School Reports 2011: CHI & Partners

A strong all-round performance helped CHI & Partners enjoy an impressive 2010, in which it topped the new-business league table and improved its creative output.

Recent CHI & Partners work: Drench
Recent CHI & Partners work: Drench

Score: 8

Agency fact file: CHI & Partners
Type of agency Full service
Company ownership Independent (minority stake held by WPP)
Key personnel Johnny Hornby founding partner
  Jon Burley executive creative director
  Sarah Golding managing partner
  Nick Howarth managing partner
  Neil Goodlad managing partner
The Nielsen Company billings 2010 £185m
The Nielsen Company billings 2009 £164m
Declared income £21m (2009)
Total accounts at year end 30
Accounts won 9 (biggest: Churchill)
Accounts lost 2 (biggest: Teletext – resigned)
Number of staff 200 (+5%)

Even with a couple of disappointing pitch results -notably the YouView ad account, which was initially awarded to the agency before a last-minute U-turn - CHI notched up an impressive new-business haul. Successes included Green Flag, Westfield, Heat magazine, Interparcel, Churchill and the Department of Children, Schools and Families. It also secured a place on the Nestle roster, winning the advertising for Polo, and expanded its relationship with Samsung by netting the global advertising for the brand's mobile division, as well as picking up the UK advertising account for Samsung TVs.

CHI was hit by a few departures during the year. The executive creative director, Ewan Paterson, ended a five-year stint at the agency to join DDB Chicago, while Enyi Nwosu left his role as managing partner of MCHI to move to M&C Saatchi.

On both occasions, though, CHI acted fast in bringing in replacements. Jon Burley was hired from Leo Burnett to replace Paterson, while the former National Magazine Company managing director Jessica Burley was brought in as the chief executive of MCHI.

Creative highlights included work for Drench ("cube") and Talk Talk ("Bright Star Studio"), while there was much talk around "The Third Man" ads for The Times, featuring Peter Mandelson.

Burley has been low profile since his arrival but if CHI can build on the progress it has made with its creative product, while continuing its new-business success, 2011 could be a very good year indeed.

Score last year: 7

How CHI & Partners rates itself: 8

"It's been an excellent year for us. Number one in the new-business league. From number 22 to 13 in the agency performance league. The Burleys joined - Jon as our new executive creative director, Jess as the chief executive at MCHI. Big campaigns for our big clients like British Gas, Argos and Talk Talk. Awards recognition across every media channel from Cannes, Creative Circle, Revolution, Campaign Big, D&AD, Webby and the Marketing Society. It's been an excellent year."

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