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The University Magazine

Alums’ firm charts new territory in China

University Magazine - Fall 2008 Image
Susan Wellman Lomb ’98 and Michael Lomb ’92 lead the evolution at MB Lomb Advertising.

The advertising business founded by Michael Lomb ’92 (industrial design) in the Rochester suburb of Fairport is getting international recognition.

MG Lomb Advertising was named “Champion” of CPRJ (China Plastics and Rubber Journal) Best Ad Awards 2007, Machinery & Equipment Category. CPRJ is the official publication of Chinaplas, China’s No.1 plastics and rubber exhibition and the world’s third largest.

The award was received for MG Lomb’s “Charting New Territories” advertisement created for Davis-Standard LLC of Pawcatuck, Conn., and its division, Black Clawson Converting Machinery of Fulton, N.Y.

“We’re very proud of transitioning from local to national to international,” says Lomb, president, creative director and sole owner of the company. “China has become a particular focus for us.”

Founded in 1995 as Spark Graphics, the company evolved into the full service advertising agency. In the early stages, as Spark Graphics (now Spark Design Group), the business was focused on technical illustration. Today, Spark Design Group remains a division of MG Lomb Advertising and produces 3D animation, interactive multimedia and technical documentation.

“Although we always provided general creative support to our clients, a technical graphics account (a Germany-based manufacturing company) asked us to bid on developing all of their print ads for North American,” says Lomb. “The success we had with that campaign led to additional opportunities with new clients.”
The company expanded its services to include print and broadcast advertising, brochures, catalogs, corporate identity/brand development, direct mail, event marketing, logos, trade shows, Web site development and more. “We’re a full-service agency now,” says Lomb.

Helping customers doing business in China has been a particular challenge, says Lomb, who took a beginning course in Chinese as one small step in the process of learning more about a complicated marketplace.

“I think demystification of any culture is the basis for expanding,” he says. “Smaller companies need to try to find whatever competitive advantages they can.”

Besides Lomb, the company employs two other RIT grads. Michael’s wife, Susan Wellman Lomb ’98 (criminal justice), handles company finances. Yessica Janakievski ’02 (multidisciplinary studies) is project manager and also provides marketing consulting services to clients.

For more information, visit the company’s Web site at www.mglomb.com.