1990s - Advance Grows 25% Overnight
In 1990, Jeff Elkin, son of Lois and Alan, joined the company. A business administration graduate from Emory University, Jeff started his career at Legg Mason. Once at Advance, Jeff worked within several divisions of the company including sales, marketing and administration. In 2000, Jeff was named Chief Operating Officer and has been instrumental in not only the company’s growth, but also its expansion into electronic document management.
With its television commercials growing in popularity, Advance launched a second campaign in 1993, establishing the company’s famous tagline, “We Live and Breathe This Stuff.Â®”
Anticipating the coming digital tidal wave, Advance took on the products of Savin/Ricoh in 1997. At the time, Savin/Ricoh was leading the charge in research and development for digital network copier technology. Because of this, Advance decided to dedicate an additional 10,000 square feet of office space to Savin/Ricoh products alone at 10927-29 McCormick Road in Cockeysville.
In a strategic, if not historic, move in 1998, Advance acquired two Baltimore branches of office-equipment supplier Monroe and Gestetner. With the acquisition, which essentially grew Advance 25% overnight, came new customers and employees-a majority of whom are still with Advance today.