PMS_AWARDS_p049 22/4/08 17:16 Page 49
PrecisionMarketing Response Awards 49
Agency of the Year
Clockwise from top left: Rapier’s luanch of Virgin Media; Partners Andrews Aldridge’s VisitWales;
AKQA’s work for Fiat; and OgilvyOne’s campaign for Department of Health/Cancer Research UK
WINNER
Rapier
Rapier scoops this coveted award after securing
more new business than any other agency in its sec-
tor over the past year, and topping the new business
league for the second year running. In addition, it
grew from 100 to 135 people while billings were
boosted by 30 per cent from £216m to £272.5m.
New clients include Lloyds TSB, The Co-Opera-
tive, Messagelabs and the Central Office of Infor-
mation. Rapier saw off fierce competition from
TMW, Partners Andrews Aldridge and Propaganda
to win the Lloyds account, having just nine days
from brief to pitch.
Meanwhile, the COI awarded the agency a four
year contract to promote the BERR (formerly DTI)
Employing People site, following work on the Dis-
ability Discrimination Act. The Co-Operative
appointed Rapier to promote membership across all
its retail divisions.
The agency also secured a number of high pro-
file hirings in 2007, appointing former managing
director of Kiss FM and head of marketing of
Channel 4 Bill Griffin head of strategy at the Last year, AKQA won 27 creative awards in Lon-
agency. Ex-head of CRM at Orange and head of don and eight new clients, as well as expanding its
direct response at Barclays Bank Matt Harris integrated offering with influential campaigns,
joined the agency as head of data, while Ben Felton, strategic innovation and thought leadership.
formerly managing partner at
Agency.com, joined The agency was appointed by leading brands
as head of channel planning. including Nokia, Fiat, the BBC and Unilever. In
Bu the real test of an agency lies in its ability to August 2007, it purchased SearchRev, moving
deliver outstanding work across a broad range of AKQA in the direction of a next generation digital
clients – including those for difficult, unsexy prod- marketing services network. It also opened new
ucts and services – rather than just winning awards posts in Amsterdam and Shanghai.
on a few showcase clients. The agency won creative The agency, which was founded in 2005, grew by
awards on all bar three of its clients in 2007. 43 per cent from 220 to 325 people as well as boost-
The agency’s campaign for ntl:Telewest ‘if you ing revenue from £19.7m in 2006 to £23m in 2007. It
can, you should’ won two golds at the 2007 Precision wins in 2007. This, combined with the acquisition employs 700 people globally
Marketing Response Awards, as well a gold at the of ds-j, has rocketed the agency into the top 20.
Campaign Direct awards. Its push for Mercedes- The agency has also boosted its digital activity,
Joint Third
Benz, ‘Hard Letter’, secured a further gold at the with 65 per cent of clients running digital cam-
Campaign Direct ceremony. And its work for Gart- paigns. Last year also saw Partners launch ‘Laun-
OgilvyOne
more saw it scoop gold for best business press ad at dry’, which it claims is the first bespoke research OgilvyOne has launched new products, services
the Money Marketing Awards. The list goes on... offering for direct marketing in the market. and capabilities such as an email marketing prac-
But, as everyone knows, most agencies are not The agency only lost one account in 2007 and tice and an experience planning practice over the
judged on awards alone. It is their ability to boost secured business from Capital One, Save the Chil- past year.
clients’ business which is the real challenge. In dren and the Daily Mirror, among others. Staff In addition it has brought about the full integra-
terms of results, Virgin Media has experienced a 40 growth hit 40 per cent as the headcount went from tion of its buying and planning operation
per cent increase in marketing efficiency versus the 48 to 67 employees. Senior hirings included Edmund Neo@Ogilvy so that it offers digital media and cre-
ntl:Telewest brand year on year, AA Motor Insur- Smiley-Jones and Mark Davison as managing part- ative as a joined up proposition.
ance has seen a 30 per cent increase in return on ners and Andy Todd and Paul Snoxell as creative In March 2007, OgilvyOne launched RedWorks
investment over the past year, while Mercedes-Benz directors, as a result of the acquisition of ds-j. offering clients a competitively priced, faster turn-
has witnessed a response increase of 122 per cent around implementation service for any of their
and a 40 per cent increase in test drives. Overall, a
Joint Third
communication needs and materials. Ogilvy
highly impressive year.
AKQA
Engage, an outsourcing consulting offer for clients,
was also launched, as well as a Creative Partners
Second
Over the past year AKQA’s work has delivered cre- system for big accounts and relaunched Ogilvy
Partners Andrews Aldridge
ative excellence, groundbreaking innovation and Consulting.
exceptional business results for its clients. The Last year saw the agency pick up British Gas. It
2007 was a record year for Partners. The agency agency’s work now transcends digital and is often also won British Airways Asia Pacific, Kodak and
more than doubled profits, increased margins, grew used as the ‘big idea’ or the basis of an integrated Goldman Sachs, among others. Meanwhile, it did
by 50 per cent and continued to win awards. Growth campaign. As a result, AKQA has positioned itself not not lose a single account and became the only UK
has come through new business success with eight as a digital agency, but an agency for the digital age. agency to scoop a gold at the Cannes Direct Lions.
Finalists
Dare
Kitcatt Nohr Alexander Shaw
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