Doug Laughlin built DC’s largest independent agency

As Arlington-based LM&O Advertising turns 15 years old this fall, its founder and chairman Doug Laughlin will receive the American Advertising Federation’s highest individual honor, the Silver Medal Award, from the Advertising Club of Metropolitan Washington (DC Ad Club).

The distinction recognizes Laughlin’s contributions both as the leader of Washington’s largest independent agency and as a pioneer in military recruitment advertising.  It also reflects his commitment to creative excellence, community service and high professional standards.

The Ad Club will present the award at a luncheon during Advertising Week DC, on Wednesday, Sept. 22 at 12:15 p.m. at the Renaissance Mayflower Hotel, 1127 Connecticut Avenue N.W.

After serving in the U.S. Army, Laughlin launched his career in 1969, just before the U.S. introduction of an all-volunteer military. For the past 40 years, he has shaped the evolution of modern military recruitment, performing pivotal roles in the creation of landmark campaigns, such as “Be All You Can Be” for the Army, “Aim High” for the Air Force, and “You Can” for the National Guard. He has been instrumental in the military’s adoption of emerging media, such as the Internet and movie theatre advertising, for recruitment.

In 1995, Laughlin established LM&O Advertising with the acquisition of Bozell, Inc.’s 10-person, $5 million Washington office. Today, the agency has more than $153 million in annual billings and 70 employees.

In addition to servicing military and government accounts, LM&O broadened its clientele to include consumer brands under Laughlin’s leadership. The agency’s current roster includes Avis Budget Group, the Washington Convention and Sports Authority, BullFrog Sunblock, The Fairmont Washington, DC, and the Washington Metropolitan Area Transit Authority (Metro).

Laughlin and LM&O Advertising practice a policy of giving back to the community through pro-bono work with Big Brothers and Big Sisters of the National Capital Area, ThanksUSA, Operation Homefront, and the Capital Area Food Bank. Employees are encouraged to volunteer or serve on the board of directors for these organizations, and LM&O has contributed funding to many.

Laughlin places a high value on mentoring young people interested in the advertising business. Executive staff members guest lecture at Howard University and other institutions, and alumni of LM&O’s internship program are successful professionals throughout Washington’s advertising community.

“Doug’s vision for LM&O Advertising was to create the agency that he’d always wanted to work for: one that values its clients and treats them with respect, one that empowers its employees to succeed and grow, and one that understands and supports the balance of work and life,” said Dave Marinaccio, LM&O’s chief creative officer.

“LM&O’s staff and clients, and Doug’s peers in the industry will tell you that his vision has been achieved. Because of this, we are pleased to honor him for his contributions to his company, the industry, and the community,” added Karen Riordan, DC Ad Club president.

Past recipients of the Silver Medal Award include Robert Whittle of Williams Whittle, Michael Jack of NBC4, Donald Graham of The Washington Post, Alex Orfinger of the Washington Business Journal, Cary Hatch of MDB Communications, Tom Curley of USA TODAY, Ted Leonsis of AOL, Robert Johnson of BET, and Katharine Graham of The Washington Post.

Registration for Advertising Week DC and the Silver Medal Award luncheon is available at www.advertisingweekdc.com. For information on event sponsorships and table sales, contact the DC Ad Club at 703-683-5954 or info@dcadclub.com.