RESULTS, REVENUE, & REINVENTION: OUR LOOK AT THE AD AGE A-LIST
Posted by the HIT board
Creative work that drove results. Double-digit revenue growth. Throwing open the doors to reinvention.
That was the formula that propelled ten agencies to the heights of this year’s Advertising Age A-List.
In looking at the winner’s circle, we analyzed some of the traits that helped comprise the winners who are shaking us out of comfort zones and reshaping the advertising industry.
Blazing the way was Droga5, winning both Ad Age’s and Creativity’s Agency of the Year award. Described by Ad Age as “restless”, Droga5 found ways to extend the reach of dynamic brands like Under Armour and Google, as well more conventional ones like insurance giant, Prudential and toilet paper manufacturer, Great Northern. The marketplace embraced Droga’s creativity as seen by several new client wins which contributed to a jump in revenue growth from $78 million in 2014 to $126 million.
Double-digit growth was a factor common to all members of the A-List ranging from a low end of 10 percent (McCann/VML) to a high of 62 percent (Droga). A-Listers were able to ratchet up their growth through organic, as well high profile client wins.
The ability to inspire new and innovative ideas was also on display in this year’s round-up. In 2015, Los Angeles based 72andSunny expanded its in-house incubator, 72U, while launching Brand Citizenship, an offering that connects with consumers on a cause to build brand love. R/GA partnered with Owlet, a product of its own “accelerator program,” to develop a sock that monitors infant’s vital signs. Already it has been attributed with saving three lives. These are tremendous ideas that serve as industry benchmarks.
Beyond the A-List, was another group of agencies that are solving client challenges and are poised to take a shot at top slots in the future. WPP creative shop Ogilvy & Mather was recognized as an Agency Stand Out for landing a piece of Coca-Cola’s media business coming out of one of this year’s biggest media reviews – further evidence that big, bold ideas and pushing the boundaries always prevail .
Daring to take a fearless and ambitious approach to marketing contributed to The Community’s Multicultural Agency of the Year recognition. Their work for brands such as, Corona Extra and Modelo Especial, were so well-received that they’ve now moved into the mainstream market.
While the DGC team is very familiar with the submission process and the standard form agencies fill out is imperative, the process truly begins at early on each year. All of the winners in this issue, and in the past, had been eyeing Ad Age’s A-List as soon as the prior year’s results were published. It is no easy feat – a huge effort that demands excellence from all aspects and areas of agency business: creative, strategy and finance. Fostering relationships, sharing news, ideas and agency developments with Ad Age throughout the year (both on and off the record) will keep you on their radar and put you in prime position for the 2017 A-List submission.
Congratulations to all of the winners, we’re especially delighted and proud that so many of our clients are on the list…you know who you are!