Score: 5 Last year: 4
After a poor 2013, it was time for a rethink for Kitcatt Nohr. Last year was the first of a three-year plan to "redefine CRM for the 21st century and take that proposition globally".
So 2014 saw a lot of internal changes. First was the dumping of the "Digitas" name and an announcement that the shop would refocus on people. It then moved to the Old Truman Brewery on Brick Lane opposite its sister agency DigitasLBi.
There were several management changes. Vonnie Alexander was bumped up to managing director to head the agency alongside Paul Kitcatt, the chief creative officer. Ben Golik was promoted to run the creative department on a day-to-day basis. The clients services department was reshaped, with Annette Blunden promoted to deputy managing director and Michael Cosham, the business director, to client partner. The group marketing director, Tracey Barber, left for Helia in August to be its chief marketing officer.
Kitcatt Nohr claims this internal tinkering did not distract it from client relationships. It grew existing business with its top clients Nissan (winning social responsibilities), Sky (expanding its customer engagement role) and Axa (adding digital and direct remits to brand responsibilities).
The agency also won the CRM accounts for Hammerson and Young’s, as well as the integrated business for Macmillan Cancer Support – particularly around its key fundraising events.
But Kitcatt Nohr did lose the UK CRM account for Starbucks and was unable to repitch for National Savings and Investments as it is not on the government ad roster.
There has been a lot of talk from the agency about its exciting future. It’s time to see whether the reality will match up.
How the agency scores itself: 6
How the agency rates itself: A global win – loyalty and CRM for Infiniti. Local wins – loyalty and CRM for Hammerson, loyalty and CRM for Young’s. And a DMA win – best customer loyalty for Nando’s. There’s a theme here. It all started by being true to ourselves – a tight CRM vision, an enhanced data offering and putting in the hard yards with our existing clients. Which all goes to show that loyalty matters.
|Type of agency||CRM|
|Company ownership||Publicis Groupe|
|Nielsen billings 2014||£10m|
|Nielsen billings 2013||£8m|
|Declared income||£58.2m (2013)|
|Total accounts at year end||14|
|Accounts won||4 (biggest: Infiniti)|
|Accounts lost||2 (biggest: Starbucks)|
|Number of staff||120 (-8%)|
|Key personnel||Vonnie Alexander managing director
Paul Kitcatt chief creative officer
Richard Madden chief strategy officer
Ben Golik executive creative director
Sue MacLure data strategy partner
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.