Top Advertisers Add Meaning to Marketing

Bridge's alternative, according to Mr. Woffington: "How do you make sure your marketing is held up to the same standard the product is? ... P&G says their products improve people's lives. But how about the marketing? Does the marketing itself improve consumers' lives? ... That's a much higher standard than just selling more product."

Trying to answer yes to that question is an approach, he said, that's helped Bridge attract talent to grow staff at double-digit rates for more than five years (currently more than 200) in a place not widely seen as a digital mecca. But it's also one Bridge believes is working for an ever-wider variety of clients, including not only P&G but ConAgra Foods, which has attracted more than 2 million visits to a healthful-lifestyle site since January, and Kroger Co., which has gotten more than 1.2 million votes on more than 35,000 designs in a contest to create the grocer's national reusable bag.

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