1984 – November. Toni Louw departs previous partnership and starts his own consulting practice. (Toni had previously, 1979 – October 1984, been the only partner of the premier training and consulting company to the advertising and marketing services business in America, Effective Communication Skills – ECS later known as Rogen).
1985 – January. Officially opened doors of Louws Management in his dining room in Fort Lee, New Jersey, with his wife Gini, helping on weekends.
1985 – February. His first client, McCann-Erickson Australia sends check for $10,000 which provides a basis for Louws first MAC computer purchase and rent check.
1986 – Summer. Gini Louw gets hired away from Nordeman Grimm, a leading search consultancy in New York and becomes Louws first Director of Administration.
1986 – Fall. Following the death of Mr. Louw’s father, his mother Krystyna Louw, a former Editor for the largest trade Journal in South Africa, New Equipment News, joined Louws as an Executive Trainer – specializing in Presentation Skills, Writing Skills and Meeting the Press.
1987 – Spring. Presentation Skills and Writing Skills workshops come out of beta testing and become formal workshops.
1987 – Fall. Produces the industry’s only video lesson of a “Typical Agency Pitch” versus “How the clients would like to see it” and previews it for the first time at the American Association of Advertising Agencies (AAAA) annual convention in Washington, DC. This firmly establishes Louws as one of the pre-eminent experts in how to win new business.
1988 – Louws designs its headquarter office in Palisades Park, New Jersey and shares premises with International Travel Associates (ITA), a long time client.
1988 – Louws is invited to redesign American Association of Advertising Agencies (AAAA) credentials and trains its key presenters to present new credentials.
1989 – The New York Times hires Louws to conduct Consultative Selling Skills training of all its space sales reps (formerly Mr. Louw worked as a space sales representative for Thompson Publications in South Africa) challenging him to help them cross the 1 million circulation mark. Done!