Score: 7 Last year: 7
If you strip out one (not insignificant) bit of news, Saatchi & Saatchi London had a relatively strong 2013. Unfortunately, that one bit of news was the loss of the £100 million Asda account. The supermarket had worked with Saatchi & Saatchi, Fallon and Publicis London since 1990, but Saatchi & Saatchi’s hold on the business looked perilous from the start of the pitch, in which VCCP was victorious. Nevertheless, it was a painful loss.
Elsewhere on the new-business front, there was rather more cheering news. HSBC’s global account was divided between JWT London, Grey London and Saatchi & Saatchi. The latter won the bank’s global sponsorship brief and premier banking activity, which the shop claims is its biggest win for a decade. It certainly provides an interesting creative opportunity. HSBC is now Saatchi & Saatchi’s second-biggest client in income terms, behind Procter & Gamble but ahead of brands such as EE and Visa. Other wins included Richmond’s £10 million business.
After the purchase of the digital shop Outside Line at the end of 2012, Saatchi & Saatchi hired Katrien De Bauw, the managing director of its sister agency Fallon, as the chief operating officer. The integration of Outside Line helped Saatchi & Saatchi expand the work it handles for existing clients such as Toyota, Kerry Foods – for which it produced some particularly innovative work on Mattessons – and P&G. The agency said the income from new digital activity for existing clients more than compensated for the loss of Asda.
Structurally, Saatchi & Saatchi expanded, combining the specialist shop Masius with Team Saatchi – now called Saatchi Masius – and also bringing in the shopper marketing agency Saatchi & Saatchi X into the fold.
Aside from the Asda loss, the 14 per cent growth in the business was a good performance. Hopefully, the upward trajectory will continue, enabling Saatchi & Saatchi to aim for a higher score than Asda would allow for this year.
How Saatchi & Saatchi rates itself: 7
Saatchi & Saatchi's year in a Tweet: Game. Changed
|Saatchi & Saatchi|
|Type of agency||Advertising|
|Company ownership||Publicis Groupe|
|Key personnel||Magnus Djaba chief executive|
|Paul Silburn creative partner|
|Kate Stanners creative partner|
|Richard Huntington director of strategy|
|Katrien De Bauw chief operating officer|
|Nielsen billings 2013||£118m|
|Nielsen billings 2012||£162m|
|Total accounts at year end||47|
|Accounts won||10 (biggest: HSBC)|
|Accounts lost||1 (Asda)|
|Number of staff||384 (+10%)|
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.