School Reports 2012: Rapp

Despite being an agency tucked away in Hammersmith rather than Shoreditch, Rapp managed to produce digital creative in 2011 that belied its solid-but-dull reputation.

Recent Eurostar work
Recent Eurostar work

Score: 7

Agency factfile: Rapp
Type of agency Full-service integrated direct/digital
Company ownership Omnicom
Key personnel Marco Scognamiglio chief executive
  Ian Haworth global chief creative officer
  Rik Haslam chief creative officer
  Russell Marsh group strategy director
  Sam Nolan managing director
Declared income £41.3m (2010)
Total accounts at year end 50
Accounts won 10 (biggest: AMD)
Accounts lost 0
Number of staff 420 (+20%)

Its social media activity for Eurostar, Currys/PC World and NSPCC was as strong as any from its rivals as Rapp made strides in progressing its creative output.

In management terms, budget cuts seem to explain the departure of Peter Mitchell, the Rapp London chief executive, who left the agency after 14 years' service. Marco Scognamiglio, the group chief executive, has since taken more direct control of the London business. Overall, though, Rapp's head count increased and it added new business while not losing a single account.

Rapp's biggest win came in March when it landed the £35 million pan-European integrated account for the technology company AMD. It also continued to build its pharmaceutical business, which has proved highly lucrative over the years.

There was a blow for the agency when the executive creative director, Barney Cockerell, left in September last year to join CHI & Partners, but the chief creative officer, Rik Haslam, seems to be moving the agency's work in the right direction. In addition to the social media activity, its Virgin Media direct mail work and a TV campaign for NSPCC's ChildLine also impressed.

While its sister agency DDB lost its hold on Virgin Media, Rapp managed to keep its chunk of the account and the brand is now one of the agency's top-three clients in spending terms.

Rapp has a strong, integrated offering and it will be interesting to see if it can excite the market with this proposition in 2012.

Score last year: 7

How Rapp rates itself: 8

"2011 started with an outstanding win (AMD) and finished with another (Virgin Media). We continued our evolution as a new kind of lead agency, with significant new client wins (pitch win rate: 60 per cent) and exceptional client growth. We created Rapp Labs, launched our mobile platform, invested in creativity and developed new skill sets, all resulting in award-winning work. Our truly integrated offering helped us achieve growth in a year characterised by a volatile economy."

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