Real Estate

Why Downtown Dallas Inc.'s Fine With Ad Agency Moving Its Digs to Victory Park

I called John Crawford, president of Downtown Dallas Inc., on Monday morning, about something -- can't remember, not important. But in between my leaving a message and his calling back, I received a press release: TM Advertising, which moved from Irving into the Comerica Bank Tower at 1717 Main Street in 2007, is relocating yet again -- this time, to Victory Park, taking with its some 200 employees. At which point it seemed relevant to ask Crawford is losing the former Temerlin McClain was a big deal. To which he replied: Nope, not at all. Because?

Well, first of all, says Crawford, "It's s a very logical move for them, given the space and access to the video boards," especially those outside the American Airlines Center -- since American Airlines is one of TM's clients. "It's hard to argue with the logic in terms of the deal. Creatively, it's a good spot."

But more to the point, Crawford says, it's not a big deal because, hey, TM's just moving out of the Central Business District. "And the way we're re-doing what's happening in downtown, that's just a connection that goes from the CBD into Victory into Uptown. The interaction and synergy we're creating with the Arts District and the Perot Museum of Nature & Science and Woodall Rodgers Deck Park, all of that will be part of the bigger picture. And thus far we've been pretty successful with that strategy, and we think people are starting to catch on.

"We want to connect the dots and create a homogeneous urban lifestyle. There are advantages and disadvantages when you look at a tenant moving out of the real core, as people perceive it, but at the end of the day it's not that big a deal. You gotta be fluid and not restrict people to the core."

Crawford also said he didn't get TM Advertising's release. So it's after the jump.

Oh. I know what I wanted to ask Crawford about. This. Maybe later.

TM Advertising is on the Move, Trading Its Downtown

Location for Victory Park

DALLAS - May 9th, 2011 - TM Advertising announced that its 200+ employee shop is moving to Victory Plaza. This move is part of TM Advertising's recent transformational efforts.

Victory Plaza is a two-building office/retail complex within Victory Park, a 75-acre master-planned development in downtown Dallas. Located adjacent to the American Airlines Center, an entertainment venue and the home to both the Dallas Mavericks and Dallas Stars, Victory Plaza was developed in 2006, and some of its current tenants include Cumulus Media, Inc., Hillwood Development, Carson Private Capital, GDA Architects, Neal Richards Group and WFAA-Channel 8. TM Advertising is leasing 48,000 feet in the east building and will occupy floors three and four and half of floor five.

The agency, formerly known as Temerlin McClain, moved downtown in 2007 after spending 25 years in Irving. TM plans to settle into its new space by August 1. The move to Victory Plaza is just one element of TM's rebranding efforts. Earlier this month TM announced it recently hired five additional senior managers, as well as eight creatives. Just last week, TM announced the launch of its new web site. The transformation was sparked last May when Becca Weigman joined TM Advertising as its new president. Weigman is focused on reinvigorating the agency and has worked relentlessly to reintroduce TM Advertising into the marketplace. The new space is a new reflection of TM as a brand and will help the company continue its momentum and presence in the advertising community.

After touring a number of spaces, TM felt that the buzz and momentum of Victory Plaza was the best fit. "This dynamic space is really about high energy," said Ms. Weigman. "It's also about some of the core values of our company - collaboration and curiosity. We are removing the silos commonly found in agency and business environments and creating a completely open atmosphere, which will facilitate employee collaboration, resulting in more innovation and efficient marketing solutions for our clients. Working in silos is not the future of advertising," Weigman explained. "Collaboration and integration are the future, and our clients and employees will benefit significantly from this."

TM Advertising has been in the agency business for more than 70 years and has a number of long tenured client relationships. The client roster includes American Airlines, Bausch & Lomb, SuperMedia and Texas Tourism, to name a few. The agency has been very active on the new business front and recently won the Baker Botts L.L.P account, as well as Best Friends Animal Society.

"TM Advertising's decision to lease space at Victory Park is another significant endorsement for the prominence of the development," said Mark Dickenson, senior vice president of Cousins Properties. "The location creates a heightened level of visibility for its tenants."

"We are pleased to add TM Advertising to our impressive roster of corporate tenants," said Lance Fair, vice president for the landlord and Chief Operating Officer of Estein & Associates. "This latest news speaks to the definite momentum of the entire development and will add over 225 people to the population of Victory Park."

Carl Ewert, Matt Craft and Campbell Henry of Jones Lang LaSalle represented TM Advertising. Bill Brokaw and Mark Dickenson of Cousins Properties represented the landlord.

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Robert Wilonsky
Contact: Robert Wilonsky