You Know the Work… But Not the Agency

Dancer Fitzgerald Sample (DFS) was an ad agency, founded in Chicago in 1923. You’ve probably never heard of them. And that’s okay. They merged with other agencies and ultimately were absorbed by Saatchi & Saatchi and folded into Publicis Groupe (the world’s 2nd or 3rd biggest ad agency – depending on which list you believe).
But you know their work. For over 100 years the brains behind DFS brought us a laundry list of the best ad campaigns of all time. Wendy’s “Where’s the Beef?” campaign was their brainchild. The Energizer Bunny, a mainstay of advertising for more than 50 years, was also created by DFS.
However, I was always most impressed by DFS campaigns for public advocacy. They were not only good, they changed behaviors and saved lives.
Since 1944, the US Park Service has used Smokey the Bear and his line “Only you can prevent forest fires.” Dancer Fitzgerald Sample created the campaign. Since the 1980s, Gen X has known “You could learn a lot from a dummy.” The NHTSA sponsored campaign featuring Vince and Larry, two crash test dummies. US seat belt usage was only 27% when the campaign first launched, but grew to 67% by the time the campaign was retired in 1999.
You know the work, but not the agency.
Similarly, Madison+Main has been doing public advocacy campaigns – on a smaller scale – here in Virginia for years. We’re very proud of the work we’ve done with Virginia Energy Sense over the past 10 years, helping Virginians reduce power consumption and saving money on power bills. We’ve helped Virginia’s Office of the Attorney General combat gun and gang violence, fentanyl overdoses and human trafficking since 2017. (The results have been fantastic).
More recently we’ve DriveSmart Virginia and WRAP (the Drive Sober or Get Pulled Over folks) get the word out about drunk and distracted drivers. And proud to say that the Commonwealth is leading the way.
Just like DFS, you’ve seen the work, but probably didn’t know the agency. And that’s just fine with us. We’d rather get the results than the fame.
And as Paul Harvey used to say,”…and know you know the REST of the story.”
MONDAY:
DOING GOOD
The talented Allison Nida spent her Monday using her Community Time and volunteering at Caroline County Social Services, prepping luggage for foster care children, supporting their efforts for their Santa gifting program, and assisting with inventory for families in need. We’re so proud to have folks on the team who take time to do so much good.
TUESDAY:
IT’S SNOW PROBLEM
This Tuesday, due to the precipitation, the team stayed home and soaked up some extra time with loved ones while still getting work done for our clients. Our Director of Human Resources, Mollie, caught her puppy, Poppy, taking in RVA’s first snowfall of the year.

WEDNESDAY:
VALUE YOUR POWER
We aren’t shy to call out a great client – and cause – twice! Our work with Virginia Energy Sense is all about helping Virginians save power and maximize the comfort and energy efficiency of their homes. You don’t have to go to them – money saving tips and info are sent right to your inbox when you sign up for their newsletter or check out their blog, here! From rebates you may be eligible for to tips specifically for renters on how to go green and save green, count on VES.
THURSDAY:
OH IT’S TIME TO PARTY
The Main-iacs got all dolled up on Thursday for our company Christmas shindig! We ate. We drank. We played games, traded gifts, and were certainly merry! We’re grateful to celebrate another year surrounded by great people and great partners.

FRIDAY:
DAVE ON THE (AIR)WAVES
Despite being the life of the party last night, I joined Rich Herrera on Richmond’s Morning News at a bright 9:08 am to talk about what those unlucky enough to not be at the Madison+Main-iac Christmas Celebration can do in RVA this weekend. ICYMI, here’s the link.
A FEW OF OUR FAVORITE EVENTS
Live Nativity at Discovery United Methodist Church
Date: Saturday, December 13, 2025
Location: Discovery United Methodist Church
13000 Gayton Rd. | Henrico, Virginia 23233
Phone: (804) 360-4442
Time: 5:00 PM to 7:00 PM
Price: Free
Celebrate the spirit of the season with a guided outdoor tour of the Nativity with Live Animals (petting zoo). Then head inside for some hot chocolate, Carols from our Chime Choir and a visit with Santa Claus! This event is one of Richmond’s most beautiful ways to celebrate the season with the whole family.
“People don’t buy what you do; they buy why you do it.” – Simon Sinek