School Reports 2014: OgilvyOne


Score: 8  Last year: 9

OgilvyOne had a lot to live up to in 2013. After three years of stellar success, and with the Campaign Direct Agency of the Year gongs to prove it, OgilvyOne was always going to find it hard to clinch a fourth title. In the end, the WPP agency was pipped by the narrative and achievements of M&C Saatchi’s Lida.

Yet OgilvyOne had much to cheer about. It was the most-awarded agency at the DMAs, the only UK direct agency to win gold at Cannes, and the Campaign Big Direct Agency of the Year.

In terms of new business, OgilvyOne hit the ground running. The agency scooped The Co-operative Group direct account, turning down a chance to pitch for the John Lewis Partnership in the process. It also got on the Government’s integrated and digital services rosters and picked up work for Coca-Cola and New Look. OgilvyOne signed renewed contracts with BT, British Gas and Jigsaw. The other wins were largely search or digital display work, including from Nescafé and eHarmony.

From a people perspective, OgilvyOne was very stable. Annette King followed her promotion to EAME chief executive in 2012 by joining the Ogilvy & Mather Worldwide board in January 2013, in recognition of the agency’s achievements. The former deputy managing director Chris Slough returned to the fold to run the British Airways creative technology and customer engagement account, just as the airline launched a major review of its creative roster.

BA’s decision to review its entire advertising account put a dampener on things, and the agency subsequently lost the brief. A knock, yes, but a shop the size and stature of OgilvyOne will still be hard to better.

How OgilvyOne rates itself: 9

OgilvyOne's year in a Tweet: 16 new biz wins (£85m billings), double digit growth (5th consecutive year), 100+ awards, 100% client retention and headcount up by 28%

Type of agency Customer engagement
Company ownership WPP
Key personnel Annette King UK chairman and chief
executive of EAME
Sam Williams-Thomas UK chief executive
Jo Coombs UK managing director
Emma de le Fosse executive creative director
Charlie Wilson executive creative director
Declared income n/s*
Total accounts at year end 54
Accounts won 16 (biggest: The Co-operative Group)
Accounts lost 0
Number of staff 585 (+28%)

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.