ABC Creative starts fresh with new office, employees

CNY Business Journal (1996+), Jun 20, 2003 by Spohr, George

SYRACUSE - ABC Creative Group is moving its office, fresh off six years of steady staffing increases.

The move, from a 2,000-square-foot office at 198 Hiawatha Place to a 4,038square-foot office at 430 E. Genesee St. in Syracuse, represents a significant investment for the company, says its president, Steven Roberts.

"We've sold just about everything," he says. "The only thing we're keeping are the conference table and a couple of chairs. We bought all new furniture and upgraded everything."

The new office will mean more space for the company's seven employees. Within the next year, the company plans to add two or three more people to its payroll. The office's configuration was built to accommodate an additional graphics designer and an account representative.

The company's employees build "brand development," Roberts says, which is taking a company and really helping it hone in and focus on its niche market. If companies don't do that - and most companies don't - they waste ridiculous amounts of money.

"We help focus them," he adds.

ABC Creative Group started in 1986 as a one-man show. Roberts, whose background was in photography, catered to those seeking business-marketing opportunities. "I was helping businesses grow through intelligent planning, and [I used] images to market those businesses," he says.

Roberts says his company is able to ride a years-long marketing and advertising dearth by "spending money like it's ours. That's the way we really look at it. A lot of times, it's telling clients, 'Uh, don't waste your money.' And our clients have really built a trust. We partner with our clients and they really trust us."

"So many people will just suck up a business' ad budget, but it's not about that," he says. "It's how to make a business grow."