CAMPAIGN REPORT ON TOP 300 AGENCIES: Top UK agencies profiles (2 of 2)

campaignlive.co.uk, Friday, 23 February 2001 12:00AM

Carter departed as JWT's chief executive, then the agency lost out on the People's Lottery, a business JWT believed was in the bag. The loss of the BBC account by Leagas Delaney was countered by its securing of the pounds 70 million Lycos business. Leith's London launch added to the agency's momentum

Carter departed as JWT's chief executive, then the agency lost out on the People's Lottery, a business JWT believed was in the bag. The loss of the BBC account by Leagas Delaney was countered by its securing of the pounds 70 million Lycos business. Leith's London launch added to the agency's momentum



J. WALTER THOMPSON.

Kellogg's

Declared billings 2000                  n/s

MMS                                    283m

Declared income 2000                    n/s

Total accounts year end                  52

Accounts gained                          10

Accounts lost                             3

Total staff                             417

Company type: WPP subsidiary





Not a great year for J. Walter Thompson despite some satisfying account wins. September saw the departure of the chief executive, Stephen Carter, to ntl and the agency took five months to appoint a successor, Simon Bolton.

However, by autumn, JWT had notched up pounds 51 million in billings with pounds 4 million in losses, bringing it in at number nine on the Campaign business performance league 2000.

January gave the agency a great start to the year with the Unilever pan-European Van den Bergh win, worth pounds 60 million. In February came the pounds 22 million account win for Marketsunlocked. Other wins included Conde Nast's new women's title Glamour.

With Branson's People's Lottery looking like it had prised the lottery chalice from Camelot, JWT thought it had the pounds 20 million task sewn up until the decision was reversed in December.

Ladbrokes and Frosties left the agency. Ladbrokes had been with JWT for seven years. Ironically, the agency gave up the work because its links with the People's Lottery created a conflict of interest.

Apart from Carter, there were a number of moves in and out of JWT's doors.

Derek Day was lured away from Partners BDDH to head the global creative work for Unilever. Enda McCarthy was pinched from Euro RSCG Wnek Gosper to run the Kellogg's account. After eight years, the planning director, Merry Baskin, threw in the towel to start up her own consultancy and the marketing director, Mark Robinson, quit in November. He joins Miracle Media this year.

This year, JWT will have to pull out all the stops to secure its place with Unilever after the impending pounds 200 million realignment of the Van den Bergh and Bestfoods brands. And a question mark remains over the agency's ability to produce great, rather than merely good, creative work.

SCORE LAST YEAR 7

SCORE THIS YEAR 6



LEAGAS DELANEY

Barclays

Declared billings 2000                  92m

MMS                                     61m

Declared income 2000                    14m

Total accounts year end                 n/s

Accounts gained                           3

Accounts lost                             2

Total staff                             142

Company type: Envoy Communications company





The big news for Leagas Delaney in 2000 came in November, with its decision to sell out to the Canadian Envoy Communications for a whopping pounds 60 million.

Although it already has offices in Paris, Rome, San Francisco, and Hamburg the move proves the agency means business as it plans to use Envoy's backing to establish itself as a global player.

The last months of 2000 saw a step-change in the agency's management as it sorted out a succession strategy after a raft of medium-to high-level departures. The former chief executive Bruce Haines took over as the chairman from Tim Delaney, who became the chief executive. The former managing director Nick Hough was made deputy to Haines.

Day-to-day management of the agency is now handled by the joint managing directors, Justin Bairamain and Colin Clarke.

However, Leagas has admitted there is much to be done - from revamping the way the office works to scooping more UK business (some 80 per cent of its work comes from overseas) to working on more integrated marketing campaigns.

It won the pounds 70 million pan-European Lycos account in April, but apart from brokering the deal with the Canadians, Leagas Delaney has had a less than brilliant year in the UK, climaxing with the loss of its flagship BBC account to Abbott Mead Vickers BBDO in December.

Work on its Nintendo account has been wound down following the brand's evaluation after the hugely successful launch of its rival Sony PlayStation2.

The chocolate manufacturer Bendicks also left the account list after a ten-year relationship. However, the agency did produce one of the most talked-about campaigns of the year - Barclays' 'big' advertising.

In the coming year, no doubt the agency will be looking to add more UK billings as well as working out a solution to its search for a media partner.

SCORE LAST YEAR 7

SCORE THIS YEAR 6



THE LEITH AGENCY

Carling

Declared billings 2000                  n/s

MMS                                     29m

Declared income 2000                     4m

Total accounts year end                  22

Accounts gained                           9

Accounts lost                             1

Total staff                              62

Company type: Private company





Last year, Leith continued to be Scotland's most talked-about creative agency, often finding the opportunity to showcase its credentials outside the Scottish marketplace.

It kicked off the year with John Rowley's promotion to chief executive, and a brief to actively pursue new business south of the border. Swiping Bass' pounds 7 million Grolsch account from Euro RSCG Wnek Gosper was a major victory, followed by being appointed lead agency for Honda Motor Europe South in June. It then won the pounds 30 million pan-European launch of the Honda Civic and the pounds 10 million Carling account in August. It also got on to COI Communications' roster.

With the Scottish agency in buoyant form, Leith London opened amid a flurry of speculation in September. The quality of the surprise management line-up appeared to lend the right amount of gravitas. Jeremy Pyne and John Messum defected from Saatchi & Saatchi to become the managing director and joint creative director alongside Paul Silburn from Leo Burnett.

There's no doubt that the launch of the London agency helped Leith win its international business.

Though Leith London had no confirmed wins by the end of the year, Leith Edinburgh showed consistent form by winning the Grand Prix at the Scottish Advertising Awards. However, there were creative misses - the Grolsch work was picked as a Campaign Turkey.

A few significant wins and some top creative work will be needed if the London agency is to stand out in a crowded market.

SCORE LAST YEAR 6

SCORE THIS YEAR 7



Leo Burnett had a solid year in the face of major changes at the London agency. Lowe Lintas defied the cynics to be named Agency of the Year. And M&C Saatchi outstripped Saatchi & Saatchi in the billings table for the first time



LEO BURNETT

John West

Declared billings 2000                 235m

MMS                                    118m

Declared income 2000                    30m

Total accounts year end                  34

Accounts gained                          10

Accounts lost                             1

Total staff                             296

Company type: B/Com3 subsidiary





Following the whirlwind of last year's deal with the MacManus Group and Dentsu, Leo Burnett Worldwide had a solid 2000 as the whole group moves towards an IPO. However, there were creative highlights and plenty of changes at the London agency.

The creation of its new holding company B/Com3, will undoubtedly have an impact on Leo Burnett London in future but at the moment most change is being driven by the desire to diversify to complement core advertising services.

Billings were up pounds 15 million to pounds 235 million. New account wins included Virgin Energy, P&O Cruises, BBC Worldwide, Handspring and QXL.com. But it lost the pounds 3 million Gordon's Gin account to Bartle Bogle Hegarty.

The big news in management terms came at the end of the year when it was announced that Nick Brien, chief executive in London, will leave this April for the US. Brien has driven diversification into digital media through Hard Reality and direct marketing with Leonardo, which in its first year picked up pounds 15 million in billings from clients including Kellogg's.

Brien has assembled a good management team but much will depend this year on how new chief Stephen Whyte - the former managing director - adapts to increased responsibility.

What was undeniable last year was the high standard of its creative.

The McDonald's work continued to impress, with the 'Chinese' spot the best, but it also produced some good work on other accounts. Its John West salmon TV ad is brilliant and Heinz Salad Cream was strong across the board which helped Heinz to win Campaign's Advertiser of the Year award. The signs are that the creative directors Nick Bell and Mark Tutssel are improving the creative product.

Leo Burnett is not the boring agency it once was but the next job for the London operation is to win some serious new business.

SCORE LAST YEAR 5

SCORE THIS YEAR 7



LOWE LINTAS

Weetabix

Declared billings 2000                 348m

MMS                                    208m

Declared income 2000                    33m

Total accounts year end                  32

Accounts gained                          10

Accounts lost                        1E



Total staff 320 Company type: Interpublic subsidiary



Last year Campaign ended its report on Lowe with the advice that, as the culture clashes between the newly merged Lowe Howard-Spink and Ammirati Puris Lintas were substantial, Lowe was going to have to get its creative fingers dirty servicing some unglamorous accounts.

Well, creative director Charles Inge's department has rolled up its sleeves and got stuck in to clients like Carte D'Or and Weetabix, turned the previous ailing creative work around and produced award winning stuff.

With numerous awards already under its belt - including Campaign Press and grand prix at the 2000 IPA Advertising Effectiveness Awards - Lowe has proved the doubters wrong.

With new billings at pounds 90.5 million and losses of only pounds 11 million, Lowe jumped right to the top of the Business Performance League. It's this sterling performance against stiff criticism that was a major factor for the agency winning Campaign's coveted Agency of the Year title.

In a sparkling first year, the agency won over some impressive clients, such as Orange, Priceline.com and the internet banking venture between Merrill Lynch and HSBC.

Although Lowe was beaten in a number of pitches - most notably by JWT for Unilever's Bestfoods work - it had few losses, including P&O Cruises to Leo Burnett, and Alberto-Culver's VO5.

Its direct marketing operation Lowe Direct won pounds 26 million of new business from 3Com, NEC and Merrill Lynch HSBC and won creative awards for its Saab and Egg work. Lowe also acquired the independent advertising and marketing agency, the Broadway Group.

Lowe couldn't have asked for a better year but it will have to work hard on Unilever to capitalise on the client's pounds 200 million global realignment for 2001.

SCORE LAST YEAR -

SCORE THIS YEAR 9



M&C SAATCHI

Vogue.com

Declared billings 2000                 260m

MMS                                    237m

Declared income 2000                    n/s

Total accounts year end                  49

Accounts gained                          14

Accounts lost                             2

Total staff                             316

Company type: Private company





If M&C Saatchi began life as an instrument of revenge on those who Maurice Saatchi believed betrayed him, then his agency's achievement in outstripping Saatchi & Saatchi for the first time in the billings table must have been sweet indeed.

It certainly indicated how much the pecking order has changed since the Saatchi brothers went into exile six years ago. Their old group is now an integral part of the ambitious global plans of the Paris-based Publicis and speculation is heavy that M&C too will soon succumb to a communications giant's overtures.

Havas, the great French rival to Publicis, was said to be eyeing M&C as a possible marriage partner for WCRS. Others have floated the possibility that Publicis, which jointly services the British Airways global account with M&C, might acquire the agency, paving the way for Maurice's return to run a reunited Saatchi empire.

For the moment, though, Maurice casts aside all talk of selling out.

He claims everybody is enjoying themselves too much and it's true that the hunger which propelled M&C to a top ten ranking within five years shows no sign of abating.

The agency's entry on to the COI roster to handle the 2001 census and the first nationwide police recruitment campaign, buried the idea that it was too tainted by past associations with the Tories to be a Labour Government propagandist.

Its 'nipples' poster for Vogue.com, which took gold at the Campaign Poster Awards, suggests M&C is getting to grips with its reputation for erratic creativity. In 2000 it put Simon Dicketts in sole creative command and promoted creative director James Lowther to chairman.

Although short-term tenure of the Sainsbury's TV account (which returned to Abbott Mead Vickers BBDO) as well as a slashed Rover budget suggests it isn't all beer and skittles at Golden Square, the signs are that there'll be more hits than misses in 2001.

SCORE LAST YEAR 9

SCORE THIS YEAR 8



MBA won a number of new accounts including pan-European work for Mercedes. McCann had a strong 2000 as the promotion of Ben Langdon testifies. Miles Calcraft has matured into a well-rounded agency with impressive new-business less than two years after launch



MAHER BIRD ASSOCIATES

Smart Car

Declared billings 2000                  n/s

MMS                                      8m

Declared income 2000                     3m

Total accounts year end                 n/s

Accounts gained                         n/s

Accounts lost                           n/s

Total staff                              36

Company type: Omnicom subsidiary





MBA says that 2000 was its most successful year to date. Looking at the performance it certainly wasn't a bad year at all - at the very least Stephen Maher seems to be steering the agency in the right direction. But a bit more speed wouldn't go amiss.

MBA pitched for six accounts last year and converted four of those into clients. Adding to this respectable performance, the agency also kept everyone happy and lost no existing clients over the year.

The new business started to roll in back in February. MBA won the pounds 10 million task for the online insurance broker, Inspop.com. A positive start to the year. But then it lost out on the Aristoc lingerie account to Miles Calcraft Briginshaw Duffy.

MBA had to wait until September for its next bit of good news when it won the Smart Car account. Celebrations were tainted by news the following week that Springer & Jacoby had won the international task - and it was unclear how this would affect MBA's work on the account.

In October came the pounds 1 million Bioform Bra win - along with mountains of PR, including two TV documentaries, about its development and design.

Later in the month MBA got its own back on Springer & Jacoby when it beat it to the pan-European Mercedes Vaneo task, worth pounds 3 million in the UK.

With the prestigious Mercedes brief now under its belt, it will be interesting to see if MBA spreads its wings further in 2001.

SCORE LAST YEAR -

SCORE THIS YEAR 6



MCCANN-ERICKSON

Bacardi

Declared billings 2000                 410m

MMS                                    218m

Declared income 2000                    n/s

Total accounts year end                 270

Accounts gained                          45

Accounts lost                             1

Total staff                             945

Company type: Interpublic subsidiary





McCann-Erickson enjoyed a strong 2000, posting an impressive fourth-placed performance in the Campaign Business Performance League and seeing its UK and Ireland Group become an account winning mini-network in its own right.

Its youth subsidiary Magic Hat also enjoyed an impressive 12 months, snapping up the pounds 5 million Caterpillar business and taking the pounds 4 million UK account for Hennes & Mauritz. McCann's regional presence was enhanced by the acquisition of Manchester agency, The Quay.

The bulk of McCann UK's new business went to its London offices, including the pounds 20 million consolidated CGNU Norwich Union account. McCann London also picked up the pounds 12 million Viagra account from Pfizer and the pounds 20 million Onstar communications business from Vauxhall.

International work continues to provide much of McCann UK's backbone.

Holding Company IPG's appointment as Coca-Cola's international brand consultants keeps McCann in touch with the business despite losing the pan-European pitch to Publicis.

But McCann's creative output remains an easy target, with ads for Bird's Eye frozen peas and Zovirax gracing Campaign's Turkey of the Week spot.

There have been signs of improvement in 2000 with the Bacardi Breezer 'Tom cat' spot in particular winning plaudits. It remains to be seen whether the appointment of Jeremy Perrot as executive creative director will bring changes.

UK group chairman Ben Langdon's duties will be stretched yet further in 2001 by his new role overseeing Universal McCann across Europe. The deputy chief executive Chris Hunton and the managing director Nick Wright, recently arrived from Bates, must take responsibility in ensuring that improvement continues.

SCORE LAST YEAR 7

SCORE THIS YEAR 7



MILES CALCRAFT BRIGINSHAW DUFFY

Bells

Declared billings 2000                  28m

MMS                                     20m

Declared income 2000                     3m

Total accounts year end                  11

Accounts gained                           9

Accounts lost                             1

Total staff                              30

Company type: Private company





Last year saw Miles Calcraft Briginshaw Duffy mature from a fashionable talking point to a well-rounded agency with a broad portfolio of clients and a real body of work to prove its credentials.

It was an impressive new-business year by any standards. Of the 11 pitches the agency was involved in, it converted eight. Wins came in the form of the pounds 5 million European launch task for Self Trade, the revamp work for Aristoc, the Bush Internet TV account, Dyson's pounds 6 million business, pounds 3 million of work for Thornton's, UDV's Bells Whisky brand, BT's Syntegra account and the creative task for the Radio Advertising Bureau.

The only stumble was a self-inflicted one: the agency resigned Bosch after being asked to adapt foreign creative work.

It was also a frenetic creative year. The agency's creative directors Paul Briginshaw and Malcolm Duffy produced 13 commercials in nine months.

High-profile work included the launch work for Breathe.com - one of the few creatively acclaimed dotcom ads, Aristoc's cinema debut, and the Syntegra campaign.

On the personnel front, the agency broadened its offering by hiring in some media expertise to add to its creative base. Janine Abrahams, the former marketing director at MindShare, signed up as media strategy director, moving to a marketing role when WWAV's former group media director Ceri Davies and Hal Pearson from Starcom Motive also came on board later in the year.

By the close of the year, Miles Calcraft had clocked up billings of pounds 28.2 million and had sealed its position as an established and accomplished agency less than two years after its launch. The challenge for the year ahead will be to really crack a couple of pounds 10 million-plus accounts and focus on polishing the agency's creative product.

SCORE LAST YEAR 6

SCORE THIS YEAR 8



Mother won more business from existing clients, such as Coca-Cola. MMHL needs a big account win to replace Norwich Union. Ogilvy & Mather had a better year with international business wins including Ford Europe



MOTHER

Harvey Nichols

Declared billings 2000                  40m

MMS                                     26m

Declared income 2000                     4m

Total accounts year end                 n/s

Accounts gained                          11

Accounts lost                             2

Total staff                              42

Company type: Private company





With an impressive performance in 2000, Mother gave Lowe Lintas a spirited run for its money for the title of Campaign's Agency of the Year.

Despite its undoubted success of last year, Mother remains something of an enigma to many. While other agencies are more interested in hyping themselves, Mother gets down to business with a tongue-in-cheek style that often belies a ruthless focus across its portfolio of accounts.

Widely acknowledged as one of the agencies where many people would want to work, Mother last year formally pitched for six pieces of business, and won all of them. Big wins included Dr Pepper, Fuji, and a place on the Mars roster with a pan-European Pedigree Masterfoods account.

Mother also boosted its standing with existing clients. Coca-Cola, Emap, Van den Bergh Foods and Whitbread all consolidated more business into the agency, proving that success does indeed breed success. Emap trusted the agency to take its entire music brand portfolio online, and small but prestigious wins, such as Britart.com, completed the line-up.

Mother successfully kept the creative momentum going on long-running campaigns, such as Batchelors Supernoodles, which again enjoyed massive recall within the sector and - along with Typhoo Tea's 'two thumbs fresh' - had tracking measurements going off the scale. Other highlights included Harvey Nichols' furry friends, Harvey and Hibby, who helped lure unsuspecting shoppers into retail heaven.

The agency has remained resolutely independent, refusing to join a large network, something which so far has not hindered its international capabilities.

If Mother continues to produce top creative work that is also effective, the agency looks likely to continue leading the pack this year.

SCORE LAST YEAR 7

SCORE THIS YEAR 8



MUSTOE MERRIMAN HERRING LEVY

itv-football.com

Declared billings 2000                  54m

MMS                                     27m

Declared income 2000                     5m

Total accounts year end                  28

Accounts gained                          10

Accounts lost                             1

Total staff                              51

Company type: Private company





Mustoe Merriman finished 2000 with the loss of a flagship account, Norwich Union. Though it did pick up a number of smaller accounts, with a bias towards internet ventures - some of which ended in tears.

The Norwich Union account, won in December 1999 and valued at around pounds 9 million, fell to McCann-Erickson London after the building society merged with CGU.

Hirings for the year centred on the arrival of Patrick Semple, formerly creative director at IMP's internet arm, Blue Marble, as digital media director. Chief executive Nick Mustoe said he was keen to beef up the agency's ability to help clients with internet opportunities.

This was reflected in creative work and new-business wins for the year.

A fully integrated campaign for financial website TheStreet.co.uk was rolled out, but the account was lost following the closure of the site by its US parent later in the year.

More dotcom work followed - the creative work for Venturedome, the e-business ideas internet portal, the account for Freeloader.com and the recruitment company, Michael Page.

The agency also won the pounds 1 million itv-football.com account and its work for the wedding website Confetti.co.uk, which picked up four stars at the IPA Effectiveness Awards.

More work came from an existing client, Dr Martens, in March and a project from Capital Radio as well as the pounds 4 million Stena Line win.

But with the instability of dotcoms, MMHL will want to find something of substance to replace Norwich Union as soon as it can.

SCORE LAST YEAR 7

SCORE THIS YEAR 5



OGILVY & MATHER

Ford

Declared billings 2000                 275m

MMS                                    220m

Declared income 2000                    36m

Total accounts year end                  48

Accounts gained                           7

Accounts lost                             1

Total staff                             315

Company type: WPP subsidiary





After the dismal performance of the previous year, 2000 turned out to be better for O&M, with the network winning big billing global accounts - even though creatively there was little to write home about.

Chairman and group chief executive officer Paul Simons was brought in to breathe life back into the flagging agency - and that is what he has started to do. O&M ended up number four in the Business Performance League with pounds 75.5 million in new billings and only pounds 3.3 million in losses.

The agency started the year with the pounds 11 million Vision Express win.

In February it gave up the pounds 2.5 million Hoover account to Bates UK to go after Indesit - a pounds 3 million account which it went on to win.

Spring brought the news that the managing director Richard Pinder was leaving, citing 'internal problems', with no job to go to. He joined Leo Burnett in June to take on the directorship of its Asia-Pacific region.

In July, O&M lost out on two very large pitches. Burnett beat it to the pounds 31 million Euro Disney task and McCann-Erickson won over Lufthansa to claim the pounds 20 million billings.

Surprisingly, Simons decided to open up a satellite Soho office after O&M's years of singing the praises of Canary Wharf.

It was in November, and internationally, however, that the agency really came into its own. First it was announced that Y&R had beaten it to the pounds 50 million global Land Rover account. Then, in a dramatic sequence of events, it was revealed that O&M had won back the Ford Europe lead agency role from Y&R, worth pounds 44 million.

SCORE LAST YEAR 4

SCORE THIS YEAR 6



OgilvyOne came of age thanks to strong creative and wins such as BP Amoco. Partners BDDH suffered from the departures of key staff and speculation over its ownership. Publicis's efforts were eclipsed by the activities of its global president, but London celebrated some impressive wins

OGILVYONE

Envision

Declared billings 2000                 183m

MMS                                      6m

Declared income 2000                    n/s

Total accounts year end                 n/s

Accounts gained                           7

Accounts lost                             1

Total staff                             n/s

Company type: WPP subsidiary





2000 saw OgilvyOne really come of age as an agency offering both direct marketing and interactive solutions. Following its acquisition of the new-media agency NoHo in 1999, OgilvyOne rebranded it as Ogilvy Interactive and it has since more than tripled in size to close to 200. It accounts for over a third of OgilvyOne's business.

The big challenges for OgilvyOne chairman Nigel Howlett in 2000 were to integrate this interactive activity with the remaining 'traditional' parts of the agency while building OgilvyOne's consultancy practice. He has so far managed this and built an agency that is now 400-strong.

OgilvyOne also kept its holding company WPP relatively happy with a series of new business wins including BP Amoco and Motorola (working as part of the Ogilvy Group), Royal Mail International, and Handbag.com. It also won interactive work from the likes of Argos, Mattel, Unilever and the Samaritans and managed to grow existing business from Amex and Envision but lost Thorn/Radio Rentals.

The agency made several key appointments including Susie Browning, director of OgilvyOne brand practice, and Ian McAuley, who joined to run the global interactive American Express account.

OgilvyOne continues to produce strong creative across all media under its creative director Rory Sutherland. Its work for the Amex Blue launch was impressive, as were its Wimbledon banners for IBM and work for the Royal Mail.

It is likely that OgilvyOne will continue to grow in 2001, partly due to its strong links with Ogilvy & Mather and other WPP Group companies.

There are few direct marketing agencies around that can compete with its international capabilities and interactive offer.

SCORE LAST YEAR -

SCORE THIS YEAR 7



PARTNERS BDDH

Co-op

Declared billings 2000                 113m

MMS                                     41m

Declared income 2000                    12m

Total accounts year end                  19

Accounts gained                           9

Accounts lost                             2

Total staff                             106

Company type: Havas subsidiary





It wasn't such a good year for Partners BDDH in 2000. The first months were spent amid speculation that the agency was going to buy itself out after Snyder Communications, its parent company of only 12 months, sold itself to Havas Advertising in February. The deal made the agency a small fish in a very large pond, and its uncertain positioning in the global network was a preoccupation.

The year also saw the departure of several key members of staff. This started in January, when Simon Green, the joint creative director, left the agency. In June, Derek Day, who co-founded the agency, and new-business director Donna Nicholson also departed.

Hardest hit was the creative department. The creative helm is still vacant after John Dean, the remaining creative director, resigned in July. The department also suffered the loss of respected senior teams Greg Milbourne and Jason Fretwell, and Jo Tanner and Mark Dickens, both hired only the year before.

The year also saw the departure of two high-profile accounts in The Guardian and Smile.

The agency did, however, have consistent new-business results. It won the Heineken Ireland account, the pounds 8 million London Regional Transport business, the pounds 4 million Supanet account, the pounds 15 million global Omega business, a place on the COI Communications roster and a pounds 10 million Bristol & West online task. It also secured places on shortlists including Fuji, Workthing and Yorkshire Electricity, and it was a four-star winner with Co-op for best new client award at the IPA Effectiveness Awards.

Partners has to solve its fundamental problem with creative leadership but its new-business record, coupled with its now clearer place in Havas's worldwide network should help it to get back on track in 2001.

SCORE LAST YEAR 7

SCORE THIS YEAR 3



PUBLICIS

Renault

Declared billings 2000                 280m

MMS                                    255m

Declared income 2000                    43m

Total accounts year end                  40

Accounts gained                          10

Accounts lost                             1

Total staff                             270

Company type: Publicis subsidiary





Not for the first time were events at the Publicis office in London eclipsed by the global stage-strutting of the group's worldwide president, Maurice Levy.

Charismatic, charming and immensely ambitious, Levy has become equally well-known in London and New York as in his native Paris. If he wasn't preparing to use the newly acquired hotshop, Fallon, as the basis of a new network, he was the white knight trying to ride to Young & Rubicam's rescue or announcing the audacious acquisition of Saatchi & Saatchi.

All this activity has obscured some significant extra weight acquired by the London agency and its pivotal role in helping to win and service pan-European and global assignments.

Not only did it play a key part in securing Coca-Cola's pan-European branding assignments but was picked to take over European co-ordination for Hewlett-Packard, as the computer giant consolidated its agency arrangements around the world.

On the home front, Publicis recorded another strong new-business performance with a quarter of its client list made up of business won in 2000.

Wilcon Homes (pounds 5 million), Sara Lee Bakeries (pounds 2 million), Fish4, the internet classified service (pounds 8 million) and the launch of Syngenta, the new global agribusiness, were among the agency's new assignments.

It was also named global agency of record for Chello, the high-speed internet access service. Only one client, jungle.com, left after deciding to opt for ad hoc creative work.

Creatively, the agency's output, notably for the Renault Clio, remains workmanlike rather than award-winning. Not that anybody seems to be complaining.

SCORE LAST YEAR 7

SCORE THIS YEAR 7



Rainey Kelly Campbell Roalfe/ Y&R needs to find a strong single identity drawing on both agencies' strengths. Rapier increased its turnover by 50 per cent. One of the strongest independents, but will it still be that way in 2001? Following its acquisition by Chime, Roose could be set for a year of growth



RAINEY KELLY CAMPBELL ROALFE/Y&R

Marks & Spencer

Declared billings 2000                 281m

MMS                                    229m

Declared income 2000                    n/s

Total accounts year end                  39

Accounts gained                           6

Accounts lost                             3

Total staff                             217

Company type: WPP subsidiary





The year following their merger saw Rainey Kelly Campbell Roalfe and Young & Rubicam essentially become good bedfellows. But the agency proved it hadn't quite managed to seamlessly merge the two strong cultures.

The agency did scoop some good new business, with the top win being the pounds 27 million Marks & Spencer account. Then followed its notorious work with a naked, size 16 model and acres of press coverage.

However, on occasions it appeared that RKCR was being belatedly brought in to address creative issues on since-departed Y&R accounts, such as Eurostar and the pounds 100 million global Ericsson business.

Creatively, the agency produced some good advertising including Virgin Atlantic, Times newspapers and Virginmoney.com. And it gave a boost to client servicing by setting up 2.1, a fast-turnaround unit.

However, senior departures included Tim Broadbent, Y&R's planning director at the time of the merger in January, and Mike Cozens, the creative director of Y&R Europe.

The end of the year saw the agency coming to terms with the network's acquisition by WPP. And in a shock move, Ford of Europe returned lead agency status to Ogilvy & Mather just two years after handing the bulk of its business to Y&R. The agency's subsequent appointment to Land Rover's pounds 50 million global business softened the blow.

Over the next year, the agency needs to fully reconcile its divided parts and to recapture its creative prowess, concentrating on what it does best - producing great ads, and using Y&R's formidable network to do so.

SCORE LAST YEAR 7

SCORE THIS YEAR 6



RAPIER

Channel 4

Declared billings 2000                  58m

MMS                                      7m

Declared income 2000                    n/s

Total accounts year end                  12

Accounts gained                           4

Accounts lost                             1

Total staff                              92

Company type: Private company





Rapier had a successful 2000 with rapid business growth and strong creative.

The agency affirmed its reputation as one of the best remaining independent agencies with some good wins and growth of existing business from AXA and Bank One. It won pounds 32 million of new business from clients including Sage, Schroders and Channel 4 and was then appointed by HSBC as its lead direct marketing agency. It performed well to hold on to Yorkshire Electricity's advertising following a tough pitch against Rainey Kelly Campbell Roalfe/Y&R and Partners BDDH.

A big question was hanging over Rapier's flagship Cable & Wireless business following the acquisition by ntl. However, it will continue to handle all customer marketing for ntl despite J. Walter Thompson's place on the roster.

Rapier's senior management team, led by the chairman and owner Jonathan Stead, bedded down nicely following the arrival of Ben Stephens as the managing director. The creative director, John Townshend, is running a highly successful department with good advertising and direct marketing expertise. In 2000 it won a DMA/Royal Mail gold for Cable & Wireless TV. Its work for Channel 4 Cricket may win awards this year.

Rapier increased its turnover by 50 per cent in 2000 while growing in areas such as data planning and developing an alliance with Michaelides & Bednash to add media skills to its offer.

Looking forward, Rapier's independence has not been a barrier for growth domestically but may become an issue as it moves above a headcount of 100 and looks to expand internationally. Will 2001 be the year it gets swallowed up?

SCORE LAST YEAR 6

SCORE THIS YEAR 7



Roose & Partners

Reef

Declared billings 2000                  54m

MMS                                     53m

Declared income 2000                     5m

Total accounts year end                  20

Accounts gained                           6

Accounts lost                             1

Total staff                              50

Company type: Chime Communications subsidiary





Roose & Partners' solid 2000 was overshadowed by two massively significant business developments. The agency first moved to hive off its in-house media operation in a pounds 20 million joint venture with Manning Gottlieb Media, dubbed Roose Media. Then the UK's third-largest independent was itself snapped up by Tim Bell's Chime Communications.

Chime's willingness to shell out pounds 13.6 million for Roose is testament to the continuing strength of the agency, which reported a pounds 1.1 million pre-tax profit in September.

Roose spent 2000 in its traditional style, shunning the spotlight while steadily picking up new business and retaining clients with an apparent ease that must be the envy of many. The agency picked up more than pounds 8 million in new business, beating HHCL & Partners and Barraclough Hall to pick up Eastern Energy, and the Advertising Brasserie to win Bass's Reef alcopop. It secured a place on the Virgin roster by picking up VirginCars.com and also grabbed the Entenmann's business.

Roose's creative output has never seemed likely to turn awards juries' heads, but the agency showed itself capable of attention-grabbing stuff where required with its new work for Toffee Crisp.

The agency may not be disposed towards fireworks, but Chime's purchase could pave the way for a high-profile 2001. This August, the agency broke into Campaign's top 25 in the agency billings table for the first time.

Additional investment, the media offering and the possibility of client cross-referrals now seems likely to accelerate Roose's slow and steady new-business machine.

SCORE LAST YEAR 6

SCORE THIS YEAR 7



A fairly good year for Saatchi & Saatchi - losing just one account and gaining nine. Soul displayed signs of being a major player after its launch in May, with wins from major advertisers. A new Swedish office and some prestigious wins kept St Luke's on the innovation path



SAATCHI & SAATCHI

Army

Declared billings 2000                 400m

MMS                                    223m

Declared income 2000                    n/s

Total accounts year end                  31

Accounts gained                           9

Accounts lost                             1

Total staff                             480

Company type: Publicis subsidiary





Saatchi & Saatchi racked up an impressive list of new-business wins last year. All good news for Publicis, which bought Saatchi & Saatchi's worldwide network in the summer for pounds 1.24 billion and moved its headquarters from London to New York.

New business last year included a pounds 10 million account from P&G - the launch of its Iams petfood in the UK. March saw the winning of the pounds 30 million through-the-line rebranding brief from Telewest after its merger with Flextech.

Creative work for the Army won plaudits as the creative director, Dave Droga, moved to axe the combat format and make ads which depicted potential soldiers using their skills in everyday life.

In December, its new-media subsidiary, Saatchi & Saatchi Vision, was hired to handle online media planning and buying for the Monster.com account, which Saatchis won in April. Not all was rosy. Losses included the NSPCC account, marking the end of the controversial but much-lauded child abuse campaign.

Rumours that the agency was close to appointing a chairman abated when it emerged in June that Publicis was buying the network. However, a question mark remained over the strength of its senior management until the beginning of 2001 when it appointed a new chief executive, James Hall, and promoted the chief executive, Tamara Ingram, to chairman - a position from which she will maintain her close links with key client Procter & Gamble.

Having gained a new owner and lost lead status in the network, Saatchis will have to avoid the distractions of change and look to gather further creative momentum.

SCORE LAST YEAR 5

SCORE THIS YEAR 6

SOUL

MegaStar.com

Declared billings 2000                  22m

MMS                                &n

This article was first published on campaignlive.co.uk

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