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!
In one of the most anticipated unveilings each year, Ad Age yesterday released its annual Agency A-list issue, which highlights the industry’s top agencies and talent from the previous year. We’re thrilled to announce that two of our clients (and many other industry friends) made the list – TargetCast for “Agency to Watch,” and Translation Founder & CEO, Steve Stoute, for “Executive of the Year.”
While the A-list is undoubtedly one of the ad industry’s most coveted honors, few people know how much time, effort and strategy it takes to secure a spot on this list. One would think that because agencies are in the business of selling products and services, that it should be a breeze to promote themselves. Truth is, it takes a strong new business record, standout talent, memorable and cutting-edge work, and most importantly, a strong story that ties it all together and catches the attention of Ad Age’s editors.
This year’s A-list Agency of the Year, 72andSunny, had what it took to land at the top of the list. Not only did the shop make waves for bold Samsung work that took a direct hit at rival Apple, it grew billings by 66% and invested in top talent. One big hire was Scott Trattner, an ECD who previously worked on Apple’s advertising at TBWA\Chiat\Day.
New business track records were common among this year’s winners: Agency 360i, number two on the list, brought in over $600 million in billings with business from Hanes, Verizon, Trident and H&R Block. Grey, number three on the list, won an astounding 21 of 23 new-business pitches in which it participated– Whole Foods, Marriott Resorts, Olive Garden, EmergenC, Radio Shack — worth more than $450 million in billings.
Innovation is important, too. Our friends at La Comunidad, one of DGC’s launch clients and number seven on this list, created the “Volvo in Every Car” app. It lets users zap badges of rival car brands to see all the Volvo-created technology inside other cars.
For agencies that may not have won hundreds of millions of dollars in new business, but are showing promising momentum, there is the “Agencies to Watch,” category, to which our own Targetcast was named. This mid-size media agency’s “David vs. Goliath” story combined with a growing new business pipeline and a sale to global holding company MDC Partners all laddered up to a well-deserved place on this list. A shout out goes to DGC friend and client JWT for also making the watch list on the back of standout work for Band-Aid and Macy’s, and a slew of key hires over the last two years that included Jeff Benjamin, Mike Geiger and Ryan Kutscher. DDB New York was named Creativity’s Agency to Watch in 2013 for its mantra of reinvention and stand-out work including Tropicana’s morning commute campaign and a pro-bono social media campaign for Water for Life centering around the hashtag #firstworldproblems.
Agency executives, too, are honored for their leadership, business results and out-of-the-box thinking as part of this list. This year, no one other than our own client Steve Stoute, CEO of Translation, could be more deserving of honor. Steve’s “outsider” perspective (he spent years in the music biz), experiential approach to marketing (Translation was behind Budweiser’s Made in America festival with headliners Jay Z and Pearl Jam), philosophy on why hip hop culture has become mainstream (he wrote best-selling book “The Tanning of America”), and extensive new business successes (Translation has 60% revenue growth in 2012 with work from clients like McDonald’s State Farm and A-B InBev) have all proven Steve is not just capable of launching music careers, but has a long road ahead in the ad business, as well.
This year’s A-list is comprised of an exciting and innovative group of companies and people, some of whom we’re proud to call clients and work with day in and day out. We’ll be following this group and their creative endeavors closely this year, and can’t wait to see what they do next. Congrats!
You can see the full wrap here (or in this week’s print edition): Ad Age 2013 A-List
A huge congratulations to Arnold, Goodby Silverstein & Partners, Organic and Translation – four DGC clients who made this year’s Ad Age & Creativity‘s A-List issues! We’re incredibly proud of each for achieving this wonderful accolade. Here’s a little more about what each agency was honored for:
- Arnold: Arnold earned the #10 spot on Ad Age’s A-List for impressive 2011 revenue growth, thanks to new business wins from Dell and Tribe Hummus and growth from existing clients like Volvo, Hershey and Ocean Spray. Arnold’s work for Progressive got special mention. Who doesn’t love Flo, the customer-service rep Arnold created for the brand? In addition to driving results, Flo was one of the most popular Halloween costumes of 2011. Progressive’s CMO says he treats the agency as “part of my extended staff.”
- Goodby, Silverstein & Partners: Goodby, Silverstein & Partners was named to Creativity’s A-List. Creativity editors called out the agency for striking a “technical and touching” tone with its Chevy “Then and Now” campaign. Also lauded: the agency’s stunts for Chevy, which included sending a Sonic on a digital remote-controlled bungee jump.
- Organic: Organic was named Comeback Agency of the Year, thanks to an incredible new business run in 2011 following a recession-induced loss of two marquee accounts the previous year. Organic brought in more than 10 new pieces of business in 2011, brands like Pepsi, The Hartford, Hasbro, and more, and launched its first-ever TV spot, a collaboration with acclaimed filmmaker Darren Aronofksy, for the Meth Project. It’s no wonder their client Kimberly-Clark called them “the smartest guys in the room.”
- Translation: Translation was honored as a standout agency of the year, thanks growing revenue by a staggering 60 percent last year and doubling their headcount. Translation received praise for bringing in major clients like Coca Cola and, Nokia. Next to come from Translation: a Super Bowl spot for Anheuser-Busch’s Bud Light Platinum.