisitions, multiple economic recessions and a global pandemic.”

President/co-founder David Ralls and his stepmother, Elaine Ralls, formed the agency while he was pursuing business studies at Arizona State University.

“Elaine’s background in business and her reputation in the community as a leader was impressive,” Ralls explained. “The opportunity to work with and learn from Elaine as my mentor was invaluable; I was essentially signing up to get a doctorate in business.”

The pair bought a local marketing agency that was for sale and piqued their interest.

“The business of marketing was exciting to us because it would allow us to work with really smart people, help companies grow and give back to the community,” Ralls said.

The agency had been focused on helping companies like America West Airlines (now American Airlines), the Arizona Cardinals, IBM, Hewlett Packard, The Phoenician and others with “customer relationship management” programs and “customer acquisition,” he recalled.

Ralls added creative and media services to the agency’s service offerings in 1999 after hearing from a client that there was a need locally for an agency with a foundation in data analytics that also offered creative and media strategy.

“Our focus was on meaningful analytics, great creative and measurable results,” Ralls said. “We grew 20 percent a year for the next 10 years to become one of the largest agencies in Arizona.”

In 2015, the agency focused on the “experience economy” – the intersection of search and customer experience – and moved to downtown Chandler, acquired a digital agency and rebranded as Commit Agency.

Today, Commit comprises of 30 employees in account service, branding, research, strategy, content, creative, data analytics, experience design, media (digital, traditional and social) and web development.

Its clients include Goodwill of Central & Northern Arizona, Harrah’s Ak-Chin Casino, eegee’s, The Phoenician and the Maricopa County Elections Department.

“The value, success and longevity of a company is determined by its associates and the relationships they cultivate,” said Denise Seomin, director of public relations and marketing for The Phoenician.

“As its first client, celebrating 25 years with Commit, this serves as a testament to the dedication, talent and innovation this team brings to its partnerships,” she said.

Ralls said he is not only excited about the continued evolution of the industry through technologies like AI and machine learning, but also the increased focus and investment being made by leading companies that “want to ensure great customer experiences are being delivered throughout the customer journey.”

“What gets me excited is figuring out ways to ensure that what a brand is communicating through marketing is also being delivered across the entire customer journey so that when those customers have a great experience, they share that through positive reviews that amplifies the brand,” he said.

“The influencer economy and social media platforms are allowing customers to amplify great brands that get it right more so than ever was thought possible 25 years ago.”