School Reports 2013: Abbott Mead Vickers BBDO

Snickers
Snickers

Score: 8  Last year: 9

Abbott Mead Vickers BBDO, the first runner-up for Campaign's Agency of the Year title last year, spent 2012 building on its past successes and putting plans in place to keep it innovating into the future.

The shop said goodbye to its executive chairman, Farah Ramzan Golant, welcomed some new recruits and promoted several young talents internally to take it into its next chapter. As well as driving the shop’s succession plans, the chief executive, Ian Pearman, set in motion his vision for AMV, teeing up the launch of new consultancy and intellectual property arms.

The promotions included Craig Mawdsley and Bridget Angear to chief strategy officers, Jonny Spindler to chief innovation officer, Richard Arscott to managing director and Sarah Douglas to chief client officer. Meanwhile, to shore up client services, Michael Pring, Tom Vick and Clive Tanqueray were hired as managing partners.

AMV also made some digital hirings including Wunderman’s Gregory Roekens and the creative department, led by Paul Brazier, got a further boost with the appointment of Toby Allen and Jim Hilson from Wieden & Kennedy as creative directors. Allen and Hilson’s arrival built on the series of hirings by AMV the year before to strengthen its creative offering.

The agency’s annual awards haul showed no sign of diminishing. In 2012, its Doritos, Metropolitan Police, Snickers and Walkers campaigns picked up accolades and it was named IPA Effectiveness Company of the Year. AMV was less active on the new-business scene last year, but it still managed to scoop the prized pan-European Eurostar business, the Galaxy digital account and the Financial Services Compensation Scheme.

Work included a headline-grabbing Snickers campaign on Twitter, a well-observed Christmas ad for Sainsbury’s, a Facebook campaign for Doritos, Britain’s biggest climbing wall for Walkers and some strong National Lottery, Cancer Research UK and EDF Energy activity. The agency ended the year in rude health with a strong management team, ready and set for what lies in store in 2013.

Abbott Mead Vickers BBDO
Type of agency Creative
Company ownership Omnicom (BBDO Worldwide)
Key personnel Ian Pearman chief executive
Paul Brazier executive creative director
Bridget Angear chief strategy officer
Craig Mawdsley chief strategy officer
Richard Arscott managing director
Nielsen billings 2012 £458m
Nielsen billings 2011 £373m
Declared income £57.7m (2011)
Total accounts at year end 51
Accounts won 5 (biggest: Galaxy)
Accounts lost 0
Number of staff 447 (+2%)

Score key: 9 Outstanding  8 Excellent  7 Good  6 Satisfactory  5 Adequate  4 Below average  3 Poor  2 A year to forget  1 Survival in question

How Abbott Mead Vickers/BBDO rates itself: 8

"Top ranking in The Big Won, IPA Effectiveness and Sunday Times "Best Companies" and the promotion/addition of a whole new generation of talent into the management team. And our best work ahead of us. A good year."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).