City paid The Zimmerman Agency $430K, 84.9 percent of advertising bills

February 15, 2013


I’ve spent the past two days analyzing the paid The Zimmerman Agency invoices, which total $943,242.43 through Feb. 11.

The invoices were received through a public records request placed Tuesday, Feb. 5–the day after the daily newspaper reported that Mayor Ashton Hayward had terminated his three-year contract with the Tallahassee-based firm because he wasn’t getting the results he expected.

The invoices show that the city paid TZA $943,242.43 of which $506,545.95 was for web, advertising, design, printing and economic development research, $5831.80 for the firm’s travel and $864.68 for out-of-pocket expenses.

The balance – $430,000 -is the monthly fees paid to TZA for the City ($20K), Pensacola Energy ($8500), Port of Pensacola ($2500) and Airport ($8500). There is no supporting documentation attached to the invoices that shows what TZA did for the $430K.


Here is the breakdown:

Total Payments
Web  $16,001.00
Advertising  $447,930.67
Printing  $19,515.28
Design  $5,099.00
Research  $18,000.00
Total marketing  $506,545.95
TZA Fee  $430,000.00
Percentage 84.9%
Travel  $5,831.80
Out of Pocket  $864.68
Total  $943,242.43
Web  $10,626.00
Advertising  $340,504.81
Printing  $1,123.85
Design  $3,125.00
Total marketing  $355,379.66
TZA Fee  $102,000.00
Percentage 28.7%
Travel  $714.78
Total  $458,094.44
Web  $1,375.00
Advertising  $2,130.00
Printing  $787.20
Research  $18,000.00
Total marketing  $22,292.20
TZA Fee  $235,000.00
Percentage 1054.2%
Travel  $4,288.60
Out of Pocket  $864.68
Total  $262,445.48
Pensacola Energy
Web  $4,000.00
Advertising  $89,647.86
Printing  $17,068.49
Design  $474.00
TZA Fee  $68,000.00
Percentage 61.2%
Travel  $828.42
Total  $180,018.77
Port of Pensacola
Web  $-
Advertising  $15,648.00
Printing  $535.74
Design  $1,500.00
Total marketing  $17,683.74
TZA Fee  $25,000.00
Percentage 141.4%
Travel  $-
Total  $42,683.74

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  • Ames February 15, 2013 at 12:24 pm

    What results of their efforts can be measured? How long after the oil spill did they start working for the city? Are employee wages included in the TZA fee, if so how many marketing, creative, legal, and advertising professionals worked on the account for the 3 year period?

  • Oh my February 15, 2013 at 10:47 am

    This is a disaster – $1 million up in smoke for a city that can hardly afford it. Quite an expensive experiment.

  • Chasidy Fisher Hobbs February 15, 2013 at 10:21 am

    That seems like quite a bit of money for a bunk logo and some commercials….I am withholding judgment until all facts are in. Thank you Rick for your continued excellent reporting!

    I wonder what the impact on our local economy would have been had that much money been given to a local firm, rather than sent to Tallahassee?

  • Cal Robinson February 15, 2013 at 10:09 am

    I can’t believe the City paid invoices with no supporting documentation/receipts to back up the invoice.

    That’s just bad a business practice in general.

  • CJ Lewis February 15, 2013 at 10:00 am

    It would be interesting to know how these amounts compare for similar timeframes in past years before the ill-defined “Pensacola” became the “The Upside of Florida.”

    More importantly, from Hayward’s hand-picked Zimmerman Agency, a testiment to his many years of experience in the online advertising industry, and based on the measurable effectiveness of the Zimmerman Agency’s advertising effort, did we the people of Pensacola get “More for Less” or “Less for More” for our tax dollars?

    The City of Pensacola should take a hard look at turning over its branding and marketing efforts to the East Hill Honey Company. With 1,526 “Likes” on Facebook, it is far more popular than the City of Pensacola (915 Likes).

  • Leroy Carter February 15, 2013 at 9:55 am

    It would be interesting to see a breakdown of the advertising dollars. How and where were they spend. I know I saw some TV commercials for the Airport.

    • Rick Outzen February 15, 2013 at 9:57 am

      I have started that breakdown, but it will be a few days before I get back to it. There wasn’t anything in the advertising that jumped out at me.