Business, Featured
J.W. Morton & Associates celebrates 25th anniversary
Posted on Nov 12, 2009 by George Ford.
Dave Morton (left), president, marketing services at J.W. Morton & Associates, and Jeff Westrom, president, creative services, stand by a wall with samples of work created by the company over the past 25 years at their office in northeast Cedar Rapids. Westrom has created similar exhibits for CRST International in Cedar Rapids and the Star and Platinum buildings in Dubuque. (Cliff Jette/The Gazette)
If there is one word that Dave Morton and Jeff Westrom believe best describes the foundation of J.W. Morton & Associates over the last 25 years, it likely would be relationships.
“It sounds like a cliche, but it’s true,” said Morton. “This business is all about relationships. We get new clients because of relationships and we keep clients because of relationships.”
Morton’s and Westrom’s relationship began after they graduated from the University of Northern Iowa. Westrom had been working for Wood Design Group in Cedar Falls before he graduated, and Morton joined the agency as a salesman in 1982.
Breaking away from Wood Design Group was a tough decision for Westrom, who considered Duane Wood, agency founder and creative director, his mentor. In early July 1984, Westrom left WDG to start an agency with Morton.
Initially working out of the basement of the Amana home of Westrom’s mother, Leah, the partners and their wives eventually moved to apartments in northeast Cedar Rapids.
The second bedroom in each apartment housed their business until they moved to a one-room office in a building at St. Andrews Golf Course. A second building at 1924 St. Andrews Ct. NE, which today houses J.W. Morton’s office, was built in 1998.
Miracle Refrigeration, which had been a major client of WDG, was the young agency’s first client. The Grinnell company, which made large playground equipment and stadium seating, provided a financial base for the budding agency and partners to build upon.
Morton and Westrom have always treated suppliers as partners. That led to key client introductions that created relationships with Eastern Iowa insurance agencies and companies such as Amana Refrigeration, a client for 13 years until it was acquired by Maytag.
Westrom said the agency has worked for almost 300 clients in more than 40 industries. “The clients we work best with have an entrepreneurial spirit,” he said. “ … Good marketing requires being bold, and these individuals have that quality.”
Morton and Westrom have witnessed dramatic industry changes over the years as technology changed processes, longtime competitors closed, and contract workers replaced employees. They are quick to credit their success to the many talented people who have worked for the agency over the years.
“Advertising work is an emotional investment for creative people,” Morton said. “It’s personal. Passion produces good work.”
While they are closely associated with the agency, it does not define Morton or Westrom. The most important factor for both men is their family.
“Our wives have been very supportive from the beginning,” said Westrom. “We would not be celebrating 25 years without them.”
Congrats to two of the most dedicated and honest men in the business! A top notch company through and through.
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