School Reports 2013: TMW


Score: 6  Last year: 7

2011 was a year of new business for TMW; 2012 saw the agency reach a milestone as it celebrated 25 years of existence.

However, TMW seemed to keep its head down for much of last year. New business remained high on the agenda but, while the agency came close several times after being shortlisted for Vodafone, Virgin Holidays and Aviva, it consistently fell at the final hurdle.

Losing its long-standing client T-Mobile was a major blow. The business was consolidated under the Everything Everywhere umbrella brand into Publicis Chemistry. TMW also bid farewell to its First Direct and City Index accounts.

However, the agency did well to claw back some of the lost revenue by landing on big rosters for General Mills and Reckitt Benckiser. TMW’s biggest achievement was winning business for BBC Worldwide.

The management team, led by the founders Richard Marshall and Paul Tullo, continues to impress. There was a reshuffle, however, to fill the void left by the third founder and chief executive, Chris Warren (who departed in 2011).

The managing director, Chris Freeland, was promoted to chief operating officer and the chief client officer, Chris Pearce, moved up to managing director. Hirings included TMW’s first technical director, Guillaume Buat-Ménard, to drive digital output and Anna Foster to the newly created role of data director.

Creative output at TMW remained strong, with the majority of its high-quality work produced for Lynx. The agency’s online activity for the rum brand Captain Morgan was less impressive.

Reaching 25 is something to be proud of, but TMW will need new-business triumphs and consistently excellent work if it is to negotiate its late twenties successfully.

Type of agency Creative influence
Company ownership Creston
Key personnel Richard Marshall chief executive
Paul Tullo creative partner
Chris Freeland chief operating officer
Chris Pearce managing director
Kate Wheaton director of strategy
Declared income £20.4m
Total accounts at year end 19
Accounts won 4 (biggest: BBC Worldwide)
Accounts lost 3 (biggest: T-Mobile)
Number of staff 262 (+1%)

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 TMW rates itself: 8

"Another strong performance this year with business growth from both existing and new clients including BBC Worldwide, General Mills and Reckitt Benckiser. There’s also continued recognition of our great creative work with 12 awards including five DMAs. Specific areas such as social, content, mobile and connected devices and shopper marketing are all seeing accelerated growth, further supporting the agency’s Intelligent Influence approach. 2012 also saw a refocus on data and marketing effectiveness, which are increasingly important in the current climate."