School Reports 2014: Starcom MediaVest Group

Tetley
Tetley

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
Declared income n/s
Total accounts at year end 92
Accounts won 10 (biggest: Burger King)
Accounts lost 6 (biggest: Premier Foods – resigned)
Traditional 69%
Digital 31%
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.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More