School Reports 2017: The Brooklyn Brothers

Promote Iceland
Promote Iceland

Score: 7 
Last year: 6


How the agency rates itself: 8

The big news for The Brooklyn Brothers in 2016 was its sale to Interpublic PR network Golin in February for an estimated £35m.

Under the agreement, The Brooklyn Brothers retains its name but shares its resources (130 staff across its US, UK and Brazilian offices) with Golin, jointly pitching and creating work together where necessary.

For an agency that has always strived to create integrated campaigns involving owned, earned and paid media, its new home – one of the more progressive PR networks – is a good fit. The Brooklyn Brothers subsequently unveiled a new management team in the London office, with Jessica Binns as managing director.

Three months after signing on the dotted line, The Brooklyn Brothers won the Mini UK integrated pitch.

It also picked up four other brands including Ovo Energy. The new billings more than made up for the end of three projects for smaller clients – New Covent Garden Soup, Sabre and Circle Housing.

Meanwhile, the agency’s latest chapter for the "Inspired by Iceland" tourism campaign, "Ask Gudmundur", picked up a Grand Prix at the Euro Effies. The work invited tourists to ask real Icelanders questions about their country via social media. Barack Obama even mentioned it in his arrival speech in the Nordic country in May.

Other notable work last year included what The Brooklyn Brothers claimed was the first live-streamed test drives for Land Rover on Facebook Live and Periscope. The films showed different vehicles and environments, and were followed by live Q&A sessions.

Meanwhile, to activate Hyundai’s sponsorship of Euro 2016, the agency set up a huge "FanDome" in London, which broadcast 45 games and welcomed 45,000 guests during the tournament.

The Brooklyn Brothers can look back fondly on 2016. Here’s looking forward to more this year.


How the agency describes its year in a tweet

A brilliant new partner, work that makes us proud, clients we love and a uniquely talented team who’ve come of age. 2016 vintage Brooklyn.

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