Score: 7 Last year: 7
R/GA London has been building on its foundations and working hard to step out from under the skirts of the network’s New York office.
The shop was boosted by its appointment as the global digital agency of record for Unilever’s Rexona deodorant brand (known as Sure in the UK) at the beginning of 2012. Other new-business wins included the brand and digital account for Getty Images after a pitch.
It also picked up some more O2 business, becoming the brand’s lead agency for the next phase of its Priority Moments service.
Creative highlights included a redesign of the Getty Images watermark to make the photo agency more accessible and user-friendly for customers and partners. It also created an iPhone app for Nike and Pro-Direct’s online football store, containing a virtual room for people to "try on" boots using an iPhone camera. An app for Transport for London aimed to help reduce congestion and improve the health of Londoners, and there was the "king of trainers" mobile web and Facebook platform for Nike and a digital platform for the hair-styling brand GHD.
The agency said goodbye to its head of planning, Russell Davies, who left after just a year to spend more time on personal projects (later resurfacing at the Government Digital Service). Davies was replaced by Tribal DDB’s Drew Burdon, who took on the role of director of strategy and planning. The agency also shored up its creative offering by hiring Raphael Campos from Fallon as a creative director across the agency’s Unilever business.
It was an interesting year for the London office of R/GA, which is starting to build a creative reputation beyond that of its New York sibling. The agency should look to maintain this progress during 2013.
|Type of agency||Full-service digital|
|Key personnel||Jim Moffatt vice-president and managing director
James Temple vice-president and executive creative director
Matt Lodder director of operations
George Prest executive creative director
Drew Burdon director of strategy and planning
|Total accounts at year end||15|
|Accounts won||7 (biggest: Beats by Dr Dre)|
|Accounts lost||1 (Sara Lee)|
|Number of staff||130 (+38%)|
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 R/GA rates itself: 7
"We had a good 2012. Revenue and staff grew. For the first time, we were shortlisted for Digital Agency of the Year by Marketing and by Campaign. We won seven clients. Moved into lovely new offices on Rosebery Avenue. Hired key people – Drew Burdon, head of strategy and Matt Lodder, COO. And we continued to create industry defining work; evolving O2’s Priority offering, rebranding Getty and transforming Beats into one of the coolest current brands around."