Score: 7 Last year: 7
Saatchi & Saatchi had a solid base from which to build in 2014. And things got off to a good start when it won the Direct Line account from M&C Saatchi in March. Later in the year, it created a major relaunch for the brand starring Harvey Keitel.
The agency picked up 24 accounts across the year, from brands as varied as Marie Curie Cancer Care, Eaglemoss and Chelsea FC, as well as briefs from existing clients such as Mattessons Fridge Raiders, Toyota and Rekorderlig.
In addition to the Direct Line Keitel ads, in which Keitel reprised his character from Pulp Fiction, other work included an ambitious global campaign for the relaunch of HSBC’s private-banking services, a fun spot for Wall’s that introduced the "Wall’sie" – "the onesie you can wear down the shopsie" – and a robot programmed by games for Fridge Raiders.
There were a number of promotions. Magnus Djaba became the UK chief executive of Saatchi Saatchi & Saatchi Fallon Group in May. The following month, he promoted Kate Stanners and Paul Silburn to chief creative officers, making room for the creative directors Rob Potts and Andy Jex to rise to executive creative directors. Richard Huntington was handed the role of chief strategy officer. Then, as 2014 drew to a close, Publicis Groupe promoted Robert Senior, the EMEA chief executive, to global chief executive. Senior continues to be based in London, when he is not on a plane.
Saatchi & Saatchi had a decent new-business year, although few of the wins were as high-profile as Direct Line. Yet, by concentrating on building up the work it does for existing clients, often globally or digitally, it has managed to swell the agency’s ranks. With the global headquarters now in London and a move to a new building planned, the energy at Saatchi & Saatchi should propel it to even bigger things in 2015.
How the agency scores itself: 8
How the agency rates itself: At Saatchi & Saatchi, there’s nothing we hate more than the status quo. In 2014, we helped our clients across their creative and digital frontiers with work such as Mr Wolf for Direct Line, "Wall’sie" for Wall’s, the Hailo-style test-drive app for Toyota and, of course, "FRHANK" for Fridge Raiders. We crossed our own frontiers, winning 24 new clients including Direct Line, Marie Curie, Rekorderlig and Chelsea – and welcomed 77 fantastic new people along the way.
|Saatchi & Saatchi|
|Type of agency||Creative|
|Company ownership||Publicis Groupe|
|Nielsen billings 2014||£142m|
|Nielsen billings 2013||£142m|
|Total accounts at year end||78|
|Accounts won||24 (biggest: Direct Line)|
|Accounts lost||3 (biggest: Guinness – resigned)|
|Number of staff||461 (+20%)|
|Key personnel||Magnus Djaba chief executive
Richard Huntington chief strategy officer
Kate Stanners chief creative officer
Paul Silburn chief creative officer
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.