Perverse as it may seem, Campaign’s agency of the year accolade
should never take the winner completely by surprise.
Indeed, if an agency chairman has to send out for emergency supplies of
champagne as soon as Campaign’s first edition of the new year drops on
his desk, we’ve obviously got it horribly wrong.
Expecting to be a contender for the title should not be a sign of
arrogance but of satisfaction in a year when the agency has proved to
itself and its industry peers that it has been on top of its game.
Doubtless nobody at BMP DDB will have had to make an unscheduled dash to
the off-licence this week. The agency may not be given to
trumpet-blowing but it must have been whispering to itself that its
claim was strong.
BMP never acts its age. It hardly seems possible that the then Boase
Massimi Pollitt was at the forefront of the so-called agency ’new wave’
when it set up three decades ago. Now, like Frank Sinatra, who didn’t
start singing his best songs until he hit his 30s, or David Ginola, now
playing the best football of his career at Spurs, BMP presents its most
A record year in terms of creative awards and new business are testament
to an agency at ease with itself and its culture. Happily absorbed into
the like-minded Omnicom family, BMP knows its own mind, has a clear idea
of what it is good at, and continues to mix its ambition with pragmatism
born of experience.
From the day BMP opened for business, it has offered an innovative
approach to account planning coupled with consistent creativity and an
open management style that few of its rivals have ever matched.
It’s a safe bet that this will not be the last time Campaign fails to
catch BMP unawares