Score: 9 Last year: 8
All the pieces fell into place for MediaCom – Campaign’s Media Agency of the Year – in 2013. Its hard graft resulted in some outstanding work, such as "TA live" with ITV and JWT London for the Army, which swept the board at the Campaign Media Awards.
Elsewhere, the latest extension of Snickers’ "you’re not you when you’re hungry", which was linked to commonly misspelt words on Google, was a feat of creative search marketing with a spend of just £5,000, while a dual-screen spot for Cancer Research UK showed viewers’ real-time "messages to cancer" during an ad break.
MediaCom won 54 accounts, equating to more than £100 million. The stars were Sony Mobile’s global business and the £30 million Coca-Cola account. The agency was in danger of losing its prize businesses as major clients reviewed, but it held on to the £86 million Direct Line Group – one of its biggest – and the £60 million GlaxoSmithKline UK brief.
The anomaly was the UK Seat account, which went to PHD, despite MediaCom retaining the majority of the car-maker’s global media.
Meanwhile, MediaCom will continue its work with the Government after landing a place on its planning and strategy roster and winning the entire Home Office media planning account.
The sturdy senior management team – Karen Blackett, Jane Ratcliffe and Sue Unerman have worked together at MediaCom for 15 years – leads the company with expertise .
The shop has a well-balanced culture and champions diverse backgrounds. It has offered permanent jobs to the entire first batch of youngsters from its Government-backed apprentice scheme. Claudine Collins also brought a touch of glamour to Lord Sugar’s boardroom as a judge on The Apprentice.
How MediaCom rates itself: 8
MediaCom's year in a Tweet: A good year - retained DLG, won £110m+ of new business, successful apprentices, innovative partnerships & named Media Agency of the Year
|Type of agency||Media|
|Key personnel||Jane Ratcliffe chairman|
|Karen Blackett chief executive|
|Josh Krichefski chief operating officer|
|Sue Unerman chief strategy officer|
|Claudine Collins managing director|
|Nielsen billings 2013||£1,232m|
|Nielsen billings 2012||£1,162m|
|Total accounts at year end||233|
|Accounts won||54 (biggest: Coca-Cola)|
|Accounts lost||1 (Seat)|
|Number of staff||903 (+8%)|
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.