10 January, 1997
Abbott Mead Vickers BBDO has become the first agency to win Campaign’s
coveted Agency of the Year Award in successive years. AMV takes the 1996
prize despite fierce competition from the runner-up, St Luke’s, and the
agency in third place, M&C Saatchi.
In 1995, AMV took the prize by beating off Rainey Kelly Campbell Roalfe
and M&C Saatchi. The announcement of its victory then coincided with the
news that it had snatched the dollars 50 million global Dulux
account.
The first award, which the industry believed was long overdue, was given
for a combination of factors, not least for an overwhelming consistency
of performance.
Other factors included an outstanding creative track record in 1995,
pounds 127 million worth of gains in new business including additional
assignments from existing clients, and a stunning 73 per cent increase
in pre-tax profits.
Equally importantly, however, the agency’s ability to marry creativity
and integrity to financial performance proved to be a decisive factor in
the award.
The second award again marked an outstanding creative and new-business
year for AMV, including wins from W. H. Smith, the Prudential and
Wrangler, as well as extra business from BT and an IPA Effectiveness
Grand Prix for the same client. A clear strategy for acquisition, as
well as management succession, marked AMV out.
