School Reports 2014: Brothers and Sisters

Sky Sports
Sky Sports

Score: 5  Last year: 6

The big win for Brothers and Sisters in 2013 was the £5 million creative account for Center Parcs. It beat Adam & Eve/DDB and VCCP to the business in March and was charged with attracting new customers to its holiday homes. More wins followed from Sellotape and Vue.

The income from these wins was not enough to stem a £386,513 decline in profit compared with 2012, which the agency attributes to slightly lower earnings from Sky last year. This demonstrates Brothers and Sisters’ reliance on its founding client – five of its 18 accounts are Sky businesses.

The agency only lost one account – the weight-loss plan LighterLife, which it resigned when budgets were cut and the scope of work changed to DRTV only.

The management team remained stable for the year, although the repercussions of the departure of its managing director, Juliet Haygarth, who announced she is joining BMB as its chief executive this year, are yet to be felt.

Creative highlights included the agency’s first work for Sony for the launch of the computer game Gran Turismo 6 and its TV ad for Sky Sports, which starred David Beckham.

Ahead of the opening of the new Formula One season, Brothers and Sisters created the Formula One Twitter Grand Prix for Sky Sports. This online quiz generated widespread interest on the social network and the overall winner secured a pair of tickets to the 2014 Australian Grand Prix in Melbourne. Other activity included a nationwide TV and press campaign.

Brothers and Sisters also launched an interactive character world for children called Inky and Smudge, and collaborated on the launch of The Fableists, a sustainable children’s clothing brand.

Some nice work and new-business wins. But still not a year to set the heart aflutter.

How Brothers and Sisters rates itself: 8

Brothers and Sisters' year in a Tweet: Best new biz performance, first Playstation work, one of 2013’s mega campaigns - Beckham for Sky Sports. 2 of our own brands launched.

Brothers and Sisters
Type of agency Advertising, digital and comms
Company ownership Independent
Key personnel Andy Fowler founder and ECD
Kevin Brown digital director
Phil Teer strategy director
Nielsen billings 2013 £40m
Nielsen billings 2012 £37m
Declared income £4m
Total accounts at year end 18
Accounts won 4 (biggest: Center Parcs)
Accounts lost 1 (LighterLife – resigned)
Number of staff 52 (no change)

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.