An AMV BBDO advertising supplement: Abbott Mead is agency of the year

10 January, 1997

10 January, 1997



Abbott Mead Vickers BBDO has become the first agency to win Campaign’s

coveted Agency of the Year Award in successive years. AMV takes the 1996

prize despite fierce competition from the runner-up, St Luke’s, and the

agency in third place, M&C Saatchi.



In 1995, AMV took the prize by beating off Rainey Kelly Campbell Roalfe

and M&C Saatchi. The announcement of its victory then coincided with the

news that it had snatched the dollars 50 million global Dulux

account.



The first award, which the industry believed was long overdue, was given

for a combination of factors, not least for an overwhelming consistency

of performance.



Other factors included an outstanding creative track record in 1995,

pounds 127 million worth of gains in new business including additional

assignments from existing clients, and a stunning 73 per cent increase

in pre-tax profits.



Equally importantly, however, the agency’s ability to marry creativity

and integrity to financial performance proved to be a decisive factor in

the award.



The second award again marked an outstanding creative and new-business

year for AMV, including wins from W. H. Smith, the Prudential and

Wrangler, as well as extra business from BT and an IPA Effectiveness

Grand Prix for the same client. A clear strategy for acquisition, as

well as management succession, marked AMV out.



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