As Campaign publishes its School Reports 2010, Confessions of an Advertising Student takes a look at 2010 top winners and losers…
Winners
1. Digital agency glue London had a phenomenal 2009, and was given top marks by Campaign for its performance. It celebrated its 10th birthday by winning Campaign’s Digital Agency of the Year award,has produced consistently excellent and innovative work, and won a total of 16 new accounts whilst losing none. This included gaining a place on the RBS roster, and landing the Google Chrome business at the end of 2009.
2. Mediaedge:cia also received top marks after a year of stupendous growth resulting in a total billings of £503 million according to Neilsen Company. 2009 saw Mediaedge:cia win a total of 11 accounts, including the £80 million Lloyds consolidated media account, and retaining all of its existing clients. Further achievements include receiving the Grand Prix at the IPA Effectiveness Awards for it’s Morrison’s “Let’s grow” campaign, among 26 other awards and five ‘Agency of the Year’ titles. Mediaedge:cia was the only agency in the top 15 to grow and increased its staff by 5%, paying no heed to the recession. According to Campaign “MEC looks on top of its game” and I agree.
3. Partners Andrew Aldridge appear to be flourishing in the direct digital sector with billings rising from £5m in 2008 to a whopping £12 million in 2009. Whilst many agencies were forced to cut staff during the economic downturn, Partners Andrews Aldridge went against the tide, increasing its total number of staff by a recession-busting 33%. Despite having to re-pitch for Visit Wales & Privilege, the company retained both accounts and won a total of 6 accounts, including Gala Coral and the £2m Job Centre Plus account.
4. Another digital and direct agency which has performed well is CMW; 100% client retention plus 18 new accounts 
including Citroen and Wispa. 2009 saw some innovative & exciting creative work including the Cadbury’s Creme Egg ‘Twisted’ campaign which is innovative enough to break through the barriers put up by consumers against advertising, and to put a smile on the audience’s face. According to Campaign “CMW is a safe bet to emerge from the downturn as a strong challenger to more established players”. I hope that 2010 will see more unusual and inspiring work from CMW.
5. 2009 has been financially solid for Rainey Kelley Campbell Roalfe/Y&R – the company has fared well during the recession, picking up £42.9m in domestic new business billings, including the £10m Warburtons account, and has increased its total headcount by 16%. The agency was shortlisted as Campaign’s ‘Agency of the Year’ and despite missing out on the title, the agency has much to be proud off. Creative excellence was in abundance at RKCR/Y&R with memorable campaigns including the Virgin Atlantic campaign, celebrating the airline’s 25th anniversary with glamour and style. May 2010 bring more excellent creative executions from RKCR/Y&R.
Losers
1. Fallon has experienced an outstanding few years both creatively and financially, however 2009 has been a bit of a disappointment. Despite billings rising from £173 to £206 Fallon made staff cuts of 9% and lost 3 accounts including the £75m ASDA account and Sony, one of the agency’s signature clients. Things were not all bad with 10 new accounts including smoothie brand Innocent, and creative work remained fresh and innovative, but not the groundbreaking work for which it is best known (think Sony ‘Balls’). I admire Fallon’s dedication to challenging the norms and surprising the nation and truly hope that 2009 was merely a blip and that 2010 will see the return of the Fallon we all know and love.
2. JWT suffered a big blow in 2009 with the loss of Kellogg’s after a partnership of more than 70 years, and the loss of the £40m B&Q account. Despite wins for Debenhams, Baxters and BBC World Serice, and the retention of the £70m global Rimmel, 2009 has admittedly been a disappointing year for the agency and JWT pledges that in 2010 “we will do better”.
3. After a disastrous 2008 I expect those at Lowe were hoping for a better 2009, however this doesn’t appear to be the case. Campaign awarded Lowe a mark of 2 – ‘a year to forget’ and it is easy to see why. Total billings plummeted from a healthy £91m in 2008 to a worrying £53m in 2009, and headcount fell by 51%. Lowe’s creative work has been wanting and the company suffered a real kick in the stomach when Peperami left the agency after a partnership of 16 tears. Let us hope that after a disappointing couple of years 2010 will be Lowe’s year!
4. Whilst 2009 began promisingly for TBWA\London with wins including the £60m global Skype account and the bringing together of the 7 London TBWA\ owned business including Tequila and Agency.com under one roof and name – TBWA| Media Arts London. However, it didn’t last – the Skype account was lost due to a conflict from a US competitor, a rookey mistake which should have been identified during the pitching stage TBWA\London received a dismal 2 in Campaign’s School Reports and 2009 really is a ‘year to forget’ for the agency who are now looking forwards, hopefully to a brighter 2010!
For more information visit: http://www.campaignlive.co.uk/factsandfigures/rankings
