Robert Ffitch, chief executive of Manning Gottlieb OMD, speaks to Media Week's editor Arif Durrani about what it means to be crowned the Agency of the Year in 2013.
Under the leadership of Robert Ffitch, who was promoted from managing director to chief executive at the start of the year, Manning Gottlieb OMD has spent the last 12 months evolving.
It is a process that can be best described as fixing the roof when the sun’s still shining, with the agency restructuring the way it operates while enjoying its most successful year to date. It has included the formation of a new department called Evidence, whicht combines traditional insight and research skills, data analytics and analysis, and campaign management.
Beyond has also been created. Its role is to work with developing, fledgling companies to create and deliver sustainable, substantial growth. It repackages the broad range of disciplines of the Omnicom Media Group into a flexible, accessible consultancy model suited to smaller businesses with big aspirations.
Other changes have included a refresh of its brand positioning and the formation of MG Productions, a product development scheme which has produced its own beer brand, Seymour Brew.
Beneath the surface, the agency has continued to perform strongly. Revenue is up 10% and 2013 is on track to be the third consecutive year of double-digit growth. Retention has been strong and churn rate is at its lowest ever at just 11%, compared to the industry average of 23%.
Judges noted MG OMD was the type of agency they would want in their corner. With consistent results and a human angle, they impressed at every turn.