School Reports 2018
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."
Business performance and accounts
List of total accountsRetained:
Tate & Lyle
Big Yellow Storage
The Mix (formerly Get Connected)
Wall Street Journal
Public Investment Fund