Duo Devious By Design (Marketers Excel Outside The Box)}

Duo devious by design (Marketers excel outside the box)

by

rusty benzing

Conventionality is not part of this duo’s vocabulary. In fact, partners Christopher Fous, 25, and Leon Stamatis, 24, emphasize that Devious Design Studio is a far cry from the norm.

“Conventional methods yield conventional results, which equals mediocrity,” Fous said.

The downtown Fort Myers-based advertising agency defines devious as “using methods not considered conventional or normal to accomplish one’s task.”

The company that promotes “deviously creative” ideas is making a name for itself.

Next month, the agency will celebrate its first full year in business and is already proving to be a strong competitor. Its office space expanded twice already and staff increased from two to eight people to accommodate its 24 clients.

And recently, it lured Lee County’s largest developer, First Home Builders of Southwest Florida, from a competing agency.

They are young, but the duo sees their youth as a plus that gives them the edge they want.

“People still respect us for what we do and see us as professionals,” Stamatis said. “If anything, we stand out because of our age.”

Known in the field as the “Men in Black,” they are recognized for their sense of style as well as their fresh outlook on marketing.

“People might forget our names, but they never forget our company name because of our branding on our cars, our suits and our Web site,” Stamatis said.

Already, they’ve racked up 13 “Addy” awards from the Southwest Florida chapter of the American Advertising Federation, recognizing excellence in marketing and advertising.

Devious won nine gold awards and four silver awards. Some of the gold awards were for logo design, direct mail and stationery package, among others.

Jerry Hunnicutt, incoming president of the Advertising Federation of Southwest Florida, said rare is an understatement for what Devious has accomplished.

“To start your business without taking clients from your former company is not typical for the industry,” Hunnicutt said.

“But they are not a typical company and neither is their work.”

Fous and Stamatis each have lived in Fort Myers since the fifth grade. Fous later graduated from Cypress Lakes Center for the Arts while Stamatis graduated from Cape Coral High School.

They continued on to Full Sail, a graphic design school in Orlando, to study media production and graphic design.

Their paths did not cross until their respective companies put them to work on the same project.

Fous’ company, B-Squared Advertising, hired Stamatis’ i-Q Media Productions to work on a Web site. Stamatis was art director for productions and Fous was art/media director.

Both quickly recognized in each other a passion for thinking outside the box.

Going into business together was the obvious next step. They quit on the same day and began with no capital and a couple contacts from some freelancing.

“We didn’t realize what we were capable of until we gave ourselves the opportunity,” Fous said.

“Businesses are often afraid to step out and take a chance. A lot of good ideas go to waste because it doesn’t fit the image,” Stamatis said.

But both agree at Devious, someone that fits in usually means they didn’t fit in somewhere else.

First Home Builders hopes that fit works. The developer had been looking for a new outlook since it was purchased by K. Hovnanian Companies last year, said Kim Becker, First Home’s marketing director.

“Their campaign was crisp, clear and to the point,” she said. “Within 24 hours after the interview, they came in with new branding. Our president, Fred Hermann, was very impressed.”

Their former agency, Priority Marketing, has taken the loss in stride.

“We don’t really see it as competition,” said Kara Winton, account manager for Priority. “There’s a marketing firm for every company and there has to be a good fit. We focus on serving the clients we have.”

One might think that an edgy ad agency would go straight to the big city. They’re committed to staying in Southwest Florida.

“We’re the first edgy design studio in Southwest Florida, while in places like New York or Miami we’re just among others with similar visions,” Fous said. “We want to free this area from conventional methods.

“As they say, those who understand the need to evolve are worthy of evolution.”

“We create our art through the public they are our canvas and that’s what our ability comes through. We’ve been out on the edge when it comes to creativity our whole lives and you always feel like you’re held back.”

Leon Stamatis

“This is my theory on creativity being artistic isn’t something you’re born with, but something you’re born without. People like us with an immense amount of passion and skill are hard to come by.”

Christopher Fous

Both agree:

“When we see a bad logo, there’s an innate feeling to create something better.”

When they were young:

“I wanted to be an architect,” Stamatis said.

“I thought I wanted to go into sales like my dad, but what I really wanted to be was a Jedi,” Fous said.

What number comes before Q? The question is an essential part of the company’s selection process for potential Devious employees.

By Cristela GuerraCopyright News-Press. All rights reserved.July, 2006Section: Business & Money

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Duo devious by design (Marketers excel outside the box)}