School Reports 2017: Lida

Ikea
Ikea

Score: 6 
Last year: 7


How the agency rates itself: 7

After years of being the powerhouse, alongside the mobile agency, of M&C Saatchi Group, Lida experienced a year of change with people and accounts coming both in and out of its revolving door.

Starting the year without co-founder Lisa Thomas, Lida then lost creative chief Nicky Bullard and chief operating officer Louise Whitcombe in quick succession. Clients that left the building never to return included Virgin Holidays, Land Rover (lost as part of the global realignment into Spark44), Alzheimer’s Society and Comparethemarket.com.

Coming in were a number of sizable briefs, including the consolidated Royal Mail Group business at the expense of Chemistry and Havas Helia. Lida also emerged victorious in the Open University pitch that followed the education provider’s decision to switch to a response-based marketing strategy. Other wins were Nespresso, Jockey Club, NSPCC and more work for NatWest.

Under new chief creative officer Tom Thomas, who joined from SapientNitro in May, Lida’s strong work continued to span the direct spectrum. There were direct response TV ads for NSPCC and Blue Cross, a clever embroidered DM pack to encourage people to sign up to Ikea’s emails and a digital campaign for Ray-Ban that created personalised glasses based on people’s Instagram feeds.

At the end of January 2017, Lida got the unwelcome news that it had lost Boots’ loyalty work after seven-and-a-half years as part of a global deal hatched between WPP’s Sir Martin Sorrell and Walgreens Boots Alliance’s Stefano Pessina. It was a galling start to a year. Lida will be hoping it’s not the start of another dizzying 12 months.


How the agency describes its year in a tweet

A new team, ten new clients and even better work. Another year to be proud of. @lidalondon going from strength to strength.

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