Riger's 50th Anniversary...Reflections
by Jon Davis, Riger Consultant

“Your idea will never fly!” That's what people told Fred Riger nearly 50 years ago, when they heard about his plan to leave a good public relations job in New York City and return to his hometown to open an advertising agency of his own. It wasn't the best advice to give to a battle-tested former bomber pilot whose resolve had been hardened while flying dozens of combat missions in World War II. He wanted to establish a first-rate advertising agency in the Southern Tier region of upstate New York, and that's what he set out to do.

Starting out with a skeleton staff, a few local clients, and an indomitable spirit, Fred accepted the challenge and began building the impossible dream -- the best and largest advertising agency in south central New York State and northeastern Pennsylvania.

From the beginning, Fred realized that sales drive the economy. He was often heard to say “nothing happens until somebody sells something,” and the way to sales success is paved with good, solid advertising. These principles, along with honesty, integrity, and a strong work ethic, served the agency well, as did Fred's belief that a diversified client roster benefited both agency and client. To prove his point, he enjoyed demonstrating to clients how lessons learned while supporting McDonald's efforts to sell more hamburgers in the Southern Tier could also help a high-tech manufacturing company increase its market share overseas.

Fred also believed strongly in meaningful, long-term client relationships. That belief has resulted in associations with clients of 40 years and more. It also has provided Riger people with plenty of opportunities to get involved with their client counterparts in virtually every phase of the marketing communications process -- and beyond. It has meant pitching in during major sales events, manning trade show exhibits, even attending “patty flipping” classes, and on occasion, assisting busy McDonald's store crews in the heat of lunch-hour battle. No matter if grilling one's tie along with the burger was not part of the standard procedure.

Riger people are proud of their agency's legacy of running a diversified, results-oriented advertising agency, doing its homework, and recognizing that the best creative solutions often come from looking at things a little bit differently. The agency's first-class writers, designers, and producers are willing to take a chance when necessary, to get the best results for their clients. After all, they know that achieving the desired results is the real measure of success.

Peter Cronk and Jon Davis, who both benefited from Fred Riger's mentoring early in their careers, have been the agency's managing partners since his retirement in 1984. Together with fellow partners Mark Bandurchin and Steve Johnson, they have expanded the geographical reach of the agency, broadened its menu of services, and generally enhanced the “Riger” brand. As for the future, people at Riger are enthusiastic about the new directions and opportunities technology and globalization are bringing about. As for Fred's maxim -- “Nothing happens until somebody sells something” -- it's just as true today as ever before. And the Riger dream is in full flight.