1. Craig Mawdsley and Bridget Angear
A second year running in the number-one spot for the Abbott Mead Vickers BBDO duo of Angear and Mawdsley, who have again led the most-awarded planning department in London. As well as winning Effectiveness Company of the Year at the IPA Effectiveness Awards, the agency picked up eight Special Awards. The big question is: will they make it three in a row next year?
2. David Golding
After the acquisition of Adam & Eve, Golding arrived at the new Adam & Eve/DDB offices both considerably wealthier and with a determination to return some of the planning heritage to the DDB UK offshoot. As part of a restructure, he hired the Havas Worldwide London head of planning, Rebecca Moody, as a strategy planner. Elsewhere, John Lewis won a Grand Prix at the IPA Effectiveness Awards so, hopefully, the A&E culture will infuse the whole of the agency.
3. Jason Gonsalves and Jonathan Bottomley
In 2011, the Bartle Bogle Hegarty new-business machine went into overdrive. This year, though, was a time for planning to shine. The feet of Gonsalves and Bottomley didn’t get off the accelerator with a clutch of awards and work for clients including The Guardian, Lynx and Google. They also won Best Dedication to Effectiveness at the IPA Awards for Waitrose. Oh, and the Grand Prix Effectiveness gong at Cannes for Axe.
4. Giles Hedger
The likeable Hedger saw his hard work rewarded with a promotion from the chief strategy officer to the UK group managing director at Leo Burnett. His steady hand on clients such as McDonald’s and the Department for Transport means that he now forms a key part of the agency’s succession plans.
5. Richard Huntington
Saatchi & Saatchi’s Huntington lost none of his ability to provoke debate in 2012, and he started the year with an impassioned plea that agencies get their heads around social media marketing and stop wasting their time chasing "likes" for brands. And we rather like him for that.
6. Charles Vallance
VCCP’s super-clever chairman found himself back on the front line after the departure of Tracey Follows (see below) and Amelia Torode’s move to a new role within Chime Communications. He moved quickly to appoint Michael Lee as its executive planning director, but his presence is as keenly felt on the agency’s output as ever.
7. Tracey Follows
JWT London scored something of a coup when it managed to entice Follows to join as its fourth and final executive partner after an eight-month search. Down to earth, provocative (and female), she brings balance to the JWT board and will be sure to shake up its planning product.
8. Neil Goodlad
There was cause for celebration at CHI & Partners after the agency impressed the judges to win a gold at the IPA Effectiveness Awards for British Gas. Goodlad’s strategy for this brand seems to be paying off.
9. Kate Waters
Now has carved itself out an interesting place on the agency spectrum and Waters adds an extra element. While 2012 wasn’t the busiest year for new business, there are high expectations as the agency enters 2013 and Waters will be sure to deliver.
10. Tony Quinn
Publicis has been waiting for Quinn to arrive for a year, but now he is finally installed, his energy and creativity will provide a welcome shot in the arm to an agency that appears to have been sleeping for much of 2012. We’re pleased he’s back.