School Reports 2018
[Extended edition]
Atomic London

Atomic London

Type of agency & ownership:  Independent creative agency
Nielsen billings 2017: £12m (+105%)
Declared income: n/s
Total accounts at year end: 25
Accounts won: 8 (biggest: Peperami)
Accounts lost: 0
Number of staff: 48 (+4%)
Key personnel: Jon Goulding, chief executive; Dave Henderson, creative partner; Guy Bradbury, creative partner; Richard Hill, strategy partner; Nick Fox, chairman
Star player: Pete Mould, creative director of art and design

Year in review

In creative partner Dave Henderson’s first full year – an appointment intended to bring some explosive creativity to match the agency’s name – Atomic London ended 2017 looking like a shop ready to make more of an impact than might previously have been the case.

A revamped managerial front line, some eye-catching creative work and a more effective new-business machine that won eight out of nine pitches are testament to a year in which Atomic built a stronger foundation from which to smash through its personal glass ceiling.

This confidence manifested itself in the much-praised i newspaper general election campaign for Johnston Press, featuring the party leaders in guises synonymous with their campaigns. This was one of Campaign’s top 10 press ads of 2017 and named Best Print Ad at the Big Awards.

The agency may have the chance to build on this success with November’s appointment as lead UK agency for Peperami. Is it up to the challenge of not only matching but surpassing the success of some of the funniest and most memorable brand advertising seen in the UK?

Add to this the arrival of Ageas, the third-largest insurer in the UK, a rebranding assignment for the Royal Opera House and the appointment to handle Flipper, the energy-switching service, and the result is an agency that is successfully navigating a transformative period.

With new roles for the two founding partners – Jon Goulding became chief executive, while Nick Fox took on the chairmanship – can Atomic fulfil its desire to become a standard-bearer for the independents?

Agency's Year In A Tweet

"The year we got our Atomic formula right. Some good wins and some great work. #BrexitWhatBrexit #NeverQuiet"


Score this year: 7
Score last year: 5
How the agency scores itself: 7
Management strength: 7
Creativity: 7
Innovation: 7
New business: 7
Diversity: 6

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts Retained:


Star Alliance

Cancer Research UK

Viking Cruises

XL Catlin



Remember a Charity


The I Newspaper

Royal Opera House


Creative Content UK




Hawkes Ginger Beer

Love Smoothies







Re-generate (Unilever)

Tigi (Unilever)

Top three spending accounts:

Star Alliance (£2m)

Cancer Research UK (£1m)

Peperami (£650,000)

Number of retained accounts: 8
Number of accounts that are projects: 17
Biggest win: Peperami (£650,000)
Biggest lost: 0



Haymarket award wins

Campaign Big Awards: 1