School Reports 2013: OgilvyOne

Kern & Sohn
Kern & Sohn

Score: 9  Last year: 9

OgilvyOne had yet another phenomenal year, spending the majority of 2012 winning business and collecting awards. Its achievements resulted in the shop picking up Campaign’s Direct Agency of the Year gong for the third consecutive year.

The agency’s highlights include landing the highly sought and hotly contested £50 million Department of Health direct marketing account, capturing British Airways’ global digital business and winning an impressive 23 DMA awards and two Cannes Lions.

OgilvyOne thought creatively to extend its relationship with British Airways and won the pitch by establishing The 12th Floor. The new division created a consortium of agencies outside of WPP including eCommera, Imano, Ravensbourne College and Decision Technology. This was an innovative approach to meet the airline’s needs and resulted in highlights such as the "social symphony" campaign.

Awards were mainly as a result of work for Kern & Sohn ("the gnome experiment"), but there were also prizes for American Express and Drinkaware. Creative output continued at a high standard, marking out the agency as the "one to beat" on a pitchlist.

In 2012, OgilvyOne also saw a change to its senior management, with the chief executive, Annette King, promoted to lead Europe,

Africa and the Middle East (and to the Ogilvy Group board), leaving the managing director, Sam Williams-Thomas, to replace her in the UK role. Jo Coombs was promoted to managing director.

This year will be an interesting one for OgilvyOne in light of the change in management – although, since the reshuffle, the agency has continued to run smoothly. Maintaining the momentum will be no easy task, but OgilvyOne has all the talent in place to achieve this.

Type of agency Direct digital
Company ownership WPP
Key personnel Annette King UK chairman and chief executive EAME
Sam Williams-Thomas chief executive
Jo Coombs managing director
Emma de la Fosse executive creative director
Charlie Wilson executive creative director
Declared income n/s*
Total accounts at year end 47
Accounts won 18 (biggest: Department of Health)
Accounts lost 1 (Drinkaware)
Number of staff 419 (+11%)

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

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.

How OgilvyOne rates itself: 9

"Having won Campaign Direct Agency of the year twice in a row, we knew there’d be plenty of folks wanting to stop us retaining the crown for a third year. So we knuckled down and won over £75m of new business, a record number of creative awards and grew by 11%.  Back in the 60’s Avis said ‘When you are No2, you try harder.’  We beg to differ."


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