Campaign Report: Top 300 Agencies - Regional Agencies

By CLAIRE BEALE, campaignlive.co.uk, Friday, 06 March 1998 12:00AM

Abbott Mead Vickers BBDO retained its top slot for the second year running and both Ogilvy & Mather and Saatchi & Saatchi regained some lost ground. Elsewhere, six agencies make their first appearance. There was little change at the top in 1997 with McCanns, Faulds and BDH holding the first three places, albeit with reduced billings in every case. But five new agencies made it on to the table.

Abbott Mead Vickers BBDO retained its top slot for the second year

running and both Ogilvy & Mather and Saatchi & Saatchi regained some

lost ground. Elsewhere, six agencies make their first appearance.



CAMPAIGN’S TOP 30 AGENCIES RANKED BY AC NIELSEN MEAL BILLINGS

Rk  Rk  Agency                          AC        AC    Chge  Declared

97  96                             Nielsen   Nielsen     (%)  billings

                                      MEAL      MEAL   1996/      (#m)

                                  billings  billings      97      1997

                                      (#m)      (#m)

                                      1997      1996

1   1   Abbott Mead Vickers BBDO    355.86    306.81   15.99    328

2   3   Ogilvy & Mather             271.08    254.63    6.46    354

3   5   Saatchi & Saatchi           260.26    224.34   16.01    340

4   2   J. Walter Thompson

        (London)                    252.64    278.15   -9.17    n/s

5   6   BMP DDB                     246.55    237       4.03    344

6   11  Grey                        214.86    159.44   34.76    281

7   10  Bates Dorland               203.93    168.38   21.11    n/s

8   8   M&C Saatchi                 194.73    174.95   11.31    200

9   7   Publicis                    192.23    186.46    3.09    220

10  14  McCann-Erickson

        (London)                    182.81    140.76   29.87    200.61

11  6   DMB&B                       177.45    186.86   -5.04    206

12  9   Lowe Howard-Spink           171.25    169.54    1.01    230

13  12  Ammirati Puris Lintas       150.32    147.66    1.8     181.5

14  13  Euro RSCG Wnek Gosper       134.14    145.19   -7.61    191

15  n/a TBWA Simons Palmer **       133.69    129.83    2.97    165

16  16  Leo Burnett                 131.91    124.08    6.31    217

17  n/a GGT (merger of

        BST and GGT)                118.96    117.34    1.38    160

18  18  Bartle Bogle Hegarty        113.85     87.58   30       202

19  15  WCRS                        109.3     130.37  -16.16    148.3

20  17  Young & Rubicam             105.74    101.85    3.82    136.03

21  20  Collett Dickenson

        Pearce                       96.97     80.6    20.31     96.01

22  24  Delaney Fletcher

        Bozell                       62.8      57.37    9.46    101.2

23  23  Foote Cone & Belding         61.01     61.98   -1.57     82

24  29  WWAV Rapp Collins            57.69     40.83   41.29    133.7

25  36  St Luke’s                    57.47     32.26   78.15     60

26  21  HHCL & Partners              47.43     73.3   -35.29    126.12

27  39  Leagas Delaney               43.31     28.34   52.82     62.7

28  n/a FCA! (merger of

        Impact FCA and Kelly

        Weedon Shute)                43.1      23.88   80.49     91.3

29= 43  Rainey Kelly Campbell

        Roalfe                       42.72     26.77   59.58     49

29= n/a RPM3*                        42.72     48.76  -12.39     60

Rk  Rk  Agency                    Declared  Staff  Staff

97  96                            billings   1997   1996

                                      (#m)

                                      1996

1   1   Abbott Mead Vickers BBDO    283       345    313

2   3   Ogilvy & Mather             340       298    298

3   5   Saatchi & Saatchi           325       480    446

4   2   J. Walter Thompson

        (London)                    410       382    409

5   6   BMP DDB                     324       410    381

6   11  Grey                        277       412    401

7   10  Bates Dorland               n/s       260    307

8   8   M&C Saatchi                 158       184    163

9   7   Publicis                    205       243    237

10  14  McCann-Erickson

        (London)                    349.29    294    271

11  6   DMB&B                       206.8     227    233

12  9   Lowe Howard-Spink           259.5     230    258

13  12  Ammirati Puris Lintas       195       225    235

14  13  Euro RSCG Wnek Gosper       169       184    172

15  n/a TBWA Simons Palmer **       n/a       160    n/a

16  16  Leo Burnett                 224.62    297    292

17  n/a GGT (merger of

        BST and GGT)                n/a       124    n/a

18  18  Bartle Bogle Hegarty        186       289    284

19  15  WCRS                        128       190    173

20  17  Young & Rubicam             130.09    126    120

21  20  Collett Dickenson

        Pearce                       79.8     120    123

22  24  Delaney Fletcher

        Bozell                       96.1      78     73

23  23  Foote Cone & Belding         75        82     71

24  29  WWAV Rapp Collins           109.9     300    250

25  36  St Luke’s                    45        81     57

26  21  HHCL & Partners             116.7     125    112

27  39  Leagas Delaney               70       110    106

28  n/a FCA! (merger of

        Impact FCA and Kelly

        Weedon Shute)               n/a        81    n/a

29= 43  Rainey Kelly Campbell

        Roalfe                       34        41     32

29= n/a RPM3*                       n/a        67    n/a



Footnotes:



Billings are based on accounts handled on a creative only, creative and

planning or full-service basis.



Media covered: TV, display press, radio, cinema and outdoor. Outdoor

excludes tobacco and moving transport advertising for both 1996 and

1997. If a merger of two or more agencies took place at any time between

January and December 1997, then the combined billings of both/all the

agencies involved are amalgamated under the new agency name for the

whole year.



*denotes the merger of Butler Lutos Sutton Wilkinson and Cowan Kemsley

Taylor.



**denotes the merger of TBWA and Simons Palmer Clemmow Johnson.



There was little change at the top in 1997 with McCanns, Faulds and

BDH holding the first three places, albeit with reduced billings in

every case. But five new agencies made it on to the table.



CAMPAIGN’S TOP 20 REGIONAL AGENCIES RANKED BY AC NIELSEN MEAL BILLINGS

Rk Rk Agency            AC       AC       Chge   Declared Declared Staff

97 96                   Nielsen  Nieslen  (%)    billings billings 1997

                        MEAL     MEAL            (pnds m) (pnds m)

                        billings billings

                        (pnds m) (pnds m) 1996/  1997     1996

                        1997     1996     97

1  1  McCann-Erickson

      Manchester        41.71    48.96    -14.81 94       78       297

2  3  Faulds

      Advertising       34.03    38.61    -11.86 39.3     36.2     107

3  2  BDH

      Communications    28.44    41.51    -31.49 57       60       123

4  6  BCMB Pilkington

      Speyer            26.2     22.21    17.96  n/s      n/s      n/s

5  4  J. Walter

      Thompson

      Manchester        21.96    30.66    -28.38 47.41    n/s      128

6  9  Coltas

      Advertising       18.46    13.92    32.61  n/s      n/s      n/s

7  10 Poulter           17.1     13.88    23.2   36       38.47    110

8  5  Advertising

      Principles        16.12    27.45    -41.28 n/s      31.3     n/s

9  14 1576 Advertising  14.79    9.52     55.36  10.5     8.5      20

10 -  Tom Reddy

      Advertising       14.13    2.34     503.85 n/s      n/s      n/s

11 11 Bray Leino        13.51    13.07    3.37   28.6     27.15    71

12 7  Cogent            11.84    15.06    -21.38 n/s      n/s      n/s

13 8  Morgan

      Partnership       11.49    14.52    -20.87 n/s      31.5     n/s

14 -  Craik Jones

      Watson Mitchell

      Voelkel           10.26    5.94     72.73  n/s      n/s      n/s

15 -  Yellow M          9.72     4.54     114.1  18.8     n/s      52

16 -  Emery McLaven Orr 9.61     n/a      n/a    n/s      n/s      n/s

17 15 Grey Scotland     9.51     9.51     0      n/s      n/s      n/s

18 18 Wallis Tomlinson  8.99     7.07     27.16  n/s      n/s      n/s

19 20 McCann-Erickson

      Bristol           8.4      6.9      21.74  13       12.5     36

20 -  Cravens

      Advertising       7.93     6.41     23.71  n/s      n/s      n/s



This article was first published on campaignlive.co.uk

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