School Reports 2013: Kitcatt Nohr Digitas

Weight Watchers
Weight Watchers

Score: 5  Last year: 6

While Publicis Groupe merged LBi with Digitas to become DigitasLBi in February, the indications are that Kitcatt Nohr Digitas will continue to operate as a standalone entity.

In 2012, the agency had a solid but not earth-shattering time following its acquisition by Publicis and merger with Digitas in 2011.

Indirectly, the merger proved fruitful for the agency in 2012 with a quarter of its new-business wins developing from the relationship with its sister agency Saatchi & Saatchi.

This included picking up Virgin Group’s direct marketing account for its water brand, Virgin Pure, which it won working alongside Saatchis.

Later in the year, the agency went on to win the digital and direct marketing business for the Saatchis client Weight Watchers. This followed a pitch against Geronimo and Havas EHS in a process handled by Oystercatchers.

Kitcatt Nohr Digitas continued to focus on gaining new business and finished the year with eight new account wins in total, including Puma’s global social media business for its Teamsport work.

The biggest win for Kitcatt Nohr Digitas in 2012, however, was BSkyB. The agency was added to its direct marketing roster after a consolidation of the business.

While new business was steady throughout the year, Kitcatt Nohr Digitas also managed to lose one of its longest-standing clients, the NSPCC. The agency had worked with the charity on its high-end donors direct marketing for more than ten years, but the relationship came to a natural end.

The agency also parted company with Gap, Russell Investment and Aviva Investors after a year, following the financial services company’s decision to cancel its global adspend. It also lost its Department of Health business in a consolidation pitch that saw OgilvyOne appointed to the account.

For the second year running, work from Kitcatt Nohr Digitas wasn’t especially notable, despite the launch of its first campaign for the new client Nationwide. As part of an enlarged network, the agency may now be presented with more abundant international opportunities, but it will need to be at the top of its game to convert these.

Kitcatt Nohr Digitas
Type of agency Integrated
Company ownership Publicis Groupe
Key personnel Marc Nohr chief executive
Paul Kitcatt chief creative officer
Tracey Barber chief marketing officer
Richard Madden chief strategy officer
Jeremy Shaw chief operating officer
Declared income n/s
Total accounts at year end 24
Accounts won 8 (biggest: BSkyB)
Accounts lost 4 (biggest: NSPCC )
Number of staff 130 (-18%)

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 Kitcatt Nohr Digitas rates itself: 7

"In our first full year as a combined agency we pulled in big brands like Puma, Sky, Nandos and Weight Watchers. We also found our feet as part of the Publicis Groupe by teaming up for pitches with siblings including Saatchi & Saatchi, with whom we won Virgin Pure. With our top team intact and awards for Waitrose, Asus, Starbucks and DoH under our belt, 2013 will be about driving growth and innovation with our wonderful roster of clients."

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