School Reports 2014: The Brooklyn Brothers

Jaguar
Jaguar

Score: 7  Last year: 7

The Brooklyn Brothers is now five years old and, despite being launched during the worst recession in living memory, its integrated approach to marketing and PR appears to be paying dividends.

The agency retained the majority of its clients, including the top spenders Jaguar and Land Rover. It also won five new clients – including London & Partners, a place on the Castrol Edge roster and the global creative account for Apollo Tyres, which has a three-year sponsorship deal with Manchester United.

The challenge for The Brooklyn Brothers is to start winning larger accounts to make established agencies sit up and take notice. In July, it beat Karmarama and Brothers and Sisters to the first retained pan-European ad account for TK Maxx, which it claims is worth £20 million. This is an important step, and the agency needs to secure more of these businesses in 2014. That said, it did lose Virgin Active to Karmarama, while 118 118 also walked.

Some of The Brooklyn Brothers’ key work during the year included promoting the reopening of Tate Britain, which had undergone a major refurbishment and a complete rehanging of its permanent collection to create a walk-through of 500 years of British art. It also launched the Jaguar F-Type with a short and rather attractive feature collaboration with RSA titled "desire".

Two Cannes Lions for the "inspired by Iceland" campaign and a gold award at last year’s Euro Effies were added to its trophy cabinet.

On the management floor, the only main change was Nick Bell, who was drafted in as the executive creative director to stand in for Ali Alvarez, who is recovering from an accident. However, he left in early 2014.

Last year was a good one for the agency. Now it needs to use the TK Maxx win as a springboard for even bigger and better clients.

How The Brooklyn Brothers rates itself: 7

The Brooklyn Brothers' year in a Tweet: A good year for people power, new experiences & turning left not right, the revolution continues. World domination plan coming along nicely.

The Brooklyn Brothers
Type of agency Creative
Company ownership Independent
Key personnel George Bryant partner
Jackie Stevenson partner
David Watson partner
Ali Alvarez partner
Laura Wood partner
Nielsen billings 2013 £7m
Nielsen billings 2012 £7m
Declared income £5m
Total accounts at year end 20
Accounts won 5 (biggest: TK Maxx)
Accounts lost 2 (biggest: Virgin Active)
Number of staff 63 (+11%)

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

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.

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