School Reports 2018: Now

New York Bakery Co
New York Bakery Co
Type of agency & ownership:  Independent creative agency
Nielsen billings 2017: £17m (-4%)
Declared income: £4.2m
Total accounts at year end: 22
Accounts won: 9 (biggest: Flexr)
Accounts lost: 2 (biggest: Florette)
Number of staff: 46 (+2%)
Key personnel: John Townshend, chairman; Melissa Robertson, chief executive; Kate Waters, chief strategy officer; Remco Graham, chief creative officer; Simon Wall, director of analytics
Star player: Louie Connaris, film and content editor

Now’s creative product throughout 2017 was nothing if not eclectic. From Edna, a swearing, smoking, octogenarian New York bagel shop owner, to a clever piece of PR for the Women’s Equality Party, the agency showed creative prowess that was both wide-ranging and nimble. Moreover, with a client list graced by BT, Ocado, Dixons Carphone and Public Health England, Now is looking like a place that’s close to completing its rite of passage.

In a year when Now found Edna to front a campaign to reclaim some authenticity for the New York Bakery Co, it also found an effective way for the WEP to drive the debate around the gender pay gap, by allowing people to set up a symbolic "Out of Office" template on Equal Pay Day.

Add to this a project from Public Health England to evaluate its marketing strategy and Now gives the distinct impression of having defined itself and its offering. However, the loss of salad brand Florette and website-gaming company Leo Vegas showed that not everything went its way.

Now has sought to invest in talent. Remco Graham, in his second year in creative command, brought in Sarah Levitt and Laura Muse as associate creative directors, while David Mannall arrived from Wieden & Kennedy as client services director.

The foundations are in place – now comes the time for the agency to keep building.




7 6 7

Agency's year in a tweet

In a year that was "a scooter to the ankles" for the world, straight-talking octogenarian Edna was the hero we all needed. Long live Edna.

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


*indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation