School Reports 2015: The Red Brick Road

Just Eat
Just Eat

Score: 6  Last year: 4

It looks like The Red Brick Road has sorted itself out after the turmoil of previous years and can look back on 2014 with a sense of satisfaction.

The year started well with the shop securing five pieces of new business in the first five months. Its biggest (and creatively most rewarding) win was Just Eat, the online takeaway service that had previously used VCCP. The agency now handles the work in the UK and international markets including Brazil, Canada and France.

Its first project was promoting Just Eat’s three-year sponsorship deal with the Championship football team Derby County, whose shirts feature the brand’s logo. The agency later created a pleasing TV spot that featured people celebrating a series of small victories with a "mini fist pump".

The agency was appointed by Moma, the breakfast brand, in March to promote the healthy-eating credentials of its porridge and muesli range. Next up was Broadbandchoices.co.uk, the Ofcom-accredited comparison site, which awarded the agency its business after a three-month competitive pitch against The Gate and M&C Saatchi. Other wins included Quotezone. In early 2015, it won the US account for Go Daddy.

However, on the obverse of TRBR’s otherwise shiny coin came the loss of Magners as a retained client, which it claims was a result of the client reducing spend and not commissioning any campaigns last year.

There were some notable creative highlights aside from Just Eat, including a TV ad for Thinkbox that saw the return of Harvey the dog. The shop also produced a 60-second spot about a group of professional surfers for the spirit brand Jägermeister’s first TV advertising in the UK, and a campaign for Soreen titled "the loveable loaf".

All in all, a solid year. A mini fist pump is, therefore, entirely appropriate for the agency.

How the agency scores itself: 7

How the agency rates itself: Five wins in the first five months, plus Jägermeister’s debut advertising campaign and the first National Railcards advertising campaign for ten years. Our PR and experiential division made front-page news for ADT when campaigning for fairer burglar sentencing. We continued to add talent including a rebooted digital and social team. We relaunched Just Eat in 12 countries, introduced Soreen’s "the loveable loaf", and brought Thinkbox’s Harvey back to the nation’s screens.

The Red Brick Road
Type of agency Integrated advertising
Company ownership Independent
Declared income £5.8m
Total accounts at year end 17
Accounts won 5 (biggest: Just Eat)
Accounts lost 1 (Magners)
Number of staff 65 (+8%)
Key personnel David Miller managing director
Ben Mitchell head of strategy
Matt Davis creative director
Richard Megson creative director

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.

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