School Reports 2018
[Extended edition]
M/SIX



M/SIX



Type of agency & ownership:  Media agency, owned by The & Partnership and Group M
Nielsen billings 2017: £101m (+30%)
Declared income: n/s
Total accounts at year end: 36
Accounts won: 5 (biggest: Bridgestone)
Accounts lost: 2 (biggest: Under Armour)
Number of staff: 135 (+55%)
Key personnel: Jess Burley, global chief executive; Alistair MacCullum, UK chief executive; Ross Barnes, global chief technology officer; Matt White, chief client partner; Pete Kemp, UK chief operating officer
Star player: Sophie Fyles, client lead, Toyota/Lexus

Year in review

M/SIX had a good year, winning international business, beefing up its management and making strides in its ambition to build a digital-first agency that is fit for the future. The move to embed teams in clients’ offices is smart and appears to have worked with Toyota after parent company The & Partnership landed the pan-European account in 2016.

In a sign of M/SIX’s ambitions, Jess Burley, the global chief executive, brought in a capable new UK chief executive, Alistair MacCullum, the former boss of the now-defunct M2M. There were five wins, including Bridgestone and several other clients that M/SIX asked to keep confidential. Two account losses were negligible.

M/SIX has benefited from The & Partnership’s range of services such as creative and content to provide a joined-up solution for clients. But Burley’s team deserves credit for leading the charge with its data-driven approach to biddable media, dynamic creative and commerce. It claims 95% of its media buys are informed by "extended" data.

The agency also worked on some big sponsorship deals including Just Eat for The X Factor and Lyle’s Golden Syrup for The Great British Bake Off. The fly in the ointment was Sainsbury’s – a £115m piece of consolidated business that the agency won in a stunning coup after a closed review, only for rival PHD to challenge the decision and persuade the client to overturn it. It was a cruel blow for M/SIX, which had mounted a strong case pitch initially, and there must be hope that it can bag another retailer before long.

Agency's Year In A Tweet


"We’re gonna need a bigger boat."

Scores


Score this year: 7
Score last year: 7
How the agency scores itself: 8
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:

TalkTalk

Britvic

Just Eat

Virgin Money

Vitality Health

Vitality Life

Hotels.com

The Sun

The Times

TalkTalk Business

Tate & Lyle

BIC

Avon

Cafe Latte

Onken

Big Yellow Storage

Princes Trust

Me&Em

CBRE

Abbott Healthcare

Sentebale

The Mix (formerly Get Connected)

Kikkoman

Wall Street Journal

Villa Maria

Arconic

Blu

Malaysia Airlines

Puressential

Simplify Digital

Toyota/ Lexus

Havaianas

Bridgestone

Westons

Project-based:

Public Investment Fund

House Network

Top three spending accounts:

TalkTalk (n/s)

Toyota (n/s)

Lexus (n/s)

Number of retained accounts: 36
Number of accounts that are projects: 1
Biggest win: Bridgestone (n/s)
Biggest loss: Under Armour (£86,000)

Diversity


Awards

Haymarket award wins


Media Week Awards: 1