School Reports 2013: The Brooklyn Brothers

Iceland Tourism
Iceland Tourism

Score: 7  Last year: 5

The Brooklyn Brothers describes itself as "a creative enterprise" and, given the breadth of its output across sectors beyond advertising, it seems entirely appropriate. It is one of the few new breed of agencies that manages to handle the marketing and PR disciplines seamlessly.

In 2012, it was one of the few UK agencies to win big at Cannes – The Brooklyn Brothers flew home with a gold Lion in the PR category for its "inspired by Iceland" campaign for Iceland Tourism that sought to rebrand the country after its financial collapse.

Iceland Tourism continued to provide the agency with creative scope to flex its muscles – it created a 12-minute documentary on Iceland, called "Islander", created by the Bafta-nominated director Robert Murray, designed to promote the country as a year-round destination. The campaign ran across AOL sites, including Huffington Post, MyTravel and AOL Travel, and featured the first branded blog to run on the site.

The Brooklyn Brothers also competes in the traditional advertising space – in fact, it found itself on some solid pitches (particularly those run by Oystercatchers) such as Cuprinol, Ideal Standard and McLaren. Its conversion rate may not have been that high, but perhaps clients aren’t brave enough to try the hybrid model that The Brooklyn Brothers offers. Yet.

Wins included the launch of the eagerly anticipated Jaguar F-Type (due this year) and Warehouse, after a pitch against ODD and Joint.

Additional work from Sky arrived in the shape of a brief to promote cultural programmes on Sky Arts and raise the profile of the channel. Tate also picked The Brooklyn Brothers to launch its newest gallery, The Tanks – a space dedicated to performance art. The agency didn’t lose an account.

The Brooklyn Brothers has turned itself into one of the more interesting (and, maybe, quirky) agencies in town. If it can start cracking more of the bigger briefs, then its established rivals will really have to sit up and take notice.

The Brooklyn Brothers
Type of agency Creative
Company ownership Independent
Key personnel George Bryant partner
Ali Alvarez partner
Jackie Stevenson partner
David Watson partner
Laura Wood partner
Declared income £4.25m
Total accounts at year end 17
Accounts won 5 (biggest: Jaguar)
Accounts lost 0
Number of staff 57 (+14%)

Score key: 9 Outstanding  8 Excellent  7 Good  6 Satisfactory  5 Adequate  4 Below average  3 Poor  2 A year to forget  1 Survival in question

How The Brooklyn Brothers rates itself: 7 

"A year of extraordinary moments with new clients and new talent. We continue to break new ground with our work, we won gold at Cannes and opened a new office in Hollywood. We’ve achieved so much but there's still so much more to do, we’re really looking forward to 2013."