Score: 7 Last year: 6
Starcom MediaVest Group is doing a good job at reinventing itself around the "human experiences" proposition, leveraging its creativity and new thinking.
Who would have thought the agency would become an editorial partner of Haymarket Media Group in 2013, filming and editing some great content for Media360? That was just one of a string of business events and content initiatives produced by SMG last year.
Meanwhile, SMG’s content division, LiquidThread, continues to develop dynamic content for clients. The operation has strengthened its digital capabilities, fuelled by the budgets afforded by its top-spending clients, Procter & Gamble, Heineken and Samsung.
Digital display, lead generation, affiliates, SEO and mobile now account for 31 per cent of the agency’s total media spend.
Last year was a good but erratic year. Ten accounts came in, but six left, including House of Fraser, Emirates and RSA. But, undoubtedly, the longest shadow was cast by its uber-client Premier Foods. SMG will not be pleased with how the relationship ended amid bitter allegations of demands for more payment, but it did manage to walk away with its head held high.
Comfort can be had in retaining Aer Lingus and StubHub, as well as picking up Burger King’s European account.
Notable campaign successes include Tetley, Cadbury and Samsung. SMG’s focus on talent was reflected by some senior appointments and recognition in The Sunday Times’ 100 Best Companies and IPA platinum accreditation.
With the management team now in place, led by the joint chief executives, Pippa Glucklich and Steve Parker, SMG will be looking for an even stronger year in 2014, with more client retention and sizeable new-business gains.
How Starcom MediaVest Group rates itself: 7
Starcom MediaVest Group's year in a Tweet: A year of creating unique & valuable experiences. We won business & grew businesses. All in all, a great year - thanks as ever to team SMG.
|Starcom MediaVest Group|
|Type of agency||Human experience|
|Company ownership||Publicis Groupe|
|Key personnel||Pippa Glucklich joint chief executive|
|Steve Parker joint chief executive|
|Rachel Forde managing director, P&G United|
|Chris Locke UK trading director|
|Simon Pont chief strategy officer|
|Nielsen billings 2013||£342m|
|Nielsen billings 2012||£413m|
|Total accounts at year end||92|
|Accounts won||10 (biggest: Burger King)|
|Accounts lost||6 (biggest: Premier Foods – resigned)|
|Number of staff||520 (+14%)|
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.