School Reports 2011: A-Z of agency year-end reports

By Claire Beale, campaignlive.co.uk, Monday, 05 September 2011 09:30AM

The A-Z guide to Campaign's full 'School Reports' league tables and analysis for 2011, including an introduction from editor Claire Beale as well as individual reports for each agency featured and full league tables for creative, media and regional agencies.

School Reports 2011: A-Z of agency year-end reports

An introduction from Campaign editor, Claire Beale

It might not quite feel like it yet, but if the statistics wrapped up in this year's School Reports (allied to the recent upswings in profits at the holding companies) are any indication, the advertising industry is starting to move clear of recession.

Let's ignore, for the moment, any suggestion that growth might be a precursor to another dip, and concentrate on how wisely agencies have used the recession. For beneath the official figures are myriad stories of agencies positively employing the pressures of the downturn to reshape and redefine their business.

The economic challenges of the past couple of years have helped hasten what is undoubtedly a necessary process, focusing the industry's collective mind and forcing through unpalatable - but right - decisions that might otherwise have languished.

So mergers, integrations and alliances dominated thinking in 2010 as agencies began to dismantle the walls between specialisms. Such manoeuvres might have been driven by a hunger for cost-efficiencies and a hunt for new revenue lifelines. But they are also an acknowledgement of client demand (though many clients have themselves yet to go through similarly painful but necessary coherences).

How agencies continue to distinguish themselves in a jack-of-all-trades climate is a challenge, though. Talent, of course, is key, and the hunger for transformational hirings grew apace in 2010, though the well of talent looked drier than ever. Again, this helped foster new approaches and new collaborations, with networks taking a more fluid approach to talent, moving key people to wherever the current client issues are.

So new, more flexible and encompassing communications companies are emerging that defy the old definitions of advertising, digital, direct, even media agencies. Whether these new-style agencies will actually prove to be as adept at making money as their predecessors, though, is not certain as 2010 saw clients continue to favour project-led relationships with remuneration based more firmly on results.

And, yes, all this makes the use of billings data as a barometer of corporate health increasingly unrepresentative, even for media agencies. It's still the best universal measure we have, but its relevance is diminished in an integrated, social media world. The challenge, of course, is for the new-style agencies to ensure their own relevance doesn't diminish in the same way that the scale of their above-the-line work has. 

Claire Beale, editor, Campaign
- Published in the Campaign School Reports edition in March 2011

School Reports 2011: A-Z agency list
A  
  Abbott Mead Vickers BBDO 
  Adam & Eve 
  Agency Republic 
  AKQA 
  Albion 
  Archibald Ingall Stretton 
  Arena Media 
B  
  Bartle Bogle Hegarty 
  Beattie McGuiness Bungay 
  Beta 
  Brothers and Sisters 
C  
  Carat 
  Chemistry 
  CHI & Partners 
  CMW 
D  
  Dare 
  DDB UK 
  Dentsu London 
  DLKW Lowe 
  DHM 
  DraftFCB 
E  
  EHS 4D GROUP 
  Elvis 
  Euro RSCG London 
F
  Fallon 
G  
  Glue Isobar 
  Golley Slater 
  Grey London 
H  
  HMDG 
I  
  Initiative 
  Iris 
J  
  JWT 
K  
  Karmarama 
  Kitcatt Nohr Digitas 
  Krow Communications 
L  
  LBi 
  Leagas Delaney 
  Lean Mean Fighting Machine 
  Leith 
  Leo Burnett 
  Lida 
M  
  M&C Saatchi 
  Maxus 
  McCann Erikson 
  MEC UK 
  MediaCom 
  MediaVest 
  Meteorite 
  Mindshare 
  Mother London 
  MPG Media Contacts 
N  
  Naked Communications 
O  
  Ogilvy & Mather Advertising 
  OgilvyOne 
  OMD Group 
P  
  Partners Andrews Aldridge 
  PHD Group 
  Poke 
  Profero 
  Proximity London 
  Publicis 
Q  
  Quiet Storm 
R  
  Rainey Kelly Campbell Roalfe/Y&R 
  Rapier 
  Rapp 
S  
  Starcom MediaVest Group 
  SapientNitro 
  Saatchi & Saatchi 
T  
  TBWA\London 
  The7stars 
  The Brooklyn Brothers 
  The Red Brick Road/Ruby 
  The Union 
  Tullo Marshall Warren 
U  
  UM London 
V  
  VCCP 
  Vizeum 
W  
  Walker Media 
  WCRS&Co 
  Wieden & Kennedy 
  Work Club 
  Wunderman 
Numeric  
  18 Feet & Rising

This article was first published on campaignlive.co.uk

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