AAR names best of 2005

The AAR reveals its rankings of the best new-business performers of last year.

Delaney Lund Knox Warren & Partners and Clemmow Hornby Inge were the best agencies in terms of new-business performance in 2005, according to a new report compiled by the AAR.

DLKW topped the league for the second year running and, with CHI, won 11 pitches.

They were followed by Rainey Kelly Campbell Roalfe/Y&R with ten wins.

Beattie McGuinness Bungay, DDB London and McCann Erickson came joint fourth with nine wins apiece.

The AAR's third annual report also ranked agencies by the number of opportunities to win new business, including accounts picked up without pitching. DDB London came first, with 23 prospects - six more than RKCR/Y&R, which came second. Third place was shared by Abbott Mead Vickers BBDO and DLKW, each with 16.

Beattie McGuinness Bungay beat more established players by coming first in terms of winning new business without a pitch. It picked up four new accounts. CHI and Leo Burnett came joint second, each winning three.

In terms of converting new- business opportunities into wins, Wieden & Kennedy came top, scoring a conversion rate of 80 per cent. In second place, Euro RSCG London converted 77.7 per cent of opportunities while, in third, McCann Erickson converted 75 per cent.

Martin Jones, the AAR's director of advertising, said that McCann's and Euro RSCG's places in the conversion table will surprise some. "I think the figures are really interesting because they are about reality, not perception," he said.

He added: "My gut feeling tells me agencies are becoming more selective. More this year had a conversion rate of 50 per cent or above. They know it's commercial suicide not to. Agencies are leaner than they have been and more commercially astute when looking at opportunities."

- Comment, page 44

WINS RANK AGENCY NO OF WINS 1= Clemmow Hornby Inge 11 1= Delaney Lund Knox Warren & Partners 11 3 Rainey Kelly Campbell Roalfe/Y&R 10 4= Beattie McGuinness Bungay 9 4= DDB London 9 4= McCann Erickson 9 7= Bartle Bogle Hegarty 8 7= St Luke's 8 9= Abbott Mead Vickers BBDO 7 9= Euro RSCG London 7 9= Mother 7 9= VCCP 7 13= Leo Burnett 6 13= Lowe 6 13= WCRS 6 16= Fallon 5 16= HHCL United 5 16= Isobel 5 16= Miles Calcraft Briginshaw Duffy 5 16= Publicis 5 16= Wieden & Kennedy 5 Source: AAR Notes: Total new-business wins from any source. COMPETITIVE CONVERSION RATES RANK AGENCY CONVERSION % 1 Wieden & Kennedy 80.0 2 Euro RSCG London 77.7 3 McCann Erickson 75.0 4 Beattie McGuinness Bungay 66.6 5= Bartle Bogle Hegarty 60.0 5= Clemmow Hornby Inge 60.0 7= Miles Calcraft Briginshaw Duffy 57.1 7= St Luke's 57.1 9 Rainey Kelly Campbell Roalfe/Y&R 56.2 10= DFGW 50.0 10= Delaney Lund Knox Warren & Partners 50.0 10= Grey 50.0 10= Isobel 50.0 10= Lowe 50.0 10= Mother 50.0 16 M&C Saatchi 42.8 17= FCB London 40.0 17= VCCP 40.0 19 Fallon 37.5 20 HHCL United 36.4 Source: AAR Notes: Conversion rate in competitive pitches, whether open or roster. NB. Agency has to have taken part in five competitive pitches in order to be included in the table.


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