Agency: Fallon London
By Ian Darby, campaignlive.co.uk, Friday, 22 February 2008 12:00AM
WCRS climbed a massive 12 places in the 2007 creative agency league table to put it within touching distance of the top five.
While Abbott Mead Vickers BBDO comfortably maintained its number-one status, despite a slide in billings, WCRS increased its own by 87 per cent on the back of its BSkyB win, to climb from 18th to sixth in the rankings. The changes are revealed in Campaign's Top 100, using Nielsen Media Research figures.
Will Orr, the managing director at WCRS, said: "We're focused on making our clients successful in the belief that our success will follow. We're more interested in being very good than being very big."
In contrast, JWT London and Publicis were the top ten agencies to suffer most, both losing more than a quarter of their billings. Account losses during 2006, including Reckitt Benckiser, hit JWT, while Publicis came perilously close to sliding outside of the top ten on the back of its MFI, Asda and Post Office losses.
McCann Erickson moved up into the second slot formerly occupied by JWT, while M&C Saatchi and Bartle Bogle Hegarty both increased their billings and rose by two places to consolidate their positions at three and four respectively. However, both Leo Burnett and Ogilvy Group fell out of the top ten, despite a small billings increase at Burnett.
Elsewhere, Fallon London was the most spectacular performer, jumping seven places to 17th. Its 150 per cent growth in billings was as a result of account wins including Asda and Eurostar.
MediaCom, the number-one media agency, came close to becoming the first UK media agency to register £1 billion in billings. Unofficial updated figures show that it has already topped that mark.
Mediaedge:cia was the fastest-growing agency in the top ten with a 28 per cent billings growth, while Initiative lost a quarter of its billings and slid to eighth place following its General Motors loss, which included Vauxhall, in late 2006.
PHD switched places with Universal McCann as the Interpublic agency fell out of the top ten, and PHD re- entered on the back of a 3 per cent rise in billings.
Outside of the top ten, the Havas-owned Media Planning Group and Arena BLM both increased their billings by more than 20 per cent.
- Perspective, p19
TOP AD AGENCIES RANKED BY BILLINGS
Rank Rank Agency Billings Year-on-year
2007 2006 2007 (pounds m) % change
1 1 AMV BBDO 389.1 -7.04
2 3 McCann Erickson 287.1 -5.54
3 5 M&C Saatchi 262.8 2.66
4 6 Bartle Bogle Hegarty 259.4 13.13
5 2 JWT London 256.8 -25.36
6 18 WCRS 253.5 87.23
7 7 RKCR/Y&R 253.0 12.47
8 11 Euro RSCG London 240.4 32.25
9 4 Publicis 191.3 -25.40
10 8 DDB London 188.5 -10.71
Source: Nielsen Media Research.
This article was first published on campaignlive.co.uk