School Reports 2013: Partners Andrews Aldridge

T-Mobile
T-Mobile

Score: 7  Last year: 6

"Re-energise and refocus" was the mantra for Partners Andrews Aldridge in 2012 and that’s exactly what it achieved.

It was the first year the agency was without the co-founder Phil Andrews, who handed over the task of running PAA to Martin Nieri at the end of 2011. Nieri managed to steer the agency on to the right course in 2012 despite a slow new-business start to the year.

This was transformed in April when PAA won the Yell account as part of a wider Engine appointment. The group’s integrated approach also paid off for PAA when it landed the Glenlivet global digital account alongside Engine’s data strategy shop, Fuel. PAA also scooped the Amira account alongside its sister shops Engine Strategy and Mischief.

However, PAA’s alignment with Engine also brought downsides. The agency said goodbye to one of its top-spending accounts, News International, when Engine lost the business to WPP.

Another major loss came in the shape of the Department of Health account as part of a consolidation into OgilvyOne.

Although the agency lost two of its big accounts, it compensated with a strong new-business performance of nine wins – a threefold increase from 2011. PAA picked up the £6 million Marriott European advertising account after a pitch against The Red Brick Road, Anomaly and Amp London. The agency also landed TV work for the Payments Council, its biggest new client in 2012.

Creative work was at a high standard throughout 2012, with award-winning activity for News International and an aspirational CRM campaign for BMW. PAA also created the "treat van" digital CRM activity for T-Mobile.

The agency’s task for 2013 will be to hang on to its largest accounts while adding to its client roster with a big win.

Partners Andrews Aldridge
Type of agency Creative
Company ownership Engine
Key personnel Steve Aldridge creative partner and chairman
Martin Nieri chief executive
Paul Snoxell creative director
Richard Dunn planning partner
Declared income £13.8m (estimate)
Total accounts at year end 20
Accounts won 9 (biggest: Payments Council)
Accounts lost 2 (biggest: Department of Health)
Number of staff 109 (no change)

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 Partners Andrews Aldridge rates itself: 7

"2012 saw us refreshed, re-energised and refocused on making provocative ideas for like-minded clients. We’ve formed a great gang of people from fresh young talent to wise old heads. We’ve had our best ever year for new business. Our work has been more diverse and more international. We’ve kept winning golds. And we had a pretty good showing in the 2012 Agency of the Year reckonings. In short, we’re all set for an amazing 2013."

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