School Reports 2018
[Extended edition]
Bountiful Cow



Bountiful Cow



Type of agency & ownership:  Independent media planning and buying agency
Nielsen billings 2017: n/s
Declared income: n/s
Total accounts at year end: 9
Accounts won: 6 (biggest: Sky Bet)
Accounts lost: 1 (Groupon)
Number of staff: 7 (n/s)
Key personnel: Henry Daglish, founder; Graeme Douglas, Mr Brains; Erika Mari, client baroness; James Elliot, Vision visionary; Chris Andrews, digital instrumentalist
Star player: The Herd

Year in review

Henry Daglish can look back on a strong first year after launching his independent agency in November 2016 with the backing of the7stars. Bountiful Cow won some big brands, including communications planning for Sky Bet, became the first UK shop to use ISBA’s transparent media-agency framework contract, and was shortlisted for Agency Team of the Year at the Campaign Media Awards 2018 – quite an achievement for a team of just seven people.

It is no coincidence that Bountiful Cow has won business at a time when network agencies are facing questions about their operating model. Daglish’s mantra – put clients first and do good work – feels like a throwback to a simpler age, and it is striking that three-quarters of its media spend has been in TV.

Yet Bountiful Cow’s agile, collaborative approach is modern. It has rented space in a WeWork building in Aldwych, although it will soon be joining the7stars in a new building, and has worked with other agencies, including creative shop Who Wot Why on Sky Bet and AI media outfit Blackwood Seven on Groupon. The latter proved a short-lived client, as Blackwood Seven shut its UK operation within months of opening, but it showed Bountiful Cow was willing to experiment.

Daglish wrote a "diary of a start-up" column for Campaign during his agency’s first year. Now his challenge is to prove Bountiful Cow can keep growing. That means beefing up the management team and defining its unique selling-point – beyond being a nimble conflict shop for its parent. Bountiful Cow has made a good start.

Agency's Year In A Tweet


"Just the beginning."

Scores


Score this year: 6
Score last year: n/a
How the agency scores itself: 7
Management strength: 5
Creativity: 6
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:

Sky Bet

ClearScore

Lily's Kitchen

The Movember Foundation

ProperCorn

No 1 Rosemary Water

Bloom & Blossom

Projects:

Whyte & Mackay

Wiggle and Chain Reaction

Top three spending accounts:

Sky Bet (n/s)

ClearScore (n/s)

Lily's Kitchen (n/s)

Number of retained accounts: 9
Number of accounts that are projects: 2
Biggest win: Sky Bet (comms planning) (£22.8m)
Biggest lost: Groupon (£3.6m)

Diversity


Awards

Haymarket award wins


0