AAR reports on agency business performances

DLKW, JWT and TBWA\London come top in AAR's new-business tables.

Delaney Lund Knox Warren & Partners, J. Walter Thompson and TBWA\London were the best agencies in terms of new-business performance in 2004, according to a new report compiled by the AAR.

Each of the three agencies won 12 pitches during the year. Wins including WH Smith and ExxonMobil saw DLKW adding £45.8 million to its billings, while JWT put on £40 million.

In joint-second place came Fallon and WCRS, which each won nine pitches, closely trailed by Clemmow Hornby Inge, M&C Saatchi and Vallance Carruthers Coleman Priest, with eight wins to their names. Leagas Delaney and Leo Burnett each won seven.

The report, which is in its second year, also details the number of pitch opportunities each agency had throughout the year. DLKW topped the chart again with 21 prospects and J. Walter Thompson came in joint-second with HHCL/Red Cell, both having 20 opportunities. DDB London, M&C Saatchi and TBWA\London had 18.

Against the industry average of a 25 per cent conversion rate, Leagas Delaney saw an impressive 100 per cent success in its pitches. Wins included Emirates, Twinings and Bacardi Aristoff. VCCP and FCB London came second and third with 72.7 per cent and 62.5 per cent respectively.

WCRS and Rainey Kelly Campbell Roalfe/Y&R led the pack in terms of business won without a pitch, each picking up three new accounts in this fashion.

Martin Jones, the director of advertising at the AAR, said: "Agencies only have the new- business league table to measure themselves against, but this provides different criteria for agencies to judge what makes a good new-business agency. It reveals whether you win one £10 million account or ten £1 million accounts.

"All agencies work in isolation and this allows them to benchmark themselves.

"You can also see that the agencies that do the most pitching are not necessarily the ones who win the most or who have good conversion rates. This could be a lesson about being more selective about the number of pitches agencies take on."

Greg Delaney, the DLKW chairman, said: "The report gives statistical validity to our impression that we are doing very well in new business.

New business is very important for us, financially as well as for morale, and this report is a reflection of the importance we place on it."


Rank Agency No.

1 DLKW 21

2= HHCL 20

2= J. Walter Thompson 20

4= DDB 18

4= M&C Saatchi 18

4= TBWA\London 18

7 WCRS 17

8 Fallon 15

9= Clemmow Hornby Inge 14

9= McCann Erickson 14

9= Ogilvy & Mather 14

12= AMV 12

12= Euro RSCG 12

12= RKCR/Y&R 12

12= VCCP 12

12= St Luke's 12

17 MCBD 11

18 FCB London 10

19= Mother 9

19= Publicis 9

19= Leo Burnett 9

19= Soul 9

Source: AAR.


Rank Agency No.

1= WCRS 3

1= RKCR/Y&R 3

3= Leagas Delaney 2

3= Leo Burnett 2

3= TBWA\London 2

Source: AAR.


Rank Agency %

1 Leagas Delaney 100.0

2 VCCP 72.7

3 FCB London 62.5

4= Hooper Galton 57.1

4= Fallon 57.1

6 Leo Burnett 55.5

7 CHI 53.8

8 J. Walter Thompson 52.6

9= BBH 50.0

9= McCann Erickson 50.0

9= Mother 50.0

9= Mustoes 50.0

9= TBWA\London 50.0

9= St Luke's 50.0

Source: AAR.