Score: 8 Last year: 7
If 2012 was about refocusing its priorities, 2013 was the year Partners Andrews Aldridge completed the picture with senior hires, significant wins and retention of its flagship Rolls-Royce account.
Engine’s customer engagement agency made three big appointments to its management team. Andrew Smith joined as its first chief strategy officer from Isobar, where he was head of strategy and worked on brands including NatWest, Nokia and Toyota. He replaced the planning partner Richard Dunn, who left to join Wunderman. Polly Jones joined as a managing partner from OgilvyOne, where she held the same title. PAA also hired Natalie Winford, the creative services director at DLKW Lowe, to become the head of project management to build third-party partnerships.
It won a total of seven clients, including RNLI, TripAdvisor, P&O, Foxy Bingo, the Payments Council and Liquid Telecoms. Crucially, PAA retained the flagship Rolls-Royce account for the second time and won an expanded remit. It previously defended the global business in 2011.
PAA said goodbye to a couple of clients. The largest was the £6 million European advertising account for Marriott, which it had won the previous year. The agency had also won an additional project in 2013, to run a TV campaign for its sponsorship of the London Sevens rugby tournament. But, in May, the pair parted ways. PAA says it resigned the account. It also resigned the whisky distiller The Glenlivet.
From the creative floor, the agency’s best work included prompting tens of thousands of people to switch bank accounts with its integrated campaign for the Payments Council’s Simple Switch Guarantee.
All of which made PAA a strong contender for Campaign’s Customer Engagement Agency of the Year 2013.
How Partners Andrews Aldridge rates itself: 7
Partners Andrews Aldridge's year in a Tweet: Senior hires, significant wins, substantial work. Partners made the world stand still and began a banking revolution in a whirlwind 2013.
|Partners Andrews Aldridge|
|Type of agency||Customer engagement|
|Key personnel||Steve Aldridge creative partner and|
|Martin Nieri chief executive|
|Paul Snoxell creative director|
|Andrew Smith chief strategy director|
|Paul Vallois managing partner|
|Nielsen billings 2013||£10m|
|Nielsen billings 2012||£5m|
|Total accounts at year end||17|
|Accounts won||9 (biggest: RNLI)|
|Accounts lost||2 (biggest: The Glenlivet – resigned)|
|Number of staff||115 (+6%)|
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
Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.