School Reports 2013: Brothers and Sisters

Sky Sports
Sky Sports

Score: 6  Last year: 5

Brothers and Sisters’ creative highlight of the year was its "goal" spot for Sky Sports, superbly directed by Rattling Stick’s Ivan Bird and featuring The Rolling Stones’ You Can’t Always Get What You Want as a soundtrack.

A proud Birmingham City fan, the Brothers and Sisters founder and executive creative director, Andy Fowler, was instrumental in the creation of the campaign, but he and the rest of the agency’s management team also made steady progress in its quest to broaden the client list beyond its founding client.

Brothers and Sisters now has 16 accounts (five of them chunks of Sky business) and added to its portfolio by capturing several new briefs. Most prominent among these were the Bacardi UK account and the launch activity for Capcom’s Resident Evil 6 game, for which the agency created the memorable "no hope left" campaign last autumn.

Other wins included advertising for the weight-loss plan Lighter Life, project-by-project work for Spotify and a place on the Sony Computer Entertainment Europe roster.

Brothers and Sisters did not lose any of its retained clients and its new-business wins helped to boost income by 12 per cent and headcount by 6 per cent to 52. As a result, the agency moved offices from Soho to a new base in Clerkenwell.

The shop landed a bronze Mobile Lion at Cannes for its Street Tag app for Channel 4 and its Capcom work also showed that it is capable of creating interesting activity outside of the TV and print spaces.

Brothers and Sisters’ management team, with the managing director, Juliet Haygarth, and the strategy director, Phil Teer, working alongside Fowler, remains stable but has the ambition to grow the independent agency further.

In 2013, it should look to do this by pushing established relationships with clients such as Unilever and Sky while convincing prospective clients that its reel can compete with the strongest of the independent agencies.

Brothers and Sisters
Type of agency Advertising, digital, comms planning
Company ownership Independent
Key personnel Andy Fowler executive creative director
Mark Harris creative director
Phil Teer strategy director
Kevin Brown digital director
Juliet Haygarth managing director
Nielsen billings 2012 £38m
Nielsen billings 2011 £57m
Declared income £4.4m
Total accounts at year end 16
Accounts won 7 (biggest: Capcom)
Accounts lost 0
Number of staff 52 (+6%)

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

How Brothers & Sisters rates itself: 8

"2012 has been a very good year. We’ve delivered our best new business performance and produced great work for Café Direct, Resident Evil 6, Join In and Spotify. Our Start of Season campaign for Sky and the launch of Sky F1 have also been notable highlights. We were the only UK agency to win a Mobile Lions at Cannes and we moved to a shinier and bigger new home in Clerkenwell."

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