THE AGENCY HOLMES RANKINGS REPORT

IN2 SABRE AWARDS THE 2017 THE SABRE HOLMES AWARDS REPORT EMEA 2017 The Best Agencies, Campaigns, Influencers and Stories of the Year

AGENCY OF THE YEAR

IN2 INNOVATION SUMMIT 2017

THE THE INFLUENCE INNOVATOR 100 25 2017 2017 THE GLOBAL EDITION

GLOBAL PR SUMMIT 2017 THE “Proving and improving the value of HOLMES public relations” REPORT Paul Holmes

The Holmes Group is dedicated to Paul Holmes North America proving and improving the value of Founder & Chair The Holmes Group public relations, by providing [email protected] 271 West 47th Street insight, knowledge and recognition Suite 23-A Arun Sudhaman to public relations professionals. New York, NY 10036 CEO & Editor-in-Chief +1 212 333 2300 The Holmes Group was founded in +852 96187774 2000 by Paul Holmes, publisher and [email protected] Europe CEO, who has more than two decades The Holmes Group Aarti Shah of experience writing about and 6 Sussex Mews West Head of Strategic Partnerships evaluating the public relations W2 2SE & Operations United Kingdom Holmes Report’s delivers — not only +1 510 808 5855 +44 (0)203 238 2048 the most sophisticated reporting and [email protected] analysis on PR trends and issues — Diana Marszalek but also the industry’s most sought- Senior Reporter (New York) The Holmes Report 2017 book after awards and events around the +1 914 450 3462 was designed by 05creative* world. [email protected] Celeste Picco Administrative +1 212 333 2300 [email protected] Patrick Drury Event Manager +1 732 299 1847 [email protected] Annabel Davis +44 (0) 203 238 2048 [email protected]

2 Contents

Foreword by Paul Holmes 4 2017 Agencies of the Year - Global 6 2017 Agencies of the Year - North America 23 2017 Agencies of the Year - EMEA 55 2017 Agencies of the Year - Asia-Pacific 95

The Global SABRE Awards 119 The SABRE Awards North America 121 The IN2 SABRE Awards North America 124 The SABRE Awards EMEA 127 The IN2 SABRE Awards EMEA 131 The SABRE Awards Asia-Pacific 133 The IN2 SABRE Awards Asia-Pacific 136 The SABRE Awards South Asia 138 The SABRE Awards Latin America 140 The SABRE Awards Africa 142

2017 Global Creative Index 145

The Influence 100 149 The Influence 100 Insights 155 The Crossover Stars 168 The Rising Stars 170

The Innovator 25 - North America 172 The Innovator 25 - EMEA 175 The Innovator 25 - Asia-Pacific 178

Global Top 250 PR Firms 181

The Events 190

3 Foreword by Paul Holmes

The public relations industry found And yet, all of this is happening at a about media relations, opportunities itself at the center of a storm in 2017, time when demand for public for growth will be limited. a year that saw geopolitical chaos relations should be at an all-time This is a critical inflection point for (from the election of Donald Trump to high. The rise of social media has our industry, but the way forward can Brexit, from increased tension on the given rise to new reputational be found in the profession’s past-it’s Korean peninsula to new turmoil in challenges: damaging stories-think earliest days, when public relations the Middle East); a crisis of confidence back to United Airlines and Pepsi at really was about building in the media (from the manipulation the start of the year-create an relationships between an of social media by foreign immediate and potentially organization and its public, and not governments to ubiquitous claims overwhelming online backlash. The about generating news coverage. that traditional media were producing crisis of confidence in major Because relationships are critical to “fake news”); and increased institutions clearly extends to business success today, and the competition in the communications corporations (a trend likely to ability to build, nurture, protect and business (with ad agencies and digital accelerate next year as the leverage stakeholder relationships specialists expanding into the public fundamental iniquity of the US ought to be a unique advantage for relations realm). corporate tax cuts become reality) PR as it competes for budget share and means that trust is more The resulting turmoil clearly took its with other adjacent disciplines. valuable than ever. toll on publicly-traded public There are other issues-not particularly relations businesses. The major The question must then be asked, new issues-that need to be addressed: holding companies, which grew by whether public relations is equipped increased gender and ethnic diversity, 3.8% in 2016, saw that growth stall in to handle these new challenges, to enhanced metrics, improved ethical 2017-while the fourth quarter results respond in real-time to reputational performance (particularly in light of have not yet been announced, it is crises, to build trust based on this year’s Bell Pottinger scandal), and doubtful whether the largest holding transparency and authenticity, to tell new skill sets (from data and analytics company agencies will contribute the kind of brand stories that build to visual storytelling and content anything at all to industry growth this genuine engagement with consumers. creation). But at the end of the day, year. And while one would expect the And the answer, it seems, is no-or at the focus on relationships will be key independent sector to sustain its least not yet. The industry is struggling to see the industry bounce back in recent ability to outperform publicly- to keep up with the pace of change. 2018 and beyond. traded agencies, it’s unlikely that The larger agencies in particular are smaller firms can make up for the challenged by the need for rapid decline at the top. transformation. And as long as many clients continue to see PR as primarily

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5 2017 Global PR Agencies of the Year

The 2017 Global PR Agencies of the Year are the result of The winners were announced at the 2017 Global SABRE an exhaustive research process involving more than 400 Awards, which took place at the PRovoke17 Global PR submissions and face-to-face meetings with the best PR Summit in Miami on 25 October. firms across North America, EMEA and Asia-Pacific.

Global PR Agencies of the Year Winner and Unicef, while clients such as double-digit return in 2016. Much of Bayer, Ericsson, GSK, Mastercard and that is the by-product of a stable WEBER SHANDWICK Verizon all grew—Weber Shandwick leadership team and impressive (INTERPUBLIC GROUP) now works for almost half of the growth in both multimarket accounts There’s an impressive restlessness Fortune 100. and Asia-based clients. — PH/AS about Weber Shandwick, despite the fact that the world’s second largest EMEA revenues were up by close to Finalists public relations firm continues to 7% (on top of 11% growth the outperform all of its immediate rivals previous year) to around $125 COHN & WOLFE (WPP) in terms of growth—up 6.5% last year million. New business came from Global growth of 12% last year to $825 million (the strongest growth Bayer, Boehringer Ingelheim, British cemented Cohn & Wolfe as the best among the top 8). An evolving Gas, Ericsson, Forever 21, HSBC, performing of the WPP-owned organizational structure builds on the MasterCard, Pearson, Philips, agencies, and the fastest-growing PR firm’s existing strengths with the Qualcomm, UNICEF, Unilever, and firm in the world’s top 12, with every creation of internal “value-based Virgin Atlantic. The flagship UK region making a contribution. The communities” dedicated to client operation turned in solid growth; the most interesting development, experience, insights, integrated Middle East and Africa both though, is an effort to go beyond media and content, while reinforcing continued their impressive “integration” to use the full range of a collaborative culture that is clearly expansion; and six markets reported paid, earned, shared and owned one of the firm’s major competitive double-digit growth, including Spain, channels in order to create what advantages. And, lest we forget, the for the second consecutive year. Imperato calls an “immersive brand experience.” agency this became the first to sweep And in Asia it is easy to forget that our regional Agency of the Year just a decade ago the firm’s presence The US led the way, up 15% thanks to honors this year in North America, often registered as less than the sum a number of major global EMEA and Asia-Pacific. of its parts. Since then a cohesive assignments from clients such as North America fees were up 11% last regional strategy has added Barclaycard, Bayer, and Colgate. New year, with 7% organic growth considerable geographic breadth and business came from Applebees, supplemented by the ReviveHealth specialist depth across the region, Newell Brands, Novo Nordisk, 20th acquisition, with new business from with the agency tripling in size over Century Fox, and a host of others. Chevrolet, Kellogg’s, the Los Angeles the past seven years, to around Just as impressive, the majority of 2024 Olympic bid, Monsanto, Takeda, $110m in fee income after another C&W’s assignments are now

AGENCIES OF THE YEAR 6 genuinely integrated—typically record assignments from KFC, PayPal, pace among the world’s top 10, and a traditional PR blended with digital, and the American Optometric new leadership team: Jonathan social, and a heavy dose of Association; digital work from the Hughes, Matt Neale and Gary Rudnick experiential; less than 10% of the Hawaii Visitors & Convention Bureau sharing the CEO role. business four years ago, integrated and Bush Brothers & Company; and In the US, last year saw growth in the now accounts for almost three- played a key advisory role at Wells mid-single digits, strategists, with quarters. Fargo as the financial services new business from Abbott (fostering company went through a high-profile In EMEA, the firm was our Creative dialog on infant feeding), Atos client. But the real story was the Consultancy of the Year as it brought (Olympic sponsorship), California growth from 33 of the firm’s top 50 its “Dig Deeper Imagine More” Department of Public Health clients and industry leading mantra to life in ways that emphasize (tobacco control), Cancer Treatment creativity—the firm won Best in Show just how different C&W is today Centers of America (corporate at each of the last two North compared to five years ago, and reputation), ConAgra (social American SABRE competitions. compared to most of its peers. The engagement), Facebook Messenger, digital team in EMEA has expanded Edelman picked up Digital Hyatt Hotels (for multiple brands), from 23 to 56 over the past two years, Consultancy of the Year honors in Koch Industries (reputation with capabilities in social analytics, EMEA, the payoff from a pioneering management), J&J’s Motrin, and community management, influencer approach that saw it invest heavily in more. marketing, film production, paid social media and community Firmly established as one of this era’s media, and mobile. As a result, the building well ahead of the curve. iconic UK PR firms—after consecutive growth story is impressive: across Much of the firm’s best work reflects UK Consultancy of the Year honors in EMEA, the firm has grown by 35% both the integrated mindset and the 2013 and 2014—Golin’s London office over the past five years (12% last blend of capabilities, often brought now resembles a high-performance year), with the UK doubling in size to life by its Swedish Deportivo unit. Formula One car, with momentum over the past five years. And while Edelman’s growth dipped assured after a seamless leadership across Europe, digital proved to be a And in Asia, after a series of transition and another year of bright spot, driving expansion in the acquisitions in Southeast Asia, double-digit growth, with a UK, Germany (+20%), France, Italy Greater China and India, it now has 150-strong team combining serious (+20%) and Spain. impressive regional scale and more consumer and corporate heft with stability following the arrival of And while Edelman’s Asia-Pacific some excellent digital and social former Burson-Marsteller executive revenues only grew 1% during its media capabilities. The remainder of Matt Stafford to lead the region last 2017 fiscal year, the regional offering Europe may not quite have reached year. Growth of 11% in 2016 took remains one of the most dynamic in that level, but it is developing in both Cohn & Wolfe to around $22m in the region, encompassing scale and quality. regional revenue—still smaller than considerable geographic breadth And while the Golin brand has been many of its peers but clearly heading (1,340 employees across 11 markets) present in Asia for the better part of in the right direction. — PH/AS along with service depth in such two decades, it is only in recent years areas as digital, research and that the agency has made credible EDELMAN (DJE HOLDINGS) creative. As a result, it is forecasting strides in turning itself from a Such is the blazing pace set by 10% expansion for the current fiscal federation of unrelated local offices Edelman—still the world’s largest year based on approach that brings into a cohesive network that aspires public relations agency—over the earned media ideas to life across the to the same kind of performance past decade that a year in which its full spectrum of marketing demonstrated by Golin’s operations financial results came in around the communications. — PH/AS peer group average indicated a in Western markets. The G4 model “transition” year, a shift to broader, GOLIN (INTERPUBLIC GROUP) has now been deployed across all more integrated work as Edelman It has been almost six years since Asia-Pacific offices, which includes seeks to develop is paid capabilities Golin introduced its revolutionary g4 owned operations in Hong Kong, and build on its long-time leadership model, which restructured the Singapore, China (bolstered by the in digital. agency into communities of acquisition of Magic Group), India strategists, creators, connectors, and and Taiwan, up around 9% in 2016 to US growth was a solid 2.3%, as catalysts, and there is no sign that an estimated $20m in revenue. — PH/ Edelman came out on top in a the momentum generated by that AS Hewlett-Packard consolidation; move is diminishing, with global picked up additional agency-of- growth of close to 8% setting the

Agencies of the Year 7 KETCHUM (OMNICOM GROUP) assignments from FC Barcelona, in 2014, developing a strong Ketchum grew by 6% last year, and Corona, Macy’s, Philips Lighting, influencer marketing capability. Samsung, 7-Eleven, Tostitos, and once again ranked in the top five in Meanwhile, in Asia-Pacific — long Zespri, while the firm continues to our Global Creative Index, reinforcing considered the weakest of Ketchum’s work for longstanding clients such as its status as the flagship PR agency of three regions — a quiet Clorox (35 years), IBM and Procter & the Omnicom group. transformation appears to be Gamble (20 years each). In the US, Ketchum is still generating underway, led by a Singapore more SABRE Award nominees than In EMEA, the Benelux and Russian operation that now ranks as one of any other brand, and the firm has operations earned Consultancy of the the best in the city, and consistently ranked as one of the two Year nominations, as did the firm’s supplemented by existing strength in or three most creative large agencies digital capabilities, which have not China and India. In particular, there in North America. In 2016 the always punched at the same weight. has been credible investment to business performance matched the The firm’s Storyworks unit in London build Ketchum’s digital offering quality of the work, with revenue delivers real-time content marketing across the region, resulting in growth in the mid-single digits—with as sophisticated as anything in the standout work for P&G and others, the digital business growing at four market and the firm’s sports and along with elevated capabilities in or five times that pace. A stellar new entertainment practice has also research, planning and analytics. — business record in 2016 included emerged since launching in London PH/AS

Global Consumer PR Agencies of the Year Winner supporting Spin Master’s launch of cutting-edge products and toy sensation Hatchimals to a campaigns to support this vision, in ZENO (GLOBAL, DJE HOLDINGS) data-driven micro-targeted particular the Disruption Live When Barby Siegel took the helm at marketing campaign for Bernzomatic methodology of insights mining, Zeno seven years ago, the firm had 55 that really drove sales. The thought open briefing and audience planning people, $10 million in fee income, an leadership isn’t bad either, that has helped return some almost exclusive focus on consumer, particularly the firm’s Human Project, tremendous work for Lastminute. and was viewed by the marketplace a multi-generational study that helps com.au, ANZ and MJ Bale. The as “Edelman’s conflict agency.” brands forge deeper connections agency also launched a Back\slash Today, after seven years of double- with consumers. — PH cultural capability that focuses on digit growth, Zeno has 400 people Instagram and daily video, powered around the world, fees of close to $60 Finalists by culture spotters from the broader million, a balanced portfolio of TBWA global network. consumer, corporate, health and tech ELEVEN (AUSTRALIA/TBWA) business, and a global footprint Last year’s Australasian Consultancy Other new business included (enhanced by last year the of the Year continues its reign as one Australia Turf Club, Carousell, acquisition of UK agency 3 Monkeys). of the most creative agencies in one Schweppes and Lastminute, joining a of the world’s most creative PR client roster that features Tourism The US operation, which still makes regions. Indeed, Eleven actually New Zealand, MJ Bale, Gatorade, up more than half the headcount, managed to take things up a notch in ANZ, Philips and Krispy Kreme. grew by 23% last year to a little over 2016 and 2017, winning every single $42 million, with new business Roberto Pace has served as MD of one its pitches, including major coming from Pizza Hut, Easterseals, Australia since mid-2015, helping to consumer accounts such as Britax, Air Asia, Microsoft Bing, Serta, renew the firm’s reputation for McDonald’s Australia, Campari Ubiquity and more. They join a roster innovation, alongside new Group, Crown Resorts and David that includes Kia Motors (a client for Melbourne-based MD Fee Townshend Jones. 13 years); Turtle Wax (10 years), and GM Fiona Milliken. There is a AstraZeneca and Starbucks (seven All of that helped power revenue, strong focus on training and years), and Bausch + Lomb (six). profits and headcount to record development, to immerse staff in levels, with revenue and profit more relevant cultural trends, while a But it’s the work that really than doubling. The firm retains a core trainer was hired to shape bespoke impresses, from helping Starbucks belief in the power of public relations programmes for individual staffers. defend itself against charges that it to drive conversations and cultural was part of the “war on Christmas” to All of that paid off with some relevance, and continues to develop inspiring work. Lastminute.com.au’s

AGENCIES OF THE YEAR 8 ‘Cards of Spontaneity’ gamified the singer Carrie Underwood and military Shoulders all won acclaim from travel experience via a bespoke card families for a unique event. judges, while its Merck for Mothers game and generated a significant work also stands out. That helps to The firm has also been adding talent, uplift in web traffic. ANZ’s explain how MMC grew more than with FleishmanHillard veteran Nancy #HoldTight, meanwhile, won two 20% last year, bolstered by a number Seliger joining as executive VP, and Bronze Lions at Cannes, designing a of new hires in key strategic growth new senior VPs Scott Varland (leading custom wearable tech wristband to areas including creative, digital, innovation) and Michelle Overall promote inclusion and diversity. healthcare, corporate and data (entertainment and marketing — AS analytics. partnerships) joining founder Margi M BOOTH (US, NEXT15) Booth, CEO Dale Bornstein, chief MMC’s understanding of consumer The 2016 North American Agency of creative officer Adrianna Giuliani work, underpinned by an industry- the Year, M Booth kept the Bevilaqua, and insights and planning leading approach to insight and momentum going in 2016, picking up chief Bonnie Ulman. — PH creativity, also extends to corporate new business from a host of blue- work — in recognition of the ways MARINA MAHER COMMUNICATIONS that brand marketing work now chip clients—General Motors (for (US, OMNICOM) Buick/GMC), Johnson & Johnson (for requires a sophisticated There are some things Marina its sponsorship of Global Citizen), The understanding of corporate Maher’s firm has always done well: it Coca-Cola Company (Honest Tea), reputation. And there has been always viewed its role in terms of Estee Lauder, Sam Adams, Tinder, considerable innovation in terms of brand-building rather than product Priceline, Etsy—on the way to MMC’s product offering, covering publicity and emphasized another year of impressive growth, such areas as social engagement, engagement over coverage. And with fees up 50% over the past two influencer ‘acceleration’, ‘moments- there are some things that it has years. based marketing’ and trend analysis learned to do more recently, staying — all pointing to an agency that is at The firm is still best known for its ahead of the changes roiling the PR the top of its game, regularly work in the consumer space (food industry: MMC has an impressive outperforming larger global networks and drink, travel and tourism are commitment to data and analytics, when it comes to coveted marketing particular strengths), including its and to integrating digital and social assignments, and often producing Made@MBooth design and content tools, content creation, and brand work that delivers ROI and emotional creation studio—with animators, activation in service of its clients’ resonance. videographers and others creating marketing objectives — and, rather digital product, VR and 360 video— than resting on its many laurels, took While the new structure means that and its Micro-Tribes research, an the opportunity last year to there are a number of new titles, the important piece of thought reorganize its offering into four senior leadership team remains leadership. But the corporate groups: brand and business settled. The firm continues to be led practice was the fastest-growing last leadership; strategy and insights; by founder and CEO Marina Maher; year, with work for American Express content, engagement and influence, supported by chief integration officer expanding to include employee creative ideation and execution. Diana Littman, executive director engagement, a three-year Google Nancy Lowman LaBadie; chief From a single office in New York relationship growing to include engagement officer Susan Bean; ECD (albeit supplemented these days education issues and cloud Ted Sabarese; chief strategy officer through partnerships with Omnicom computing, a repositioning of Tinder Joydeep Dey; and, David Richeson, global sister agencies), MMC manages (from hook-up app to a brand about chief of digital innovation and efforts for global giants such as P&G, forming real-world connections), and influence. Johnson & Johnson, Celgene, Eisai, the issues-heavy work for Beyond Galderma, Bayer and Merck, as well Great work included Covergirl’s Star Meat. as for new clients such as Coty, Wars product integration; real-time Other highlights of the work in 2016 Glenmark, Happy Family Brands, and marketing for Head & Shoulders; included breast cancer awareness Braun Grooming. work to help Merck for Mothers work for Weight Watchers, the launch address maternal mortality; and a The scope of the firm’s consumer of noosa yogurt, influencer work for great new digital campaign for work remains highly impressive, Boston Beer, and a campaign that Acuvue. — AS/PH netting it plenty of metal at awards connected Carnival Cruises with shows, including the In2 SABRE W (UK/ASIA, INDEPENDENT) competition, where its work for In the UK market that often appears Covergirl, Kotex and Head & to prize creativity above all else,

Agencies of the Year 9 former Freuds executive Warren Jerry’s persuaded more than 5,000 Levi’s, Evening Standard, Princess Johnson has stolen a march on many voters join the electoral roll in time Yachts, V Festival and Kopparberg. of his consumer rivals by for the London Mayoral election, In Asia, meanwhile, W has grown to a demonstrating the kind of hard- while a Lynx effort took suicide from team of 12, with turnover tripling in nosed business acumen that has led taboo to national talking point. There 2016. More importantly, the firm has his firm to £5.8m in eight years, were also comedy brand films for displayed a penchant for working expanding by an eye-catching 44% in tech brand Relish, and the Millennials collaboratively with small brands in a 2016 alone. Increasingly acquisitive First campaign for Marmite. Not that bid to innovate beyond the region’s after buying two small UK shops, it is the commercial performance should tradition PR offerings. That has tempting to think that W is just about be overlooked, of course. In 2016, the helped it net business from bigger the money — which would be unfair, firm continued its stellar new brands too, including Princess Yachts, given the firm’s ability to deliver business record, adding major Moet Hennessy Diageo, Bawah creative work that is as good as assignments from Major League Island, Park Hotel Group, Happn, PS anything on the market, including Baseball, Carabao, Laurent Perrier, Cafe, Ce La Vi, Festival Asia and Marc some strong digital and influencer WeWork, Shortlist Media, AB Foods, Jacobs Beauty. And it helps explain marketing activity and a nascent Argos, Camden Town Brewery, the firm’s SABRE-winning ‘Paper ability to blend consumer marketing Cancer Research UK and Lantern’ campaign for unknown craft with corporate positioning. MoneySuperMarket to a client roster distiller Pozible, which helped spur that already features Unilever (Lynx, For example, an ice-cream-powered not only heightened awareness but PG Tips, Ben & Jerry’s and Marmite), direct-action campaign for Ben & $40k in sales in a month. — AS

Global Corporate/Financial Agencies of the Year Winner bankruptcies and restructurings, and Monsanto, and Procter & Gamble. in 2016 developed a new capability — PH JOELE FRANK (US, INDEPENDENT) dedicated to helping companies deal It was no surprise to see that Joele with the reputation threat posed by Finalists Frank’s firm was number two in the cybersecurity breaches. US in terms of the number of INSTINCTIF (GLOBAL, VITRUVIAN financial transactions worked last An expert when it comes to helping PARTNERS) year (and number one in terms of companies play defense in activist Three years after rebranding and deal value). After all, Joele Frank battles, the firm supported Arconic repositioning as a international Wilkinson Brimmer Katcher has been against Elliott Management; Buffalo business communications topping those charts for a while. It Wild Wings against Marcato Capital; consultancy, Instinctif Partners is was a little more surprising to see the Chipotle Mexican Grill against effectively unrecognisable from the firm come in fourth on Pershing Square; iRobot against Red firm once known as College Hill. That mergermarket’s global table (second Mountain Capital; and The Williams is probably for the best, because in value), because it’s one of only a Companies against Corvex Instinctif today is a multi-specialist couple of major players without Management. It also counseled Arch consultancy with significant depth in formal international links. Clearly, Coal on its successful emergence capital markets, corporate and public that’s no disadvantage—in fact, its from Chapter 11; Caesars policy, bolstered by considerable ability to work with multiple global Entertainment on its complex, breadth across content, creative, partners may be an advantage. contested Chapter 11 reorganization; research and insights. And much of and CHC Group on the successful the firm’s work involves multiple The firm represented Monsanto in its confirmation of its plan of practice areas, reflecting an $65.7 billion sale to Bayer; Agrium reorganization. interconnected approach that now and PotashCorp in their merger-of- accounts for 29% of its revenue, up equals; CenturyLink in its $33.5 The firm also continues to add from 19% in 2015. billion acquisition of Level 3 blue-chips clients such as Chinese Communications; Enbridge in its giant Anbang Group Holdings, Buffalo Aiding that approach are internal $28.0B merger with Spectra Energy; Wild Wings, Chipotle, FMC initiatives which celebrate as well as deals for Symantec and Technologies, Gannett and Yahoo! to collaboration, part of a substantial Salesforce. But M&A is only part of a client roster that includes the likes cultural effort which saw the firm’s the story at the firm, which has been of American Airlines, General Electric, 386 employees co-create a new set of a leader in investor activism, Johnson & Johnson, Merck, values. Staff retention and client

AGENCIES OF THE YEAR 10 retention have both improved many large agencies—for a four-year- M&A and crisis communications considerably, and these days old firm with a team of 15, it was capabilities. Instinctif looks like an agency that remarkable. That deal resulted in Mickey takes its internal outcomes as Perhaps that’s because LDWW is Mandelbaum joining the agency as seriously as its external results. headquartered in Dallas, where the partner, with the hire of partner Andy Those results remain in very good competition from national agencies Merrill also helping to expand shape, with revenues up slightly to or local specialists is limited—despite Prosek’s already strong financial £34m, with the UK driving much of the fact that Texas is home to more services offering into transactions the firm’s global growth, which Fortune 500 headquarters than any communications, issues and crisis included an 18% uptick in state except New York. Perhaps it’s management services. Indeed, Continental Europe. Unsurprisingly, the ability to deliver creative Prosek has always prided itself as given its own positioning, Instinctif consumer campaigns and strategic functioning as something of an has carved out a credible niche corporate and crisis counsel, as well ‘outsourced marketing department’ working for challenger brands, as content creation capabilities. for its key clients, illustrated well by including Purple Bricks, World First, work for EY (an ‘extreme makeover’ Or perhaps it’s because founder Ken Secret Sales, graze.com and Made. of its annual TAS report) and PGIM Luce has decades of experience in com. There was also new business (successful reputation building for senior roles with Weber Shandwick last year from Majestic Wines, Biffa, Prudential Financial’s $1tn and Hill+Knowlton, and has UK Power Networks, Redrow, investment management business). assembled a senior team—Chris University of Portsmouth, Shepherd — PH Cradduck, Mike Flanagan, Ken Neame and Eve Mattresses, joining Maxwell, Jody Venturoni—with an existing roster that already SPRG (ASIA-PACIFIC, INDEPENDENT) impressive credentials. features eBay, Jupiter Asset It is now 22 years since Richard Tsang Management, AGCO, Thomson In any event, LDWW now has fee launched Strategic Public Relations Reuters, Aviva and Cushman and income of around $6.5 million and a Group in Hong Kong, and while it has Wakefield. client list that includes Bell expanded into a network of 10 offices Helicopter, Carnival Cruises, across Asia and established Meanwhile, the best of the firm’s GameStop, Omni Hotels and is capabilities in consumer marketing work demonstrates its approach to making a name for itself with 19 and corporate social responsibility, it disrupting the traditional corporate national awards last year—making it remains best known as a market PR template. For its largest client one of the top four firms on our leader in the financial eBay, that involves re-engaging the Creative Index weighted for communications space in what company’s global community around headcount. — PH remains one of the world’s most a new global mission. For Aviva, that dynamic business centers: means work to establish its brand PROSEK (US, INDEPENDENT) consistently ranking among the with multiple customer Another of the growing cadre of region’s top 20 M&A advisors and demographics And for graze, made. midsize players that are dominating the IPO business, with 10 com, Purple Bricks and Eve outperforming the overall market, new listings in 2016 (taking it past the Mattresses, that featured a range of the 25-year-old Prosek Partners 350 mark). communications strategies that benefits from in-depth knowledge of Longtime clients include Fitbit, improved the bottomline. — AS the financial and professional service Google, H3C, Hong Kong Deposit sectors, bringing a broad range of LDWW (US, INDEPENDENT) Protection Board, Hershey, Lenovo, services and skills from an Helping Carnival Cruises introduce Microsoft, Melco, P&G and UC Rusal, entrepreneurial culture that is led by the first US cruise to Cuba in four and there was new business over the CEO Jennifer Prosek. In 2016, fees decades; coordinating a nationally past year from the likes of ABM AMRO grew by an eye-catching 29% to televised discussion on the issues of Bank Hong Kong, Asiaray Media $31.5m, powered by new business sexual assault and campus violence; Group, Fox Networks, GuocoLand, from Bloomberg, Goldman Sachs helping a client manage a crisis Land Transport Authority, Lee Tung Asset Management, Glenview, situation in Yemen; supporting a Avenue, Merck, Nippon, Puma, World Blackstone, EY, Prudential and national campaign encouraging Ventures. In terms of capabilities, Nuveen, and by the acquisition of people to talk openly and honesty SPRG made an acquisition to expand LA’s Muirfield Partners to extend about mental health; producing more its public affairs offering, delivered geographical reach and strengthen than 100 pieces of content to environmental and social governance promote an athletic scholarship. That reports for several clients, and has would have been a bumper year for

Agencies of the Year 11 continued to expand its digital and there are offices in Hong Kong, China team have been with SPRG for 15 social expertise. (Beijing, Shanghai, Guangzhou), years or more, 15% of the 300 staff Taiwan, Singapore and Malaysia— have been with the firm for a decade) The firm now has 300 employees that can offer coverage to rival the and on a philosophy of giving back to across Asia, generating fee income in western multinationals. It continues the community that has seen the excess of $22 million, making it one to differentiate itself by its focus on a agency reap numerous awards for its of the largest independents in the culture where local staff can flourish own corporate social responsibility firm—and perhaps the Asia-based (15 members of the management initiatives. — PH agency with a geographic network—

Global Creative PR Agencies of the Year Winner SVPs Tony Labriola, Kelly Burke and leadership. The team also launched Jaclyn Ruelle. LogiTech’s Jaybird wearables in MULLENLOWE (US/IPG) Germany to many journalists and Since 2015, MullenLowe has Revenues grew by 18% in 2016, influencers. consistently delivered Best in Show making this the sixth consecutive caliber work in both the Gold and year of double-digit growth (the Fees are up more than 22% to €15.3m Innovation SABRE Awards. Its agency as a whole has grown more fueled by clients like Microsoft, Sopra signature work for American than 100% over the past six years). In Steria Consulting (new), Samsung Greetings — ”World’s Toughest addition to American Greetings and Electronics, Logitech, Tourism Job”— clearly wasn’t a flash-in-the- JetBlue, clients include Capital One, Australia, Audi, Porsche, Adobe, eBay, pan, not that there should have been Century 21 Real Estate, Naked Juice GroupM, among others. Founders any doubt. and Tropicana Probiotics, Unilever Sabine Richter and Stefan Schraps (new), Country Crock (new) and run the agency. — AaS For example, its JetBlue FlyBabies Atrium Innovations (new). campaign won the Brand Video MARCO DE COMUNICACION (SPAIN/ category at the Innovation SABRE MullenLowe has again and again INDEPENDENT) Awards earlier this year while also proven itself reliable for creating When fast-growing Spanish agency making the Best in Show shortlist. buzzworthy pop culture moments Marco de Comunicación beat out a “This changes my perception of that actually break through. — AaS number of multinational agencies— babies crying on flights and I’ll think as well as independent firms from of this every time I hear one now” is Finalists across Europe—to handle what one of the judges said. That’s FAKTOR3 (GERMANY/INDEPENDENT) communications for COP22, the UN exactly what this campaign intended. Started with three entrepreneurs in Climate Change Summit in Also consider MullenLowe’s follow-up 1995 who formed the agency to Marrakech, it was vindication of work with American Greeting. The launch AOL, Faktor3 has grown to 190 founder Didier Lagae’s aggressive campaign disrupted SXSW by going employees with 85 clients — and has growth strategy over the past couple totally analog at a digital festival as a continued to thrive despite the of years, which has seen the firm way to combat the notion that faltering of its first client. Not only double-down on its expertise in greeting cards are dead. The “Give that, the firm has transformed from a Africa and its ability to deliver (often Dad Nothing” work with Century 21 media relations shop to employing through its affiliation with MSLGroup) allowed people to literally give their editors, analysts, engineers, motion international reach. For COP22, MdC dads “nothing” on Father’s Day with designers on top of communications engaged more than 200 journalists a parcel of Nothing, Arizona — an consultants. The firm’s headway from all over Africa in a set of uninhabited ghost town about 120 towards digitalisation also includes unprecedented press trips and miles from Phoenix. its approach “Content Relations” generated more than 44,000 news Over the past year, the firm has which is “a permanent cycle of pieces globally, underscoring the bundled more of its services within development and distribution of event’s key messages. the larger MullenLowe brand adding content, as well as the fostering of With offices in Madrid, Barcelona, new dimensions like CEM/CRM, genuine, sustainable relations.” Lisbon, Paris, Casablanca and Miami shopper marketing, SEO and The firm partnered with Microsoft to and a team of close to 100 experiential to its PR work. Managing tell its story on the future of work, professionals, MdC offers a full range partner Sheila Leyne has overseen that told a four-part story through of services including publicity, the PR group for more than 20 years #worklifeflow and other thought- events, audiovisual and design, as with a leadership bench that includes

AGENCIES OF THE YEAR 12 well as online communications, something that’s even more increasingly complex and changing public affairs (including a new EU impressive than the numbers: Unity media universe, an approach that is affairs offer), social media, and specializes in creativity with a clearly paying off if the firm’s stellar influencer campaigns. It has been purpose and a process. Its mission is growth and campaign work is any growing by about 25% a year over the “to increase human happiness,” guide. past three years, with 28% growth in which might sound like a lofty (even Now numbering 65 people across 2016 thanks to new assignments pretentious) goal for a PR firm, if offices in Toronto, Montreal, and from COP22, the Union for the founders Gerry Hopkinson and Nik Vancouver, Veritas grew its fee Mediterranean, Kaiserwetter, World Govier did not clearly believe it so income by 12% in 2016 to US$8.3m, Water Council, SMC, the International strongly and bring it to life in both powered by new business from Monetary Fund, Ivanhoe, Springfield, the agency culture and the work. And Audible, Kijiji, General Mills, Bayer, Idealo and Herbalife, and continuing all of the big ideas are driven by a Kimberly-Clark, Revlon, Collegium assignments for Netflix (which helped suite of strategic tools such as Pharmaceuticals, Tangerine, Metro/ drive the firm’s expansion into the Brandcestry, a brand planning FoodBasics and Volkswagen. They Portuguese market), Unilever, Etihad process that draws on clients’ join a client roster that already Airways, Springfield (Cortefiel Group), heritage, and CommUnity, an includes Microsoft, CBC, Subway, Conforama, Mexican Tourism Board, approach for planning and launching Labatt, Church and Dwight, Ministry and AFEVI / Friends of Glass. CSR strategy. of Health and Long Term Care, and MdC was a pioneer in digital and Launched in 2013, meanwhile, Mandy other brands from Kimberly Clark social in the Iberian region, and Sharp’s Tin Man differs from other and Bayer. quickly realized that new media boutique firms by bringing a The new business haul is impressive knew no geographic boundaries. As a considerably stronger focus on enough, but under president/CEO result, the firm has built a team planning and creativity, along with a Krista Webster, it is Veritas’ multilingual consultants from 17 level of business savvy that has seen development into a credible creative different nationalities. It has also it achieve profitability since year one. contender that is particularly worthy launched a dedicated digital As the name suggests, the firm’s of recognition. Veritas’ ‘Bring Back marketing agency, Influencia. And positioning revolves around creating the Bees’ work for Honey Nut last year it introduced another ‘campaigns with heart’, and the Cheerios represents an ideal example innovation, an “experience room” volume and variety of its award of this approach, blending word-of- located in Madrid’s barrio Salamanca nominations and wins over the past mouth and influencer marketing to that serves as a showcase for couple of years suggests that it has deliver real business results and win consumer clients. — PH been able to bring a level of numerous awards. The firm’s emotional resonance that many PR workplace culture, via the ROWE UNITY MARKETING GROUP (UK/ firms would struggle to match. That (Results-Oriented Work Environment) INDEPENDENT) may also be because Tin Man has concept, also stands out, as does its The sheer volume awards is almost always been just as comfortable commitment to influencer research, certainly what strikes more Unity declining clients as it is winning via its proprietary Influencer Impact observers as most remarkable. The bigger briefs such as Monarch methodology. — AS UK firm ranked number in our Global Airlines, Justgiving, William Grant, Creative Index weighted by Cartoon Network, ITV and Trainline. headcount, making it pound-for- — PH/AS pound the world’s second-most creative PR firm for the second year VERITAS (CANADA/MDC PARTNERS) in a row. That might have left Unity Originally established in 1993 as a feeling a little miffed after ranking healthcare communications first in 2016, but the good news is specialist, Veritas has diversified over they were overtaken by sister firm Tin the years and today focuses on Man, in which they hold an ‘influencing the influencers,’ drawing ownership stake under the Unity on a ‘custom convergence’ model Marketing Group. that brings together cross-functional teams and multichannel solutions to For Unity, last year’s haul included ensure the appropriate solution for a one Global SABRE, four EMEA region range of complex challenges. Based SABREs, and six In2 SABREs, which in Toronto, Veritas has built its recognize excellence in insight and reputation by staying ahead of the innovation. The latter wins point to

Agencies of the Year 13 Global Digital Agencies of the Year Winner reflecting BlueFocus shift towards hire of former Upstream Asia co- digital CRM and social media founder Paul Mottram to lead its All BLUEFOCUS DIGITAL (CHINA/ marketing. Told content practice. BLUEFOCUS COMMUNICATION GROUP) High-profile work includes Yet in the US business performance Since its launch in 1996 (then known developing Infinit’s customer loyalty did soften with single-digit growth as Blue Focus PR), Oscar Zhao’s platform, a mobile effort that bringing revenues to $47.2m, but the company has grown into the largest leveraged big data to optimise the Asia operation saw topline growth of public relations consultancy in China carmaker’s marketing experience and almost 100% in 2016 to $6.5m in and one of the top 10 public relations led to a substantial increase in revenue. The firm also now has business in the world, with 2016 fee owners’ usage. For Baidu, around 15 employees across EMEA income (per our 2017 Top 250 meanwhile, BlueFocus supported the and the UK, and is growing its ranking) of close to $270 million—up transformation of visual art into influence in the region. Global by 17% last year. music via artificial intelligence, and revenues were $55million. also developed an AR-fuelled Today, BlueFocus Digital Marketing North America clients include restoration campaign of nine city Agency is the main subsidiary of the Samsung Electronics America and gates in old Beijing. — AS BlueFocus Communication Group in Toyota North America (Allison China, employing 1,300 people and became the automaker’s national offering a unique blend of digital Finalists AOY in 2016) Hulu, PepsiCo, Quaker, marketing and public relations ALLISON+PARTNERS (GLOBAL/MDC Fox Home Entertainment, services in China across offices in PARTNERS) Progressive Insurance, Auntie Anne’s Beijing, Shanghai, Guangzhou, We’ve long recognized Allison as one and Dignity Health. In Asia Shenzhen and Xi’an. The firm is led of the most well-rounded firms in its (particularly in China), it’s the firm’s by CEO Richard Jiao, supported by size category, even while it didn’t B2B capabilities that lead the way for COO Stanley Xiao, chief strategy quite have the game-changing clients like Schneider Electric, Canola officer Yorf Guo, VP Bruce Zhu and signature campaign to cap its digital Council of Canada, Textron Aviation, SVP Donna Li. Key new hires last year and creative investments. That’s no Tencent, Baidu and iRobot. — AaS included chief technology officer Su longer the case. In North America Zuan and Otype VP River Wu. over the last year, the firm worked on EDELMAN (DJE HOLDINGS) a stunning portfolio of campaigns. Edelman’s digital capabilities have As such, it represents many of the Among them, Allison teamed up with always been a notch above most of country’s largest companies (Lenovo, MDC sister firms 72andSunny & the their rivals, the consequence of a Baidu, JD.com, Tencent, FAW- Media Kitchen for a Seventh pioneering approach that saw it Volkswagen, Volvo, Canon, GAC Generation campaign that features invest heavily in social media and Toyota and NETS) . New business Maya Rudolph riffing a jingle about community building well ahead of over the past 12 months came from feminine care (“Vajingle” was also the curve. In the decade since, much Bybo Dental Group, Ferrero, Nestle, included in our top 40 global of that works has migrated in-house, WMF, China UnionPay, Chevron, campaigns, meanwhile Allison was so Edelman’s digital capabilities L’Oréal, vivo, Lianjia and 5i5j. That shortlisted was 11 Innovation SABREs — which account for around 20% of helped BlueFocus Digital grow its and 6 Gold SABREs in North America global revenue — are reorienting revenues by 8.9% in 2016, despite a this year.) This creative surge themselves towards such areas as challenging market that included coincides with Allison launching its influencer engagement, search, video many clients looking to optimise All Told digital storytelling content and paid media. ‘Pure’ digital their marketing budget. In response, department last year. revenues are growing by upwards of BlueFocus has a built a more modern 10%; the firm has hired more than purchasing and operation Meanwhile, four years since entering 600 creatives and planners for its department, supported by upgraded Asia via a deal with China’s Wolf multi-channel content creation client servicing capabilities. The firm Group Asia, Allison+Partners has built operation; and it now manages more has also stepped up its creative a credible regional presence, than 900 social media communities capabilities, because of the demands bolstered by further acquisitions in for clients from Olive Garden to placed on its digital work. A central China (Century PR) and, last year, Disney. creative team is supported by Japan (Focus PR), along with investments across big data, artificial expansion into Singapore, Bangkok, That growth rate, of course, only intelligence and cloud technology, Hong Kong and Sydney, including the accounts for the firm’s pure-play digital activity—the content creation,

AGENCIES OF THE YEAR 14 digital design, and community half of Ruder Finn’s regional revenues professionals. In buying in Sentient management work delivered by a now being drawn from digital work. W2O added digital, paid and owned specialist team. The real story, media analytics to its arsenal. The RFI Asia Limited’s work, meanwhile, instead, lies in the network’s private equity investment also forced demonstrates a clear focus on fundamental restructuring of its the firm to make operational innovation, via such efforts as operating structure to ensure that all efficiencies including cutting away immersive storytelling, marketing aspects of digital — including those the digital services that weren’t chatbots and interactive content. more readily associated with working — mainly VinTank and That is supported by an array of advertising agencies — are delivered NextWorks. products, including new influencer across its agency model. Edelman analytics tool Beacon, a risk Meanwhile, the firm’s longstanding has invested significant sums in this management app called Riskstat and marquee digital offering, M Digital initiative, across such areas as search the Sonar crisis simulation platform. Life, continued to grow in 2016 with engine marketing, social media All of this adds up to an impressive more than 700K digital footprints optimisation and measurement/ array of clients, including new mapped across healthcare analytics, building centralised hubs business from Nike, HSBC, Pacific influencers around the world. For that features skills and talent that Place and Macy’s while also helping it pharma clients, the W2O Group Value each of its markets can tap into on a expand existing relationships with Report mines 2,000 conversation local basis. such clients as Prudential and driving tools and maps this against Much of the firm’s best digital work, L’Oreal. And the work is suitably an analytics framework that pulls in meanwhile, reflects both the compelling too — including an data on 30 different variables that integrated mindset and the blend of immersive 360-degree video and VR impact pricing risk. It’s worth noting, capabilities. Notable campaigns mini-movie for Sino Group; Hong 80% of W2O’s revenue comes from included the ‘Give a Beep’ cycling Kong’s first marketing chatbot for the healthcare sector with key clients safety effort; Tele2’s ‘Settle For More’ Pacific Place; UGC campaigns for like Merck, Pfizer, Medtronic, Verizon, in Sweden; ‘Jacks150 Barrel Hunt’ for Swire Properties; and live streaming PepsiCo, Intel, IBM Watson Health. Jack Daniel’s in Spain; the Grohe Prudential’s Relationship Index New wins include Sony, Philips, ‘Senses’ content series in Germany; Forum. Comcast, Ingersoll-Rand, United and a string of UK campaigns Technologies, Tesco and Prostate In North America, meanwhile, RFI’s including Xbox’s Halo Wars 2, Cancer. consistent progress gives it one of the Janssen’s ‘Make Blood Cancer Visible’ most well-rounded digital offerings in W2O’s analytics business — which and global engagement for the market, under the leadership of includes social and web analytics, what3words. In Asia, meanwhile, the chief digital officer Scott Schneider. data analysis, PESO media firm’s sophisticated use of digital — AS attribution, conversation aggregation marketing includes developing and blueprinting and campaign Pond’s global influencer program; W2O GROUP (US/INDEPENDENT) optimization, among other areas — creating compelling online video for W2O Group has now outgrown the grew 77% in 2016 and now accounts iRobot and Mirinda; Weibo work for category it won last year (Midsize for 23% of its revenues. Of course, Joie; and using AR to support Agency of the Year) with several there’s still considerable work to do, Samsung’s swimming safety acquisitions that powered its 33% the acquisitions are often the easy program. — AS surge to $123m. And the firm hit part — the real test comes with another big milestone last year when RFI (GLOBAL/INDEPENDENT) integration. But even amid relative it sold a stake to Mountaingate Ruder Finn’s digital capabilities in chaos, W2O reputation as the firm Capital. Impressively, these changes Asia were transformed by the 2016 that challenges boundaries more have resulted in its long-standing acquisition of Daylight Partnership, aggressively, boldly and successfully market differentiator — digital the firm founded by former WE than its peers remains untarnished. analytics — becoming sharper and Communications regional chief David — AaS more disciplined. Ko. Combined with Ruder Finn Innovation Studios (RFI), that gives Two of its three acquisitions last year the firm a 50-person digital presence deepened its digital expertise that is across China, Hong Kong, Singapore already great heights above many of and India — with specific strengths in its closest competitors. These were product development and analytics. Marketing Tech, a a social media Unsurprisingly, that helped fuel 25% research and insights that unearths digital growth in 2016, with around insights for patient and healthcare

Agencies of the Year 15 Global Healthcare PR Agencies of the Year Winner But much of Hanover’s stellar growth Partnership to Fight Chronic Disease, in recent years has been powered by US Chamber of Commerce, Hilleman GCI HEALTH (GLOBAL/WPP) a healthcare policy practice that Laboratories, Intertek, ResMed in WPP’s GCI Health unit has been the blends policy, advocacy and addition new clients include most consistent performer in the government affairs to impressive AdvaMed, Novartis, Cipla, Dr. Reddy healthcare public relations space effect under MD Andrew Harrison, Laboratory Abbott, Boston Scientific, over the past five years, distinguished who has been with the firm since Abbott Vascular, Biocon and Pfizer by a balance of stability—Wendy 2002. And the healthcare unit grew by Nestle. The firm holds the unique Lund and her management team an impressive 43% last year, moving positioning of never yet losing a providing a steady hand on the increasingly beyond policy and client. tiller—and restless innovation that public affairs into communications has seen the integration of social Its work has garnered SPAG work, with new business from media and content creation and a recognition as the Holmes Report’s Mundipharma and Boehringer willingness to “break the rules” (in a New Agency of the Year in the region Ingelheim joining existing clients good way) of traditionally staid two years ago, in addition to multiple such as Lilly and Shire. healthcare marketing. Growth was a SABRE Awards for work with clients very impressive 21% last year, and Indeed Hanover’s approach to like PFCD and US Chamber of the firm now has 150 people globally healthcare is consistently grown-up, Commerce. — AaS (with new offices in Philadelphia, illustrated by its ability to secure a SPECTRUM (US/INDEPENDENT) Boston and Denver added over the major healthcare technology past 12 months). assessment reform assignment Leadership changes have derailed ahead of McKinsey and Deloitte. The many PR firms, but Spectrum The firm’s “Putting Patients at the launch of a market access practice continues to demonstrate how Center” initiative was launched three involved work for Lilly’s Alzheimer’s well-executed transitions can make years ago and informs almost all of drug, and reflected an ability to an agency stronger than it has ever GCI’s work these days, from its work navigate an increasingly complex been. Spectrum (last year’s launching new products in areas European healthcare landscape. And healthcare agency winner) had from oncology to spinal cord injury to much of Hanover’s healthcare work is another stellar year with 34% growth, the opioid crisis—as well as several led by Brussels office, as reaching $20m in revenues in its 20th rare disease categories—to its demonstrated a big-budget year in business. expansion in biotech and medical campaign to persuade EU and technology. New CEO Jonathan Wilson is national policymakers of the constantly evolving the firm by The GCI Health brand may have possibility to eliminate Hepatitis C in building teams that reflect the style launched in London in 2013, but it Europe, leading to the European and speed of the five main business began life with two significant Commission’s decision to invest €1m areas the agency serves: biopharma, advantages: it is part of arguably the in a new project to improve early biotech, consumer science, hottest healthcare firm in the US diagnosis rates of viral hepatitis. healthtech (new in 2016) and public right now, and the London office — AS affairs (new in 2016). Spectrum’s Lab essentially spun out of sister agency –its digital, creative and social SPAG ASIA (INDIA/INDEPENDENT) Cohn & Wolfe, itself an impressive capabilities — cuts across all sectors. force in healthcare. It has grown at a Launched just four years ago, SPAG healthy rate, with a team of 20 has already established itself as an Eighty-five employees work across consultants delivering impressive industry game changer in the offices in Washington DC (HQ), New work in four categories: life sciences Asia-Pacific market as a cross York, Atlanta and Chicago (new in (mostly pharma), consumer health, between a public affairs and 2016). Clients include Astellas, market access, and—a real healthcare shop with three distinct Medtronic/Covidien, Roche, Zafgen, differentiator—strategic consulting. brands: SPAG Asia, D Yellow Elephant 23andMe (new), AdvaMed (new) and — PH and Giga Health (which was acquired Dermira (new), among others. in 2016). The group has grown more The agency’s work with Astellas Finalists than 100% year-over-year since its Oncology C3 Prize won an Innovation 2013 launch while still keeping SABRE Award for pulling together a HANOVER (EMEA/INDEPENDENT) headcount low with the philosophy At first glance, one of Europe’s best that one right individual is worth public affairs firms might seem like more than 10 others. The team works an odd choice for the healthcare list. on clients that include PhRMA,

AGENCIES OF THE YEAR 16 dynamic multi-channel campaign of 26% pointed to Virgo’s continued Virgo’s continued ability to change that engaged influencers and ability to diversify its services for with the times. And Sue Neilsen produced strong web analytics. — such clients as Novartis, Roche and arrived as head of communications AaS Abbvie, supplemented by new to help refocus Virgo’s corporate unit. business from Ipsen and Santen. VIRGO HEALTH (GLOBAL/GOLIN) All of that helped drive some Now in its 13th year, and fourth since That has involved considerable impressive campaign work, including it was acquired by Interpublic Group investment in digital and content, a major employee engagement effort agency Golin, Virgo Health has with Virgo’s in-house Pharmacy for Roche; getting men aged 60+ to successfully managed the transition creative hub particularly busy, talk to their GP about atrial to new ownership and management bolstered by the appointment of Paul fibrillation for Bayer; and getting RB with aplomb, retaining its spot as one Andrews as head of design and Nicole onto the Lions Health 2016 agenda of Europe’s top healthcare agencies. Burns as senior social strategist. A via and innovation challenge to solve The firm grew around 4% to $11m in new innovation hub called Egg the devastating effects of air 2016, despite a challenging includes two proprietary white-label pollution in India. In line with its marketplace that involved fewer products, one focused on ‘Being Human’ positioning, blockbuster drugs and a reduction in collaboration, workspace & ideation furthemore, Virgo’s workplace culture big-budget retainers. Organic growth technology, and the other a platform remains a notch above most of its for clinical trial efficiencies, reflecting rivals. — AS

Global Public Affairs Agencies of the Year Winner in Brussels, Apple and Liberty Global Gavin Megaw. Brussels is led by MD were among the many wins for the Christian Hierholzer. HANOVER (EUROPE/INDEPENDENT) growing EU policy team. All of those Since its inception 19 years ago And, like many of its better rivals, join a blue-chip client roster that Hanover has evolved beyond its UK Hanover’s work reflects the shifting features Goldman Sachs, Sky, roots to become one of the world’s public affairs landscape, enabling it Lucozade Ribena, Suntory, Tata Steel, top public affairs consultancies, to position Tata Steel as a Cuadrilla, Lilly, Airbus, Shire, De winning EMEA Consultancy of the responsible owner amid intense Beers, and Microsoft. Year honours in 2016 and taking media scrutiny; establishing a Brexit home the Global Public Affairs trophy In terms of personnel, the biggest consulting partnership with German one year earlier. But even by those catch was undoubtedly former BT firm Johanssen + Kretschmer; standards, 2016 counted as a corporate affairs chief Michael successfully launching flood remarkable year for Charles Prescott, who came onboard as reinsurance scheme Flood Re; and, Lewington’s firm, which grew 22% to group MD of corporate and political helping the Hepatitis B & C more than £11m in fee income, its strategy. Also arriving were industry Association to raise awareness third consecutive year of 20%+ veterans Alastair Gornall as Hanover’s among EU and national growth. Much of that was led by the first non-executive chairman, and policymakers. — AS firm’s healthcare practice, but its Hanover Health chair Anna Korving. flagship public affairs and corporate Threepipe co-founder Eddie May Finalists advocacy offerings continued to joined the firm as MD of its new APCO (GLOBAL/INDEPENDENT) Playbook creative comms evolve too, bolstered by the deep APCO has been growing its corporate consultancy, and there were also insight into financial services, and financial (and even, to a less senior hires to lead the new Dublin technology and healthcare sectors extent, consumer) capabilities in and London operations. They join a that has characterised its growth recent years, so the leadership is well-established leadership team since it launched. sometimes frustrated when we that features former Downing Street Unsurprisingly for a firm with this continue to pigeonhole the firm as a press secretary Lewington, supported much momentum there were no leader in public affairs—but that is by Andrew Harrison, director and shortage of high-profile account wins more a reflection of the way in which global head of the healthcare and senior hires. There were several public affairs has expanded than the practice; Laura Swire, director and confidential corporate wins while, in notion that APCO has been standing head of Hanover’s advocacy team; healthcare, the firm beat McKinsey still. Nothing could be further from and director and head of Hanover’s and Deloitte to a brief on Healthcare the truth. APCO’s public affairs corporate and consumer practice, Technology Assessment reform. And, expertise includes the obvious (with

AGENCIES OF THE YEAR 17 the inauguration of a new president, different countries and has polling group to develop a “war- areas such as trade policy and consolidated its leadership position gaming,” scenario-planning approach climate change have come to the in the Brussels public affairs market to the issue. — PH fore) but also areas such as purpose in recent years, growing by 30% a and the challenge of corporate year, benefiting perhaps more than GLOBAL STRATEGY GROUP (GLOBAL/ leadership that is both responsive any other unit of the FTI INDEPENDENT) and responsible, and nation communications business from Election years tend to be particularly branding, which has political and synergies with other practices within good for New York-based Global economic development implications. the broader management consulting Strategy Group, which has a rich And APCO has long been a leader in business: corporate finance, heritage in the world of polling and applying the latest technology— economic consulting, forensic and campaign management and digital and social—to public affairs, litigation expertise. Those continues to supplement its with its new Telescope offer applying capabilities mean a unique cross- corporate and public policy work the techniques of influencer disciplinary approach to problem- with those activities. But underlying marketing to the policy environment. solving for clients. And in addition to growth in the core public affairs and the powerhouse Brussels office, the reputation management business Revenues topped $120 million in public affairs team has a presence in was solid in 2016, with new 2016, with new business from the wholly-owned offices across the assignments from the liked of likes of Consumer Reports, Exelon firm’s global network, with Americans for Responsible Solutions and its Pepco Holdings subsidiary, particularly eye-catching growth in (a grassroots gun control group), The Partnership for a Healthier London under Alex Deane — who has Bloomberg Philanthropies, CVS America’s Fruit & Veggies campaign, helped build one of the city’s Health, the League of Conservation McCormick, the Nuclear Energy strongest Brexit practices — and Voters, PhRMA, Skanska and more. Institute, and the Embassy for supplement by substantial Switzerland. The firm continues to play a capabilities in Washington, DC. leadership role in some of the vital The firm’s 300-strong EMEA presence Major clients in 2016 included issues of the day. It has been working includes 123 people in the Middle MasterCard, Google, Facebook, on gender equity issues (the East, with Continental Europe Epson, Bayer, the TransAdriatic Rockefeller Foundation’s 100x25 contributing around €15.5m in Pipeline, Exxon Mobil, Johnson & campaign for women’s leadership); revenue last year. There are strong Johnson, Walk Free Foundation, environmental concerns (for NextGen operations in the UK (where James Zalando, BNY Mellon, Netflix, Apex- Climate, the Sierra Club, and more); Acheson-Gray up 16% since 2014 to Brasil, Booking.com, and Amazon, immigration reforms (for FWD.us) around £6m); Germany (up 16% last and high-profile assignments and reproductive rights (Planned year to around €3.5m, its third year of included generating support for the Parenthood). And GSG client The double-digit growth); and Brussels Trans Adriatic Pipeline (a proposed Independent Commission on New (now around €5.3m following a natural gas pipeline through Greece, York City Criminal Justice and turnaround in recent years). Today, Albania and the Adriatic Sea landing Incarceration Reform played a major about $11.5 million of its revenue is in Italy) across the EU; helping to role in informing Mayor Bill DeBlasio spread across 11 offices in the region, launch the Hydrogen Council, a commitment to closing Rikers Island. where the past 12 months saw a host newly formed group of global energy, The firm also handled crisis and of new clients, with the Government transport and industry companies. issues work for CVS Health, football of Guangzhou retaining the firm in association CONCACAF, Pershing China and for international markets, The firm has expanded its presence Square, General Motors, and and major assignments from in financial services, building out commercial drone company JDI Bloomberg Philanthropies, Oculus, expertise in asset management, Group. Marriott International, IKEA, Michelin, insurance and exchanges; technology Elsevier, Janssen, and WhatsApp. and media, focusing on the The firm’s thought leadership on the — PH disruptive platforms and technology role of business in political discourse changing sectors such as automotive; is also looking more and more FTI CONSULTING (GLOBAL/FTI) energy and agri-chemicals; and relevant in the new political Ranked as the fastest-growing healthcare. And it has specialist environment, in which companies are midsize company in Brussels by groups focused on competition, either choosing or being forced to Trends/Tendances, the leading cyber, trade, tax categories, and of join political debates around gay Belgian business and financial course Brexit, where it draws on rights, immigration and host of other magazine, FTI Consulting has a team tailored research from an in-house hot-button issues.— PH of 70 public affairs experts from 22

Agencies of the Year 18 SEESAME COMMUNICATION arena, winning SABRE Awards in educate the Slovakian public about EXPERTS (SLOVAKIA/INDEPENDENT) crisis communications and public an invisible disease. affairs categories in 2013 and 2014, Originally founded as Interel Public Under the leadership of founder and but celebrating its 20th year in Relations, a Slovakian subsidiary of managing director Michaela business in 2017, it is a finalist for the highly regarded Brussels-based Benedigova, who has more than 20 three awards—and the work involved public affairs consultancy of the years of experience, the firm has a underscores the firm’s ability to help same name, Seesame achieved its depth of experienced professionals clients deal with critical issues. For independence following a unmatched in the local market: head non-profit SPOSA Bratislava, the firm management buyout 10 years ago of real estate Adriana Catlosova, created the “autism simulator” to and has gone from strength to public affairs practice leader Anna provide people with a perspective on strength ever since, building on its Michalkova and Juraj Caranek, head the condition, combining its strong public affairs heritage to establish of the the FMCG practice) each have a healthcare credentials with an itself as arguably the pre-eminent decade of experience handling major innovative use of virtual reality. For corporate affairs, issues issues. They serve a client list that the Slovak Insurance Association, it management, and strategic includes Dell, Dr.Oetker, Electrolux, launched an intensive grassroots communications firm in Eastern the European Commission, Henkel, public affairs campaign that fended Europe—with a reputation for ethics IKEA, Pfizer, Shell, YIT, with new off a potentially damaging tax. And and integrity as well as results. business in 2016 from AbbVie, adidas, for the Myeloma Association, it Seesame has also always enjoyed and Adient. — PH created an awareness campaign to success in the international awards

Global Technology PR Agencies of the Year Winner capabilities, with the marketing Finalists services practice growing from 4 to 18 HARVARD (EUROPE/CHIME) BATEMAN GROUP (US/ people. EMEA Technology Consultancy of the INDEPENDENT) Year for two consecutive years now, New business remained in fine fettle, There was a time when the Bateman Harvard submitted another standout with the firm adding such clients as Group was looked on as a challenger year in 2016, ensuring that memories Propel/Disney, Lloyd’s of London, brand in Silicon Valley — a scrappy of its 2011 nadir (when the UK’s Linn, Dun & Bradstreet, Azimo, Hired, upstart with a passionate founder. oldest specialist tech consultancy Stuart, Mimecast, Habito to join an Over the last decade, the Bateman was down to 14 people and £1.6m in existing client roster that features Group has become a steady PR force revenue) are firmly in the rearview Fujitsu, Ricoh, Vodafone Cisco, Arbor that consistently delivers on mirror. Indeed, Louie St Claire and his Networks, Sennheiser, Digital respectable growth and noteworthy leadership team (Ellie Bennett, Pete Catapult, Lycamobile, Salmon and work. This continued into 2016 when Marcus, Phil Szomszor and Gareth Zappar. the firm hit 21% growth reaching Clark) have revolutionised the firm to The firm’s work reflects an impressive $10.5m, shedding the “boutique” the extent that 29% growth to £4m is focus on integration, via a full-service qualifier. now seen as business as usual. Of offering that extends beyond PR and The creativity of its thinking was course, Harvard’s business today digital into such areas as advertising demonstrated in its work for security certainly cannot count as and direct marketing, all centred on startup Area 1 that resulted, not only commonplace among its tech rivals, the idea of being audience two feature stories in the New York having chosen to restructure its engagement experts for the Times, but also a request from a offering last year from a position of technology sector. There was Hollywood production house for the strength, creating three core division impressive campaign work Fujitsu (‘A rights to buy the story. When (PR/AR, digital engagement and New Pace of Change’); Salmon (‘Black Hollywood notices, you’ve probably marketing) that underscore its Friday’); Azimo (#BetterThanThat); crafted a very good narrative. Other diversification across the full Lloyds and Propel. The firm’s clients include Google, LinkedIn, spectrum of technology marketing workplace initiatives also merit a L’Oreal, Betterment, Ultimate budgets, supplemented by a credible mention, including roles-specific planning capability, along with forums and new training demand generation, account based programmes. — AS marketing and sales enablement

AGENCIES OF THE YEAR 19 Software, Virtustream, QuickBase, that remains one of the best in the the bounds of traditional PR by Tegile, Relay Networks and Atlassian. country, with founders Giles Fraser including Brands2Life’s first ever and Sarah Scales bringing the kind of mainstream TV ad, generating the Interestingly, in 2016 Bateman split restless, slightly paranoid leadership client’s best sales week ever. There its enterprise practice in two: the that often characterises the better PR are also EMEA SABRE nominations for Future of Work (products that touch consultancies. Bouncingham Castle for King; Better on workplace productivity and Family Life Index for uSwitch; along collaboration) and the New Stack Launched in 2000 and still fiercely with an In2SABRE Awards for Arup (products that make data processes independent, Brands2Life’s (Best Use of LinkedIn). — AS and center more efficient) to give momentum showed few signs of clarity and focus to its domain slowing down in 2016, even if growth IN.FOM (SINGAPORE/INDEPENDENT) expertise. tapered off after four record-breaking Last year’s Asia-Pacific Technology years to 1.2%, reaching £11.7m The firm also actively advocates for Consultancy of the Year, IN.FOM is in thanks to work that is increasingly the industry to back away from the the vanguard of a new generation of integrated, supported by sustained antiquated relationship, press Asian PR firms—all launched in the investment in digital/social, paid release and persistence trifecta to early years of this decade—that have media and content development, yield media coverage — and in doing eschewed the scale and bureaucracy along with the firm’s first so has taken on the challenge of of established firms, for an approach international office launch in San educating executives on the realities that prizes sustainable employee and Francisco. of the new media environment. client relationships. Bateman also added an Innovation Two-thirds of Brands2Life’s business The leadership team includes Lab practice this year, which includes still comes from the technology managing partners Wong Voal Voal clients with truly disruptive sector, reflecting a mindset that has and Mike Liew, who bring impressive technologies like Ginkgo Bioworks, a helped the agency diversify and grow pedigrees with global agencies H+K startup that designs custom as technology becomes a critical and Burson-Marsteller, respectively, microbes across multiple markets to component of every industry. In and who understand the develop new organisms that replace addition to a decent consumer transformation of marketing and technology with biology . practice that features such clients as technology. Xiuwen Lien heads its key Gatwick Airport, Appletiser, Virgin CEO & founder Fred Bateman Microsoft relationship, which has Media and Match, there has also been continues to helm the firm with been a consistent award-winner in expansion into property & support from partner/president Bill recent years. construction, destinations & travel, Bourdon, partner/GM Tyler Perry and industrials and professional services, Last year saw continued healthy EVP Syreeta Mussante. New hires and recent wins have been as diverse growth, with fee income up by more include former IDG News Service as Carpetright, Rydon Homes & than 20% to around $3.3 million, with journalist James Niccolai as content Tottenham Hotspur. Meanwhile, the Microsoft adding Xbox Asia-Pacific and media strategy director adding group’s technology capabilities work to the firm’s existing Singapore to the 53 full-time employees across remain in fine fettle, evidenced by and Asia-wide assignments, and new offices in San Francisco and New new business from Dell, Experis and clients including UnionPay Southeast York. — AaS Emarsys, along with existing clients Asia, Parallels, Nokia Networks Asia BRANDS2LIFE (UK/INDEPENDENT) like Vmware, LinkedIn, Nikon, Pacific, Intralinks, Expedia and Logicalls joining a client roster that After three consecutive years as EMEA Gemalto, Intuit and USwitch. also includes CA Technologies, Technology Consultancy of the Year, The firm’s ability to back its vision Herbalife, Intel, and Singtel. Brands2Life secured its status as one with investment continues to give it of the decade’s defining UK agencies an edge over rivals, illustrated best As ever, the work impresses: the firm by being named UK Consultancy of by a string of senior hires in the managed Microsoft CEO Satya the Year in 2016, recognition of how digital and content space, notably Nadella’s tour of nine Asian cities in the 130-person agency has head of digital Alan Parker from 2016, picking up a SABRE Award for demonstrated a singular ability to MullenLowe. That also pays off in the media outreach that generated more evolve with the times. As comfortable work Brands2Life does, which has than 1,800 stories across six handing B2B tech PR as it is with has always demonstrated a creative countries. This year, the firm straight consumer or C-suite verve in a market that sets the bar promoted the software giant’s corporate counsel, Brands2Life is high. Last year, that included the regional Digital Transformation Study today bolstered by an an impressive #AccountsDone campaign for Intuit and “youth and technology” digital capability and a staff culture QuickBooks, which stretched beyond outreach. — PH

Agencies of the Year 20 TEXT100 (GLOBAL/NEXT15) depth in key markets across India, content, influence, social and digital. Throughout Text100’s 36-year history, Australia, Southeast Asia and Greater EMEA revenues reached £9m, with the Next15 firm has been best-known China. And while the firm’s ‘Vision 145 staff working across offices in the for its technology expertise, with its 2020’ global restructuring has UK, Denmark, France, Germany, Italy, North American operation dominated the headlines, a quiet Netherlands, Spain and Sweden. And establishing itself via long-term transformation is also underway in the firm’s momentum is particularly relationships with Xerox, IBM and Asia under the leadership of new evident from its new business Cisco. In recent years, however, regional chief Lee Nugent. Overall performance, where it added Text100 has begun the inevitable revenues grew 7% to around $20m in Brightstar, Canary, Xerox, Tata effort to diversify its offering, around 2016, with profits up 24% to around Communications, Bupa, Surf Air, a ‘Vision 2020’ plan that includes a $3.6m from 313 staffers in the region. Avios, Stripe and Nintendo to such refresh of our company’s vision, There was significant new business key clients as Suntrust, Brightstar, purpose and mission. After merging (much of it multi-market) from Red Vodafone, IBM, Lenovo, HARMAN, Red with two marketing-focused firms in Hat, NetApp Rolls Royce, China Bull, Microsoft, Facebook and NCR. Telecom, Nvidia, Alibaba, Bosch, London, Text100’s capabilities are far Not only did the UK mergers bring a Harman, Netsuite and TVS Motors — removed from a narrow focus on the welcome change to Text100’s joining an existing client roster that technology industry and much of the capabilities, though, but they have features IBM, Adobe, Lenovo, Cisco, agency’s new business — including a also served as a beacon for the firm’s Four Seasons, DHL, Telenor, Swift, number of assignments in North global approach to the convergence Ikea and Gartner. America — favour the consumer and of technology and consumer corporate sectors, including Egon After a relatively difficult period in communications. It is not a stretch to Zehnder and Suntrust Bank. Indeed EMEA, furthermore, Text100’s London say that Text100 now has a credible the firm’s embrace of broader office is an increasingly vibrant point of vie that distinguishes it from content, digital and data capabilities presence, thanks in large part to the its rivals, focusing on a new agency (which includes a ‘dynamic merger with two sibling firms in the structure that dispenses with newsroom’ capability) helped UK — Republic Publishing and traditional PR roles in favour of underpin global growth of 5.3% to IncrediBull — bringing expertise in specialist skills such as brand $66m, of which around $29m is content and brand marketing, and strategy, content, film, digital design/ derived from North America. helping fuel a restructuring of its build and activation. — AS In Asia-Pacific, meanwhile, a 20-year- broader regional offering around five old presence translates into strategic distinct service groups — strategy,

Global New PR Agencies of the Year Winner underway in the financial industry. As embrace change. Like any new firm, technology changes the way people Vested makes much of its model, VESTED (US/INDEPENDENT) think about financial services, Vested which involves employee ownership, Billed as a ‘new communications has focused on helping banks, asset an unlimited vacation policy and a agency for a new financial industry’, managers and other institutions fresh perspective on an industry that Vested was founded in 2015 by CEO navigate this shift, resulting in is much-maligned. The agency has Dan Simon and president Binna Kim, significant assignments from Axioma, established an investment fund, who previously led the US offices of Backstop Solutions, Bloomberg, Vested Ventures, that makes direct Cognito. During its first year of Carbon Trade Exchange, Elevate, investments in startups, while operation, the duo were joined by Golub Capital, Investopedia, Vested’s chief economist sells other ex-Cognito alumni, including MoneyLion, PeerStreet and economic and financial forecasting to COO Ishviene Arora and chief creative Xenomorph, along with new business clients. The firm also plans to enter officer Ali Wells. The leadership team from Clarity Money, D+H, Diebold the news publishing and events is rounded out by Kevin Trowbridge, Nixdorf, The Depository Trust & businesses soon. That disruptive a software consultant who serves as Clearing Corporation, Misys, Oakam, mentality is also showcased in Vested’s chief technology officer. Quantitative Brokers, Rockefeller & Vested’s client work, notably the Vested’s spectacular growth (up Co., SmartBiz Loans and WorldRemit. ‘Business of Star Wars’ effort for 317% in 2016 to $3.5m) is storied hedge fund Citadel. — AS Now numbering 16 staffers, Vested’s underpinned by a commitment to approach reflects a willingness to understanding the transformation

AGENCIES OF THE YEAR 21 Finalists and business experience to a new firm, which helps to explain how BYDESIGN COMMUNICATIONS Redhill has grown from five people in (SOUTH AFRICA/INDEPENDENT) 2015 to about 25 today. Kevin Welman’s 20-year career at FleishmanHillard helped establish Those people are spread across the firm as one of the top offices in Singapore, Kuala Lumpur consultancies in Africa. So his and Colombo—giving Redhill good departure last year was keenly- reach across South-East Asia—and watched, particularly when he serving a roster of about 20 clients, re-emerged soon afterwards with a including seven of the region’s largest new consultancy called ByDesign venture capital firms. The client Communications. Welman and roster includes Jungle Ventures, co-founder Vanessa Baard might Wavemaker Partners, Venture Craft, have thought that an easier life SoCash, Zumata, BankersLab, RHL beckoned but they can probably Ventures, and Vickers Venture. throw those plans out of the window. The firm worked with Jungle Not only has ByDesign already Ventures to announce that the firm landed a staggering 10 major clients had successfully raised an initial $50 since it launched, but the 8-month- million for their first investment old consultancy has also showcased round of 2016, while respecting the the kind of boutique positioning that insistence that some aspects that the is the lifeblood of PR agency renewal company wished to keep in more mature markets. confidential, generating good New business has included blue-chip coverage without awkward companies such as Mercedes-Benz, questions. It also helped SOCash, a SAP, Anglo American, Adidas and socialised cash payment system, Coronation Fund Managers. The firm persuade consumers that cash can also showcases a progressive blend still be king in a world focused on of content, public relations, digital cashless transactions. — PH strategy and crisis communication — signifying a relatively disruptive approach in a market that still thrives on media relations. Standout work includes supporting Anglo American’s education-focused projects, helping News24’s native digital project, working on SAP’s Africa Code Week and on Mercedes-Benz’s #EveryTerrain campaign. — AS

REDHILL COMMUNICATIONS (SINGAPORE/INDEPENDENT) Before launching Redhill in September of 2015, Jacob Puthenparambil had held communications positions with Government of India’s Ministry for External Affairs, ASDA’A Burson- Marsteller in the Middle East, and the UN’s MUrgency global response network in San Francisco. Partner Surekha Yadav, meanwhile, has a background that spans software development and finance. Together, they bring a wealth of international

Agencies of the Year 22 2017 North America PR Agencies of the Year

The 2017 North America PR Agencies of the Year are the The winners were unveiled at the 2017 North American result of an exhaustive research process involving more SABRE Awards on May 2 at Cipriani 42nd Street in New than 150 submissions and 50 face-to-face meetings with York. the best PR firms across the US and Canada.

North America Large PR Agencies of the Year Winner with the creation of internal “value- of double-digit growth (12% globally based communities” dedicated to and 15% in the US) that ranked best WEBER SHANDWICK client experience, insights, integrated among large agencies and helped (INTERPUBLIC GROUP) media and content, while reinforcing Donna Imperato’s business continue There’s an impressive restlessness a collaborative culture that is clearly to stand out in comparison to its about Weber Shandwick, despite the one of the firm’s major competitive sluggish WPP sister agencies. fact that the world’s second largest advantages. public relations firm continues to One key to success is the growing outperform all of its immediate rivals Finally, there’s the work, which number of major global assignments, in terms of growth (North America ranges from earned-centric consumer from clients such as Barclaycard, fees up 11% last year, with 7% campaigns like Barbie’s election- Bayer, and Colgate. New business organic growth supplemented by the related efforts to inspire the next came from Applebees, Newell ReviveHealth acquisition). generation of women leaders to Brands, Novo Nordisk, 20th Century employee engagement at the highest Fox, and a host of others. Another key New business in 2016 came from level for Boehringer Ingelheim and is that the majority of C&W’s Chevrolet, Kellogg’s, the Los Angeles Newell, from well-rounded public assignments are now genuinely 2024 Olympic bid, Monsanto, Takeda, affairs work around infrastructure integrated—typically traditional PR and Unicef, while clients such as issues for the American Society of blended with digital, social, and a Bayer, Ericsson, GSK, Mastercard and Civil Engineers to helping Busweiser heavy dose of experiential; less than Verizon all grew. Weber Shandwick launch “microgravity beer” for the 10% of the business four years ago, now works for almost half of the journey to Mars, from positioning integrated now accounts for almost Fortune 100, and has been working Qualcomm as a leader on the road to three-quarters. overtime to deliver a customer 5G to helping Honey Maid make the experience—featured in a new book The most interesting development, internet more wholesome. — PH from former HBR editor Thomas though, is an effort to go beyond Stewart, Woo Wow and Win—that “integration” to use the full range of Finalists ensures client longevity. paid, earned, shared and owned COHN & WOLFE (WPP) channels in order to create what An evolving organizational structure Cohn & Wolfe proved that last Imperato calls an “immersive brand builds on the firm’s existing strengths year—when it was named our Large experience.” That means using (last year we called WS the world’s Agency of the Year in North America— everything from virtual reality and most complete PR firm, and nothing was no fluke, delivering another year other wearables to add a new has happened to change that view)

AGENCIES OF THE YEAR 23 element to experiential marketing, has never been higher, and last year’s management), J&J’s Motrin, and whether that’s creating a VR platform work did nothing to diminish it, as more. for jewelry brand Pandora at the firm worked with Unilever’s Axe More than half the firm’s work is Coachella or helping tell brand to help consumers celebrate consumer focused (with the rest split Barclaycard’s technology story by their individuality; assisted Starbucks pretty evenly between corporate, creating a bartender-less pub with its cause-related and CSR healthcare, and technology) and it is experience. initiatives; worked with the American there that firm’s has focused its Lung Association on its “Lung Force” At the same time, the firm is doubling innovation in recent years: its Bridge campaign; promoted Dos Equis’ down on data and analytics with real-time marketing offer remains “most interesting man in the world”; tools such as Nuvi, People Pattern, unrivaled in the industry; its and helped PayPal and GE with and WPP’s Data Alliance, and adding acquisition of creative agency corporate transformation. new digital offers that include social Brooklyn Brothers enhances its selling and social recruiting—all of Much of that work is driven by creative offer and its strategic which is helping to bring Cohn & Edelman’s relentless innovation, thinking; and its focus on “relevance” Wolfe’s “Dig Deeper Imagine More” some of it expected—the emphasis has seen the development of new mantra to life in ways that emphasize on data-driven influencers, the products, one tracking 15 elements just how different the firm is today expansion beyond earned into paid; that give brands extra relevance and compared to five years ago, and and some of it surprising—expanded another informing a new approach to compared to most of its peers. — PH employee communications influencers and media. capabilities in support of change The work that all this drives has been EDELMAN (DJE HOLDINGS) management, investment in getting more and more impressive: Such is the blazing pace set by multicultural expertise, and a surge the firm’s work introducing Edelman—still the world’s largest of work in “translating Trump” in McDonald’s all-day breakfast has won public relations agency—over the terms of what the new president multiple awards; its creation of an past decade that a year in which its means for consumer marketing, animal sanctuary for the National financial results came in around the corporate reputation, and public Aquarium is winning plaudits; its B2B peer group average counts as a affairs.— PH disappointment, although in what marketing efforts for Cisco’s WebEx CEO Richard Edelman described as a GOLIN (INTERPUBLIC GROUP) have driven a huge increase in “transition” year, US growth was a It has been almost six years since audience engagement; and Brooklyn solid 2.3%. Golin introduced its revolutionary g4 Brothers’ “ask Gudmundur” model, which restructured the campaign for Iceland got a shout-out It was still a pretty good new agency into communities of from President Obama. — PH business year: Edelman came out on strategists, creators, connectors, and top in a Hewlett-Packard KETCHUM (OMNICOM GROUP) catalysts, and there is no sign that consolidation; picked up additional Still generating more SABRE Award the momentum generated by that agency-of-record assignments from nominees than any other brand, move is diminishing, even in a year KFC, PayPal, and the American Ketchum has consistently ranked as when the firm was looking to the Optometric Association; digital work one of the two or three most creative future and naming three new from the Hawaii Visitors & large agencies in North America, and joint-CEOs—Jonathan Hughes, Matt Convention Bureau and Bush in 2016 the business performance Neale and Gary Rudnick—as it gets Brothers & Company; and played a matched the quality of the work, with ready for its second 60 years. key advisory role at Wells Fargo as revenue growth in the mid-single the financial services company went Last year saw growth in the mid- digits—with the digital business through a high-profile client. But the single digits, strategists, with new growing at four or five times that real story was the growth from 33 of business from Abbott (fostering pace. The DC office has made a the firm’s top 50 clients, representing dialog on infant feeding), Atos particularly impressive turnaround in broader, more integrated work as (Olympic sponsorship), California the past three years, with social Edelman seeks to develop is paid Department of Public Health marketing leading the way but digital capabilities and build on its long- (tobacco control), Cancer Treatment capabilities expanding there also. time leadership in digital. Centers of America (corporate A stellar new business record in 2016 reputation), ConAgra (social Having won Best in Show at each of included assignments from FC engagement), Facebook Messenger, the last two North American SABRE Barcelona, Corona, Macy’s, Philips Hyatt Hotels (for multiple brands), competitions—for CVS and then Lighting, Samsung, 7-Eleven, Koch Industries (reputation REI—Edelman’s creative reputation Tostitos, and Zespri, while the firm

Agencies of the Year 24 continues to work for longstanding consumer, business-to-business and remove cats from the internet for the clients such as Clorox (35 years), IBM corporate reputation, with an anti-tobacco education Truth and Procter & Gamble (20 years emphasis on earned, and on Initiative to supporting P&G’s each). All of the top 50 clients—44 of relevance and resonance rather than mom-focused Olympic sponsorship; them with the agency for five years or reach alone; the issues and crisis from insight-driven cause-related more—were retained. practice and employee engagement marketing for Whirlpool to innovative practice (the latter strengthened by metrics for the Cleveland Clinic. Just as important, Ketchum is the integration of Omnicom sister innovating across multiple practice And all of this happened during a agency Daggerwing) are developing areas: the StoryWorks unit, which year of internal change: Barri Rafferty new tools. helps brands engage and inspire was named president of the firm in consumers, has been instrument Strong creative ranges from election- July and a new “break through” both in new business and creative related marketing efforts for Doritos advisory board was formed in execution; the influencer marketing to an attention-grabbing publicity September to ensure the innovation practice has expanded to include stunt for Kit-Kat; from an effort to continues. — PH

North America Midsize PR Agencies of the Year Winner leadership isn’t bad either, including eHarmony, Intuit, Natrol, particularly the firm’s Human Project, Ontario Ministry of Natural ZENO a multi-generational study that helps Resources, Tim Hortons and When Barby Siegel took the helm at brands forge deeper connections Wienerschnitzel, joining a client Zeno seven years ago, the firm had 55 with consumers. — PH roster that features Aflac, Duracell, people, $10 million in fee income, an Egg Farmers of Canada, MolsonCoors, almost exclusive focus on consumer, Finalists PepsiCo Foods, Rocky Mountaineer and was viewed by the marketplace and Travelocity. as “Edelman’s conflict agency.” CITIZEN RELATIONS (BLUEFOCUS) Today, after seven years of double- After a couple of quiet years following And there was some strong campaign digit growth, Zeno has 400 people the acquisition of parent company work, notably for Duracell (‘Stay around the world, fees of close to $60 Vison7 by Chinese marketing services Connected’); and making Mr Clean million, a balanced portfolio of giant BlueFocus, Citizen appeared relevant for a new generation of consumer, corporate, health and tech reinvigorated in 2016, with global consumers. — AS business, and a global footprint revenues up to US$28m, around M BOOTH (NEXT15) (enhanced by last year the $24m of which comes from its North acquisition of UK agency 3 Monkeys). American operations. Always one of Last year’s North American Agency of the smarter consumer marketing the Year, M Booth kept the The US operation, which still makes firms, Citizen’s expansion owes much momentum going in 2016, picking up up more than half the headcount, to systematic investment in its new business from a host of blue- grew by 23% last year to a little over integrated capabilities, including chip clients—General Motors (for $42 million, with new business digital analytics and planning, Buick/GMC), Johnson & Johnson (for coming from Pizza Hut, Easterseals, influencer research and marketing, its sponsorship of Global Citizen), The Britax, Air Asia, Microsoft Bing, Serta, and creative — highlighted by new Coca-Cola Company (Honest Tea), Ubiquity and more. They join a roster intellectual property products and Estee Lauder, Sam Adams, Tinder, that includes Kia Motors (a client for senior appointments, including ECD Priceline, Etsy—on the way to 13 years); Turtle Wax (10 years), Scott Cocchiere. another year of impressive growth, AstraZeneca and Starbucks (seven with fees up 50% over the past two years), and Bausch + Lomb (six). Citizen continues to develop cutting- years. edge work for key client P&G, for But it’s the work that really which it emerged creditably from the The firm is still best known for its impresses, from helping Starbucks FMCG giant’s global PR review, work in the consumer space (food defend itself against charges that it retaining duties for Cascade, Dawn, and drink, travel and tourism are was part of the “war on Christmas” to Dreft, Duracell, Febreze, Ivory, Luvs, particular strengths), including its supporting Spin Master’s launch of Mr. Clean, Old Spice, P&G Made@MBooth design and content toy sensation Hatchimals to a Professional and Swiffer. In 2016, creation studio—with animators, data-driven micro-targeted there was plenty of new business videographers and others creating marketing campaign for Bernzomatic from its Canadian and US offices, digital product, VR and 360 video— that really drove sales. The thought

AGENCIES OF THE YEAR 25 and its Micro-Tribes research, an late has been digital campaigns in technology industry and much of the important piece of thought the consumer space. For instance, agency’s new business — including a leadership. But the corporate toymaker Moose Toys brought MWW number of assignments in North practice was the fastest-growing last on to launch Shopkins and ultimately America — favour the consumer and year, with work for American Express drive sales. Among its tactics, the corporate sectors, including Egon expanding to include employee firm formed strategic partnerships on Zehnder and Suntrust Bank. Indeed engagement, a three-year Google YouTube to develop video content the firm’s embrace of broader relationship growing to include that now has more than 900 million content, digital and data capabilities education issues and cloud views — and business results that (which includes a ‘dynamic computing, a repositioning of Tinder include Moose being the #4 largest newsroom’ capability) helped (from hook-up app to a brand about toymaker in the US. The work won an underpin global growth of 5.3% to forming real-world connections), and Innovation SABRE Award for the best $66m, of which around $29m is the issues-heavy work for Beyond use of YouTube. For Jack in the Box’s derived from North American offices Meat. newest menu item, MWW tapped VR in Boston, Rochester and San to video transport users to a Francisco. Other highlights of the work in 2016 simulated gastro-pub environment included breast cancer awareness Text’s reinvigoration has coincided for a multi-sensory burger work for Weight Watchers, the launch with a reshuffle of its senior ranks, experience. of noosa yogurt, influencer work for including the hire of former Emanate Boston Beer, and a campaign that The firm’s portfolio of clients spans CEO Kim Sample to lead New York connected Carnival Cruises with across sectors to include Nature’s and Steven Astle as SVP of a new singer Carrie Underwood and military Bounty (new), Nikon, Tom Tom (new), practice area focusing on highly- families for a unique event. Subaru, Air New Zealand, Honeywell regulated markets. They join a senior International (new), Tyson, Red team that remains led by long-term The firm has also been adding talent, Lobster and Atkins. Its LGBT practice global CEO Aedhmar Hynes, who is with FleishmanHillard veteran Nancy doubled its client roster with Hilton supported by chief digital officer Seliger joining as executive VP, and Worldwide, Focus Features, Universal James Beechinor-Collins; creative new senior VPs Scott Varland (leading Home Entertainment, Kellogg’s, director Richard Parkinson; and innovation) and Michelle Overall Anything the Film and LA Tourism & North American regional director Ken (entertainment and marketing Convention Board. Peters. partnerships) joining founder Margi Booth, CEO Dale Bornstein, chief Industry leadership includes Text’s best work illustrates the creative officer Adrianna Giuliani “Hervoice” a practice focused on progress it is making towards Bevilaqua, and insights and planning building the internal and external becoming a a credible marketing chief Bonnie Ulman. — PH profiles of female leaders, a communications player. For Egon millennial marketing research report Zehnder, Text helped to elevate the MWWPR (INDEPENDENT) and “corpsumer” combining firm’s Global Board Diversity Analysis, Because buying back its consumer marketing and company creating a proprietary data visualizer independence from IPG more than perception in one unified program. tool that drove impressive results. five years ago granted MWW a new — AaS And for IBM’s Watson, Text developed start, it’s easy to forget Michael a series of stories that showcased Kempner’s firm has been around for TEXT100 (NEXT15) technology’s ‘human’ side. — AS 30 years. But it was during the last Throughout Text100’s 36-year history, five years that MWW regained its the Next15 firm has been best-known footing and emerged as, once again, for its technology expertise, with its as a formidable mid-size player with North American operation revenues around $50m. establishing itself via long-term relationships with Xerox, IBM and Kempner has brought together an Cisco. In recent years, however, the all-star leadership team that includes Text100 has begun the inevitable Bret Werner (co-founder of Catalyst), effort to diversify its offering, around Carreen Winters as chief strategy a ‘Vision 2020’ plan that includes a officer as well as EVPs Heather refresh of our company’s vision, Wilson, former DNC CEO Amy Dacey purpose and mission. After merging and Parker Ray. with two marketing-focused firms in Despite its heritage in public affairs, London, Text100’s capabilities are far some of MWW’s most notable work of removed from a narrow focus on the

Agencies of the Year 26 North America Small PR Agencies of the Year Winner Finalists any was needed—of Aaron Kwittken’s approach to building one of the best CARMICHAEL LYNCH RELATE (IPG) HAVAS FORMULA (HAVAS smaller firms in the business. 2016 was a pivotal year for the WORLDWIDE) Kwittken has eschewed agency previously known as Spong, It’s been 25 years since Michael specialization—its business is split with president/founder Doug Spong Olguin founded Formula PR in San almost evenly between consumer stepping down after 26 years, Diego with deep roots in Hispanic and corporate/B2B assignments— succeeded by agency veteran Julie and general consumer outreach. But and prefers to be known simply as a Batliner. The Minneapolis-based firm the firm has taken on a second life great creative firm. rebranded as Carmichael Lynch since its 2014 Havas Worldwide Relate and reeled off one of the best acquisition that transformed it to That’s not to say there aren’t things years in its history, growing 47% to Havas Formula, part of the Havas that Kwittken does particularly well. around $25m, powered by 10 new Creative Group. The corporate side of the business, clients, including Garden of Life, for example, has been developing With 18% growth in 2016, the Formica Residential, Frito Lay/ expertise in financial and acquisition seems to be paying off. Stacy’s, Truvia, Marvin & Integrity professional services, while the The $17m firm employees 115 people Windows and Doors, Best Buy and consumer business has expanded to across offices in New York (HQ) Los Panasonic. include consumer health work (its Angeles, Chicago, Miami and San work for Zicam was a real highlight The new business joins a client roster Diego who work on clients like last year). And the firm’s “design that features Arla, Bath & Body Heineken USA, Dunkin’ Donuts/ thinking” approach incorporates Works, Jack Link’s, Sherwin-Williams, Baskin-Robbins, Schlage, Bugaboo, traditional PR, influencer marketing, MasterBrand Cabinets, Post Wonderful Pistachios, Nestle, content creation, social media Consumer Brands, Rapala, The Justin’s, Shure, TurboTax — along expertise, and (increasingly) paid Schwan Food Company, Genuine with new wins Jaguar/Land Rover, advertising to build brands. Thermos Brand and US Bank. CLR’s Panda Express, among others. refreshed mission revolves around a Notable work includes launching the A strong new business year brought focus on integration, sometimes in East Coast donut giant Dunkin in Los new assignments from Amway, BMW tandem with sister ad agency Angeles with a two-pronged North America, Cervelo Cycles, Carmichael Lynch. Although CLR campaign appealing to the nostalgia Deloitte, Dataminr, Ironman, Rubicon prefers to call this ‘interdependence’, of East Coast transplants while also Project, S&P Global, Wyndham supported by a new process and emotionally connecting Los Angeles Rewards and YOTEL, joining a client training program, and highlighted by locals. roster that includes Amadeus, an in-house content lab that features American Express, APT, CGI, frog, The firm has dealt head-on with social media analysts, community Hisense, One Medical, Pantone, perceptions that PR is purely earned managers and content journalists — PURE, and Zicam. Fees were up media, educating clients that if a developing, for example, media about 10% to around $11 million, brand really wants to connect with campaigns with audience-targeted and Kwittken now has 50 people in consumers, micro-influencers — who display and video via programmatic New York, eight in Toronto, and a tend to come at a cost — are often buying; geo-fencing messaging based team of 15 in its London office. — PH the most effective option. The result on consumers’ GPS mobile device of this effort is now 60%-70% of its PAN (INDEPENDENT) signals; retargeting consumers based clients include a paid line item in on their actions on sites, and Twenty-two years since its founding, their PR budgets. In 2016, Havas syndicating content created by media PAN Communications has hit a new Formula also developed crisis partners/influencers. stride. Impressive growth (19%) has credentials that could be marketed to pushed the firm over the $15m That kind of thinking paid off in some existing clients and prospects and marker while also producing some of impressive campaign work for Stacy’s launched a thought-leadership effort the best work we’ve seen — not only Pita Chips (using influencers to for its top leadership. — AaS from PAN— but among its tech peers. elevate everyday snacking); Arla (building broader awareness vs more KWITTKEN (MDC PARTNERS) The new era of PAN seems to have established brands); and, Lorissa’s If the first decade of the 21st century started in December 2015 when the Kitchen. — AS marked an age of specialization for firm bought Vantage PR to raise its the public relations agency business, visibility in the highly-competitive the second decade has been about San Francisco PR market. Yet founder convergence, vindication—not that Phil Nardone’s vision for building a

AGENCIES OF THE YEAR 27 formidable mid-size independent Duck Software, RSA, meanwhile its areas the agency serves: biopharma, tech firm didn’t stop there. The healthcare roster has grown to biotech, consumer science, Allison + Partners’ longtime Western include PAREXEL, Quanterix, Trinity healthtech (new in 2016) and public region chair Phil Carpenter joined the Partners and RediClinic. New wins affairs (new in 2016). Spectrum’s Lab firm to lead its West Coast expansion also include Informatica, SS&C –its digital, creative and social last year. The management team Technologies, Forbes 30 Under 30 capabilities — cuts across all sectors. oversees 100+ people across offices Summit, InContact/NICE, Liberty Eighty-five employees work across in Boston (HQ), San Francisco, New Mutual, SAP IoT and SAP Retail. — offices in Washington DC (HQ), New York and Orlando. AaS York, Atlanta and Chicago (new in The firm’s work broke through in two SPECTRUM (INDEPENDENT) 2016). Clients include Astellas, of the most competitive Innovation Leadership changes have derailed Medtronic/Covidien, Roche, Zafgen, SABRE categories landing a well- many PR firms, but Spectrum 23andMe (new), AdvaMed (new) and deserved place on the shortlist. For continues to demonstrate how Dermira (new), among others. GreatCall, a company that produces well-executed transitions can make The agency’s work with Astellas mobile devices and wearables for an agency stronger than it has ever Oncology C3 Prize won an Innovation seniors, PAN crafted a striking been. Spectrum (last year’s SABRE Award for pulling together a narrative that successfully landed healthcare agency winner) had dynamic multi-channel campaign with a parade of top influencers, another stellar year with 34% growth, that engaged influencers and including at the mega-saturated CES reaching $20m in revenues in its 20th produced strong web analytics. — show. The firm’s thinking also comes year in business. AaS through with its work with CloudBees that includes a targeted podcast New CEO Jonathan Wilson is series and meme generators. constantly evolving the firm by building teams that reflect the style Other technology clients include: and speed of the five main business SAP, SDL, Symantec, Hybris, Black

North America Boutique PR Agencies of the Year Winner the ability to deliver creative Finalists consumer campaigns and strategic LDWW (INDEPENDENT) BULLEIT (INDEPENDENT) corporate and crisis counsel, as well Helping Carnival Cruises introduce When Fast Company released its as content creation capabilities. the first US cruise to Cuba in four most innovative companies of 2017, decades; coordinating a nationally Or perhaps it’s because founder Ken four of Bulleit’s clients were on list — televised discussion on the issues of Luce has decades of experience in meaning one-third of its client roster sexual assault and campus violence; senior roles with Weber Shandwick was chosen by Fast Company. So it’s helping a client manage a crisis and Hill+Knowlton, and has not surprising that Bulleit is quickly situation in Yemen; supporting a assembled a senior team—Chris becoming the go-to boutique to national campaign encouraging Cradduck, Mike Flanagan, Ken create narratives for cutting edge people to talk openly and honesty Maxwell, Jody Venturoni—with technology like biology and electrical about mental health; producing more impressive credentials. engineering, robotics and material than 100 pieces of content to In any event, LDWW now has fee science. Just take a look at its sector promote an athletic scholarship. That income of around $6.5 million and a specialities: artificial intelligence, would have been a bumper year for client list that includes Bell computer vision, neuroscience/ many large agencies—for a four-year- Helicopter, Carnival Cruises, neuropriming, future of work and old firm with a team of 15, it was GameStop, Omni Hotels and is autonomous cars, to name a few. remarkable. making a name for itself with 19 It is somewhat surprising, however, Perhaps that’s because LDWW is national awards last year—making it that a firm that’s only been around headquartered in Dallas, where the one of the top four firms on our for four years has such precise competition from national agencies Creative Index weighted for subject matter expertise that’s clearly or local specialists is limited—despite headcount. — PH filling a market void. Bulleit grew the fact that Texas is home to more 55% in 2016 to $3.1m with a client set Fortune 500 headquarters than any that includes Google (nine divisions), state except New York. Perhaps it’s LinkedIn, Orbital Insight, Halo

AGENCIES OF THE YEAR 28 Neuroscience, Jumpshot, Bloomberg Efficiency Vermont and Social the chaotic pace of change (he calls Beta (new), Flexport (new), Elemental Venture Partners, among others. this the “golden age of PR”). Cognition (new), Paul Hastings (new) Over the last two years C+C has rolled Like many of its nimble peers, and Puppet (new), among others. out a cross-functional structure Praytell has a single P&L with Unlike many of its Silicon Valley designed to help its team play to capabilities across media relations, peers, Bulleit’s expertise extends far their specialties without a social, video, design, dev and beyond product launches — the firm traditionally siloed structure. For measurement that services clients, deals in high stakes, holistic PR instance, the firm established an including long-standing customers programs for the majority of its in-house creative team that is Logitech, MAC Cosmetics, Anheuser- clients, including policy, crisis, integrated with project teams to Busch, Barnes & Noble and Twitter. employee and corporate encourage clients to take creative The boutique welcomed 44 new communications. For Orbital risks. The firm credits its 20%+ brands in 2016 including Google Insight,Bulleit broke news with growth to its expanded capabilities Waze, Zappos, Nasdaq, Macy’s, Guitar Bloomberg’s Beijing based economy for creative, video production, Center, Tile, Evofem Biosciences and and oil editors that China is multicultural strategy and research. UNAIDS, and eight new Anheuser- stockpiling oil as seen by satellite Busch craft beer brands including Notable work includes the Better imagery which moved the oil futures Elysian, Breckenridge and Blue Point. Buildings SWAP that turned a market. Bulleit’s tagline “Storytelling commercial energy efficiency Perhaps the most powerful marker of for the Digital Age” came through in campaign into a reality-style web a flourishing boutique is innovative its work for the LinkedIn Engineering series that swapped energy work. Here, Praytell delivers with Blog that won an Innovation SABRE management teams to uncover producing two documentaries for the Award. (One judge called the work “a savings in each other’s buildings. MAC AIDS Fund on the lives of young category killer.”) Season one featured Hilton and people with the disease and another Co-founders Kyle Arteaga and Alex Whole Foods, meanwhile, Season 2 on transgender rights, respectively Hunter lead with a management included Air Force vs Navy (the work (the first debuts on Netflix, the team that includes VPs Kelly Mayes, was shortlisted for an Innovation second on Showtime and Refinery Stephanie Donily and Leslie Green. SABRE). For “This Pill Can Prevent 29). Its work with Twitter and — AaS HIV” C+C worked with Public Health SoundCloud also incorporate video Seattle & King County to raise in a way that engages and converts, C+C (INDEPENDENT) awareness among high risk men meanwhile its content hub for Macy’s There’s a simple formula that seems about PrEP, a new treatment that can was built around optimizing SEO. like the winning ticket for PR firms prevent HIV infections. — AaS — engaged employees produce In addition to Pray, the firm’s standout work that best serves PRAYTELL (PROJECT) leadership includes managing clients, resulting of course, in healthy When you consider how far Praytell partners Beth Cleveland, Claudio profits and strong growth for the has come in just less than five years Taratuta, VP Nate Jaffee and creative firm. This seems intuitive but more since it was founded, it’s not director Jon Chew. Last year, Pray firms get it wrong than right, but C+C surprising that it was snatched up said “we sensed an acquisition might is definitely on the right side of this last year. In 2016, Praytell broke new be in our distant future.” It’s fitting equation. ground by joining the Project agency the event happened sooner rather network as the first PR firm to in the than later because for Praytell, it The $8m boutique (up 23% from employee-owned group. seems, the future is now.— AaS 2015) employees 45 people across offices in Seattle (HQ), Boston, The Brooklyn-based shop grew a WALKER SANDS (INDEPENDENT) Portland and Washington DC. This is staggering 74% last year, closing the Last year’s “dark horse” tech agency an impressive run for a firm that year at $9.2m with 56 employees lands in the small category for started in 2005 by co-founders Julie across offices in New York, San capping another year of double-digit Colehour and Bryan Cohen. Clients Francisco, Los Angeles and Austin. It’s growth (nearly 19%) to more than include Energy Star, Waste still early days since the sale, but $8m with 79 employees across offices Management, Department of Energy, founder Andy Pray recognizes what in Chicago and San Francisco. This WaterSense, Puget Sound Energy has powered the firm’s trajectory: its comes after five years of consecutive with new clients James Beard core values (“do the right thing”), growth that comes to 172% revenue Foundation, Washington State employee engagement (96% expansion. Department of Health, Osmosis, retention, he says) and an embrace of There seem to be two key growth drivers for the firm: its deep expertise

Agencies of the Year 29 in B2B and its model that prioritizes owners on a range of topics, from coverage and documentary-style collaboration. From its start 16 years their top political concerns to ballot productions to showcase clients’ ago, Walker Sands built the firm picks. The data fueled a Manta blog stories and amplify its own marketing around the full spectrum of earned, series, and garnered 230+ efforts. President Mike Santoro has owned, and paid media with placements in outlets such as CNBC been at the helm since 2008 (growing offerings such as online reputation and The Associated Press. President Walker Sands from six to more than management, content marketing, even Trump retweeted one of the 75), COO Ellen Hanson leads strategic data-driven campaigns and digital placements, prompting his campaign planning, budgeting and corporate marketing. This thinking is applied to to cite it across multiple external training, alongside the rest of the clients like Accenture Interactive, communications. management team. CompTIA, Grubhub, OneLogin (new), The firm calls its 2016 expansion to The firm has excelled at producing Sprout Social (new) and Worldpay, San Francisco “inevitable” and interesting thought-leadership like among others. ultimately decided on the the State of Marketing Technology Notable client work includes challenging route of re-locating two 2017 that explores how B2B #MakeTechHerStory with CompTIA (a veteran employees to the remarkably organizations approach marketing non-profit IT association) to close the insular market. In 2016, Walker Sands technology; the Free Donut IT gender gap. The integrated also began to document best Experiment to understand how campaign included a research driven practices for successfully executing employees receive and share e-book, interactive microsite, projects across its PR, digital and information; and the Where They’re documentary-style video, social creative practice areas, and establish Going,They Don’t Want Roadmaps on promotion, media relations and new roles to oversee cross-functional how US college students perceive direct mail. Walker Sands also helped campaigns. Also its in-house video careers and employers in the Manta, an online resource for small team launched and grew a portfolio consulting industry. — AaS businesses, survey small business of thought leadership, event

North America New PR Agencies of the Year Winner Backstop Solutions, Bloomberg, Vested’s client work, notably the Carbon Trade Exchange, Elevate, ‘Business of Star Wars’ effort for VESTED (INDEPENDENT) Golub Capital, Investopedia, storied hedge fund Citadel. — AS Billed as a ‘new communications MoneyLion, PeerStreet and agency for a new financial industry’, Xenomorph, along with new business Finalist Vested was founded in 2015 by CEO from Clarity Money, D+H, Diebold Dan Simon and president Binna Kim, REIS GROUP (INDEPENDENT) Nixdorf, The Depository Trust & who previously led the US offices of Specializing in health, healthcare, Clearing Corporation, Misys, Oakam, Cognito. During its first year of science, and social issues, the Reis Quantitative Brokers, Rockefeller & operation, the duo were joined by Group was founded last year by Co., SmartBiz Loans and WorldRemit. other ex-Cognito alumni, including Sharon Reis and a veteran team of 11, COO Ishviene Arora and chief creative Now numbering 16 staffers, Vested’s many of whom hail from GYMR Public officer Ali Wells. The leadership team approach reflects a willingness to Relations. Already, the firm has inked is rounded out by Kevin Trowbridge, embrace change. Like any new firm, a slew of notable client relationships, a software consultant who serves as Vested makes much of its model, including The Advisory Board Vested’s chief technology officer. which involves employee ownership, Company/EAB; Alzheimer’s an unlimited vacation policy and a Prevention Initiative; American Vested’s spectacular growth (up fresh perspective on an industry that Gastroenterological Association; 317% in 2016 to $3.5m) is is much-maligned. The agency has Banner Health & Banner Alzheimer’s underpinned by a commitment to established an investment fund, Institute; Blue Shield California understanding the transformation Vested Ventures, that makes direct Foundation; Duke University’s underway in the financial industry. As investments in startups, while Leadership Program in Integrative technology changes the way people Vested’s chief economist sells Healthcare; National Academy of think about financial services, Vested economic and financial forecasting to Medicine; Society for Clinical Child has focused on helping banks, asset clients. The firm also plans to enter and Adolescent Psychology; Society managers and other institutions the news publishing and events of Healthcare Epidemiology of navigate this shift, resulting in businesses soon. That disruptive significant assignments from Axioma, mentality is also showcased in

AGENCIES OF THE YEAR 30 America; and, Society of culture that delivers senior counsel, Hieu Nguyen, with the firm’s best Interventional Radiology. particularly in the critical area of work including efforts to establish patient engagement. 25-year PR Banner Alzheimer’s Institute as a The Reis Group’s approach is veteran Sharon Reis is supported by national player, and promote underpinned by a collaborative Tamara Moore, Lauren Musiol and Digestive Disease Week. — AS

Canadian PR Agencies of the Year Winner numerous awards. The firm’s And the firm continued to develop a workplace culture, via the ROWE strong strategic planning function, VERITAS (MDC PARTNERS) (Results-Oriented Work Environment) which also resulted in the creation of Originally established in 1993 as a concept, also stands out, as does its offshoot agency The Colony Project. healthcare communications commitment to influencer research, — AS specialist, Veritas has diversified over via its proprietary Influencer Impact the years and today focuses on methodology. — AS ENVIRONICS (INDEPENDENT) ‘influencing the influencers,’ drawing Independent Canadian PR firm on a ‘custom convergence’ model Finalists Environics has not typically sought that brings together cross-functional out the limelight, but its continued teams and multichannel solutions to CITIZEN RELATIONS (BLUEFOCUS) strong performance remains worthy ensure the appropriate solution for a With 60 consultants working across of recognition. Founded by Bruce range of complex challenges. Based offices in Toronto, Montreal, MacLellan in 1994, Environics has in Toronto, Veritas has built its Vancouver and Quebec City, Citizen brought pioneering mindset to much reputation by staying ahead of the Relations has long been one of of its expansion since, and now increasingly complex and changing Canada’s leading PR firms, with operates wholly-owned offices in media universe, an approach that is particular strength in consumer Toronto, Ottawa, and Washington, clearly paying off if the firm’s stellar marketing which has been DC, along with minority ownership of growth and campaign work is any significantly bolstered by investment Capital Image in Montreal. guide. in digital analytics and planning, influencer research and marketing Environics’ sister company, Now numbering 65 people across and integrated creative capabilities Environics Research, has meant the offices in Toronto, Montreal, and -- from strategic planning to deep agency has always used a data- Vancouver, Veritas grew its fee creative leadership. driven approach to its consulting income by 12% in 2016 to US$8.3m, work, helping it retain a client base of powered by new business from After leading Citizen’s Canadian uncommonly long tenure, including Audible, Kijiji, General Mills, Bayer, operations for several years, North many for more than 15 years (The Kimberly-Clark, Revlon, Collegium American president Nick Cowling has Globe & Mail, Panasonic, Queen’s Pharmaceuticals, Tangerine, Metro/ worked to export the firm’s strategic University, Edward Jones). In 2016, FoodBasics and Volkswagen. They planning and integrated there was new business from Shopify, join a client roster that already communications functions to its US Dell/EMC, Electrical Safety Authority, includes Microsoft, CBC, Subway, offices. That speaks to the depth of TD Bank, Thomson Reuters, Soda Labatt, Church and Dwight, Ministry insight and creativity within Citizen’s Stream, National Bank, MasterCard of Health and Long Term Care, and Canadian base, which has helped it Foundation, EQ Bank and Campbell other brands from Kimberly Clark new business from the likes of Company of Canada, joining a client and Bayer. PepsiCo Foods, Molson Coors roster that also features Netflix, eBay Canada, Dyson, Intuit, Tourism The new business haul is impressive / StubHub, Catelli, Allstate Insurance, Australia, eHarmony and Tim enough, but under president/CEO Loblaw Companies Limited, and Hortons. They join an existing Krista Webster, it is Veritas’ Boehringer Ingleheim. Canadian client roster that also development into a credible creative includes the Egg Farmers of Canada, All of that helped Environics report contender that is particularly worthy P&G, Emirates and Disney. growth of 14% in 2016 to US$14m, of recognition. Veritas’ ‘Bring Back bolstered by a willingness to diversify the Bees’ work for Honey Nut There was eye-catching work for PC its thinking beyond traditional PR Cheerios represents an ideal example Organics, for which Citizen created activity. Last year, for example, of this approach, blending word-of- the PC Babylicious program, raising Environics created its first 30-second mouth and influencer marketing to awareness of the brand among TV spot for a major CPG brand, and deliver real business results and win millennial mothers with toddlers. also made major hires in data/

AGENCIES OF THE YEAR 31 analytics (Rob Clark from Edelman) practice. Now part of the Res Publica Canadians today and why. That kind and paid media (Matthew Naftalin). group, National operates offices in of thinking helped National develop In addition to MacLellan, the firm’s Vancouver, Calgary, Toronto, Ottawa, some above-average campaign work, leadership team includes SVPs Mimi Montreal, Quebec City, Saint John, particularly in the healthcare sector, Carter, Greg MacEachern, Josh Halifax and St. John’s, serving a covering idiopathic pulmonary Cobden and Vanessa Eaton, along client list that includes Novo Nordisk, fibrosis, metastatic breast cancer, with digital strategy VP Andrew Roche, Ford Motor Company, Bristol- and pediatric vaccination. — AS Kinnear. Myers Squibb, Vifor International, Sunovion Pharmaceuticals, Shire, WEBER SHANDWICK (IPG) Much of Environics’ work focuses on Pfizer, McDonald’s and Novartis. Six years of double-digit growth in health sciences, consumer products, Canada have helped Weber technology, financial services and In 2016, growth at the firm was Shandwick establish itself as perhaps associations, helping it develop powered by new business from the strongest of the US-based particular strength across in Deloitte and Sephora, along with multinationals in a market where corporate communications, public some significant, confidential most of the plaudits continue to go to affairs, experiential (via sister assignments. The Alberta energy home-grown agencies. company Free For All Marketing), crisis posed a challenge for National’s government relations, social media Calgary offices, which it overcame by Moving to a single P&L for the and video production. That approach working closely with the Conference Canadian market six years ago was helped drive some impressive Board of Canada’s Emissions clearly a major factor in the firm’s integrated work last year, for Catelli, Roundtable to increase visibility and turnaround, as was the adaption of Fisher Price, Allstate Canada and by putting in place a transfer the global agency’s “engagement Ontario Tire Stewardship. Now in its program for Calgary consultants. engine” model, and an emphasis on second year, furthermore, the firm’s both professional development and Founded by Luc Beauregard, National CanTrust Index has received coast-to- workplace culture under the is today led by chairman Andrew coast news coverage, and serves as leadership of Greg Power, who joined Molson and president/CEO Jean- an ongoing platform for thought as president in 2010 after leadership Pierre Vasseur. There were several leadership activities aimed at clients, roles at Edelman and Optimum. new hires last year, including new prospects and the industry. — AS VPs in government relations, Weber Shandwick now has 75 people across three offices (Toronto, NATIONAL PR (RES PUBLICA) marketing communications, Montreal and Vancouver) and a client Founded in 1976, National PR’s corporate communications and roster that includes the likes of growth into one of Canada’s largest public affairs. And the firm’s thought McDonald’s (the firm is now agency communications firms is no accident. leadership remains a strong driver of of record across the country), KPMG For 40 years, the firm has delivered its business success, thanks to the (for which WS manages storytelling strong credentials across the Bold Thinking Report, an annual efforts nationally), Florida Citrus, GM, healthcare, energy and professional study of the predominant value the Healthy Grains Institute (telling knowledge sectors, along with the systems guiding Canadians, and the the nutrition story for bread) and RBC country’s top financial Belief Based Behaviour (B3) digital (everything from crisis preparedness communications & investor relations ethnographic research, which focuses on which values are important to to corporate citizenship). — PH

North America Consumer Agencies of the Year Winner ahead of the changes roiling the PR content, engagement and influence, industry: MMC has an impressive creative ideation and execution. MARINA MAHER COMMUNICATIONS commitment to data and analytics, (OMNICOM GROUP) From a single office in New York and to integrating digital and social There are some things Marina (albeit supplemented these days tools, content creation, and brand Maher’s firm has always done well: it through partnerships with Omnicom activation in service of its clients’ always viewed its role in terms of global sister agencies), MMC manages marketing objectives — and, rather brand-building rather than product efforts for global giants such as P&G, than resting on its many laurels, took publicity and emphasized Johnson & Johnson, Celgene, Eisai, the opportunity last year to engagement over coverage. And Galderma, Bayer and Merck, as well reorganize its offering into four there are some things that it has as for new clients such as Coty, groups: brand and business learned to do more recently, staying leadership; strategy and insights;

AGENCIES OF THE YEAR 32 Glenmark, Happy Family Brands, and work to help Merck for Mothers supporting Samsung’s foray into Braun Grooming. address maternal mortality; and a smart digital devices. — PH great new digital campaign for The scope of the firm’s consumer Acuvue. — AS/PH DEVRIES GLOBAL (IPG) work remains highly impressive, Last year, DeVries Global published netting it plenty of metal at awards Finalists research into what the firm calls shows, including the In2 SABRE “brandbiguity,” suggesting that much competition, where its work for CURRENT MARKETING (IPG) of the content created by modern Covergirl, Kotex and Head & In late 2015, Current founder Virginia marketers was missing the mark, and Shoulders all won acclaim from Devlin came up with a new suggesting that DeVries could help judges, while its Merck for Mothers positioning for her 10-year-old firm brands restore their relevance— work also stands out. That helps to (“Marketing for Real Lives”) that creating “brand imprints” grounded explain how MMC grew more than appears to have energized the firm’s in values and cultural connections. To 20% last year, bolstered by a number 50 employees and enticed new a certain extent, the research created of new hires in key strategic growth clients, including Heineken, Mary precisely that kind of renewed areas including creative, digital, Kay, Munchkin, Radio Flyer and the relevance for the agency itself, healthcare, corporate and data Willow Breast Pump to join a roster helping to redefine a firm that had analytics. that already included Chuck E been struggling to differentiate itself Cheese’s, The Clorox Company (eight MMC’s understanding of consumer in recent years, even as it expanded brands), Club Med, Greater Miami work, underpinned by an industry- with a genuinely global footprint Convention & Visitors Bureau, leading approach to insight and (fewer than half of its 200 people are Johnsonville, Mars (goodnessknows), creativity, also extends to corporate in the New York headquarters these Megabus.com, Samsung Home work — in recognition of the ways days). Appliances and Shamrock Farms, that brand marketing work now growing fees by 14% to around $12 Other important developments requires a sophisticated million. includes the launch of DeVries+, a understanding of corporate bespoke client proposition drawing reputation. And there has been Last year also saw the launch of a on IPG resources; DeCIPHER@ considerable innovation in terms of new influencer marketing practice DeVries, a scientific communications MMC’s product offering, covering (named Akela, after the wolf pack offering in partnership with sister such areas as social engagement, leader in the Jungle Book) and the firms Element and DNA; and DeLuxe, influencer ‘acceleration’, ‘moments- recruitment of new talent including a network of independent beauty based marketing’ and trend analysis head of strategy Seth Goldberg, specialists. The addition of Colby — all pointing to an agency that is at formerly group planning director at Vogt from FleishmanHillard the top of its game, regularly FCB Chicago, and San Francisco EVP strengthened business intelligence outperforming larger global networks Erica McCabe, whose background capabilities, and Simona Margarito when it comes to coveted marketing includes roles with Gap, Levi Strauss came from JWT to lead the Pantene assignments, and often producing and FleishmanHilland, and who business. work that delivers ROI and emotional oversees work on Clorox brands resonance. Hidden Valley, Kingsford and Soy Vay So while 2016 presented some while also leading new business significant challenges—another P&G While the new structure means that efforts. consolidation, the loss of Gallo and there are a number of new titles, the Sam Adams—there were some equally senior leadership team remains The firm also picked up a record haul critical successes. DeVries picked up settled. The firm continues to be led of awards, for its Hidden Valley Ranch new work from Altar’d State, BJ’s by founder and CEO Marina Maher; “Taste Not Waste” campaign, a CSR Wholesale Club, IHOP, Jibo (a “social supported by chief integration officer campaign connecting Brita and robot” for the home), Johnson’s Baby Diana Littman, executive director basketball great Stephen Curry, the (global and US), and Staples, adding Nancy Lowman LaBadie; chief Glad brand’s #GladtoShare World to a client roster that includes engagement officer Susan Bean; ECD Food Day campaign and more. The Celebrity Cruises, Coty Professional Ted Sabarese; new chief strategy firm is nominated for a SABRE for its Beauty, Markwins International, P&G officer Joydeep Dey; and, David work helping Kingsford “Take Back Beauty (Olay, Pantene and Secret), Richeson, chief of digital innovation Opening Day,” while other highlights Samsung Mobile (global fashion and influence. included helping the Willow Breast strategy), Sherwin Williams and Zippo. Pump steal headlines at the Great work included Covergirl’s Star Consumer Electronics Show and The work included Pantene’s Dad-Do Wars product integration; real-time campaign, built on the insight that marketing for Head & Shoulders;

Agencies of the Year 33 girls who spend quality time with Feet; The WHO Cares Foundation/ 15% in 2016 to $23.5m, driven by all their Dads grow up to be more Teen Cancer America; We Text; State three of its practice areas — food and confident women; “The World’s of Louisiana Film & Entertainment beverage, home and lifestyle, and Longest Yard Sale” for Sherwin Office; Locus Biosciences; Pennington health and beauty. Williams’ Krylon brand; and the Biomedical at Louisiana State Indeed, last year was something of a launch of #staywild for Wet’n’Wild. University; and Shipt. Many of the banner year for client relationships at — PH Louisana-based clients came Hunter. The firm’s long-term partners onboard alongside new AVP Brad include six who have been onboard FRENCH/WEST/VAUGHAN Grantham, while other senior for a decade or longer, notably (INDEPENDENT) appointments included creative McIlhenny Company’s Tabasco brand Some of the things cutting edge firms director Dean Logan, SVP Kirsten (28 years), 3M (21 years), and of today are doing—the expansion Levine (via the Fetching Johnson & Johnson (10 years). There into paid media, for example— Communications acquisition) and Liz was new business from Plum French/West/Vaughan was doing 15 Lindley as New York head. years ago, when the then-Richard Organics; Pepperidge Farm (Tim French & Associates acquired local But it is French/West/Vaughan’s work Tam); returning client Idahoan; BIC creative shop French & Vaughan, a that distinguishes it from many of its Consumer Products; Stanley Black & deal followed by acquisitions peers, evidenced by its campaign for Decker; Johnson & Johnson (Visine, spanning licensing, multimedia Wrangler, which continues to set new Band-Aid); and, Church & Dwight content creation, entertainment and standards in branded journalism and (Topik). content marketing. Another standout Hispanic marketing and — last year All of which suggests an agency that effort saw F/W/V Our convince — pet and veterinary-focused PR. The is firing on all cylinders, bolstered by President Obama to visit a client’s result is that FWV has evolved into a a workplace culture that is manufacturing facility in $23 million public relations agency consistently recognized among the Jacksonville, FL, providing a good (fees were up 10% last year) that can nation’s best. Hunter’s specialist example of how PR can serve at the provide a full-service integrated capabilities made particular gains in intersection of advocacy and public marketing capability to national 2016, accounting for 25% of revenue. policy.— AS clients such as Wrangler (a client Digital grew by 65%, led by work for since the day the firm opened its HUNTER PUBLIC RELATIONS (MDC Post Honey Bunches of Oats (the doors), ABB, Bassett Furniture, PARTNERS) ‘This is Everything’ video German coffee purveyor Melitta, and Founded 28 years ago, Hunter Public customization campaign); Simmons Berkshire Hathaway-owned Justin Relations has emerged in recent Beautyrest (a social campaign Boots, while providing highly- years as one of the brightest stars in starring Tom Brady); and new specialized services, most notably in New York’s consumer PR firmament. assignments from Tabasco and the sports and western lifestyle Under the leadership of Grace Leong Pepperidge Farm. Hispanic marketing categories, to clients including (herself Hunter’s first employee was up almost 50%, including athletes and sporting bodies. under founder Barbara Hunter), the eye-catching work for Johnnie Last year’s North American Consumer firm has established itself as the Walker, and the entertainment/sports PR Agency of the Year continued its nation’s second-largest food and practice completed 14 major talent impressive progress in 2016, adding beverage player, with MDC Partners deals for Hunter clients including new business from Greater Raleigh swooping to acquire its operations in Johnson & Johnson, PowerBar and CVB; Concord Hospitality Group; 2014. Since then, there has been no Smithfield, eight of whom were Paralyzed Veterans of America; Fleet slowdown at all, with Hunter growing athletes, growing fee billings from this service by almost 20%. — AS

North America Corporate/B2B Agencies of the Year Winner professional service sectors, bringing a EY, Prudential and Nuveen, and by the broad range of services and skills from acquisition of LA’s Muirfield Partners to PROSEK PARTNERS (INDEPENDENT) an entrepreneurial culture that is led extend geographical reach and Another of the growing cadre of by CEO Jennifer Prosek. In 2016, fees strengthen M&A and crisis midsize players that are outperforming grew by an eye-catching 29% to communications capabilities. the overall market, the 25-year-old $31.5m, powered by new business Prosek Partners benefits from in-depth That deal resulted in Mickey from Bloomberg, Goldman Sachs Asset knowledge of the financial and Mandelbaum joining the agency as Management, Glenview, Blackstone,

AGENCIES OF THE YEAR 34 partner, with the hire of partner Andy strategy or execution — and those Can Read an Income Statement.” Merrill also helping to expand who can do both are unicorns of That might (hopefully) not be quite Prosek’s already strong financial sorts. Part of Group Gordon’s the differentiator that it was 18 years services offering into transactions positioning is to dispel that stubborn ago, when LE&A was starting out, but communications, issues and crisis myth with high-end service that it does capture a business-oriented management services. Indeed, aligns communications plans with results-driven mindset that has Prosek has always prided itself as business outcomes. helped the firm (which has offices in functioning as something of an Detroit, Lansing and Grand Rapids The firm tends to work with ‘outsourced marketing department’ establish itself as the leader in the organizations doing good — for its key clients, illustrated well by Michigan market and one of the top philanthropies, nonprofits and work for EY (an ‘extreme makeover’ corporate and financial PR firms in responsible businesses. This niche of its annual TAS report) and PGIM the Midwest. has paid off with significant growth (successful reputation building for nearly every year, high client With a team of 40 from agency, Wall Prudential Financial’s $1tn retention and building a non- Street, public policy and journalism investment management business). bureaucratic culture (the firm has backgrounds, the firm’s heritage is in — PH consistently has a strong showing on investor relations, transaction our Best Agencies to Work For). communications, corporate and B2B Finalists Group Gordon has 24 employees and PR, crisis and issues management, FAHLGREN MORTINE has grown 25% over the last two and public affairs, but the past few (INDEPENDENT) years and retained 91% of clients in years have seen an expansion of the Now 55 years old, fiercely 2016. Among those: Dunbar, firm’s digital and social media independent Ohio firm Fahlgren AssetMark, Shake Shack, H2O+ capabilities through its Ripple+Affect Mortine shows little sign of slipping Beauty, DonorsChoose.org and new unit, which offers web development into obsolescence, growing revenues clients Willis Towers Watson, Global and online advertising expertise and by 19% to $24.4m in 2016 under the Policy Solutions, Habitat for has been adding social listening and leadership of CEO Neil Mortine. The Humanity NYC and others. CEO video storytelling offers. firm’s B2B capabilities remain more Michael Gordon runs the firm with a Last year started with the sophisticated than most, bolstered leadership bench that includes COO discouraging news that LE&A’s largest by investment in marketing Jeremy Robinson-Leon, John Keaten client, Blue Cross Blue Shield of automation and data analytics, at a and Lana Gersten. Michigan (8% of the firm’s revenue) firm that has typically been ahead of Notable work includes that for was moving on, but president and the curve when it comes to blending DonorsChoose.org that challenged managing partner Jeffrey Lambert public relations with digital strategy Americans to support a classroom committed to a new strategic plan, and creative content. project and make it the the implementation of a The firm’s B2B portfolio benefits from #BestSchoolDay. On #BestSchoolDay, performance-based culture and its consumer capabilities, enabling the campaign revealed that 50 greater financial transparency, and Fahlgren Mortine to tap into more celebrities, philanthropists, and the firm picked up work from Peak innovative solutions for clients across business leaders were “flash funding” Resorts, MGP Ingredients, Spectrum the technology, education healthcare all classroom projects in their home Health, Flint Chamber, Flint and tourism sectors. The firm’s B2B communities – more than $14 Community Schools, Detroit Public Peer Summits — shortlisted at the In2 million. There was also a storytelling- Schools, Ferris Coffee and Nut, Swift SABRE Awards — also catch the eye, based call-to-action strategy to Biosciences, Rainbow Childcare, and providing in-house networking and inspire citizens to fund 20k projects: Horizon Global, joining a roster that learning for B2B prospects and 30 celebrities created personal videos includes Blackford Capital, clients, and driving more than sharing “best school day” stories and Continental Automotive, Inventure $200,000 in agency income. asking others to take part. Foods, Michigan Economic #BestSchoolDay was the biggest day Development Corp., Mercantile Bank, Campaign highlights include work for in DonorsChoose.org’s history, raising Michigan Department of Education, TravelNevada and Wyoming Office of $16.8 million from 33k+ individual Spartan Motors and more and Tourism that blends consumer and donors. — AaS growing by 6% (an 18th straight year corporate to strong effect. — AS of growth) to end the year with fees LAMBERT, EDWARDS & ASSOCIATES GROUP GORDON (INDEPENDENT) of around $7.5 million.— PH (INDEPENDENT) There’s a false perception in our Lambert Edwards & Associates business that firms either excel at markets itself as “The PR Firm That

Agencies of the Year 35 TAFT (INDEPENDENT) actor, a former head of compliance & Founders Mara Connolly Taft and More than three decades after its ethics for an international Pete Taft still lead the organization as founding, Taft is amid a resurgence of corporation, two gubernatorial press creative director and CEO, sorts as its focus has shifted to PR, secretaries, an art historian, an respectively. The management team social media branding and leadership online magazine editor, and a PhD in includes president Ted Deutsch and comms. The firm likens its ambition English. Clients include ReThink VP Jayne O’Conner that oversee a to the trajectory of fellow New Jersey Energy NJ (interestingly, for a team that hasn’t experienced churn locals Bon Jovi and Bruce campaign to stop unneeded natural in four years. The firm developed Taft Springsteen — “what started out as a gas pipelines and promote renewable ClearPoint as its leadership hot act locally has turned into a energy), MedAvante, Robert Wood communications service designed to globally respected brand.” The firm Johnson Foundation, Acadia “spark change in organizations and has tripled in revenue over the last Pharmaceuticals, DiversityInc, individuals” via tailor-made three years with clients that span RWJBarnabas Health and Samsung workshops, coaching and video across health, education, energy, Bioepis. New wins include the Fund production. Also two of its principals public policy, and the environmental for New Jersey, Cubic Transportation have led diversity & inclusion efforts sector. Systems,, International Society for in-house and the firm was recognized Pharmacoeconomics and Outcomes by PR News’ Diversity in PR Awards Revenues are up 50% to $3.6m with Research, Center for Budget and for its inaugural “New Jersey State of 17 employees with backgrounds that Policy Priorities, among others. Diversity” Survey in 2016. — AaS include a former nonprofit CEO, an

North America Creative Agencies of the Year Winner a parcel of Nothing, Arizona — an Finalists uninhabited ghost town about 120 MULLEN LOWE miles from Phoenix. 360PR+ (INDEPENDENT) (INTERPUBLIC GROUP) 2016 was certainly a big year for Over the past year, the firm has Since 2015, MullenLowe has 360PR+ — the firm marked its 15th bundled more of its services within consistently delivered Best in Show year, 5+ consecutive years of growth, the larger MullenLowe brand adding caliber work in both the Gold and took on a rebranding and racked up new dimensions like CEM/CRM, Innovation SABRE Awards. Its accolades, including ranking in the shopper marketing, SEO and signature work for American top 10 on the Holmes Report experiential to its PR work. Managing Greetings — ”World’s Toughest Creativity Index and taking home partner Sheila Leyne has overseen Job”— clearly wasn’t a flash-in-the- three trophies between the the PR group for more than 20 years pan, not that there should have been Innovation and Gold SABRE Awards. any doubt. with a leadership bench that includes SVPs Tony Labriola, Kelly Burke and 360PR+ believes in “inspiring a love For example, its JetBlue FlyBabies Jaclyn Ruelle. affair with brands” and while the campaign won the Brand Video language might seem flowery, it’s Revenues grew by 18% in 2016, category at the Innovation SABRE impressive because the firm’s big making this the sixth consecutive Awards earlier this year while also thinking actually delivers on this. For year of double-digit growth (the making the Best in Show shortlist. instance, to grow Ball Canning’s agency as a whole has grown more “This changes my perception of popularity among younger than 100% over the past six years). In babies crying on flights and I’ll think consumers, 360PR+ crafted a multi- addition to American Greetings and of this every time I hear one now” is layered campaign around limiting JetBlue, clients include Capital One, what one of the judges said. That’s food waste that resulted in a tangible Century 21 Real Estate, Naked Juice exactly what this campaign intended. sales bump. “Love that this campaign and Tropicana Probiotics, Unilever Also consider MullenLowe’s follow-up includes smart research, social (new), Country Crock (new) and work with American Greeting. The purpose, brilliant creative and Atrium Innovations (new). campaign disrupted SXSW by going amazing results,” according to the totally analog at a digital festival as a MullenLowe has again and again Innovation SABRE judges. For way to combat the notion that proven itself reliable for creating Honeywell, 360PR+ tapped an greeting cards are dead. The “Give buzzworthy pop culture moments environmental consulting firm to Dad Nothing” work with Century 21 that actually break through. — AaS compile a list of America’s Sweatiest allowed people to literally give their Cities, winning the firm its second dads “nothing” on Father’s Day with

AGENCIES OF THE YEAR 36 Innovation SABRE Award trophy for also established Olson as one of the management; marketing Wilsonart to 2017. industry’s top 10 employer brands. professional designers; getting consumers excited about blueberries It was also roster-building year for That positioning will likely be for the US Highbush Blueberry 360PR+. The agency added a travel strengthened by a 2016 cultural Council; and disrupting the water practice after winning Virgin Atlantic, initiative that saw Olson redefining conservation conversation for Home Away (Expedia), Avis, in its own purpose—“to create Niagara Conservation. addition to winning business with meaningful impact for our clients and Drizly, Pete & Gerry’s Organics, meaningful opportunities for our The firm’s own creative resources are Nintendo and National Geographic. people”—and ensuring that creativity supplemented by two important The agency continues to boast one of is a “method, not a department,” resources: brand consultancy Joe the strongest portfolios for a baked into every account and every Smith and research firm SMS consumer shop its size with team member. Research Advisors. — PH longstanding clients including Liberty Fee income was up 14% in 2016 to Mutual Insurance, Peapod, WellPet, PMK*BNC (INTERPUBLIC GROUP) $24 million, and Olson Engage now Stonyfield, Tommee Tippee, Stride PMK*BNC has truly earned its has close to 130 people in its Chicago Rite, Jelly Belly, Walkers Shortbread, positioning as the agency that office and outposts in Minneapolis, and Meredith Publishing. Revenues bridges brands with pop culture — New York. — PH topped $8m — up slightly from 2015 and its dominance here becomes — with 45 people across four US PADILLA (INDEPENDENT) increasingly clear as competitors race to catch up. While the category that it offices in Boston, New York, San In the marketing services sector, helped to create becomes more Francisco, Washington DC. — AaS creativity is largely associated with crowded, PMK*BNC continues to consumer campaigns, splashy stunts, OLSON ENGAGE (ICF OLSON) stand out with its portfolio of work and cutting-edge content. But the Olson Engage—the PR, social media that has become even more reality is that is can often be more and experiential division of sophisticated, creative and complex. challenging to come up with big marketing services firm ICF Olson— ideas for less glamorous business-to- Consider, for instance, PMK*BNC has enjoyed its greatest creative business brands. And that is one of worked on some of the most talked successes with opportunistic the areas where Minneapolis-based about Super Bowl moments this year: campaign that tapped into the Padilla—which racked up five SABRE Audi’s “Daughter” campaign taking cultural zeitgeist of the moment: Awards nominations this year— on gender equality, T-Mobile’s helping Belize turn a seemingly excels. #UnlimitedMoves with Justin Beiber dismissive line of dialogue on and Budweiser’s “Born the Hard Way” Breaking Bad into a PR campaign, It has now been almost four years about immigration, plus the work for working with Skittles and football since Padilla Speer Beardsley merged Lady Gaga’s Pepsi halftime show. The icon Marshawn Lynch, and most with CRT/Tanaka to create an agency Audi commercial incurred recently partnering Blue Bunny with with a significant national footprint unexpected backlash, forcing LeBron James to serve free ice-cream but also seemed to slow progress PMK*BNC to quickly quell an to Cleveland sports fans. while the acquisition was absorbed. onslaught of negativity mostly on But 2016 was the year when It’s an approach that has helped the social media. momentum was restored: the firm attract a blue-chip client roster. acquisition of highly-regarded It’s not surprising that PMK*BNC Last year, it added PR agency of Chicago agency FoodMinds added worked on so many high-profile record assignments for Jim Beam, strategic capabilities and a new moments considering its impressive Kraft Macaroni & Cheese and practice; the addition of the Welch’s track record for securing — and Velveeta, PepsiCo’s Amp Energy; account helped contribute to maintaining — client trust. Audi is, social media agency of record work double-digit growth (the firm ended after all, a longstanding PMK*BNC for Café Press and Pilsner Urquel; PR 2016 just shy of $40 million), and a client that has been with the agency and experiential work for Chobani; rebrand early in 2017 signaled that for more than five years and 156% and corporate work for United Health the firm was moving forward again. market growth. PMK*BNC has been Group (employee engagement) and with T-Mobile through 13 launches, Servicemaster. They join Behr, Bissell, The strongest signal on that front handling its entertainment, talent Disney Consumer Products, Johnson was the quality of the work, however. procurement and project PR work. Controls, McDonald’s, MillerCoors, It ranged from helping to position Longtime client Samsung worked Reynolds Consumer Products, Target Cargill as a horse-feed brand; helping with PMK*BNC on its highly- and Wrigley. The same approach has healthcare provider Concordia Plan acclaimed Samsung Suicide Squad Services with reputation

Agencies of the Year 37 campaign that features exclusive, revenue was between $55M – $65M McConaughey, Sandra Bullock, the immersive VR content. range with approximately 300 people Weinstein Company, plus new wins across offices in New York and such as Kate Upton and Activision Growth was essentially flat in 2016, London (the firm also has a London Blizzard Studios. Michael Nyman, but its brands business grew key office). Other key clients include Cindi Berger and Chris Robichaud clients, ranging from 3%-20% on an American Express, Matthew remain at the helm as co-CEOs.— AaS individual client basis. In 2016 global

North America Digital Agencies of the Year Winner storytelling that’s measured by Laney and Rob Longert went rogue results. from M Booth. ALLISON + PARTNERS (MDC PARTNERS) While Allison certainly had a standout Already, Day One is $6m in revenues, The calibre of work from Allison + year for its work, business up 36% from the previous year with Partners is, frankly speaking, the best performance softened as the firm 33 employees across offices in New that it’s ever been. We’ve long saw single-digit growth in the US with York and Los Angeles delivering on its recognized Allison as one of the best revenues hitting $47.2m ($55m mission: “to stop the world in its rounded firms in its size category, yet globally). Even so, the agency grew scroll.” The agency recently Allison didn’t quite have the game- 90% of its existing clients, including restructured under the inspiration of changing signature campaign to cap expanding relationships with its two Walt Disney circa 1943 when the its digital and creative investments. of its largest clients Samsung corporation was organized around Electronics America and Toyota stories. Each team is built around a That’s no longer the case — and to North America (Allison became the narrative at its core, rather than any explain, let’s start with the Pope. In automaker’s national AOY in 2016). marketing discipline. 2016, the firm produced a global Other clients include: Dannon, Hulu, event at on behalf of its Stem For Life Also in 2016, Day One launched its PepsiCo, Quaker, Fox Home Foundation client that was attended influencer marketing offering Project Entertainment, Progressive by Pope Francis and Joe Biden, Neon designed to help brands Insurance, Auntie Anne’s and Dignity among a host of other VIPs from become ‘in’ platform vs. just ‘on’ Health. around the world. The Innovation platform to create authentic SABRE judges called this campaign CEO Scott Allison continues to lead connections. “We don’t rely on “perfect” for its flawless execution the firm with co-founders Andy existing influencer databases or across media, social and digital. Hardie-Brown, Jonathan Heit and robots to generate lists or match Moving on, Allison teamed up with Scott Pansky. But there were some brands to influencers,” says MDC sister firms 72andSunny & the notable departures last year, notably Rosenberg. “Instead, we use platform Media Kitchen for Seventh longstanding Western region data, paired with human intuition to Generation client in a campaign that president Phil Carpenter and Social surface relevant and impactful features Maya Rudolph riffing a jingle Impact lead Henk Campher. — AaS influencers. Anyone can find a 500K about feminine care. And for its follower influencer but when their Kampgrounds of America client, Finalists feed is filled with branded posts, the Allison delivered a stunning DAY ONE (INDEPENDENT) value of what they’re saying integrated campaign to update and diminishes.” It’s hard to believe it was only last diversify perceptions around year that Day One was named the Work with American Express and the camping. Allison was shortlisted was Holmes Report’s New Agency of the National Historic Trust for Historic 11 Innovation SABRE Awards in 2017. Year. With a client roster that includes Preservation included a grassroots This creative outburst coincides with American Express, Comcast, campaign to decide the future of $2m Allison launching its All Told digital Facebook, Marriott International, in funding for National Parks. Day storytelling department last year that YouTube — along with several other One created 25 original assets for the encompasses a four-part world-class brands that we can’t list campaign and activated a National methodology of research-driven here — it feels like Day One is more Geographic media partnership — and insights to inspire strategy that established than four years, which is resulted in one million audience unfolds through innovative when founders Josh Rosenberg, Brad votes. The In2 SABRE judges also took notice nominating the work in both the Identity Branding and Social Good categories. — AaS

AGENCIES OF THE YEAR 38 RBB COMMUNICATIONS influencer tracking, and creation for American Express in (INDEPENDENT) programmatic media buying. Canada; creating a film for Allstate Foundation’s PurplePurse campaign Rbb’s presence on this list might have All of those efforts paid off with such combating domestic violence raised a few eyebrows had it taken work as a customized online through financial independence; place a couple of years ago, but the reservation system for a restaurant firm’s acquisition of Spiderboost chain that was unhappy with off-the- Finally, Publicis Groupe’s “Power of Communications has brought shelf products. The firm also One” philosophy means MSL can website development, paid search reimagined the client’s user supplement its own capabilities by and digital media buying capabilities experience with a newly designed drawing on the expertise of sister to an offering that already counted as website built for conversion, helping agencies like SapientNitro, Digitas one of the smartest in terms of reservation booking hold fees and Razorfish. consumer and creative PR. That deal, increase from $13,000 to $127,000 a along with the purchase Out of the month in less than five months. — AS W2O GROUP (INDEPENDENT) Blue Advertising, gives rbb a W2O Group has now outgrown the considerably integrated offering, MSLGROUP (PUBLICIS GROUPE) category it won last year (Midsize helping the Miami-based firm grow Overall, MSLGroup’s North American Agency of the Year) with several 22% to $9m in 2016, with its 20% operations are still under-strength acquisitions that powered its 33% margin continuing to rank among the compared to its major peers, but its surge to $123m. And the firm hit industry’s best. digital capabilities are among the another big milestone last year when The numbers are not the only proof strongest in the region. Over the past it sold a stake to Mountaingate of rbb’s digital expansion. Last year, few years, it has invested in data and Capital. Impressively, these changes the firm also scored a uniquely analytics, social listening, content have resulted in its long-standing integrated assignment from Jackson creation, influencer marketing and market differentiator — digital Health System, worth upwards of more. The acquisition of Canada’s analytics — becoming sharper and $4m in billings. It was also named North Strategic, a finalist for our more disciplined. Global Digital Agency of the Year in digital AOR for DHL Express, and Two of its three acquisitions last year 2016, only added to those added digital work from Goodwill deepened its digital expertise that is credentials. Industries and The Education Fund, already great heights above many of along with further consumer business But the highlight of MSL’s “influence- its closest competitors. These were from HiltonWorldwide, AMResorts to-impact” strategy is its Marketing Tech, a a social media and Virgin Cruises. Conversation2Commerce solution, research and insights that unearths Unsurprisingly, the internal which debuted last year and seeks to insights for patient and healthcare reorientation of rbb’s offering has not reinforce the credibility of earned professionals. In buying in Sentient been without its challenges. The firm influence with the amplification W2O added digital, paid and owned focused on its tech infrastructure on power of paid. The process begins by media analytics to its arsenal. The workplace culture to ensure a identifying the best, most relevant private equity investment also forced seamless integration of the new influencers and crafting the most the firm to make operational capabilities, helping it add digital relevant story and supporting efficiencies including cutting away business from more than 40% of the messages. It continues by using paid the digital services that weren’t firm’s existing clients, under the components to amplify the resulting working — mainly VinTank and leadership of Abdul Muhammad II of coverage, and culminates with NextWorks. measurement focused on rbb’s Digital Park and Armando Meanwhile, the firm’s longstanding consideration, purchase intent, and Martinez of Spiderboost. Rbb also marquee digital offering, M Digital conversion metrics. (A new created a new service called ‘Idea Life, continued to grow in 2016 with Conversation2Credibility service Cloud’, brainstorming and analyzing more than 700K digital footprints focuses more on reputational data to determine ways to add value mapped across healthcare benefits.) to clients — ultimately resulting in influencers around the world. For major investments in video; data Beyond the innovation of C2C, pharma clients, the W2O Group Value mining and analysis tools that help however, there’s plenty of exciting Report mines 2,000 conversation automate marketing and enhance work: MSL helped P&G’s Pampers driving tools and maps this against the customer experience; advanced brand with an influencer-led CSR an analytics framework that pulls in campaign, designing a new product data on 30 different variables that specifically for premature babies; impact pricing risk. It’s worth noting, influencer marketing and content 80% of W2O’s revenue comes from

Agencies of the Year 39 the healthcare sector with key clients data analysis, PESO media integration. But even amid relative like Merck, Pfizer, Medtronic, Verizon, attribution, conversation aggregation chaos, W2O reputation as the firm PepsiCo, Intel, IBM Watson Health. and blueprinting and campaign that challenges boundaries more New wins include Sony, Philips, optimization, among other areas — aggressively, boldly and successfully Comcast, Ingersoll-Rand, United grew 77% in 2016 and now accounts than its peers remains untarnished. Technologies, Tesco and Prostate for 23% of its revenues. Of course, — AaS Cancer. there’s still considerable work to do, the acquisitions are often the easy W2O’s analytics business — which part — the real test comes with includes social and web analytics,

North America Financial Agencies of the Year Winner Pershing Square; iRobot against Red ranking sixth in Mergermaket’s US Mountain Capital; and The Williams M&A rankings for 2016 by value, and JOELE FRANK (INDEPENDENT) Companies against Corvex 11th by deal count. It was no surprise to see that Joele Management. It also counseled Arch Frank’s firm was number two in the Meanwhile, the firm has continued to Coal on its successful emergence US in terms of the number of handle high-profile work foe Toyota, from Chapter 11; Caesars financial transactions worked last UnitedHealth Group and the Entertainment on its complex, year (and number one in terms of Walgreens Boots Alliance, while also contested Chapter 11 reorganization; deal value). After all, Joele Frank adding new business from the NBA and CHC Group on the successful Wilkinson Brimmer Katcher has been Player’s Association and Viacom last confirmation of its plan of topping those charts for a while. It year. In New York, Paul Holmes was reorganization. was a little more surprising to see the elevated to CEO of North America, firm come in fourth on The firm also continues to add with Michael Gross becoming mergermarket’s global table (second blue-chips clients such as Chinese vice-chairman. Ambassador Miriam in value), because it’s one of only a giant Anbang Group Holdings, Buffalo Sapiro was named head of the couple of major players without Wild Wings, Chipotle, FMC Washington office, expanding formal international links. Clearly, Technologies, Gannett and Yahoo! to Finsbury’s public affairs capabilities, that’s no disadvantage—in fact, its a client roster that includes the likes while Charlie Sipkins joined the LA ability to work with multiple global of American Airlines, General Electric, office to continue building its West partners may be an advantage. Johnson & Johnson, Merck, Coast offering. — AS Monsanto, and Procter & Gamble. The firm represented Monsanto in its — PH KEKST AND COMPANY (PUBLICIS $65.7 billion sale to Bayer; Agrium GROUPE) and PotashCorp in their merger-of- Finalists In the high-stakes corporate and equals; CenturyLink in its $33.5 financial advisory business, billion acquisition of Level 3 FINSBURY (WPP) generational transition can be tricky, Communications; Enbridge in its While many of the firms in its space but at Kekst the shift that began with $28.0B merger with Spectra Energy; have been forced to diversify beyond the appointment of 44-year-old as well as deals for Symantec and financial transactions to add more president and CEO Jeremy Fielding in Salesforce. But M&A is only part of retainer corporate reputation work, 2015 was continued in 2016 without the story at the firm, which has been Finsbury—at least in the US—has minimal disruption to the business, a leader in investor activism, been facing the opposite challenge. with the firm continuing to rank in bankruptcies and restructurings, and An established leader in the high- the top three US advisors in the M&A in 2016 developed a new capability stakes corporate realm since its realm, advising on 119 deals dedicated to helping companies deal Robinson Lerer & Montgomery days, including EMC’s $60 billion sale to with the reputation threat posed by the firm has been expanding its Dell, the largest ever tech cybersecurity breaches. financial and M&A capabilities to take transaction; supporting Linde on its advantage of the cross-border An expert when it comes to helping $65 billion merger of equals with potential presented by its UK companies play defense in activist Praxair, Baxalta on its $32 billion operation, a perennial leader in the battles, the firm supported Arconic merger with Shire. LifeLock’s $2.3 M&A rankings there. And there is against Elliott Management; Buffalo billion sale to Symantec, andYum! certainly evidence that Finsbury’s US Wild Wings against Marcato Capital; operations are making progress, Chipotle Mexican Grill against

AGENCIES OF THE YEAR 40 Brands on the spinoff of its China Highlights included continuing to supported by experienced hands Jim business. advise Volkswagen on recovery from Fingeroth (now chairman), Jeffrey its emissions crisis; the closure of Al Taufield and Robert Siegfried (vice The firm has also continued to Jazeera America; restructurings at chairmen), continued to expand, as diversify its business in restructurings SunEdison and Peabody Energy; and the firm recruited veterans from Wall and bankruptcies, mergers and shareholder activism for PulteGroup, Street and leading law firms. — PH acquisitions, litigation support, crisis LifeLock, and SeaWorld. communications, corporate governance, shareholder activism, The new leadership team, with senior and representing some 55+ private vice presidents Tom Davies, Todd equity firms and hedge funds. Fogarty, and Lissa Perlman

North America Healthcare PR Agencies of the Year Winner for Pfizer; and the long-running firm took on more oncology and America’s Diabetes Challenge corporate assignments. GCI HEALTH (WPP) campaign for Merck. — PH WPP’s GCI Health unit has been the The focus remains on owning the client relationship, which is most consistent performer in the Finalists healthcare public relations space especially critical for its work in the over the past five years, a fixture on CHANDLER CHICCO AGENCY rare disease space where trust is this list of leaders in the category (INVENTIV HEALTH) paramount. This year, CCA also distinguished by a balance of It’s been a rough ride for the pharma looked to more digital platforms to stability—Wendy Lund and her since a few high-profile drug price do this — using Google Hangouts to management team providing a spikes has stained the industry with a connect patients, nurses and create steady hand on the tiller—and serious reputation crisis. But it’s FAQs and using film to educate how restless innovation that has seen the during crises like that firms like CCA drugs are developed. The firm is integration of social media and stand out with its 20 years of tapping into neuroscience when content creation and a willingness to expertise in healthcare-related creating content to make sure the “break the rules” (in a good way) of corporate reputation, risk work maps back to scientifically- traditionally staid healthcare management and employee proven methods to create marketing. engagement issues. compliance and results. The firm’s “Putting Patients at the In 2016, healthcare clients also more Clients include Amgen, Rigel (new), Center” initiative was launched three fiercely battled the turf wars over Otonomy (new), Aurinia (new) and years ago and informs almost all of who owns paid and digital platforms. North American Neuromodulation GCI’s work these days, from its work CCA had to re-shape the way its Society (new). The US operations are launching new products in areas clients thought about media and the led by Andrea Dagger, Lisa Waters from oncology to spinal cord injury to role of PR so teams could deliver and Julie Adrian (who is now leading the opioid crisis—as well as several results that support client business Europe). — AaS rare disease categories—to its objectives. The agency advocated FINN PARTNERS (INDEPENDENT) expansion in biotech and medical that PR is uniquely positioned to lead technology. the multi-channel revolution by Overall, Finn Partners enjoyed combining channel experience with another strong year in 2016, with fee Growth was a very impressive 21% audience insight and expertise. As a income up by 8% to around $77 last year, and the firm now has 150 result, its digital and social work million and investment from Stagwell people globally (with new offices in flourished. Group promising continued Philadelphia, Boston and Denver acquisition growth. The technology added over the past 12 months). All of this ultimately has helped to practice remains the firm’s largest Highlights included the launch of drive the firm’s impressive 32% and most global practice, but the Abbott’s Absorb, a fully-dissolving organic growth fueled by 11 new healthcare group is clearly the most stent, with a campaign that clients on the West Coast including improved. A $5 million group when introduced the product to breaking into new areas like Gil Bashe joined from Makovsky in consumers, not just physicians; a healthcare finance, clinical trial May 2015, healthcare revenues branded program for Biogen’s recruitment, dentistry while growing reached $15 million in 2016 and the Tecfidera MS treatment featuring its lupus, oncology and practice has expanded beyond the actress Jamie-Lynn Sigler; CSR work cardiovascular work. In New York, the

AGENCIES OF THE YEAR 41 provider and health tech space to in 2016, and now numbers 65 staffers portfolio, adding diagnostic and include a quarter of the world’s top across offices in Nashville, Santa device companies, a patient 20 pharmaceutical companies. Barbara, and Minneapolis. advocacy organization and NGO to a ReviveHealth’s client list remains roster once dominated by pharma One of the things that has driven that evenly split between providers and companies. growth is the firm’s understanding of technology/services companies, the modern healthcare ecosystem, The firm’s distinctive culture including big names such as and the way in which providers, (‘healthcare geeks’) provides a Vanderbilt University Medical Center, payers, patients and policymakers measure of differentiation for RX Tenet Healthcare, Our Lady of the interact to influence each others’ Mosaic from its much larger parent Lake Regional Medical Center, decisions as well as those of the agency, helping it also focus on the athenahealth, Hoag Health, Trinity pharmaceutical industry. Finn has future in a manner that many Health, and Arcadia Healthcare. New produced some important thought healthcare agencies still find difficult. clients in 2016 include Avantor, leadership, challenging much of the In 2016, there was new business from Patient Safe, Accumen, Alegeus, conventional wisdom in healthcare Pfizer (Prevnar), Teva MultiCare Health System and LHC, communications, and analyzing the Pharmaceuticals (investigational showcasing ReviveHealth’s ability to likely impact of the Trump drugs for migraine and Huntington’s deliver across the full marketing administration on the future of disease), Roche Diagnostics (Accu- budget, thanks to strong capabilities healthcare. Chek and Corporate), Quest in digital, social, creative, content, Diagnostics (HIV and HCV After the addition late in 2015 of advertising, and PR. diagnostics) and United States Kristie Kuhl (who joined from Cohn & The firm also added its first creative Pharmacopeial Convention (USP Wolf) as head of New York health and director last year in Sarah Lodholz, dietary supplement support). the pharma team, the practice has along with a slew of senior hires. That been further strengthened with the New hires in 2016 included Lisa growth prompted a smart addition of Michael Heinley (formerly Talbot, who oversees healthcare restructuring of its legacy PR model, of WebMD and J&J) as partner and strategy for both MMC and RX Mosaic moving to a structure that features deputy leader of the New York and Amy Inzanti, Director, Research, account management staff, an practice; Geralyn LaNeve (from Strategy & Insights. And there was enterprise resource and project Cooney Waters) as VP; and Mina compelling campaigns such as Plan B management group, and the rest of Volvovitch (formerly Bristol-Myers One-Step; and Roche Diagnostics/ the staff organized into departments Squibb, Sanofi), who leads the Paris Accu-Chek Social Media Takeover. — strategic planning, creative, operation. — PH — AS content, PR, issues/crisis and digital. REVIVEHEALTH (WEBER SHANDWICK) ReviveHealth’s annual Trust Survey The fact that Weber Shandwick made research remains a driver of new ReviveHealth its first US acquisition business and campaign work, in 15 years is a testament to several helping to deliver some standout things: the firm’s unique positioning initiatives for Tenet Healthcare and as a leader in health technology, Vanderbilt University, among others. health systems and health services, — AS at a time when healthcare practices RX MOSAIC HEALTH (MARINA MAHER are diversifying beyond pharma; the COMMUNICATIONS) firm’s impressive growth, from zero Absorbed into Omnicom’s Marina to $14 million in seven short years; Maher Communications in 2014, few and the firm’s strong culture—a expected big things from RX Mosaic, a multiple winner of this publication’s small healthcare firm that was Best Agency to Work For title and a struggling with senior leadership good match for its new parent changes and considerable staff company’s own empowered turnover. In the years since, though, workplace. MD Michele Schimmel and MMC chief It seems clear, furthermore, that the integration officer Diana Littman change in ownership is not exactly have steadily steered RX Mosaic into hampering ReviveHealth’s progress. safer waters — doubled in size in After winning Boutique Agency of the 2016, growing headcount to 28 Year, the firm grew a remarkable 40% staffers, and diversifying its client

Agencies of the Year 42 North America Public Affairs Agencies of the Year Winner Finalists GLOBAL STRATEGY GROUP (INDEPENDENT) APCO (INDEPENDENT) DAVIES (INDEPENDENT) Election years tend to be particularly APCO has been growing its corporate Over three decades Davies has good for New York-based Global and financial (and even, to a less impressively perfected a model that Strategy Group, which has a rich extent, consumer) capabilities in reliably builds consensus for heritage in the world of polling and recent years, so the leadership is controversial, complex projects that campaign management and sometimes frustrated when face opposition. The approach continues to supplement its publications like this one continue to translates client narratives into corporate and public policy work pigeonhole the firm as a leader in stories intended to motivate support with those activities. But underlying public affairs—but that is more a and calm opposition by reframing the growth in the core public affairs and reflection of the way in which public debate with an eye towards winning reputation management business affairs has expanded than the notion approvals and quickly putting out was solid in 2016, with new that APCO has been standing still. fires. assignments from the liked of Nothing could be further from the While revenues dipped slightly in Americans for Responsible Solutions truth. APCO’s public affairs expertise 2016 to $11m, the caliber of the work (a grassroots gun control group), includes the obvious (with the was as strong as it has ever been Bloomberg Philanthropies, CVS inauguration of a new president, — despite a challenging media Health, the League of Conservation areas such as trade policy and environment dominated by the Voters, PhRMA, Skanska and more. climate change have come to the presidential election and ultimately The firm continues to play a fore) but also areas such as purpose President Trump. Moreover, the firm leadership role in some of the vital and the challenge of corporate has been forced to shift its focus issues of the day. It has been working leadership that is both responsive amid market volatilities from on gender equity issues (the and responsible, and nation real-estate to energy. As an example Rockefeller Foundation’s 100x25 branding, which has political and of its energy work, for Texas LNG, campaign for women’s leadership); economic development implications. Davies worked to ward off public environmental concerns (for NextGen And APCO has long been a leader in opposition for a new project by Climate, the Sierra Club, and more); applying the latest technology— emphasizing its minimal impact and immigration reforms (for FWD.us) digital and social—to public affairs, the benefits to the community. As a and reproductive rights (Planned with its new Telescope offer applying result the project recently secured Parenthood). And GSG client The the techniques of influencer four major supply deals in Southeast Independent Commission on New marketing to the policy environment. Asia and is close to receiving final York City Criminal Justice and approval with vocal majority support. Revenues topped $120 million in Incarceration Reform played a major Meanwhile for E.ON Twin Forks, the 2016 (though growth was once again role in informing Mayor Bill DeBlasio firm worked against anti-wind modest), with new business from the commitment to closing Rikers Island. opponents and online anti-wind likes of Consumer Reports, Exelon The firm also handled crisis and science that was taking a toll on and its Pepco Holdings subsidiary, issues work for CVS Health, football public perception to gain approval to The Partnership for a Healthier association CONCACAF, Pershing build 139 wind turbines in Macon America’s Fruit & Veggies campaign, Square, General Motors, and County. McCormick, the Nuclear Energy commercial drone company JDI Institute, and the Embassy for CEO John Davies has led the firm for Group. Switzerland, while the firm continues 30 years with SVPs Joshua Boisvert, The firm’s thought leadership on the to work with IKEA, Mars, Microsoft, Taylor Canfield and Robb Rice — who role of business in political discourse Office Depot, PepsiCo, Welltower and have built a culture that is is also looking more and more the Better Medicare Alliance. consistently recognized on the relevant in the new political Holmes Report’s Best Agencies to And no other firm has as many environment, in which companies are Work For Survey. Key Clients include: Washington, DC, veterans on its team, either choosing or being forced to KGHM, Tesoro, Ascot USA, Essroc, with new additions in 2016 including join political debates around gay Hines, Texas LNG, Gerdau, SoCal Gas, Dan Scandling (former chief of staff rights, immigration and host of other Wespac, Walmart, with new wins E. and communications director for two hot-button issues.— PH ON, CalPine, Jordan Cove, Veresen, senior members of Congress) and Kelly Toll Brothers, Sun Coast, Heidelberg Stepno (a former senior associate at Cement, Beta Offshore. — AaS Booz Allen Hamilton). — PH

AGENCIES OF THE YEAR 43 SAXUM (INDEPENDENT) CEO Renzi Stone has also built a Richmond Standard for Chevron. The In January 2016, oil was $31.68 per culture committed to seeking online publication has garnered barrel compared to just two years diversity and giving back to the significant media coverage nationally earlier when oil was $94.62 per community. Every year Saxum and internationally as a barrel. This coincided with Saxum’s provides pro bono work to qualifying groundbreaking community recently opened office in the energy- nonprofits and in 2016 surpassed $1 journalism concept and as a dependent Houston market. Instead million in service grants since 2009. corporate news delivery service. of backing away from energy, Saxum The firm has offices in Oklahoma and According to Singer, resident surveys took a risk and doubled down. Texas. — AaS rate the site as more informative and reliable than sites from traditional The gamble paid off. Revenues are up SINGER ASSOCIATES news media in the city. nearly 9% to $6.4m with clients that (INDEPENDENT) include Anheuser-Busch, American We’ll say it again — when it comes to Increasingly, Singer develops Petroleum Institute, US Cellular, high-stakes public battles in Northern websites for clients to temporarily Williams Companies, Enable California, Sam Singer’s firm is very address issues away from their main Midstream, George Kaiser Family likely to be involved on one side of branded site. The sites are intended Foundation, Hobby Lobby, Interstate the aisle. This isn’t any less true from to be a central clearing house for Natural Gas Association of America, last year (Singer shows up as a Public media, community members, GE Oil & Gas (new), Laredo Petroleum Affairs contender with respectable employees and others, and a way to (new), Plains All American Pipeline frequency). control and share messages. Singer (new) and the Oklahoma Lottery designed wireframes and built 16 of Commission (new), among others. The firm’s revenues are up 13% to these websites in 2016, including: $5.4m with a client roster that has www.RevitalizeVallco.com for Sand Saxum’s work with the two major remained remarkably consistent with Hill Property Company for their new energy trade associations, the big names like Chevron Corporate; development next to the Apple American Petroleum Institute (API) Chevron Richmond Refinery; campuses in Silicon Valley; and www. and the Interstate Natural Gas Children’s Hospital Oakland; Stanford StanfordAnthemFacts.com, for Association of America (INGAA) Health Care; Stanford University; City Stanford Health Care’s contract helped to position the energy of San Bruno; Monsanto; Hong Kong negotiations with insurance company industry as an environmentally Economic and Trade Office; and UBS Anthem. conscious, job creator. The agency’s Wealth Management signing on for work with API on its Vote4Energy. multi-year assignments. Meanwhile, Sam Singer continues to head the org’s 50 States of Energy showcased new client wins in 2016 include organization with a growing the importance of energy from state Alaska Airlines, Beverly Hills Hilton, leadership bench that includes Adam to state. INGAA’s America’s Energy LA County Parks, SF LGBT Pride, Alberti and Jason Barnett. Last year, Link told the story about safety and Outside Lands Music Festival, SHARP Singer also created its own internet reliability of pipelines to move Healthcare, Total Wine and More, Yes news service, SingerMedia, that gives natural gas. Spectrum also worked on Measure AA, Holy Names clients daily news bulletins, blog with Canary, an oilfield services University and the City of Pacifica. postings, video clips and information company, to develop, create and vital to their businesses. — AaS implement the “Talk Crude” Last year, Singer expanded its campaign which (successfully) long-running (and award-winning) sought to lift the decades-old crude corporate-sponsored community- export ban. based newspaper/news site, The

North America Technology Agencies of the Year Winner that consistently delivers on startup Area 1 that resulted, not only respectable growth and noteworthy two feature stories in the New York BATEMAN GROUP (INDEPENDENT) work. This continued into 2016 when Times, but also a request from a There was a time when the Bateman the firm hit 21% growth reaching Hollywood production house for the Group was looked on as a challenger $10.5m, shedding the “boutique” rights to buy the story. When brand in Silicon Valley — a scrappy qualifier. Hollywood notices, you’ve probably upstart with a passionate founder. crafted a very good narrative. Other Over the last decade, the Bateman The creativity of its thinking was clients include Google, LinkedIn, Group has become a steady PR force demonstrated in its work for security

AGENCIES OF THE YEAR 44 L’Oreal, Betterment, Ultimate offices in San Francisco, New York, the firm for sustainability. Since then, Software, Virtustream, QuickBase, Boston and Chicago. Hoffman has grown nearly 100% Tegile, Relay Networks and Atlassian. landing at $4.5m in 2016. Its client portfolio speaks to Interestingly, in 2016 Bateman split Highwire’s standing within the tech The caliber of its work has fueled its enterprise practice in two: the PR market: IBM, AOL, Twilio, much of this growth. Since 2013, Future of Work (products that touch Veracode, Wi-Fi Alliance, Trustwave, judges for the Innovation SABRE on workplace productivity and Norwest Venture Partners, along with awards have pointed out that collaboration) and the New Stack new wins Atlassian, GE, Hoffman consistently punches above (products that make data processes AppDynamics, Sprinklr, ForeScout, its weight. Among its standout work and center more efficient) to give among others. The firm’s work on is strategically finessing content to clarity and focus to its domain Twilio’s IPO last year was shortlisted optimize search rankings for clients expertise. by SABRE judges for its methodical like Sony Music, and in previous strategy that resulted in a remarkable years, Endicia. In winning the The firm also actively advocates for day of IPO coverage (exceeding its Business France, Hoffman exploited the industry to back away from the peers) while cementing its dominant its single P/L to service the antiquated relationship, press share of voice in a new category. For multifaceted account across US, release and persistence trifecta to the Annual Highwire RSA Security EMEA and Asia-Pacific. yield media coverage — and in doing Event, the firm partnered with so has taken on the challenge of Christian Science Monitor’s Passcode educating executives on the realities to do live interviews and podcasts of the new media environment. with top executives from prominent Bateman also added an Innovation security companies about the Lab practice this year, which includes nation’s state of cybersecurity, threat clients with truly disruptive intelligence and AI. technologies like Ginkgo Bioworks, a startup that designs custom While many tech firms confront microbes across multiple markets to challenges when expanding to new develop new organisms that replace markets, Highwire’s New York office technology with biology . — opened in 2015 — doubled its headcount to 20 employees. Similarly CEO & founder Fred Bateman in Boston the firm made investments continues to helm the firm with to build a burgeoning team of four support from partner/president Bill and growing.— AaS Bourdon, partner/GM Tyler Perry and EVP Syreeta Mussante. New hires THE HOFFMAN AGENCY include former IDG News Service (INDEPENDENT) journalist James Niccolai as content The ultra-competitive Silicon Valley and media strategy director adding PR market tends to reward two types to the 53 full-time employees across of firm: the titans that have ruled offices in San Francisco and New with their seemingly unbreakable York. — AaS networks and, of course, the hot boutiques of the moment. This is a Finalists market that can be unforgiving to the HIGHWIRE (INDEPENDENT) firms that fall in-between — which It was more than a decade ago the makes Hoffman’s Agency comeback principals of Highwire came together arc all the more impressive. to “do things differently” which has In 2016, US revenues grew a come to mean building a hot tech respectable 12% but it’s worth taking shop with serious staying power. The a wider lens to grasp how immensely firm is now up to $14m (up 28% from founder Lou Hoffman has overhauled 2015) shooting right the boutique the firm since 2012. That year, range and on track to being a Hoffman had declined to $2.3m in formidable mid-size tech player with the United States with a significantly weakened brand. Hoffman undertook the painful process of restructuring

Agencies of the Year 45 Looking ahead, Hoffman launched a the helm with partners Alex Koritz, including this year’s Windows 10 new practice for Internet of Things Carolyn Guss, Heather England. update campaign and media with an eye towards becoming relations efforts to connect the While the firm prioritized strategic Silicon Valley’s ‘go-to’ agency in this company with developers and IT hiring and long-term initiatives in area. Is current IoT clients includes professionals. Other highlights 2016, its eye hasn’t dropped off doing Nokia, Atomiton, NXP and Withings. include global work for Honeywell, excellent work. Take, for example, Hoffman’s content offering separates including the company’s connected Bolt Threads that worked with from the pack with a combination of home initiatives; targeting the CIO for Method for a splashy launch in 2015, storytelling expertise (led by its business management software but since then opted to keep a clever Periodic Table of Business Apptio; and brand-building for quieter profile. That opened the door Storytelling) , making sense of early-stage satellite technology for competitors, compelling the complexity, SEO function and visual company Kymeta. But much of the company to re-engage Method to design capabilities. firm’s work beyond the tech sector launch its first product, a synthetic has an innovation focus: telling the In addition to Hoffman, the spider silk tie to coincide with the technology story for Volvo as it seeks leadership team includes Steve CEO’s talk at SXSW. The coverage to revive its brand in the US, or Burkhart as US president, Kymra featured a blend of consumer, working at the convergence of health Knuth as EVP and Steve Jursa as EVP science, tech and business outlets and tech. — the team that has made the highlighting that Bolt Threads was 30-year-old firm the best that it’s first to market and the leader in an There’s a new thought leadership probably ever been. - AaS increasingly competitive space. For approach too, which includes a its longest-tenured client Vivint, “Brands in Motion” study, a “Stories METHOD COMMUNICATIONS Method secured a print feature in in Motion” analysis of how the media (INDEPENDENT) Forbes with the headline “This Utah ecosystem helps brand move There’s an allure— and a danger — of Company Has Emerged as the Largest forward, and a new (appropriately growing too quickly in this business. Smart Home Player.” The profile — named) “Momentum” methodology The more prudent firms tend to take the groundwork for which was laid by that starts with insight, adds context their foot off the gas after a growth Method and Vivint over several years and inspiration, proceeds to action spurt to re-calibrate for the future. by cultivating a relationship with and culminates in Impact. For Method Communications, 2016 reporter Aaron Tilley — provided the Finally, there’s a host of new talent to was just that, a building year. most comprehensive account of fuel all this forward progess: Edelman Vivint’s story to date. — AaS Some of this was self-imposed — the veteran Alan Vandermolen joined a firm shot straight past $10m in about WE COMMUNICATIONS president of international and the five years — so a breather was (INDEPENDENT) WE+ network; Catherine Allen, certainly in order. But some of it was Waggener Edstrom rebranded as WE formerly of Shift, leads the Boston the volatility of 2016: global equity Communications toward the end of office and the push into health tech; markets reacted to slowdowns in 2015, promising a renewed focus on Scott Friedman, formerly of Text 100 China and India, delayed IPO filings the core business—including its is playing a lead role on the Microsoft and slower VC investments. Of course fast-growing content creation and account; and Stephanie Marchesi of the rallying markets following digital and social efforts—while FleishmanHillard is the new Trump’s win did open an IPO window forming partnerships with specialist president for the eastern region and where Method executed on listings firms (research giant YouGov and the health sector. for two of its clients: Nutanix and brand consultancy salt, for example) Trivago. to ensure it can deliver the breadth of Growth was up a modest 4% to capabilities clients are looking for. $10.1m across its two offices, 30 The moves appear to have turbo- people in San Francisco and 30 charged what had been sluggish people in Salt Lake City (the firm growth, with fee income up 4.5% in opted to close its Los Angeles outpost 2016 and new business from the likes in 2016 but a handful of staff remain of CA (replacing Edelman and Zeno), there). The management has Comba Telecom, St Michelle Wine remained stable with co-founders Estates, and Stack Overflow. David Parkinson and Jacob Moon at Technology remains at the core of the firm’s business, and its work for Microsoft continues to stand out,

Agencies of the Year 46 Best Agencies To Work For - North America

There’s a pattern that we’ve observed and retain smart and creative talent its culture has on the work its at the Holmes Report that illustrates who, in turn, produce stellar work. employees produce. why being a Best Agency to Work For It’s a simple formula but one that’s The firms recognized on the rankings carries so much significance. There’s easily overlooked amid the include a some holding companies a direct correlation between the breathless pace and tremendous firms and many independents agencies on this list and those that pressures that are a seemingly — some have generous benefits, take home our biggest honor — inevitable reality of agency life. But others prioritize professional Agency of the Year recognition. this pace is exactly why agencies development or interesting work that That’s, in part, because firms that shouldn’t underestimate the power keeps talent engaged. take culture seriously tend to attract

Top 5 PR Agencies To Work For In North America — Boutique

1. DAVIES (INDEPENDENT) expenses, all profits and all culture. This is Group Gordon’s third For the third consecutive year, the challenges and strengths. consecutive showing on the list (the boutique won in 2015, was Southern California public affairs Davies also has an open policy of shortlisted in 2016) for its open shop Davies makes a showing on our sponsoring staff educational culture designed to emulate Google Best Agencies to Work For (the firm ambitions as long as their focus to attract and retain critical thinking won 2015, shortlisted in 2016). The intersects with work-based tasks. and emotionally intelligent firm’s 32 employees are spread Several senior staff members have employees. across offices Santa Barbara, risen through the ranks in very short Washington D.C., Los Angeles — with periods of time, and promotions are The 24-person firm ensures that each office adopting Davies frequent at Davies. employees feel ownership over their distinctive culture that’s best work so they enjoy coming into the Autonomy is highly-valued with described as empowered. “All team office every day. Group Gordon also employees setting their own hours members are rewarded for the firm’s eschews bureaucracy by cutting out — with performance being measured achievements and their individual unnecessary meetings, extraneous by results, not time in the office. “All contribution in a manner usually rules, or organizational hierarchies. schedules are considered flexible and reserved for senior staff only,” says In hiring, the firm passes on optimizable to an individual’s own CEO John Davies,who sits in the open candidates with egos — even when needs – as long as there is clear and in the middle of the office and is fully they otherwise have the right skills. open communication,” Davies said. accessible. “At Davies, there is no Benefits packages include generous hierarchy - there are only common Training is individualized for each compensation, health and transit goals.” employee’s strengths and interests. benefits, and retirement and profit- When it comes to tangible benefits, Davies invests a great deal of time sharing contributions — plus parental Davies covers 100% employee teaching each person not only leave policy that goes far beyond premiums for medical, dental and “what” they do and “how” they do it what is required by law. uniquely, but also “why” they do the vision insurance — and partially Each entry-level employee at the firm things we do, along with the science funds employee Health Savings is paired with a mentor (a senior and research behind our efforts. The Accounts. The firm also has policy of member of the team), to guide and firm makes a concerted effort to Real Profit Sharing, which means support them in achieving success at recruit diverse management (women staff can earn up to a 100% the firm. In addition, account leads represent 50% of the agency leaders) performance bonus (based on gather monthly to share advice, and equal pay is a priority for women profitability, client satisfaction and discuss best practices, and and ethnic minorities. individual contributions), on top of brainstorm solutions to challenges. an already competitive salary. 2. GROUP GORDON (INDEPENDENT) In addition, the whole firm gathers Company financials are also “open The firm that has built its niche each month for peer-led professional book” — this means that every working with organizations doing development sessions, in which a quarter, financials are presented to good — philanthropies, nonprofits pair of employees present on and reviewed by all staff, including all and responsible businesses — has experiences, expertise, and insights also adopted doing good to its own gained through their client work. The

AGENCIES OF THE YEAR 47 firm retains 80-85% of its employees like adults. The Colorado-based firm youth between the ages of 3 and 13 year over year. says its 36 employees (19 full-time, 17 in the Denver Metro area. contractors) are treated more “like Also, in 2016, GFM was named a 3. ZAPWATER (INDEPENDENT) friends than people on the payroll.” Certified B Corporation by the global Like the two firms listed above, this is That’s achieved in a few ways — nonprofit B Lab, which recognizes Zapwater’s third showing on Best among them, a purpose-focused companies meeting the highest Agencies to Work For for the culture it business in which 15% of annual global standards for corporate has built for its 22 employees (18 in revenues are given back to the transparency, accountability and Chicago and 4 in Los Angeles). community. social and environmental Approximately 2.5% of gross Perhaps more strongly, the firm’s performance. The agency has also revenues are spent on staff training culture of empowerment provides far been named a Best Place to Work by and professional development more benefits and perks than can be Outside magazine the past four years programs that include professional named here. Among them, in a row (ranked #1 two of those “lunch and learns,” membership in employees can work at anytime, from years). professional organizations and anywhere, provided they get their conferences and seminars. Zapwater work done. This means employees 5. DOUBLE FORTE (INDEPENDENT) launched ZapU, an ongoing can do anything from attend Making its debut on the list is Double professional development and team children’s school activities to getting Forte, the 31-person shop based in building program. Built around a haircut without having to use San Francisco with a growing off-site staff retreats, ZapU is an personal time. The firm provides a presence in New York. The firm’s educational experience launched as $50/month wellness stipend, mantra is that it’s a place for “doers a forum for employees to interact workload and bandwidth is not delegators” designed to create a and form relationships with industry monitored closely, and billability is culture of support instead of ego. The leaders, be immersed in business 69% (far below the industry average team conducts four team building education, and nurture their strong of 85%). days through the year that includes leadership skills to increase their training and team bonding activities. professional development. In 2017, In late 2015, GFM instituted a concept Interestingly, employees earn Zapwater also launched ZapYOU known as Zero Entry Mondays in an “points” for networking, learning, — designed for staff by staff, the attempt to keep the weekend free for business development, professional program provides bi-monthly personal endeavors and ease entry development activities. Points are professional development seminars into the work week. Specifically, the exchanged for cash (each point is on topics ranging from ways to spark GFM office does not physically open worth $1) or for specific experiences creative thinking, effective pitch until 11 a.m. on Mondays. Instead, (dinner for 4, spa day, etc.) strategies and how to manage a team members are encouraged to Employees are assigned a career team. use that time to get prepared for the week by catching up on personal manager/mentor who they meet with All employees are given four weeks to- dos or work – or both. once per week to discuss vacation/PTO per year, plus can build achievements from the previous their work week around a flexible And in 2016, GFM implemented a week and objectives for the current schedule. After five years Trusted Time Off policy to full-time week. Employees also get an annual employment, employees earn a fifth and part-time exempt employees stipend of $1,000 for professional week of vacation. Zapwater also (following one year of continuous development courses. encourages employees to be involved service with the agency). This means With good performance and in their communities and provides an that employees no longer have a demonstrated ability, employees are additional paid week off for anyone defined number of vacation or allowed to work from home a certain using it toward volunteering. The firm personal days to spend during the number of days (this varies on level, also does summer hours (closing at 1 year. GFM also has a primary ranging from a few times a month to p.m. from mid-May through Labor charitable giving arm called The Get several times per week). Vacation Day) and allows dogs in the office. Grounded Foundation that provides one-year community grants for new days range from 15 per year to 30 4. GROUNDFLOOR MEDIA or expanded, innovative or days based on level and tenure. (INDEPENDENT) entrepreneurial programs or projects Groundfloor Media took top honors within an existing, qualified nonprofit in this category in 2016 for the that directly support the healthy agency’s commitment to community development of at-risk or neglected and, frankly, treating its employees

Agencies of the Year 48 Top 5 PR Agencies To Work For In North America —Small

1. GCI HEALTH (WPP) introduce its formal methodology excellence accordingly,” says GCI Health was last year’s finalist and resources by running mock president/CEO Phil Nardone. pitches for all levels of staff. The and, now, this year’s winner for The firm’s culture is casual — jeans, “Great Coaching Initiative” is part of creating a culture and structure that PAN-branded Patagonia sweaters, our mentorship program that teams is entrepreneurial, flexible and Fitbits for all and opportunities for up mentors (“coaches”) and mentees nimble. There are a few ways the extra cash via new business and (“players”) based on job level, 120-person shop achieves this — for employee referral programs. Efforts personal and professional interests. one, making sure employees are not are made to clear out the office by overworked. Eight of 10 senior managers at GCI 6pm, this bumps to 1pm on Summer From telecommuting to have been with the agency from six Fridays and 3:30pm on other Fridays accommodating flexible work to 23 years. throughout the year. schedules to summer Fridays, there’s 2. PAN COMMUNICATIONS Ultimately, Nardone looks to create a constant surveillance to make sure (INDEPENDENT) “culture of celebration, collaboration employees are engaged and growing, and recognition” that’s amplified not quietly burning out. New hires A strong culture is built over time — and PAN has proven its commitment with “a monthly leadership award, are also paired a “buddy” to help weekly Hit of the Week and PANtastic them get acclimated. CEO Wendy to this. The tech-focused agency lands its third consecutive showing awards, and constant kudos and Lund has monthly lunches with VPs cheers for a job well-done.” and SVPs to get to know them, ensure on our Best Agencies to Work For by providing its people with interesting career development and hear about 3. LAUNCHSQUAD (INDEPENDENT) and challenging work, their wishes and dreams. For 17 years, LaunchSquad has been comprehensive benefit packages, servicing the tech sector with a drive The healthcare-focused agency also competitive compensation and an towards engagement, creation and has numerous initiatives to designed appreciation for work-life balance. to encourage engagement within the influence. The 120-person shop has agency and beyond. “Do Something In the past year, the 100-person continued to thrive for nearly two Different in Our Communities” is an agency hired 30+ new employees and decades by prioritizing the well-being agency-organized volunteer event for consistently promotes staff at every of its employees. In 2016, the firm several charities throughout the year. level from intern all the way to SVP. In launched a new employee In London Exchange, London and US fact, promoting employees when engagement program that pairs employees have the opportunity to they’re ready — rather than waiting entry-level employees with a senior practice their pitch and PowerPoint for the next review cycle — is part of leader to develop a customized plan skills and sell senior management on PAN’s culture of recognition. surrounding individual career goals why they should be chosen for an Employees are also assigned a and growth. LaunchSquad also rolled all-expense paid opportunity to dedicated VP who oversees their out a $1500/year travel stipend for “trade seats” with their colleague growth and development, meets with tenured employees to use on across the pond to expand their them one-on-one every month, vacation to further encourage them global mindset. “Take a Break from manages their comprehensive annual to take time to relax and enjoy time March Madness” is a month-long review and generally serves as a away from the office. In addition, competition to foster employee mentor. ‘Coaching the Coaches’ is a series of in-depth training sessions that engagement where account teams Time-off includes at least 15 paid equips senior employees with compete against each other on days (including an agency-wide effective methods to mentor junior “flawless execution, superb counsel, shutdown between Christmas and employees. The firm also doubled its organic growth, client recognition New Years), plus 10 paid holidays, wellness stipend that provides and of course creativity and one floating holiday, employee’s employees with an allowance for enthusiasm.” Summer Lovin’ includes birthday off, 8 hours of volunteer health, fitness or wellness-related surprise breaks, meals, snacks, time, and 9 sick days per year. “Our expenses. drinks, raffles, perks and parties HR department is always on top of throughout the summer. the most recent, verified industry Like many firms in the last year, The firm has also introduced a new benchmarks and surveys to ensure LaunchSquad updated its parental business “boot camp” is designed to we are offering highly competitive leave policy and now affords birth elevate everyone’s comfort with – compensation and rewarding mothers 14 weeks of 100% pay and and love for – new business and partners/adoptive parents are

AGENCIES OF THE YEAR 49 guaranteed six weeks at 100% pay program is offered to ensure daily to have hit a new stride when it and job protection. On top of this, coaching, career development and comes to its work, growth and LaunchSquad added increased knowledge sharing across the culture, as it makes its debut on our flexibility for employees to work agency. Every employee is Best Agencies to Work For list. The remotely, part-time or at different encouraged to enroll and choose a firm has just under 125 employees offices in order to accommodate mentor from a list of leaders from any that benefit from a variety of employee lifestyles and/or personal of its offices. Every quarter an initiatives designed to engage, attract challenges. employee from any of Racepoint’s and retain top talent. For instance, international offices is chosen to Havas University includes monthly 4. RACEPOINT (INDEPENDENT) spend a week working from a in-office classes with topics that It’s been several years now since different location. range from writing skills, creativity, Larry Weber’s Racepoint Global and brainstorming, business etiquette, The Learning & Development the Digital Influence Group combined speaking/presenting, among others. program provides employees with into one organization. The combined The firm also offers a Media the training to become industry entity makes its first showing on this Bootcamp designed to to develop leaders, including internal and list with plenty to support its culture junior practitioners’ media relations external seminars, webinars and of influence and action. Its Social skills, practice live pitching and pairs events to enhance employee’s skill Good Program is a three-tier initiative them with a senior mentor/media sets. Racepoint Global’s 2017 that encourages employees to coach. volunteer, donate and utilize their Management Development Program resources to enhance and revive their is a global, unified approach to It’s not just junior employees that local communities. The US Offices developing the firm’s managers. This benefit from extensive training. The participate in local coat drives, food program focuses on five core biannual training program (occurring pantries, school supplies/backpacks competencies that are the basis for in March and October) provides for back to school, and holiday giving managers to engage, inspire, develop senior members with the tools drives. and lead a team of exceptional necessary to lead a division one day. professionals. The bicoastal, day-long meetings The RPG Wellness program helps feature educational sessions and Racepoint also sponsors a Tuition employees discover all the aspects open dialog to empower participants Reimbursement Program that that make up wellness (physical, to become better leaders, account supports employees in pursuing a mental, spiritual), hoping to find a managers and problem solvers. part-time course of study towards balance in individual’s lives to be There’s also quarterly HR training for certain work-related degree or more relaxed and focused in and out all new account executives to certificate programs. of the office. The agency has theme educate them on various staff months (nutrition, eating locally, 5. HAVAS FORMULA (HAVAS) management topics, such as outdoor exercise, meditation) and Since being acquired by Havas in interviewing tips, developing office events such as yoga and chair 2014, the former Formula PR seems employees, conducting performance massage. An informal mentoring evaluations.

Top 5 PR Agencies To Work For In North America —Midsize

1. JACKSON SPALDING provide day-to-day career counsel, agency has offices in Atlanta Athens, (INDEPENDENT) help structure career path milestones and Dallas with an additional seven The 141-person agency impressively and generally be their internal outposts throughout the US. makes its debut at the top of the list. advocate. The flat structure is The agency was founded 21 years ago Jackson Spalding aspires not to be intended to keep egos at bay and by Glen Jackson and Bo Spalding, the biggest or flashiest agency — allow for teams to move more swiftly. who each have deep Atlanta roots. instead, it looks to establish trust and (The agency, however, is owned by “We determined in those early days respect both with clients and seven individuals who make-up the that we would adhere to a employees. Executive Team and who also serve philosophy of ‘great work and good on the JS Leadership Team, The corporate structure reflects this works’– great work for our clients comprised of 30 individuals who ethos by eschewing titles, bosses or and good works in the communities meet monthly to review financials, direct reports. Instead, mentors in which we reside.” JS employees discuss agency initiatives and ensure conduct 360-feedback reviews, the culture at JS is strong.) The

AGENCIES OF THE YEAR 50 are involved in over 90 not-for-profit office closes between Christmas and staff member to spend a day spent organizations and civic associations. New Year’s. working in another office when he or she travels abroad for pleasure. The agency also offers sabbaticals at This year, M Booth launched a 10 and 20 years, unlimited sick days, parental policy that provides every Along with secondments and provides a learning allowance, funds new mom and dad with 12 full weeks trainings, brainstorming and idea- 401(k)s without the need for of paid parental leave upon the birth sharing are also big parts of Text employee contribution, top-tier of their child, including a child placed 100’s culture. The firm uses a range of health benefits with company-paid with them for adoption or foster care. platforms to share creative ideas premiums not just for our employees The firm has developed a diversity across our teams, including: its but also the employees’ dependents. mission statement and invested in a creativity lab BANG! that brings The annual retreat includes all Diversity Fellow and puts resources together teams across the globe to employees and spouses — “and there to training (e.g. sessions on shape new ideas for clients and for are costumes. We love costumes.” unconscious bias). The formation of a Text100 and its ideation platform, The firm’s turnover rate in 2016 was second employee-inspired group, M where teams shape and develop 11.9%. Pride, complements Diversity and fresh thinking for campaigns, new Inclusion. The firm now offers client initiatives and planning. 2. M BOOTH (NEXT 15) employees access to legal advice on This commitment to flexibility is The 143-person agency bested all issues ranging from mortgages, wills, another core component of Text 100’s others in our Best Agencies to Work divorce, traffic tickets and beyond. For 2015 (the firm went on to win our culture and benefits. For example, overall Agency of the Year award in There are M Ventures mini excursions new parents can fit work around their 2016) — demonstrating how strong to places like the Cloisters, the new family with its maternity and culture gives way to smart work and Brooklyn Grange and most recently paternity leave policies. Under the healthy growth. “The M Booth brand to the Tenement Museum, the “Textgiving” program, each office is built around a culture that fuels Innovator in Residence program designs its own community give-back creative energy” — illustrated with brings in members of the creative programs. community, influencers and mentors the firm’s recently rebranded tagline 4. MARINA MAHER “Be Inspired.” join for one month to introduce new ways of thinking. Founder Margi COMMUNICATIONS (OMNICOM) In 2016, the consumer shop moved Booth hosts monthly breakfasts to Marina Maher Communications into new headquarters in midtown pass along firm “lore.” CEO Dale makes its recent debut on the Manhattan that’s designed to reflect Bornstein organizes monthly “milk ranking. MMC has garnered many its culture — open, collaborative, and cookie” conversations to help accolades for its work over the years, creative, mischievous and fun. Last her keep in touch with what people so it’s not surprising this creativity year, the firm also rebooted are thinking and send the message stems from a thriving culture. To Boothcamp, its internal training that she is accessible. start, the firm eschews that there’s a program, while hiring Nancy Seliger “right path” for career advancement to serve as map the courses based on 3. TEXT 100 (NEXT 15) and empowers employees to develop level. Significant investments also The second Next 15 shop to make the their own trajectory that can span goes into bringing outside experts ranking, Text 100 returns to the list across its core functions: client with a spotlight on improving writing. for the second consecutive year. One leadership/brand management; way that Text 100 stands out is its insights & analytics; engagement and The firm’s work/life plan revolves more than 40 online and offline creative. It’s also a promotion and around the belief that time away training sessions conducted across recognition culture with high- from the office directly improves North America last year to support its performers being formally identified, productivity in the office. Work can “T-shape” approach to people tracked and rewarded with done on flex time, from home, development. opportunity, recognition and outdoors on a nice day — there’s incentive (many current VPs and SVPs even have one employee who is The firm also brings in third parties started as interns at MMC). working from her RV as she travels for training. For example, Text 100 cross country. Offices close at 1 p.m. partnered with Insights Discovery to In the last two years, MMC made on summer Fridays, VPs and above implement a program that uses the organizational changes and brought have unlimited time-off and the neutral language of colors to define on talent with different skill sets to core human communication styles. meet evolving client needs. As a The firm also conducts a “City Swap” result, the firm revised its program that foots the bill for any competency model and annual

Agencies of the Year 51 performance management process. individual as well as the agency. MMC 55 years (the firm grew by 19% to All employees participate in also offers staff customized one-on- $24.4m in 2016). performance reviews that include one and team coaching in the areas The company says it outright in its multiple touch points throughout the of client effectiveness, presentation mission — “we’re not just careful year and a self-review and 360° skills and performance management. communicators; we care. About your feedback. Formal and informal Each year a select number of high people. About our people, and the communication with senior potential / high performing people you need to reach to management, including the CEO, is employees attend external training accomplish your business open to everyone. courses including social/digital and objectives.” Management strives to The firm offers the flexibility to work healthcare conferences, Omnicom establish a collegial, collaborative from home, non-standard hours or Digital Workshops and Omnicom culture while promoting a healthy on a reduced schedule – subject to University. MMC for a Cause is the work-life balance. Competitive team leader’s approval. MMC umbrella program under which MMC salaries are matched with benefits employees are also encouraged to manages its internal charity efforts. packages that include generous make “extracurricular” contributions The firm’s big passion project is a time-off. Employees have unlimited in their areas of interest including: partnership with She’s the First, personal time — for doctors leadership or culture committees, which sponsors girls’ educations in appointments, car troubles, etc — mentoring, volunteering, or the developing world. and can use up to two hours of representing MMC at recruitment personal time per day, whenever fairs, industry events and internal 5. FAHLGREN MORTINE needed — no questions asked. events. (INDEPENDENT) “I have always believed that great The agency-wide professional Employees are also encouraged to culture attracts the best people, and development program Fahlgren participate in causes for which they the best people attract the best Mortine University fosters a have a passion outside the agency, clients,” says president/CEO Neil commitment to truly understanding which could include professional Mortine. This philosophy distills clients’ businesses and a willingness associations, Omnicom cross-agency exactly why the Best Agencies to to propose big, bold ideas. Other initiatives or charity organizations. Work For is such a strong indicator of perks include philanthropy programs MMC also offers opportunities for a firm’s overall health. This thinking and frequent culture-centric global employee exchanges. The has enabled the Ohio-based firm to celebrations. The firm works with MMC Masters Program is a multi-level continue to thrive for an impressive more than 50 nonprofit internal training program designed to organizations, investing more than $1 keep people growing professionally million in agency services in the last and personally that benefit the three years.

Top 5 PR Agencies To Work For In North America —Large

1. PORTER NOVELLI (OMNICOM) In 2016, Porter Novelli provided 520 happy hours, office décor, interoffice It’s probably time to stop thinking of hours of training to employees. To sports leagues and small gifts. encourage wellness among Porter Novelli as an agency in This past year, Porter Novelli employees, Porter Novelli reimburses turnaround mode — and instead, emphasized its diversity efforts with fitness contracts, sporting leagues, look at the agency that has emerged two new talent-centric leadership fitness equipment and gym from its transformation. For starters, positions (diversity leader and global memberships. The agency’s Porter Novelli, impressively, debuts learning director) focused on training “Transformers Team” includes on the Best Agency to Work For list in and development and diversity and employees from all levels and the top spot. inclusion. The driving idea was that departments who come together and Today’s Porter Novelli rewards its top diversity leads to innovation, keener brainstorm ways to keep the office performers with meaty — often insights and real solutions. atmosphere exciting and engaging. international — assignments through Initiatives sparked from transformers 2. GOLIN (IPG) its Discovery and Development meetings include: spontaneous program. Its Greater Than University Golin’s strong showing isn’t coffee surprises and snacks, off-site offers an extensive range of courses surprising considering the “Life Time” included self-paced online initiative the firm rolled out last year classrooms to live training sessions. that gives employees ‘unlimited’

AGENCIES OF THE YEAR 52 PTO, while also extending parental 3. COHN & WOLFE (WPP) Scholarship Program selects 15 leave and formalizing work-from- Last year’s Large Agency of the Year employees to spend time working in home policies. In some ways, “Life winner is a mainstay on the Best another APCO office around the Time” is the next iteration of Golin’s Agencies to Work For rankings (2015 world. Individuals selected are g4 model that restructured the winner, 2016 finalist). The agency’s expected to contribute to the host agency from a hierarchy of culture is unified under its “Cohn & office by sharing best practices, generalists to communities of Wolfe & You” banner that includes a reviewing client engagements, specialists. (This is the agency’s first variety of initiatives and programs. experience the local culture and then showing on the list in recent years.) return to their home office to share For instance, with “Personal Brand their learnings and experiences with Since rolling out “Life Time,” 60% Plans” employees outline their own colleagues. APCO in Action gives more employees use health and positioning statement, elevator employees a full day of PTO to wellness perks, employees take — on speech, gap analysis and goals based volunteer at a charity of choice, plus average — an extra two days off per off key performance feedback from a 50% match on charitable year, and teams are now working supervisors and peers. There’s contributions. Employees can work remotely once-a-week. “Skeptics internal work sessions on on-site at a client or APCO office outside of Golin questioned our Emergenetics, a work-style internationally for six months or ability to do this and maintain client assessment that provide clues into more. The Myriam Ugeux-Gerault service, but our relationships and how people think and behave across Fellowship is a professional billability are stronger than ever,” four distinct brain preferences. The development program in which each said a Golin spokesperson. “We’ve online curriculum at Cohn & Wolfe year one employee can attend an heard tremendous positive feedback University includes leadership international conference to build his from all employees, including new training. or her expertise. The APCO Talent parents who have taken advantage of The agency’s Town Hall: Unplugged is Network is an internal bureau of our paternity leave and ease-out/ a live check-in between the C-Suite global subject matter experts who ease-back approach to maternity leaders and US offices where work closely to develop trainings for leave.” employees can ask about everything staff around the world. Golin’s ‘Unternship’ is designed for from business operations to social college graduates to take “once-in- functions. “In Conversation” is the 5. KETCHUM (OMNICOM) lifetime-journeys” and bring back New York HQ’s latest initiative to The Omnicom’s agency’s goal is “to real-world experience to the promote cultural understanding and create a vibrant employee workforce is in its second year. In the inclusion across agency teams. The experience” — which includes US, Golin hired its 2016 Untern and a first event focused on Black Lives making it possible for employees to runner-up from the competition in its Matter. The “Creative Catalyst bring their whole self to work. For Chicago and Los Angeles offices. For Network” forms a 24/7 brainstorming instance, Ketchum’s “informal employees, the firm offers the Golin resource available to all employees. flexibility” ensures its people have Grant – additional time off for Through Every Wolfe Has a Heart, needed flexibility to work remotely or selected winners to explore their employees determine which local leave the office in the afternoon for a passions (for which Golin gives non-profits they’d like to support. yoga class, or taking an hour to go to winners up to $2K per year to fund a doctor’s appointment without The agency’s designated cross- the adventure). Employees have having to dip into their time off bank. practice peer groups throw surprise 24-hour access to short, concise theme parties that encourage Ketchum’s gamified employee- video-based trainings and a 3,500+ in-office and offsite socializing. The training program “Race to Make It list of new courses via Golin agency also coordinates staff awards Real” become experts on social University. Employees can dedicate to recognize successes, provide lunch media and influencers and produce at least 24 hours per fiscal year to and learns in-office with various creative ideas for clients. As part of its professional learning. themes such as productivity hacks, “Digital Upskilling” initiative, 18 Late founder Al Golin helped create creativity drills, presentation skills colleagues from five countries earn the Ronald McDonald House and design training. Google Squared certifications. To Charities, an organization the firm cross-pollinate insights and best still supports globally. In addition to 4. APCO (INDEPENDENT) practices across offices, colleagues RMHC, each Golin office dedicates Making the list for the second year in are invited to apply to the Global one day per year to Al’s Day, a paid a row, APCO has several employee Scholars program. The firm also day of service. initiatives in addition to a generous recently expanded its Global benefits. The Global Employee Mentorship Program to include a

Agencies of the Year 53 reverse mentoring component. “Spark Tank” is modeled after popular TV shows like Shark Tank and Dragons’ Den and gives employees the opportunity to submit a break through pitch for a new offering, program or service. Finalists get an all-expense-paid trip to New York to present their business proposals to a panel of “sharks.” The agency recently expanded the former Executive Committee into a 19-member Global Leadership Committee (GLC) and established the Break through Advisory Board this year. This 10-member team consists of five women and five men charged with inspiring new ways of doing business, while advising on the latest trends and emerging technology. Forums such as live “ask me anything” sessions and levels meetings are ways leaders engage directly with colleagues. The agency’s Diversity and Inclusion Councils host panels with internal and external experts on diversity topics. Last year, Ketchum partnered with Cook Ross to roll out unconscious bias training across all of US offices this year. Ketchum also created a gamified external online recruitment app called LaunchPad to attract and hire stronger and more diverse candidates for its Summer Fellows Program, its 10-week paid internship initiative in North America. The employee-led CSR program, KSR is now in its ninth year, with 1,000+ employees across 30+ offices in 15 countries supporting 50+ local projects.

Agencies of the Year 54 The Agencies of the Year - EMEA

Our 2017 EMEA PR Consultancies of the Year are the Winners were unveiled at the EMEA SABRE Awards in result of an exhaustive research process involving more London on 23 May. than 200 submissions and face-to-face meetings with the best PR firms across Europe, the Middle East and Africa.

Pan-EMEA Consultancies of the Year Winner example, has changed the game in Finalists terms of multimedia content and its WEBER SHANDWICK (INTERPUBLIC BURSON-MARSTELLER (WPP) acquisition of Sweden’s Prime gave it GROUP) Globally, there is a case to be made management consulting credentials Globally and in the EMEA region, that Burson-Marsteller has been as well as leading-edge creativity. Weber Shandwick has been slower than others to transform its The latest investment is the firm’s outperforming its publicly-traded operations and embrace the new “engagement engine,” which brings peers for the past few years, and 2016 digital and social world. But overall, together analytics, creative, strategy, was another strong year, with the approach has been one of smart production and integrated media revenues in the region up by close to innovation: maintaining the strategic capabilities to come up with big, 7% (on top of 11% growth the leadership that makes BM a trusted insight-led ideas for top-tier clients. previous year). The firm is now doing advisor to C-suite clients while $125 million in business across the New talent reflects the pace of building out digital and content- EMEA region. change: in addition to traditional creation capabilities. And in the EMEA hires like Joey Jones, the former Sky region, that approach is beginning to New business in 2016 came from News deputy political editor who pay dividends. The firm maintains its Bayer, Boehringer Ingelheim, British joined to lead UK public affairs, the involvement in some of critical issues Gas, Ericsson, Forever 21, HSBC, firm continued to bring in diverse of the time—helping the EU address MasterCard, Pearson, Philips, talent like Hugh Baillie, an ad the refugee crisis, providing Brexit Qualcomm, UNICEF, Unilever, and industry veteran who was named counsel to clients in the UK and Virgin Atlantic. The flagship UK head of client service, engagement Europe, working with Saudi Arabia operation turned in solid growth disciplines; executive VP of analytics and other Middle Eastern countries (falling just short of 10%); the Middle Alex Vass, who joined from sister on counter-terrorism efforts—while East and Africa both continued their agency Mediabrands; and Indy strengthening its reputation for impressive expansion; and six Selvarajah, a new creative director creativity: its 15 EMEA region SABRE markets reported double-digit whose résumé includes creating a nominations were more than any growth, including Spain, for the comedy show for Channel 4. And the other agency. second consecutive year. acquisition of mobile specialist The sweet spot appears to be the The key to that success is that Weber Flipside gave Weber Shandwick a convergence of what used to be Shandwick has been innovating leadership position in one of the distinct corporate and consumer faster and more aggressively than its most promising growth markets of realms. So BM is helping clients deal competition. Its Creation unit, for the next few years. — PH

AGENCIES OF THE YEAR 55 with the consumer aspects of FLEISHMANHILLARD (OMNICOM work, illustrated by such campaigns corporate reputation management GROUP) as the Philips Breathless Choir and (helping retailer Makro redefine its FleishmanHillard is by no means the the Philips Future Health Index, along corporate purpose) and corporate biggest PR network in EMEA, but with standout initiatives for FFA, social responsibility (working on agility can often count for more than Bose, Crocs and Fitbit. — AS global CSR strategy for Sanofi, scale in the region’s collection of H+K STRATEGIES (WPP) continuing its responsible drinking troubled economies. Thus it now campaign for Cerveceros de Espana), boasts depth in many of the markets After demonstrating last year that and helping companies (Merck, that matter most — the UK, where one of the biggest PR networks in the Microsoft, Qualcomm, Spotify) the merger of Fleishman and region could function as more of a navigate public affairs challenges in Fishburn has created a £20m benefit than a burden, and winning the new age of populism. The firm powerhouse that employs more than Pan-EMEA Consultancy of the Year also considers to be a go-to agency 200 people; the Middle East, where honours in the bargain, H+K for crisis work, helping Kimberly- strength in Dubai and Saudi Arabia Strategies submitted another Clark develop global crisis strategy, helped it land coveted assignments impressive performance in 2016, with and change management, from for Saudi Aramco and Gulf Marketing upper-single-digit growth and Scandic’s work around women in Group; Brussels, where it remains improved profit margin underscoring leadership positions to Unilever’s one of the leading public affairs the sense of progress that has been acquisition of Blue Air. players in the market; Germany, ushered in under the auspices of regional CEO Lars-Erik Gronntun. Meanwhile, the firm has now where Henning Kampe has established its StudioB creative hubs transformed a business that is now While any firm with 40 operations in the France, the Middle East, growing rapidly; and South Africa, across 35 markets (accounting for Norway in addition to the UK, where where Sharon Piehl oversees one of around $170m in revenue) will it originated. It handles data and the continent’s biggest PR networks. struggle to display uniform returns, research (often in partnership with Elsewhere, the firm has consolidated H+K’s growth engines continued to sister company Penn Schoen its operations with Omnicom siblings propel expansion in 2016, entering on Berland), storytelling, creative Ketchum and Porter-Novelli in the UK (+17%), France (+15%), content, channel strategy, and Netherlands, France and Italy, Germany (+20%), Iberia (+18%), Italy, engagement activity for clients such ensuring it can focus on the markets Russia/CIS (+15%), Dubai (+30%) and as AB Sugar, EA Sports, Homebase, where its growth prospects are South Africa (+20%). Many market Kitchen Aid, Microsoft, and Tenga. already strong. leaders have turned over the past Highlights range from an ad Indeed, half of Fleishman’s EMEA couple of years, with positive campaign featuring footballers offices submitted double-digit changes bringing much better Marouane Fellaini and Anja Mittag growth last year, including the UK, performance in markets that, not so showing support for refugees to a Germany, Italy, France, South Africa, long ago, were stagnant. Ford’s You Tube-based “share the the Middle East, Brussels and But Gronntun has not just been wheel” campaign challenging Netherlands. That is ahead of focused on growth. There has been cultural norms in Nordic markets to a forecast, suggesting that a ‘federal’ considerable innovation, particularly virtual reality campaign to raise the leadership team with no regional CEO in terms of the horizontality that H+K profile of Hydro’s renewable is capable of running the region well. now brings to its key clients, which aluminium. There was significant new business are now more likely to be serviced in With so many 2016 highlights, the from Western Union, Lidl, AT&T, multiple markets. The UK operation’s departure of EMEA chief executive Amazon, HTC and Saudi Aramco, 3P methodology has been Jeremy Galbraith early in the new along with particularly strong returns implemented in many of its EMEA year could have the possibility to from the firm’s healthcare and markets and a much more disrupt, but BM has done everything creative strategy units. Both substantial focus on learning and it can to guarantee a smooth benefited from demand for more training has reaped dividends in transition and continuity, appointing integrated work across corporate and H+K’s content, digital and creative Ramiro Prudencio—the highly- consumer in multiple markets, capabilities across the region — regarded leader of the firm’s Latin bolstered by Fleishman’s Specialist illustrated best, perhaps, by the 12 America business—to take the reins. content arm and by a dedicated SABRE nominations that the firm — PH digital content unit in Johannesburg. recently landed. All of which meant that Fleishman Last year, there was major new was also able to elevate its campaign business from Coca-Cola and EGA in

Agencies of the Year 56 the Middle East; Desigual and Aldi in with AIG and SJR. And there is position in the Nordics (thanks to Spain; NCR globally; the European considerably more regional cohesion JKL), in Italy (where Daniela Commission across the region; under Gronntun, including the H+K Colangelo was promoted to lead the Embraer from Brazil and retaining Feed approach to idea generation integrated Publicis Groupe offer), and Norad in Norway. The firm’s critical and the appointment of regional in Eastern Europe (especially Poland, London operation submitted its own leaders from across the network, where growth was around 10%). The standout new business performance, rather than favouring any particular Africa network continued to expand while there was also expanded market. And the work continues to after the acquisition of Nigeria’s business from Nordstream, Statoil, showcase H+K’s revival, including Quadrant. Uber and Arla. impressive campaigns for Norad, The organization feels refreshed, Qatar and WhatsApp. — AS In terms of capabilities, H+K thanks to several new appointments: continues to retain one of the MSLGROUP (PUBLICIS GROUPE) Peter Steere moved into a new role as strongest energy teams in the MSL has been talking for years about EMEA chair, while Kinda Jackson was business ( with 60 people in the the transition from a network of named head of digital for the UK. region working on blue-chip brands European holdings—different brands, New additions to the team included such as Shell and Statoil), and also acquired over two decades—into a Magnus Wistam as CEO of MSL in possesses a broad portfolio of clients single EMEA-wide business, but 2016 Sweden; Samantha Presbury as across FMCG, technology and might be the year the agency finally managing director in Johannesburg; healthcare, reflecting its status as came together, the stubbornly and Amber O’Connor as lead on the perhaps the region’s biggest PR autonomous French headquarters P&G business across the region. network. The Group SJR content unit office (with more than 160 people it’s New business performance was has been present in EMEA since 2014, also the largest office in the region) strong, with additional global and now numbers 30 people in the finally seeming to speak the same business from marquee clients like UK along with growth plans for other language, live the same values as the P&G, Nestle, and Netflix; new European markets, thanks to growth rest of the network. corporate work from HSBC and Visa; and cutting-edge digital work for consumer assignments from Coca- such clients as EY and Drax. But it was a good year all around for MSL in Europe: growth was in the Cola, Facebook, Haagen-Dazs and The firm’s intellectual leadership has high single-digits, well ahead of the Renault; healthcare work from also made a visible step up, including region as a whole, with London Abbott, Allergan, Merck and Pfizer; such efforts as the experiencing a strong recovery (up and growth in the sustainability and ThoughtLeadership Disrupted with 20%) and Germany coming in at purpose space (led by MSL the Economist and the around the same level of growth. The SalterBaxter in the UK) from BNY Transformation of Influence study firm maintained its leadership Mellon and BP. — PH

Africa PR Consultancies of the Year Winner video production and data analytics, out, including a partnerships with helping it to already become one of influencer marketing house CLOCKWORK MEDIA (INDEPENDENT) the largest consultancies in the Webfluential and with Hubspot. That Launched just four years ago, South country. has helped to deliver some eye- Africa’s Clockwork Media has already catching campaigns for Edge Growth reached $2m in fee income, with 75 2016 growth was impressive, clocking (inbound content marketing that staffers working for a consultancy in at almost 50%, and is expected to generated 17 high-value leads); that is focused on three key reach around the same level in 2017. Accenture (LinkedIn leadership components — asking the right There was new business from LG, content); and NBC’s The Librarians. questions (research and strategy), Microsoft, Dial Direct, Investec, — AS creating great content (production) SEACOM, TransUnion, Minor Hotels and Accenture, adding to a client and sharing it with the world (PR, Finalists digital and influencer marketing). Led roster that already features NBC by 29-year-old founder and former Universal, PlayStation Dimension BURSON-MARSTELLER (WPP) tech journalist Tom Manners, the firm Data, Mimecast and Standard Bank. Burson-Marsteller acquired a brings a refreshingly agile approach But it is Clockwork’s data-led majority stake in Robyn de Villiers’ to its business, investing in such approach to channel-agnostic South African market leader Arcay areas as as influencer marketing, content production that really stands Communications in 2011, and with

AGENCIES OF THE YEAR 57 that deal instantly became the conducted by sister agency Asda’a. to local and international market leader in the region. That — PH stakeholder engagement. leadership position has only The leadership team includes MD strengthened in the intervening year, DJEMBE COMMUNICATIONS Mitchell Prather; regional director- and the firm now has a network of (INDEPENDENT) EMEA Nicole Suter and International agencies that covers 53 of the 55 Djembe Communications has director Kevin Nolan. Thought countries on the continent—36 of organically grown a local network leadership includes opinion pieces them with consultancies bearing the that spans Angola, Morocco, Ghana, from Prather like “Attracting FDI to Burson-Marsteller brand. The firm Mozambique, Nigeria, Switzerland, Africa Less Challenging than Youth now has about 500 people working United Arab Emirates, the United Unemployment,” “The New U.S. throughout the continent. States and the United Kingdom. These offices all operate under a President and African Trade” and “10 The past year has seen significant single budget, which enables Minutes with a PR Professional.” — expansion of the network, with Djembe’s Dubai office to be a AaS longtime Mauritius-based affiliate gateway for clients and acts as the MEROPA (INDEPENDENT) Blast Communications becoming design and media epicenter for all Founded in 1989 by Aubrey Sussens Blast Burson-Marsteller, with the clients. Beyond that, Djembe’s and Peter Mann, Meropa aspires to be acquisition of a minority stake in Luanda and Maputo offices South Africa’s “non-racial, non-sexist Engage Burson-Marsteller in Kenya, spearhead the consultancy’s meritocracy” that approaches and with the expansion of Lusophone client engagements; communications in a highly-creative Cameroon’s Icon Burson-Marsteller Djembe‘s Rabat office supports the and highly-systemised way. into Congo-Brazzaville and Gabon. consultancy‘s Francophone client The firm supports CNN and Turner and is the digital hub for the network. For instance, Meropa has worked Networks in South Africa, Kenya, and with Ford for 12 years— six of them as In 2016, fluctuating commodity prices Nigeria; Oracle and Avaya in South their full-service reputation on the African continent created Africa, Ghana, Nigeria, and Kenya; management agency — with the goal continual challenges that Djembe and SES in 15 African markets. New of fostering brand affinity to handled by diversifying sectors and business in 2016 came from Equip ultimately grow sales and market client work. Fees are up slightly to Health (corporate brand building share. To do this, Meropa produces $6.2m across 47 employees — driven across multiple markets), Toshiba regional multi-platform content by clients like Fundo Soberano de (media relations support-South assets across the continent, engages Angola; Fabrica de Sabao; African Africa, Uganda and Kenya), tech in media relations for consistent Innovation Foundation; Porto de conference AfricaCom, the Libya share of voice, and drives strategy Caio; The Global Fund; Quantum Africa Investment Portfolio, Colgate within a dedicated Ford partner- Global; NiFund; FACRA; Banco (South Africa, Kenya, Mozambique) agency team. Separately, in Nacional de Angola; Moroccan and more. November Meropa was involved in Ministry of Communications (new) the launch of the efficacy study on a The work included crisis and issues and Starpharma (new). management for Total, promising vaccine against HIV/AIDS. Westinghouse, and McDonald’s Notable work includes expanding To maximize media interest for the (supporting ownership changes) and African Innovation Foundation’s first potential HIV/AIDS vaccination, Burson-Marsteller agencies (including reach across the African continent Meropa was given a limited budget Blast and Engage) won four trophies and abroad. In 2016, Djembe and short turnaround time during in our first African SABRE orchestrated the Innovation Prize for which the team created content competition, with highlights Africa event in Botswana. For Fabrica assets, including video footage, that including the #ColgateSmilefie de Sabao, the team supported the was used by all major news campaign, through which the mission of creating a unique broadcasters from around the world company offered free dental innovation hub in the heart of including Associated Press Television, screenings for its first oral health Luanda’s largest slum by developing Al Jazeera, BBC, CNN, CBS, month in Kenya, and an employer social media and online content, Bloomberg News and others. stakeholder engagement, and event branding campaign for PwC Fees are up nearly 15.5% to 67m ZAR orchestration. The team also Mauritius. In addition to the client across offices in Johannesburg, Cape managed the launch of the Porto de work, the firm has also expanded its Town, Durban and Port Elizabeth. Caio critical infrastructure project own thought leadership activity This growth comes while the South from branding, positioning, and crisis launching an African youth survey African economy teeters on that complements the Arab survey recession. Yet the firm maintains a

Agencies of the Year 58 robust portfolio of more than 60 MSLGROUP (PUBLICIS GROUPE) content such as videos, infographics, blue-chip clients (including some MSL’s acquisition in 2015 of leading animation, and social media posts, that have been with the agency for South African independent Epic all shareable by recipients at the click 20+years). Among these: SA National Communications was followed in of a button. Roads Agency; British Airways; Ford early 2016 by Publicis Groupe’s Epic MSL now employs a staff of 50 Motor Company; Black & Veatch; investment in Nigerian and generates fee income of around WesBank; Jaguar Land Rover; BP; communications company Troyka $4 million, serving a diverse based of Castrol; IBM; Vodacom Business; in Group, which added that country’s clients including Samsung, Baker addition to new clients like Quadrant Communications to MSL’s McKenzie, DHL, Singapore Airlines, Boehringer Ingleheim; Averda South operations and expanded its Maersk, Cipla and Neotel. New clients Africa; Mauritius Tourism Authority; footprint in the region. over the past 12 months include Old SA National Blood Service; Direct Epic was founded in 2009 by current Mutual South Africa, Distell (including Selling Association of South Africa; CEO Elian Wiener and initially brands such as Nederburg, Pongracz, Tracker; Nickelodeon Africa; Tourism focused on providing media relations Zonnebloem, Durbanville Hills), Business Council South Africa; and support to companies in the financial Dunkin Donuts, Baskin Robbins and the Great Moscow Circus. and professional services sectors. Radisson Hotels. But the firm also In the last 12 months, Meropa Over the years, it evolved to offer a added talent, including Ewoudt founder Peter Mann also relinquished full range of strategic Cloete and head of digital from Aqua his group CEO role to Patrick Gearing communications across paid, earned, Agency and Samantha Presbury, a and become chairman. owned and shared channels. Last veteran of HWB and Magna Carta, as Meanwhile,Yolisa Pasipanodya was year, the firm developed a managing director of the appointed MD of Meropa and Anusha proprietary tool that allows it to Johannesburg office. — PH Jogi was appointed MD of JNPR. — seamlessly integrated multimedia AaS

Benelux PR Consultancies of the Year Winner collaboration with BBDO, including a to companies in the Belgian market major disease awareness campaign (and often beyond; it has a long KETCHUM (OMNICOM GROUP) for GSK and support for the country’s history of stakeholder engagement While almost all international biggest corporate deal. — AS work in Africa) since its was founded. agencies have built their Brussels In a market dominated by public operations by focusing on EU public Finalists affairs specialists, akkanto can affairs, Ketchum as taken an opposite certainly help international clients approach, developing a strong AKKANTO (INDEPENDENT) navigate the EU landscape, but its local-market offering that services On March 22 of last year, Brussels true strength is in the corporate clients across consumer, corporate Airport was faced with the biggest reputation realm, with strong crisis and healthcare. Over the past four crisis in its history when it was hit by credentials and an expanding array years, this plan has paid off a terrorist attack. After two of digital capabilities. handsomely, resulting in 112% explosions destroyed the departure growth, including double-digit hall, akkanto worked with the The team is appropriately senior, led expansion in 2016. The firm now has airport’s corporate communication, by managing partner Thierry 33 people working for its Belgian working on message strategy, Bouckaert, a former journalist (La operation, finding a unique providing media relations support, Libre Belgique) and communications positioning that is more global than assisting with social media outreach, director (Orange, Proximus); and the local players and more local than and creating a dedicated crisis partners Nathalie van Ypersele, the global firms. website. As the recovery effort came (former editor of Trends-Tendances), together the firm provided internal Carl Buyck, (former spokesperson of Last year, there was significant new and external communications Federal Minister of Health); and new business from Bristol-Myers Squibb, support to reassure workers and senior consultant Emily Hoyos Ikea, Philips and P&G, adding to a travelers., ultimately launching the (former president of Ecolo, the client roster that already features airport’s new strategic vision. Belgian Green party, and former IGU, International Baccalaureate, Goodyear and GS1. There was also That’s the kind of high-level strategic some excellent work too, often in counsel akkanto has been providing

AGENCIES OF THE YEAR 59 chairwoman of the Walloon join existing LVTPR clients Oracle, partnerships with select Dutch firms Parliament. Veeam, Castrol, TomTom Telematics, to play across the Benelux region). Sonos, Plus Supermarkets, and The Last year was particularly strong, The firm continues to offer valuable Northface and Progress clients with fees up by about 10 percent to insight into the Belgian media, Microsoft, AVM, Indeed, and DOMO. €4.3 million, thanks to major political, corporate, social and assignments for clients like Abbvie, LVT has grown its team to around 70, academic landscape, an expertise Brussels Airport, Proximus, LVMH, led by group CEO Charly Lammers that allows Whyte to define the right Celgene, Infrabel, BAE, and van Toorenburg, Belgian country audiences, recommend the most Eurodisney. — PH manager Karolien Hessels, Progress appropriate channels of managing director Stella Jansen, communication, to formulate the LVT GROUP (INDEPENDENT) consumer director Marije Perdon, right messages and to anticipate Founded in 1994 as a technology and B2B director Gijs van Beek. actions and reactions. That expertise public relations specialist, LVT has Recent years Have seen the addition has been strengthened by a succeeded in building a well-rounded of content creators and other new commitment to analytics and corporate and consumer public digital and social media specialists, research and a growing emphasis on relations business. But its technology but attracting new talent in the digital channels and visualization. An credentials—now embodied in Benelux market remains the biggest already strong senior team expanded specialist subsidiary Progress obstacle to continued growth. with the addition of Martine Communications—continue to shine, Fortunately, LVT has been a Maelschalck, former editor in Chief of with two campaigns for Microsoft consistent performer in our Best business newspaper L’Echo and (the first showcasing 3D technology Consultancies to Work For research, communications director for the by reconstructing a Rembrandt which has helped the firm position Federal Budget Minister; Stany Vaes, painting, the second harnessing the itself as an employer of choice in the public affairs manager for the Belgian power of a leading Dutch boy band to market. — PH retail industry association; and An fake out younger consumers) wowing Teyssen, with experience in senior the SABRE judges this year. WHYTE CORPORATE AFFAIRS roles at the Port of Antwerp and AB (INDEPENDENT) Meanwhile, LVTPR continues to work InBev. Less than a decade after it was across a number of business-to- launched by former Interel exec Last year saw healthy growth of business categories, with clients in Emmnanuel Goedseels, Whyte around 10%, with fee income of close the fintech, aviation, mobility, Corporate Affairs has positioned itself to €3.5 million. New business came construction and real estate, and as leader in corporate affairs in the from Unibet (public affairs and issues consumer and retail sectors. Last Belgian market, and in 2016 management against a backdrop of year saw growth in the high single embarked on an ambitious plan to greater scrutiny on the gambling digits, with fee income of around €7.8 broaden its capabilities (investments business); Burger King (supporting its million. New business came from in employee engagement, crisis entry into the Belgian market Gigaset Pro and Wolf Oil Corporation, communications, and data and through the acquisition of local brand who hired LVTPR to serve as their analytics) and its geographic reach Quick); Uber (public affairs and European hub partner; Bosch Power (plans for a new operation in Antwerp reputation management); and Dutch Tools (for social media in the Benelux to cover the Flanders market, and construction company BAM (change region); Etihad, which tapped management(. They join a roster that Progress Communications for PR includes blue-chip clients such as support in Benelux; Air Belgium, Ikea, Thalys, AB InBev, Medtronic, Haacht Breweries and Auping. They AXA and Mondelez. — PH

DACH PR Consultancies of the Year Winner faltering of its first client. Not only which is “a permanent cycle of that, the firm has transformed from a development and distribution of FAKTOR3 (GERMANY/INDEPENDENT) media relations shop to employing content, as well as the fostering of Started with three entrepreneurs in editors, analysts, engineers, motion genuine, sustainable relations.” 1995 who formed the agency to designers on top of communications launch AOL, Faktor3 has grown to 190 The firm partnered with Microsoft to consultants. The firm’s headway employees with 85 clients — and has tell its story on the future of work, towards digitalisation also includes continued to thrive despite the that told a four-part story through its approach “Content Relations”

AGENCIES OF THE YEAR 60 #worklifeflow and other thought- Pfizer, Postbank, toom, Weber- where there was new business from leadership. The team also launched Stephen Deutschland. Bosch, Braun, Pfizer and Zeiss. LogiTech’s Jaybird wearables in Highlights include a global content The other growth driver has been Germany to many journalists and marketing campaign under the core increasing integration with other influencers. theme “curiosity” for Merck, Publicis agencies in the German Fees are up more than 22% to €15.3m following the company’s 2015 market, driven by the appointment of fueled by clients like Microsoft, Sopra rebranding: using a new interactive managing director Birgit Stollner to Steria Consulting (new), Samsung platform users can test how curious lead collaborative efforts. So MSL has Electronics, Logitech, Tourism they actually are by participating in a been exporting clients such as BER Australia, Audi, Porsche, Adobe, eBay, “curiosity test” designed by the (Berlin’s new airport) and Pfizer, and GroupM, among others. Founders company’s scientists. The firm also bringing in assignments for Elanco, Sabine Richter and Stefan Schraps supported the launch of the Mercedes-Benz, Scandic, Vaillant and run the agency. — AaS Mercedes-Benz van Sprinter 4x4 with others. — PH an “Extreme Alpine Soccer” Finalists campaign that pitted two teams SCHWARTZ PUBLIC RELATIONS against each other and a very steep (GERMANY/INDEPENDENT) FISCHERAPPELT (GERMANY/ What started as a one-man-show INDEPENDENT) slope. The New York team, meanwhile, focuses on developing founded by Christoph Schwartz in his fischerAppelt celebrated its 30th and implementing US campaigns for home office in 1994 has become a anniversary in 2016 with growth of German companies, with a focus on mainstay on our Agencies of the Year 16% consolidating its position as the market entry and new product - Dach list. It’s safe to say that second largest agency in German launches, often working with the Schwartz has come a long way with (according to the authoritative firm’s partners in the PROI network of more than 20 employees, 50 clients Pfeffers ranking) with 425 people and independent agencies. — PH and €3.3m in fees — up 10% from the fee income just shy of €50 million. previous year. Schwartz’s familial The expansion of the past few years MSLGROUP (GERMANY/PUBLICIS culture has been the foundation of has been remarkable: not only has GROUPE) the agency since its inception and fischerAppelt grown beyond its six While growth was modest in 2016, it continues to be at the core even as offices in Germany (Hamburg, Berlin, was another record-setting year for the firm grows. Munich, Cologne, Frankfurt, MSL in Germany, where the firm has Clients include Alibaba (new), Stuttgart) to establish operations first enjoyed a string of successes under Zumtobel Lighting (new), Sharp, in Doha and in 2016 in New York, it the leadership of Wigan Salazar, and Fujitsu, Malwarebytes (new), 1&1 has added creative capabilities in is now firmly ensconced in the Versatel (new), Denon, Blackline content marketing, digital marketing, market’s top 20 firms and is clearly (new), Bullguard (new), Scopevisio and film production—often making among the top half-dozen (new), Doctolib (new), Exaring (new), acquisitions that were years ahead of multinationals, with a team of 75 and Forcepoint (new), Querstback (new), their time, and expanding the fee income of around €9 million. definition of PR in the process. Steelcase, Messe Fankfurt. Notable The success has been driven by a work includes its work with Exact’s Andreas and Bernhard Fischer- balanced business portfolio that Cloud Solutions that included Appelt, who were in their early 20s includes strength in public affairs content marketing and media when they started the firm in the (the Berlin office is arguably the relations to boost awareness of the living room of their flat, continue to strongest of any of the technology within the core target lead the agency today as a multinationals), where clients groups. On the agency’s advice, Exact “federation of ideas” that works include multinationals like Coca- became the founding member of an across paid, earned, shared and Cola, Google, Mars, P&G, and Pfizer; initiative which,together with owned media on behalf of a host of corporate communications (last year partners, that helps organizations market leaders, including both saw a number of interesting crisis from SME to tax advisors with German companies and mandates (including product crisis successful digitization. multinational brands: Allianz, Beam work for Mars); and consumer, for The firm has also taken on a CSR Suntory, BMW, Coca-Cola, Cosmos- clients like Arla, Netflix and P&G. project that includes PR Direkt, Daimler, Deutsche Bahn, Underlying all of that is an responsibility of “little Art” — a Deutsche Bank, Deutsche Post, investment in content marketing, Deutsche Telekom, easy jet, Hilti, Munich-based non-profit Janssen, Lidl, Merck, Mondelez, organization that promotes the intellectual, emotional and artistic

Agencies of the Year 61 development of children and The firm has four offices, in Berlin, digital specialists in the brand- teenagers. Cologne, Frankfurt, and Munich, and building arena. So Weber Shandwick a nice balance of business, with has added digital expertise (bringing In addition to Schwartz, the agency’s healthcare and tech both in Bernhard Hofer as director of board includes Jörg Stelzer, Julia representing about a third of the fee project management from digital Kaiser and Sven Kersten-Reichherzer. income, and a sizeable presence in agency UDG) and content creation — AaS the consumer electronics and food capabilities, developed its own WEBER SHANDWICK (INTERPUBLIC and beverage sectors too. The firm proprietary influencer marketing GROUP) has grown a number of its top 20 tool, focusing on new trends in video It’s not the size of Weber Shandwick’s clients (up 25% as group) including storytelling and virtual reality—but German operation that impresses— Boehringer Ingelheim, Boston also expanding its change although after another solid growth Scientific, Carglass, Lilly, Sony management capabilities to compete year in 2016, the firm ranks among Pictures, and Deutsche Telekom, but with consulting firms. has also expanded its portfolio of the top 10 in the market and is in the Having won the Platinum SABRE in German multimarket brands with the top three multinationals, with fees of EMEA for its work with Nestle Purina likes of 1&1, Bundesliga, Fujifilm, €16.5 million and a headcount of at the beginning of 2016, the firm Jabil, Liebherr, and Yanfeng. 140—so much as the scope. In continued to produce outstanding addition to the core brand, the firm’s The big story of the past 12 months, work for Boston Scientific (helping content studio Creation, its however, has involved moving rapidly Parkinson’s sufferer Tony Seidl cross healthcare specialist dna in order to respond to new the alps in his wheelchair after a communications, and its research competitive challenges in the procedure made possible by a new operation KRC are all represented, German market: management neurological surgey), Beiersdorf, giving Weber Shandwick unique consulting firms and even publishing Black & Decker, the Gates Foundation strategic and creative resources. houses joining ad agencies and and Merck. — PH

Eastern Europe PR Consultancies of the Year Winner three awards—and the work involved decade of experience handling major underscores the firm’s ability to help issues. They serve a client list that SEESAME COMMUNICATION clients deal with critical issues. For includes Dell, Dr.Oetker, Electrolux, EXPERTS(SLOVAKIA/INDEPENDENT) non-profit SPOSA Bratislava, the firm the European Commission, Henkel, Originally founded as Interel Public created the “autism simulator” to IKEA, Pfizer, Shell, YIT, with new Relations, a Slovakian subsidiary of provide people with a perspective on business in 2016 from AbbVie, adidas, the highly regarded Brussels-based the condition, combining its strong and Adient. — PH public affairs consultancy of the healthcare credentials with an same name, Seesame achieved its innovative use of virtual reality. For Finalists independence following a the Slovak Insurance Association, it management buyout 10 years ago ALL CHANNELS COMMUNICATION launched an intensive grassroots and has gone from strength to (BULGARIA/INDEPENDENT) public affairs campaign that fended strength ever since, building on its Founded in 2001 as a small and fairly off a potentially damaging tax. And public affairs heritage to establish traditional public relations firm, All for the Myeloma Association, it itself as arguably the pre-eminent Channels has grown to become the created an awareness campaign to corporate affairs, issues largest independent communications educate the Slovakian public about management, and strategic company in Bulgaria, with close to an invisible disease. communications firm in Eastern 100 people and operations expanding Europe—with a reputation for ethics Under the leadership of founder and into the advertising, digital and and integrity as well as results. managing director Michaela experiential. The core public relations Benedigova, who has more than 20 business now offers an array of Seesame has also always enjoyed years of experience, the firm has a services comparable to any 21st success in the international awards depth of experienced professionals century agency, which means the arena, winning SABRE Awards in unmatched in the local market: head ability to deliver content across paid, crisis communications and public of real estate Adriana Catlosova, earned, shared and owned channels affairs categories in 2013 and 2014, public affairs practice leader Anna on behalf of an impressive client but celebrating its 20th year in Michalkova and Juraj Caranek, head roster that includes Raiffeisenbank, business in 2017, it is a finalist for of the the FMCG practice) each have a Mobiltel (Austria Telecom subsidiary),

AGENCIES OF THE YEAR 62 AVON, Philips, LG, Discovery and developing some processes of its continues to be best known for its Networks, Heineken, Coca Cola, and own. work in corporate communications, the European Commission in crisis and issues management, and Under the leadership of CEE chief Bulgaria. public affairs, with expertise in executive Sebastain Hejnowski, multiple sectors: defence and New business in 2016 came from working closely with Publicis One in aviation, chemicals, construction, BASF, Fox International, Henkel, DHL, the region, the firm is increasingly real estate, food and drink, travel and and DM. Highlights of the work involved in big integrated projects leisure, and pharmaceuticals. included the launch of a new cider on spanning not only multiple markets behalf of Heineken, with the award- but also multiple disciplines, fueling Client work in 2016 included cause- winning “Apple Thief” campaign healthy 9% growth in the region. The related marketing for MasterCard, heloing the brand gain a 35% market client list is impressive, including raising money for the Great Orchestra share in three months. The firm’s global leaders such as AstraZeneca, of Christmas Charity via social media, bold creative approach was also Bosch, Danone Nutricia, Emirates, and a location-based game organised evidence in its “hijacking” of the Netflix, P&G, Reckitt Benckiser, by the agency’s brand marketing traditionally conservative Mtel Siemens, and Tetra Laval. practice for the Smyk chain of retail Twitter account and its “From Love to stores to promote its loyalty program. Another strong year of creative work Life” campaign supporting Avon’s The firm also underwent its own saw the Polish operation launch the cause-related breast cancer efforts. corporate identity change, dropping “Nathan Drake’s Treasure” campaign the Solski BM brand—although it Beyond its continued growth and to introduce a new game for Sony remains an affiliate of the global exceptional client work, All Channels Playstation, while The Practice agency. — PH has established itself as an industry helped McDonald’s in Romania leader with innovative employee negotiate a tricky ownership change, UNITED PARTNERS (BULGARIA/ programs like its LEADERS 2020 and supported financial services INDEPENDENT) initiative, seeking to develop a new company KRUK on a personal finance Now in its 20th year—making it one generation of entrepreneurial education initiative. — PH of the pioneers of PR in the Bulgarian leaders. The firm also unveiled a market—United Partners has worked sustainability strategy at the end of SOLSKI COMMUNICATIONS (POLAND/INDEPENDENT) with more than 150 clients on almost 2015, supporting the efforts of a 1,400 projects—more than half of Ryszard Solski, a veteran of Polish younger generation of employees. them international in scope. More agency Sigma, started his own firm in — PH recently, it has set itself a “big hairy 2008 with the backing of Burson- audacious goal”—to be the “Tesla of MSLGROUP (PUBLICIS GROUPE) Marsteller, and quickly established the communications industry.” It has MSL’s Eastern European network the firm among the top 10 in Poland also put a lot of thought into the kind includes 180 professionals in four according to research published by of values that will get it there: branded offices, and a presence via the Association of Polish Public reliability, innovation, learning, other Publicis agencies in 11 Relations Consultancies. In fact, with positivity and passion. markets—many of which are fee income growth of 56% in 2015 expected to add the MSL brand over and a further 41% in 2016, it is by So while the firm continues to work the next 12 months. But the standout some distance the market’s fastest- with some long term clients—P&G (19 operations are in Poland, where MSL growing firm, with a team of 30 now years), IBM (12 years), ING (12 years), acquired market leader Ciszewski generating €2 million. Johnson Wax (19 years), VMware, Public Relations in 2011, and Abbvie, Bayer and H&M—it has been Solski’s key clients are international Romania, where the firm is aggressive on the new business front, companies like Airbus, Amadeus, represented by creative powerhouse picking up assignments from Lidl, Colgate-Palmolive, Henkel, and perennial SABRE Award winner Netinfo, Tommy Hilfiger, Wella Lufthansa, Raytheon, Roca, Sanofi MSLGroup The Practice. The firm Professional, Beekind, Wishio, Pasteur, and UPS, and local works across all practice areas and Bgmenu, Scania, Innovation Norway companies Grycan and SMYK, as well industry sectors, but the growth in and Vivacom in the past 12 months as as the industry association of plant recent years has come from the it grew by about 30% to end the year protection manufacturers PSOR. New expansion of the analytics and with a team of 30 and fees of around business in 2016 came from Bayer, insight function, digital and social $1.5 million. Britax, CMC Markets, Lavazza, and media capabilities, and content Mastercard, as well as major project creation—adopting some MSL tools for the DG Environment of the European Commission. The firm

Agencies of the Year 63 A full-service firm, United has marketing—and a new measurement Energy Efficient Music Culture, a experience in consumer branding, methodology based on AMEC’s series of more than 150 events in 30 corporate reputation, public affairs, Barcelona Principles. Highlights of European countries; and pro-bono employer branding and employee the past year include the Bayer work for the Dimitar Berbatov engagement, experiential marketing, Science Lab, designed to reveal the Foundation. — PH crisis and CSR, with newer offers role of science in everyday life to including content and influencer primary school children; the EEMUSIC

French PR Consultancies of the Year Winner Darrieutort, who left Edelman in 2008 sectors and practice areas, with to launch Elan, had built a very particular strength in digital, events, WELLCOM (INDEPENDENT) modern firm that challenged the technology and content production. Wellcom’s consistent presence as one conventions of the market, blending The client roster is a blue-chip affairs of France’s top 3 PR firms owes much expertise in corporate and marketing that includes Microsoft, Renault/ to founder Thierry Wellhoff’s restless communications, supplemented by Nissan, Lancôme, Samsung, penchant for innovation. In 2015, for research and planning and expertise Hennessy, Sony, Accor, ExpoFrance example, the firm joined forces with in influencer outreach and social 2025, Getty Images and Talentsoft. La Maison Link, expanding its media. — AS expertise into the lifestyle and consumer arena. Last year, In the two years since, Darrieutort KINGCOM (INDEPENDENT) meanwhile, it upped investment in has worked hard to revamp the Over its three decades, Kingcom’s measurement and analytics, via the combined entity, harnessing growth core approach to communications creation of a new KPI tool. Fee to digital and creative services and has been to decode its clients DNA. income continued to grow implementing a new ‘Cabinet’ senior With this insight, the firm looks to impressively, up 10% to €10m, driven advisory offering. That helped spur craft content that respects each by continuing strength across 17% growth in 2016, a remarkable brand’s culture and particular consumer, corporate, creative, number amid difficult economic sensitives, not matter the sector — digital, healthcare and technology. conditions. There was good organic gastronomy, leisure, consumer food, growth from existing clients like That approach helps to sustain a lifestyle, automotive, wine and Gilead, BMS and Danone, along with client portfolio that is stronger than spirits, retail, fashion, beauty or new business from Merdiam, Dior, most featuring new clients like health. Nissan Women Empowerment and Adidas,, Essilor, Biocodex, SOS HP. Standout work, meanwhile, Not only that, the agency is also Medecin and Pierre et Vacances, who included the Evian Fruits and Plants looking to shed PR from the stubborn join a client roster that includes Launch. — AS perception that it’s more of a low- Logitech, Raja, Total, Hertz, B&B cost commodity than a value-add Hotels, Easy Voyage and EA HOPSCOTCH GROUPE creative partner. It’s doing this in Entertainment. A new partner arrived (INDEPENDENT) several ways— its work with Cannes in Corine Renié Pérétié from La Launched in 2000, Hopscotch has Lions, the Young Lions and now with Maison Link, while there was also expanded to become France’s largest Syntec PR, in addition to its new notable SABRE-nominated work for communications group, with the market offering “PR Strategy: Drive to Adidas (#HeretoCreate) and a major 2010 merger with Le Public Système Business” that involves working campaign to help industry iXblue helping to create a leader in the directly with business CEOs. Its build domestic awareness. — AS industry, now worth €55m with unique thinking is also seen through operations across EMEA. The group initiatives like its “Food is Social” Finalists has further expanded its offering by conference, a partnership with EDELMAN-ELAN (EDELMAN/DJE) acquiring 33% of food and beverage startup accelerator Shakeup Factory; The September 2014 merger between specialist Sopexa, part of a plan to its foodtech hackathon; and its Edelman and Agence Elan created a create a viable French alternative to creative lab, among others. the Anglo-Saxon independent PR French powerhouse, one of the Fees are up slightly to €2.7m with 43 networks. largest western-style public relations employees working on clients like firms in a market dominated by Now rebranded as Hopscotch Global Alliance 7, Collective des Biscuits et locally-based agencies built on a PR Group, the firm showcases a fully Gâteaux, Collective Céréales, distinctly French model. Marion rounded offering across multiple Collective Petits déjeuners, Duracell

AGENCIES OF THE YEAR 64 (new), Beaumes de Venise (new), The Gardier and planner Sophia Ould’ali. position lack influence. With that in City of Orléans (new), Virtuality — AaS mind, Rumeur teams closely analyze Congress (new), Coin coin by each client’s environment to create a Doudou&Compagnie (new), Fauchon RUMEUR PUBLIQUE (INDEPENDENT) distinguishing communications plan. (new), Ovive (new), Red Loop (new), Rumeur started in 1988 around a In 2016, fees were up 24% to €6.8m among others. sector that was commonly referred to as high tech in those days — and driven by clients like Salesforce, Notable work includes creating likely bears little resemblance to VMware, Deloitte, BNP, Paribas SAS, holiday buzz for Duracell which today’s technology. Then in 2000, the Blackiline , ADP, Taxis Bleus, Dropbox included a launch of an ephemeral shop diversified its portfolio to (new), Stripe Zuora (new), IN Extenso pop-up store in the centre of Paris include transportation, finance, HR (new), Rockwool (new), Micropole from November the 26th to — also areas that have undergone (new), CA Technologies (new), SNCF December the 3rd around the some transformation in the last (new), Café Royal (new). nostalgia of vintage toys. President/ decade or so. While the management team has founder Isabelle Wolf remains at the remained fairly consistent, in 2016 helm, while also spearheading Today with a workforce of nearly 50, the firm hired Olivier Provost, former initiatives like co-founding the Food the agency now covers all associate director of Havas Paris and is Social conference and joining the communication practice areas: brand chief editor of La Tribune, to jury of Young Lions PR, among other strategy, media relations, digital strengthen the leadership team and endeavors. CEO Pascale Azria is also strategy, public affairs, corporate develop a corporate communication president of the digital commission communications, creation/ practice. Other hires include crisis of Syntec PR. Rounding out the production. But the driving force and media training expert Josephine management team are art director behind all of this is some simple Besnard. — AaS Melody Depond, CIO Guillaume Du thinking — brands without a clear

Iberian PR Consultancies of the Year Winner professionals, MdC offers a full range launched a dedicated digital of services including publicity, marketing agency, Influencia. And MARCO DE COMUNICACION events, audiovisual and design, as last year it introduced another (INDEPENDENT) well as online communications, innovation, an “experience room” When fast-growing Spanish agency public affairs (including a new EU located in Madrid’s barrio Salamanca Marco de Comunicación beat out a affairs offer), social media, and that serves as a showcase for number of multinational agencies— influencer campaigns. It has been consumer clients. — PH as well as independent firms from growing by about 25% a year over the across Europe—to handle past three years, with 28% growth in Finalists communications for COP22, the UN 2016 thanks to new assignments Climate Change Summit in ATREVIA (INDEPENDENT) from COP22, the Union for the Marrakech, it was vindication of While Atrevia has (like its Spanish Mediterranean, Kaiserwetter, World founder Didier Lagae’s aggressive rival Llorente & Cuenca) expanded its Water Council, SMC, the International growth strategy over the past couple operations into Latin America over Monetary Fund, Ivanhoe, Springfield, of years, which has seen the firm the past few years, the former Idealo and Herbalife, and continuing double-down on its expertise in Inforpress (unlike L&C) continues to assignments for Netflix (which helped Africa and its ability to deliver (often derive the majority of its revenues drive the firm’s expansion into the through its affiliation with MSLGroup) from the Iberian markets: close to Portuguese market), Unilever, Etihad international reach. For COP22, MdC €17 million of its €18 million in fee Airways, Springfield (Cortefiel Group), engaged more than 200 journalists income last year was derived from its Conforama, Mexican Tourism Board, from all over Africa in a set of extensive Spanish network (offices and AFEVI / Friends of Glass. unprecedented press trips and Madrid, Barcelona, Valencia, Bilbao, generated more than 44,000 news MdC was a pioneer in digital and Santiago de Compostela, Málaga, pieces globally, underscoring the social in the Iberian region, and Sevilla, Valladolid) and its Portuguese event’s key messages. quickly realized that new media operations (Lisbon, Porto). That’s knew no geographic boundaries. As a enough to make it the clear market With offices in Madrid, Barcelona, result, the firm has built a team leader on the peninsula, as well as Lisbon, Paris, Casablanca and Miami multilingual consultants from 17 and a team of close to 100 different nationalities. It has also

AGENCIES OF THE YEAR 65 one of the leading independent firms recent years by growing capabilities TORRES Y CARRERRA in Europe. in healthcare, technology and food (INDEPENDENT) and beverage. The other thing that continues to set 14 years ago Torres y Carrera was Atrevia apart from its competitors in New clients include Desigual and founded on two beliefs: organisations Spain is the diversity of its Aldi, while there was also significant must be strongly committed to the operations. While others have carved existing client expansion from such environment in which they operate out niches in corporate and financial accounts as Danone and Huawei. In and public relations should be in the communications or consumer PR, particular, H+K has brought a more constant state of innovation to Atrevia is genuinely full-service, with creative positioning to its efforts in maintain relevancy. genuine strength in consumer, Iberia, integrating the firm’s global The boutique firm is about €2m in corporate, financial, healthcare, ‘creative strategy’ approach to revenue with 25 employees working technology, and digital, and with develop its services in content, on existing clients like Coca-Cola, market leading expertise in areas creative, publishing strategies, and Cepsa, Iberia Express, Mahou, such as employee communications. marketing influencer. A major Lafarge-Holciml, Enterprise, Primark, The firm has a newer public affairs thought leadership initiative — the Astic – Asociación del Trasporte capability that has been expanding Orbita creative event — showcases Internacional por Carretera, Gilead internationally (including a small this approach, helping H+K Science, Fundación Española para la Brussels office) and expanding distinguish itself from its rivals in the Diabetes and new wins including advertising capabilities. New clients market. — AS Turismo de Tenerife, FCC, H&M, such as Metro de Madrid, Hipódromo FEIQUE – Federación Empresarial de LIFT WORLD (INDEPENDENT) de la Zarzuela, C&A, Mahou-San la Industria Química Española, Miguel, Nissan, and Europcar helped The Portuguese-based Lift World is Borgwarner, Serunion and Fundación to drive growth of close to 9% in the umbrella group for eight Española de la Nutrición. The agency 2016, joining a roster that includes integrated agencies that focus on a has also joined the UN Global California Walnuts, Renova, Enagas, wide array of marketing and Compact and took on a leadership TOUS, Pfizer, Twitter, Lidl and more. communications services, from the position around CSR. established to the emerging. It seems Under the leadership of founder and fitting that its tagline is “Great Notable work includes the “Your president Núria Vilanova, the firm Together” — 120 employees work for bones, your second skin” campaign continued to innovate in 2016, holding company that is inching with Fundación Hispana de launching a new brand towards €10m (revenues were up Osteoporosis y Enfermedades Óseas communications service built around nearly 14% in 2016 to €9.9m). to raise awareness of bone health its concept of “spherical brands”; among seniors. The team conducted collaborated with a leading business In early 2016, Lift World launched Big a roadshow across 10 Spanish cities, school on research into Generation Z; Fish, a specialist brand activation in which 6,125 densitometry scans published a report on “Values and shop. The agency also expanded its were performed and direct Communication in Family-Owned capabilities with a new video information was given to more than Businesses,” )having carved out a division, by presenting webinars 8,000 people. niche working with such companies); through the Gorkana platform and by The firm has also developed several and staged the latest Forum for Good producing papers around inbound projects related to the impact of Governance and Shareholders, marketing for the MORE Digital communication on social urging best practices in transparency Culture marketing brand. Amid this development. For instance, “Message in investor relations. — PH growth, the firm is focusing on scaling sustainably while most of in the Bottle” is an experiment H+K STRATEGIES (WPP) Portugal is still suffering through a designed to empirically demonstrate Following the acquisition of financial crisis. the theory of the “Six degrees of Portugese corporate/PA firm FXT separation.” The firm’s “Writing a Key clients include Microsoft, Communications, Hill+Knowlton Novel” initiative invited Internet L´Oréal, Nestlé, Rock In Rio, Bosch, Strategies now numbers 70 people followers to contribute to the Mylan, Merck, Nespresso, Fox, across Iberia, growing more than evolution of a story. Last year, Torres y SLBenfica, including new wins 15% last year and by more than 50% Carrera launched COMbyCOM — an Vodafone, EDP, Abbott, Avis, GEFCO, over the last three years. The firm’s Iberian Transmedia communication Emmys, AON, Klepierre, Easypay and Spanish operation has long group that includes public relations, Galp. CEO Salvador da Cunha possessed strength across corporate, advertising, marketing, digital and big remains at the helm. — AaS public affairs and brand marketing, data firms and has plans to expand to and this has been complemented in Latin America in 2017. — AaS

Agencies of the Year 66 Mediterranean PR Consultancies of the Year Winner influencer marketing to paid media. INC (INDEPENDENT) — PH It’s rare to find a firm that’s lasted 40 MSLGROUP ITALIA (PUBLICIS GROUPE) years while maintaining its Finalists independence, but INC has defied MSL’s Italian operations, under the odds to do just this. This milestone leadership of Daniela Canegallo for BURSON-MARSTELLER (ITALY/WPP) comes after a long track record of the past decade, have been am The economy of southern Europe has “firsts” — the agency was an early outlier both in terms of the respect been making life difficult for public Italian firm to have dedicated digital with which they are held by Publicis relations agencies in recent years, and content practices; among the Groupe (Canegallo was elevated to but Burson-Marsteller enjoyed a solid first to have a management board country manager for all Groupe year in Italy in 2016, with new that includes not only former operations in Italy) and in terms of business from Italian food company journalists but also designers, their differentiation in the Italian Amadori, Avon, Autogrill, Italian publishers and other creators; and it market. MSL Italia has been a coffee company Lavazza, Lidl, and was an early adopter to a cross- constant innovator, developing new Italian industrial company Sapio. functional communications tools—using data science to inform They join a roster that includes Ford, approach. and measure campaign success—and Microsoft, Danone, Comau (Fca pushing the creative envelope. In the Group), Chiomenti Legal, Just Eat, While revenue was flat at €2.2m 2016, past year, for example, MSL has and Easyjet and has helped establish INC has grown revenues 22% over the worked with partner agency Zenith, BM—with a team of more than 50—a last three years in the relatively bringing its influencer and content leader among the multinational sluggish Italian market. Clients creation expertise to Zenith clients agencies in Italy. include British American Tobacco; while drawing on the latter’s suite of One key to that success is a veteran MasterCard; Emirates Airlines; UN data tools. But it has also continued leadership team including CEO Fabio Refugee Agency; that National to develop proprietary rools like NPA, Caporizzi, who has 25 years of Association of Italian Breweries; the which automates conversation experience in the market (with Italian Association of Bakery and analysis (it can detect sarcasm) and Shandwick, Ogilvy, Hill+Knowlton, Pasta Industries; Doctors Without helps with insight generation. SEC and others) and seven years in Borders; Barilla Group (new); Barilla Center for Food & Nutrition (new); MSL is the strongest of the his current role, and general manager Heineken (new); World Health multinational agencies in Italy, with Gianfranco Mazzone, a 12-year BM Organization (new); Campo Frio/ 85 people in Milan and another 10 in veteran. Other senior execs include Fiorucci Italy (new); Italian Union for Rome, but it is not just a question of Delia Ciccarelli, head of corporate Sustainable Palm Oil (new), among size: in addition to its thought and crisis; Antonella Violante, head of others. leadership activities, MSL Italia is media and digital; and Giuliana leading integrated campaigns for Gentile, head of brand marketing— Notable work includes clients such as Dacia (the SABRE each representing a particular area of #LetsPutOnyourHead for the United nominated sponsorship of football strength for BM in the market. Nations Refugee Agency to educate team Udinese, which became an Interesting integrated work included the public on refugee children’s opportunity to reach out to families), leveraging the 25th anniversary of challenges in attending school. INC and serving as a strategic advisor to Samsung in Italy through the conducted an immersive launch clients like Pirelli, for which the “Samsung loves Italy” campaign, event to create a media hook and agency has conducted with a study from academic institute photo opportunities and fundraising anthropological research that has Bocconi researching the socio- activity. For the “Good for you, good helped the tire-maket develop its economic impact Samsung has had for the planet” media event for overall marketing strategy. on the country combining with Barilla Group, INC presented both the financial report and the company’s MSL Italia enjoyed a strong year in extensive social media outreach. sustainability report together. 2016, with new business from the Working with longtime client Ford, likes of Italian chocolate maker meanwhile, BM developed the Ford This year, the firm has focused on Ferroro and energy company eni, as Social Home, a virtual showroom creating a more inclusive working well as from Japanese automaker targeting automotive and non- environment,allowing employees Toyota, and expanded work for automotive audiences through more autonomy; integrating more Netflix, another integrated events, traditional and social media non-traditional skills (like analytics, assignment that ranges from engagement. — PH research, designers) into the firm;

AGENCIES OF THE YEAR 67 while also continuing to grow in an and buying Poland’s Martis accounting for around half of the environment that sometimes favors Consulting. In addition, SEC listed on group’s overall EMEA revenues of 20m price over quality. Pasquale De Palma the UK AIM market last year, as part Euros. There is particular strength in continues to lead as chairman and of a strategy to diversify and grow corporate and financial, but SEC’s CEO alongside VP and partner Paolo beyond Italy’s difficult economic scale ensures it has a broader set of Mattei. — AaS conditions. That kind of thinking capabilities than most of its peers, marks out Tagliabue as something of with a client list that features Accor, SEC (ITALY/INDEPENDENT) a unique character in Italy’s Auchan, Coca-Cola, Deutsche Bank, One of Italy’s largest PR firms now communications market, but he is Lidl, Nielsen Research, Foreign Affairs has increasingly credible supported by a deep leadership team Ministry, Italian Government, Terna, international ambitions. SEC, that includes co-founder Paola The Walt Disney Company and founded in 1989 by Fiorenzo Ambrosino and new CEO Cesare Valli, UniCredit Group. The best of SEC’s Tagliabue, has acquired who joined in 2015 after a lengthy work, furthermore, demonstrates a consultancies in Belgium (Cambre), tenure with H+K Strategies. sophisticated understanding of Spain and Germany in recent years, modern reputation management. SEC now employs more than 150 adding UK firm Newington in 2016 —AS people in Italy across seven offices,

Middle East PR Consultancies of the Year Winner private institutions and healthcare Berland (research), strengthening its clients in the region. An important credentials in two key areas. New FLEISHMANHILLARD new appointment, furthermore, sees business in 2016 came from the (OMNICOM GROUP) global social innovation lead Jared Kuwait Ministry of Finance; Crown With 35 people across the UAE and Carneson arrive from South Africa to Prince Court, Abu Dhabi; the Saudi Saudi Arabia, FleishmanHillard’s oversee efforts in the region. — AS Arabian Industrial Investments Middle East presence may not have Company; Noon (a new e-commerce the scale of some of its rivals, but has Finalists company), Visa International, and been able to outperform some of Jumeirah Hotels & Resorts, while the them nonetheless. That is partly ASDA’A BURSON-MARSTELLER (WPP) firm continues to work with Ford, down to the experience of regional Under the leadership of founder and Emaar Properties, General Electric, veteran Jim Donaldson, who CEO Sunil John, ASDA’A Burson- Nestle, HTC, the UAE Prime Minister’s oversees the firm’s operations in Marsteller has been a pioneering Office, the Saudi Royal Court, and the London and the Middle East, and force in the Middle East’s public Egyptian Tourism Authority. partly down to solid local market relations industry, establishing one of growth under regional leaders Robert the largest networks of offices in the Work for major government clients in Hanvik, Lucy O’Brien and Cameron region—wholly-owned operations in the UAE, Saudi Arabia, Kuwait and Walker. the UAE (Dubai and Abu Dhabi), Saudi Egypt has positioned the agency as Arabia (Riyadh and Jeddah), Kuwait, the go-to choice for public entities In particular, Fleishman prevailed Bahrain, Oman, Qatar, Jordan, requiring strategic, evidence-based over numerous rivals to secure the Lebanon, and Egypt—innovating in communications programmes, while keenly-contested Saudi Aramco the corporate, crisis and public affairs other highlights included Ford’s global PR brief, and has also netted practice areas, and launching the “Warriors in Pink” breast cancer significant new business from Gulf annual Arab Youth Survey, a defining education campaign, overcoming a Marketing Group. As a global retainer, piece of through leadership that is stigma associated with the disease in the Saudi Aramco assignment now widely quoted in the region and Middle Eastern markets; the immediately becomes one of beyond. “Minds+Machines” campaign to Fleishman’s largest in EMEA, with a launch GE’s transformation into a broad range of services expected to Last year was another good one for digital industrial company in the include creative strategy in addition the firm, which saw fee income rise region; and the launch of an iconic to traditional media relations and by 12% and headcount increase to new real estate development in content development. There has also more than 160. The firm has Dubai for longtime client Emaar been good work for Qatar National launched its own operations of the Properties. — PH Bank, while Hanvik brings a specific BM brands Proof (an integrated level of expertise to the firm’s work design, digital marketing and social with government ministries, large media agency) and Penn Schoen

AGENCIES OF THE YEAR 68 COMMUNICATION PARTNER helicopter trip over the city of MEMAC OGILVY (INDEPENDENT) (TURKEY/INDEPENDENT) Istanbul, while the firm formed a Last year’s Middle Eastern Market conditions in Turkey are not number of strategic partnerships Consultancy of the Year, Memac exactly favorable for public relations with nutrition and environmental Ogilvy has been a fixture on this list right now, with political turmoil and groups to help Barilla introduce its largely as a reflection of its flair for the erosion of secular and sustainable “Milan Protocols” in creativity, demonstrated by a string democratic institutions giving Turkey. of SABRE Award winning overseas companies cause for campaigns— for the likes of Grohe, HILL+KNOWLTON STRATEGIES (WPP) concern, so the continued growth of the King Khalid Foundation, and local PR firms like Communication At 30 years old, H+K is the oldest most recently for Coca-Cola, which Partner, which is celebrating its 10th international PR firm in the Middle picked up one of last year’s Global anniversary this year, is doubly East and remains one of the best, SABREs for its “Ramadan Dark Iftar” impressive. New business came from under new leadership in the form of initiative. This year the firm has National Bank of Saudi Arabia / Bashar AlKadhi, who joined from already picked up and In2 SABRE for Türkiye Finans, Abbvie, IFC, Letgo, WPP sibling Asda’a Burson-Marsteller its cheeky advertising efforts on Garenta, Ikinciyeni.com, Arvento, and to oversee H+K’s 120 consultants behalf of Royal Jordanian Airlines Eurofins, while the firm continues to across eight Middle Eastern markets. (drumming up traffic and trolling do good work for Barilla, KFC, Pizza Last year, the firm’s flagship Dubai Trump at the same time), and is Hut, Fiat Group, Amway, First office (which employs around 70 SABRE nominated for its Volkswagen Quantum Minerals, Enerjisa /Eon consultants) grew by an eye-catching “Human Crossing” campaign and its Energy, Orhan Holding, Oyak Group, 27%, expanding beyond its Huawei “One Ramadan” program. and Otokar. healthcare and sports leadership roots into such areas as brand At the same time, the firm’s regional A strong year in 2016 can be marketing, energy/industrials and footprint and overall business growth attributed to two things. First, the government work. probably deserves just as much firm has impressive crisis recognition: it now has 130 people communications capabilities, and All told, the firm grew at a high across 14 offices across MENA, crisis management became single-digit rate across the region, generating an estimated $10m in especially important to clients last bolstered by strong offices in Egypt, revenue after another year of solid year. Saudi Arabia and Qatar. There was growth. Indeed growth over the past significant new business from five years as seen the firm more than And second, managing partners Coca-Cola and EGA, reflecting a much double in size. Kerem Ayırtman and Ufuk Carşibaşı stronger new business pipeline, while have been focused on a creative the firm has also stepped up its The firm’s ability to drive cutting- approach to brand communications, efforts hire and train local talent in edge integrated work owes much its challenging the traditional leadership the markets in which it operates. In positioning within the broader role of advertising agencies in the addition to AlKadhi’s appointment, Memac family, but PR head Saada brand-building arena, creating an Melissa Quackenbush was promoted Hammad now oversees leadership innovative partnership with brand to client services director in the UAE, team that also includes genuine strategy firm Siegel&Gale and adding while Sara Jurkowsky took charge of strength in public affairs and creative talent from ad agencies and the firm’s energy practice from Dubai. technology as well as consumer and digital backgrounds to offer a more New hires included Elias corporate. It has struck a good integrated creative approach. The Markopoulos to oversee content and balance between global and local launch of a new turkey wrap for KFC, digital for MENA, along with clients, critical across MENA, and now for example, included a social media campaign director James Mitchell in ranks within the top four in all of its campaign and a competition through Dubai. — AS markets. — PH which customers could win a

Nordic PR Consultancies of the Year Winner region’s most formidable financial Martin Petersson, Anders Halvarsson, communications specialist before it Johan Ramsten and Staffan Lindgren H&H GROUP (SWEDEN) was sold to Sage Holdings in 2009. It bought the business back in 2014— The firm formerly known as spent the next five years in a kind of but in the two years since then the Hallvarsson & Halvarsson had purgatory before senior executives businesses now known as H&H Group established itself as the Nordic

AGENCIES OF THE YEAR 69 have expanded at a very healthy with offices in the other Nordic campaign for Norwegian recycling pace, reclaiming their place of capitals and in Brussels, and has company Infinitum; an online prominence in the financial space expanded into broader corporate campaign pitting a computer while diversifying their portfolio— communications, and some financial game-playing “Nerd Against Nature” most notably with the February 2016 work. for The Norwegian Trekking acquisition of Swedish creative Association; and a branding That core has been supplemented in powerhouse Jung Relations. campaign for property company Aker recent years by two additional units: Brygge. Other highlights include an That deal was the most significant YouMe Agency is focused on brand- international road safety education manifestation of a philosophy that building, with strong visual campaign for Norwegian Labour aims to see H&H become a home for capabilities; Repeat Studios, Inspection Authority; marketing entrepreneurs, who will be allowed launched in 2016, is a digital and efforts for Avinor Oslo Airport; to maintain the spirit that build their social media specialist. The three outreach to LGBT travelers for firms while benefiting from the brands often work in concert to Flytoget; and a cause-related support of a larger holding deliver comprehensive campaign focused on refugees for companies. There are six firms in the communications solutions to professional services firm Hero family right now—including digital clients—although the firm does not Norway—all nominated for awards in specialist Comprend and corporate disclose client names as a matter of this year’s competition. film company Creo—and H&H policy. leadership believes it can add two or The firm’s impressive work has been The firm is distinguished by its strong three new firms each year, and related with steady growth in recent senior leadership team, including expand beyond the Nordic region. years. Fee income was up by close to founding partners Gunnar Rune Group fees grew by a very impressive 10% last year, and Geelmuyden Kiese Sonesson, Björn Nyblom, and Anders 35% in constant currency terms last Group ended the year with revenues Oremark; and group CEO Oscar year, and ended with fees of $33 of around €26 million and 150 people Hyléen, former head of IR at million, enough to rank among the working across offices in Oslo, PostNord. Joakim Svensson and top 60 PR firms in the world. Stockholm, Copenhagen and Fredrik Malm joined from Brussels. The client list includes The firm works for a number of MassCreation in 2016 to help launch Avinor Oslo International Airport, Sweden’s largest companies, Repeat Studios, and Ingvar Skeberg, MasterCard, Google, the Norwegian including Ericsson, SEB Bank, Volvo former deputy CEO and director of Seafood Council, Infinitum, IKEA, Cars, and Scania, as well as for the insurance offer at AMF Pension Scandic, Kiwi, Flytoget, Copenhagen international brands like Adidas. and group market director at Airport, Google Danmark, Rosendahl While H&H tends to keep its client Swedbank, joined the firm as a senior Design Group, Danish Horticulture, work confidential, Jung scored a advisor. — PH L’Oreal, and Top Toy. — PH couple of SABRE nominations for its GEELMUYDEN KIESE (NORWAY/ work helping state-owned gambling ITEO CONSULTING (NORWAY/ INDEPENDENT) company Svenska Spel integrate INDEPENDENT) Over the past few years, Geelmuyden immigrants into Swedish society via Within just a short window of six Kiese has transformed itself from a participation in sports, and launching years, Iteo has cultivated an well-established but slightly stodgy a new car for Volvo sister company impressive culture of client and firm best known for its corporate Lynk & Co. — PH talent loyalty. Not only that, the firm affairs and issues management work transformed from one that into one of the most creative full- Finalists specializes in earned media, then service PR agencies in continental owned and has now emerged as DIPLOMAT GROUP (SWEDEN/ Europe, developing integrated full-scale digital player. INDEPENDENT) campaigns for a wide range of Diplomat Group has a strong heritage corporate, public sector and In 2016 the agency became certified in public affairs—a critical part of the nonprofit clients. on Google, Facebook, HubSpot and Swedish PR business, due to a inbound marketing — and now After picking up a couple of SABRE highly-engaged citizenry—helping considers itself “probably the most Awards in 2016—for work on behalf clients understand the values, digital communications provider in of disruptive funeral home business attitudes and politics of Sweden’s our region.” Revenues jumped 40% to Fonus and veterinary care opinion leaders. But the group has $2.1m in 2016 with 15 people. Clients association Svensk Djursjukvård—the expanded in new directions recently. include Panasonic, Dell, Intel, NTT, firm has already earned three In2 The core Diplomat Communications Emirates, Philips (lighting), DNV GL, SABREs this year: a digital advertising maintains its public affairs focus, NEC, Icopal, SAP that were joined by

Agencies of the Year 70 new additions Microsoft, Dell EMC three times its size—has always Scandinavian Airlines, Fujitsu, (won repitch), Securitas, embraced its positioning as a Bausch+Lomb, Sandvik, Allianz, and Formuesforvaltning, Bosch Siemens, challenger brand initially within the T Rowe Price, joining an existing Viacom, Hello (telco), plus some financial communications space roster that includes Telia Company, highly recognized local brands. (from investor relations to IPOs and Air France, KLM, and Deutsche Asset other transactions to annual and Management. Country Manager of Emirates sustainability reporting) and more Norway, Terje Grue says “I have never Maintaining its tradition of recently in the broader media before had the pleasure of working innovation, the firm published a relations, public affairs and CSR with an agency of this caliber. Their white paper on social media in the space (via the 2015 acquisition of constant focus on their targets and healthcare sector, and handled consultancy Rewise)—and in the tasked duties, completed with high-profile campaigns for the healthcare arena, where the firm advisory and a full-fledged 360 Swedish Childhood Cancer bought Mix PR in 2012 and Heart degree angle to each step, leaves me Foundation (#SwabForLife) and three years later, and in early 2016 with a very high reassurance of their produced an award-winning annual hired former social affairs minister work.” report for The Swedish Red Cross. It Göran Hägglund as a senior advisor. also added talent, including Olle Founder Andreas Thue is the former Under the leadership of managing Axelsson, former communications managing director Nordics for Text partners Daniel Bergsten and Johan director at Coop, as senior advisor, 100 who manages alongside senior Molander, Narva remains one of the and Jimmy Larsson, former digital partner Tina Tharaldsen. — AaS fastest-growing in the Swedish specialist for SSU, the Swedish Social NARVA (SWEDEN/INDEPENDENT) market, with fee income up 10% in Democratic Youth League, to Narva—named after the Swedish constant currency terms to around strengthen its digital capabilities. army victory over a Russian force $6.6 million. The growth was — PH generated by new assignments from

Russia/CIS PR Consultancies of the Year Winner preparations to host its first-ever to the NRKK local agency ranking. World Cup. Much of its new work, furthermore, FLEISHMANHILLARD VANGUARD features an integrated PESO (OMNICOM GROUP) Key areas of growth included capability that includes marketing Launched as a joint venture between Russian-based MNCs such as and advertising work, showcased by FleishmanHillard and leading local Atomenergoprom, Megafon, strong work for InterRAO, MegaFon PR firm Vanguard in 2007, Ingosstrakh and Baltic Breweries, and — most notably — Avon’s breast FleishmanHillard Vanguard (in which with the firm also hiring international cancer crusade program. the Omnicom firm now owns a veteran Pavel Andreev to oversee the majority) remains one of the best PR practice. There was also significant Fadeeva’s own industry leadership, firms in Russia, with 120 people now new work with the Russian as head of AKOS (The Russian working across Moscow and Kiev Government, including efforts to Communications Consultancies under the leadership of general build closer links with NGOs, and Association) has also helped position director Elena Fadeeva. Last year, being selected agency of record for FleishmanHillard Vanguard as visible, furthermore, the firm undertook a the FIFA local organising committee progressive presence in the market, strategic review operations to help for the 2017 Confederations Cup and particularly through her efforts to identify where and how it would grow 2018 World Cup. And there was the establish a new ethics code for amid tough market conditions. The usual strong haul in terms of MNCs, country’s PR firms and in-house results of that process have been such as winning Avon, Samsung, communications operations in recent impressive, with FleishmanHillard P&G, Singapore Tourism Board, months. — AS Vanguard demonstrating its ability as Marriott and Viber. one of the firms that can successfully All of that added up to strong Finalists handle MNC and domestic clients, double-digit revenue growth, and BE-IT AGENCY (UKRAINE/ and also launching the FHV Sport FleishmanHillard Vanguard now INDEPENDENT) unit in cooperation with Omnicom operate as the largest international When its founders realized that sibling GMR to capitalise on Russia’s agency in Russia, the only one to business as usual isn’t going to cut it crack the country’s Top 10 according anymore, they broke ties with their

AGENCIES OF THE YEAR 71 legacy partner firms (including the market’s best firms under the a blue-chip client roster that features Russia’s PRP) to start the Be-It leadership of senior partner and Castorama, Chrysler/Fiat, Facebook, Agency with a vision to create a new director Michael Maslov. In particular Google, IHG, Megafon, Tetra-Pak, reality of sorts. That vision is the firm increased its new business Visa, WizzAir and Westinghouse. attracting attention, in 2016 Be-it win rate by 14%, securing clients And while PBN has built its Agency was joined by Republic, such as Samsung, Whirlpool and reputation on handling crises for BP Changers and Zeitgeist and Hyatt, which add to a roster that and Arcelor-Mittal, much of its recent transformed into Be-it Group that includes Skoda, Rolls-Royce, BMW growth comes from the consumer expanded its services and talent and P&G. and technology spheres, evidenced pool. Ketchum’s status as a hub for a by good work for Alcatel, Duracell Also in 2016, the firm grew by 107% 10-strong CIS affiliate network also and WhatsApp. The firm’s corporate to 60 employees because of existing gives it an edge over many firms, capabilities, meanwhile, retain a clients like Coca-Cola, MasterCard, helping it deliver a range of strong market-leading dimension, not least Sanofi, Microsoft, Avon, Philips, Sony, campaign, particularly in the because of a strong thought Mondelez, BASF, Continental — in consumer sphere. Eye-catching work leadership approach that spans addition to new clients like included Russia Is Škoda Country for white papers and events. — AS McDonald’s, Western NIS Enterprise Škoda Russia and “Feetnis” Is Fund, UNICEF, MSD, Renaissance Feminine for Adidas Russia, both of MIKHAILOV & PARTNERS Foundation founded by George which have been nominated for (INDEPENDENT) Soros, Danone, Danish Demining EMEA SABRE Awards — AS Founded in 1993, Mikhailov & Group/Danish Refugee Council, Partners was one of the first public Ronald McDonald House Charities. PBN H+K STRATEGIES (WPP) relations agencies in Russia and has San Francisco-based PBN was invited been a pioneer for more than two Already this year, the agency has by Mikhail Gorbachev to open an decades, initially in corporate spun off Be-it Health & Social Impact. office in Moscow, which it did in 1991. communications and reputation The biggest challenge facing the Over the next decade, the firm management, later in international agency is now aligning its growth established offices in the capitals of communications (working as an with its strategic goals. For instance, Ukraine, Kazakhstan, Moldova and affiliate of Burson-Marsteller), and the firm recently reorganized digital Latvia, focusing on the strategic end more recently in developing a more and creative services into a content of the business, with particular integrated approach, blending offline creation lab powered by a chief expertise in public affairs and and online strategies. The firm is content creation officer. The team government relations, crisis and headquartered in Moscow, has an also formalized its robust business issues management, and corporate office in St Petersburg, and a Kiev processes, from client development and financial communications. operation working with Ukrainian, to talent acquisition to quality Russian and global companies in Now more than 25-years-old in assurance. Ukraine and other key CIS markets. Russia, and owned by WPP under Notable work includes H+K Strategies, PBN continues to Last year was a challenging one in #CokeBottleStory campaign to create flourish in a difficult market under Russia, with public sector spending awareness about the 100th CEO Myron Wasylyk. There are 60 cuts and private companies reducing anniversary of the Coca-Cola bottle people working across wholly-owned their budgets, so fee income was flat with an integrated communications offices in Russia, Ukraine and (around $18 million). But there was campaign with a bent towards social Kazakhstan, driving impressive new business from FIFA 2018, legacy. President Natalya Popovych growth of 12% in 2016. While 40% of Huawei, Moesk, Lavazza, Bonduelle, leads with a team that includes the fee income derives from the firm’s X5 Retail Group, MTS, and Transoil, Kristina Nikolayeva, Natalya Olbert- corporate, public affairs and crisis which joined a client list that includes Sinko, Myroslava Gribova and Oksana practices, where it is a market leader, Tele 2, Inter RAO, Astana EXPO-2017, Sorzhulenko. — AaS recent years have brought diversified Aeroflot, Rosatom, Kaspresky Lab., Swatch Group, Rostelecom, Merrill KETCHUM (OMNICOM GROUP) growth into marketing and consumer PR, with clients such as P&G (Braun, Lynch. The firm has gained You could argue that difficult market Gillette and Venus), Bacardi and recognition for its communications conditions have affected Duracell now accounting for 25% of campaign for the launch of mobile international firms revenue. There was also new operator Tele2 in Moscow and has disproportionately in Russia, given business last year from Alcatel, been nominated for SABRE Awards their reliance on MNC business. Yet AirBnB, Dr. Reddy’s, Gilead, Janssen, for its work for the Central Bank of Ketchum retains its position as one of NCR, Qatar Airways and Uber, joining the Russian Federation on its All-

Agencies of the Year 72 Russian vote to choose the images team, which includes president director at Xerox Russia; and deputy for new banknotes. Alexey Yudin; CEO Svetlana Gorevaya, CEO Ellen Pinchuk, a former producer a veteran of branding and research and reporter for CTV Canada. — PH One key to the firm’s continued agencies and former marketing strength is the depth of its leadership

UK PR Consultancies of the Year Winner also grew rapidly in 2016. There was demonstrated a singular ability to new business last year from the evolve with the times. As comfortable H+K STRATEGIES (WPP) British Olympic Association, Campari, handing B2B tech PR as it is with Sometimes an agency’s surroundings Danone, Envision, GoDaddy, ICMM, straight consumer or C-suite can serve as a metaphor for its NCR, Nespresso, Rio Tinto, Rockwool corporate counsel, Brands2Life is performance, so it might be no and Westfield, along with expanded today bolstered by an an impressive coincidence that H+K Strategies has assignments for Adidas, Hitachi, digital capability and a staff culture undergone a visible renaissance since Shell, HSBC, Huawei and Intel. Much that remains one of the best in the moving in 2014 from a ramshackle of the new business, meanwhile, country, with founders Giles Fraser affair in Soho Square to handsome reflects an ability to build purpose and Sarah Scales bringing the kind of new offices in fashionable into a client’s creative positioning restless, slightly paranoid leadership Clerkenwell. Last year’s Pan-EMEA along with a insight-led approach that often characterises the better PR Consultancy of the Year has much to that has driven behavioural change consultancies. thank its London operation for, work for Duracell and Skipton among notably the shift to a more creative, Launched in 2000 and still fiercely others, and often utilises the content-led approach, led by a global independent, Brands2Life’s Sherlock+ digital platform to address creative hub that blends the momentum showed few signs of influencer marketing. generalist and specialist skills that slowing down in 2016, even if growth are required of the modern PR firm. The firm’s Huawei Honor work tapered off after four record-breaking Much of this is exemplified by the deserves special mention, securing a years to 1.2%, reaching £11.7m overhaul of the UK firm’s leadership big-budget global influencer thanks to work that is increasingly in recent years under CEO Richard assignment ahead of the company’s integrated, supported by sustained Millar, who is now supported by such advertising agencies, and moving up investment in digital/social, paid figures as global creative head Simon the value chain towards a clearer media and content development, Shaw, publishing/content lead Vikki brand-building role. There have also along with the firm’s first Chowney and behavioural lead Matt been standout campaigns for Team international office launch in San Battersby. A clear focus on such areas GB, HSBC, Westfield, and Hitachi, Francisco. reflecting a creative approach that as creativity (including a partnership Two-thirds of Brands2Life’s business has built a considerable level of with Hyper Island), behavioural still comes from the technology training and process around the 3P insights (a dedicated practice under sector, reflecting a mindset that has methodology, a simple formula that Battersby) and purpose-led helped the agency diversify and grow suggests that performance allied to marketing has paid off to rare effect, as technology becomes a critical purpose generates preference. driving growth of 17% at a component of every industry. In Indeed, that equation could serve as 300-person agency that must now be addition to a decent consumer shorthand for H+K London’s own bringing in fee income in excess of practice that features such clients as progress over the past few years. £25m. Gatwick Airport, Appletiser, Virgin — AS Always noted as one of the strongest Media and Match, there has also been expansion into property & consumer operation in the massive Finalists H+K universe, much of the firm’s construction, destinations & travel, growth has been driven by a BRANDS2LIFE (INDEPENDENT) industrials and professional services, considerably more rounded offering After three consecutive years as EMEA and recent wins have been as diverse than many of its rivals, often Technology Consultancy of the Year, as Carpetright, Rydon Homes & involving an ability to drive creative Brands2Life secured its status as one Tottenham Hotspur. Meanwhile, the work for B2B clients. The firm’s of the decade’s defining UK agencies group’s technology remains in fine largest sectors are financial/ by being named UK Consultancy of fettle, evidenced by new business professional services, technology and the Year in 2016, recognition of how from Dell, Experis and Emarsys, along energy/industrials, while healthcare the 130-person agency has with existing clients like Vmware,

AGENCIES OF THE YEAR 73 LinkedIn, Nikon, Gemalto, Intuit and now regularly develops high-quality in the publicly-owned agency world. USwitch. creative films. The firm’s healthcare There is an unlimited holiday policy, practice, meanwhile, has grown by for example, and a smart effort to The firm’s ability to back its vision over 30% in each of the past two boost social mobility by supporting with investment continues to give it years and now numbers more than new interns with London’s soaring an edge over rivals, illustrated best 50 people, driving strong client housing costs. Unsurprisingly, those by a string of senior hires in the growth from such companies as measures have helped to boost digital and content space, notably Pfizer, Bayer, Gilead Almirall and retention and diversity, while head of digital Alan Parker from Intuitive into multiple European providing a measurable uplift to MullenLowe. That also pays off in the markets. And Cohn & Wolfe’s Golin’s employer brand, a critical work Brands2Life does, which has corporate capabilities see it handle asset among today’s millennial has always demonstrated a creative lead strategic duties for such clients market. verve in a market that sets the bar as Barclays and other brands. high. Last year, that included the All of that hard work continues to pay #AccountsDone campaign for Intuit There has also been a sustained off via the business performance, QuickBooks, which stretched beyond effort to bring a more strategic focus where Golin secured major new the bounds of traditional PR by to Cohn & Wolfe’s efforts, resulting in business from Adobe, Pepsico, including Brands2Life’s first ever a new planning methodology that is Danone, Premier Inn and XPO mainstream TV ad, generating the being rolled out to other global Logistics, along with double-digit client’s best sales week ever. There markets. That approach, along with a revenue growth from its top five are also EMEA SABRE nominations for digital operation this has grown clients, including Unilever, Oracle, Bouncingham Castle for King; Better impressively under Kate Joynes- Cadbury and Npower. There is far Family Life Index for uSwitch; along Burgess, helped deliver some more pure digital work too, such as with an In2SABRE Awards for Arup standout campaigns over the past 12 handling user-experience, front-end (Best Use of LinkedIn). — AS months. These included the Nokia development and social/content for a 3310 relaunch; the Barclaycard Pay at range of Unilever brands, best COHN & WOLFE (WPP) Pump solution; and Bayer’s demonstrated by the firm’s work on When Scott Wilson took charge of ‘Manversation’ about prostate Persil’s ‘Messy Adventures’ campaign, Cohn & Wolfe in 2010, the agency was cancer. — AS and bolstered by a number of senior not exactly in the prime of its life, hires across creative, planning and having shrunk to 43 people after GOLIN (INTERPUBLIC GROUP) digital. losing a number of key clients. Since Firmly established as one of this era’s then, though, Wilson has overseen a iconic UK PR firms — after It may be too early for the impact of increasingly high-profile revival, with consecutive UK Consultancy of the the 2016 acquisition of creative shop double-digit growth for six Year honours in 2013 and 2014 — Brooklyn Brothers to be seen in consecutive years leading up to an Golin’s London office now resembles Golin’s output, but there were still 18% revenue increase in 2016. All a high-performance Formula One car, plenty of campaign highlights. The told, the firm has doubled in size over with momentum assured after a firm’s Milk Tray Man campaign for the past five years, and now numbers seamless leadership transition that Cadbury has put PR in the lead role more than 150 people in the UK, put Bibi Hilton in charge two years and notched a SABRE nomination, as possessing both breadth (across ago. 2016 brought another year of has its ‘Thinking Outside the consumer, healthcare and corporate/ double-digit growth, with Golin’s Lunchbox’ effort for Flora. And there PA) and depth, via its vastly improved 150-strong team combining serious was also notable work for Sainsbury’s digital, content and creative consumer and corporate heft with (‘Vegetable Butcher’); Worldpay; and marketing capabilities. some excellent digital and social Danone Yogurts. — AS media capabilities. The consumer practice (up another MHP COMMUNICATIONS (ENGINE 12% last year under the leadership of Not only Hilton continued to drive GROUP) MD Rebecca Grant and new stellar business performance, but she Formed in 2010, MHP has carved its consumer MD appointment Tom has also ushered in a new brand of niche creating and implementing Malcolm) continues to catch the eye, leadership to Golin UK, focusing in large scale, integrated winning impressive new business particular on on such areas as gender communications programmes for from a number of clients including Air equality, shared parental leave and organisations operating in complex New Zealand, HMD (Nokia), Hotels. flexible working — to the extent that and regulated environments — com, Sky, Campari, Kia, Maserati and the firm’s progressive internal culture mirrored in its specialist practices the National Nuclear Lab — bolstered now provides a distinct competitive by a digital content capability that edge, something that remains a rarity

Agencies of the Year 74 consumer, financial, health and and AIM). The firm’s health team is Adobe, Saga, Cobham plc, British corporate PR and public affairs. involved in tackling the UK’s biggest Business Bank, Bupa, Forestry killers and long term conditions: Commission, MQ mental health, The work ranges from launching new cancer stroke, cardiovascular Luceco that join existing clients products for Unilever to helping disease, diabetes, MS, American Express, EDF Energy, NHS TalkTalk celebrate the Oscars, ophthalmology and mental health, Blood and Transplant, Bayer, Zurich, amplifying L’Oréal’s CSR programme while the corporate team boasts six Kimberly-Clark, Huawei and Arla, across national press, providing PR ex-journalists and five councillors among others. The firm has offices support in the build up to Luceco’s and party activists. The firm lobbied across the United Kingdom with a IPO, or lobbying on behalf of Roche. on behalf of EDF Energy, which saw presence also in Sydney, Frankfurt, But the firm’s common denominator Hinkley Point approved after 10 Hong Kong and Singapore. CEO Alex is focusing on the business outcomes years; and separately, gained the Bigg joined the firm in 2016 and, of its work. And, of course, its Missing support of the public and before that, was GM of Edelman UK & Type campaign for the NHS swept the governments to aim to achieve 25% Ireland. — AaS board at numerous awards shows, five-year survival rates for lung including the SABRE Awards. cancer by 2025. The team has advised on over 10 IPOs Fee income is up 17% to £19.3m in the past two years (main market fueled by new wins L’Oréal, Talk Talk,

Consumer PR Consultancies of the Year Winner the commercial performance should learning and cultural component. be overlooked, of course. In 2016, the — AS W (UK/INDEPENDENT) firm continued its stellar new In a market that often appears to business record, adding major Finalists prize creativity above all else, former assignments from Major League Freuds executive Warren Johnson has ACHTUNG! (GERMANY/ Baseball, Carabao, Laurent Perrier, stolen a march on many of his INDEPENDENT) WeWork, Shortlist Media, AB Foods, consumer rivals by demonstrating Last year’s DACH Consultancy of the Argos, Camden Town Brewery, the kind of hard-nosed business Year, achtung! enjoyed another Cancer Research UK and acumen that has led his firm to £5.8m strong year in 2016, with fee income MoneySuperMarket to a client roster in eight years, expanding by an up 6% to around €15 million, and a that already features Unilever (Lynx, eye-catching 44% in 2016 alone. team of 180 across offices in PG Tips, Ben & Jerry’s and Marmite), Increasingly acquisitive after buying Hamburg and Munich. That’s enough Levi’s, Evening Standard, Princess two small UK shops, it is tempting to to cement the firm’s place in Yachts, V Festival and Kopparberg. think that W is just about the money Germany’s top 10 according to the — which would be unfair, given the Johnson has styled himself as one of definitive Pfeffers PR Ranking, and firm’s ability to deliver creative work the more outspoken figures in enough to find itself just outside the that is as good as anything on the London’s agency scene, but the show 100 largest PR firms in the world market, including some strong digital features a cast of talented actors at based on our own Global 250. W, including MD Richard Tompkins; and influencer marketing activity and In Germany, as in other markets, the deputy MD Sophie Raine; strategy a nascent ability to blend consumer disruptive potential of social media head Adam Leigh; head of media and marketing with corporate and the newfound interest in corporate Becky Charles. And W positioning. engaging consumers rather than continues to showcase a contrarian For example, an ice-cream-powered bombarding them with advertising approach to much of its activity, direct-action campaign for Ben & has created an opportunity for public particularly when it comes to Jerry’s persuaded more than 5,000 relations firms to expand their role. investing in its own ventures — there voters join the electoral roll in time But in Germany, as in other markets, is a BrandLab that asks staff to think for the London Mayoral election, many marketing executives don’t like stakeholders, along with the while a Lynx effort took suicide from believe PR agencies are fully development of products and taboo to national talking point. There equipped to take advantage of that ventures in spirits and retail. All of were also comedy brand films for opportunity. Over the past three which has helped fuel a progressive tech brand Relish, and the Millennials years, achtung! has been actively staff culture that includes a strong First campaign for Marmite. Not that working to persuade them that it can,

AGENCIES OF THE YEAR 75 undergoing a transformation of its teams to immerse themselves in Virgin Active, Airbnb, Adidas, HTC, own that include the establishment retail environments, like working the American Express and Accor Hotels. of an offer it calls The Lab, brining shop floor to understand clients’ Last year, the group’s new business together art directors, copywriters, challenges. haul reflected a successful effort to editors, community managers, video diversify into such areas as food & The 45-person firm continues to specialists, SEO managers, content beverage and travel & tourism, produce solid work for clients marketers, and others to supplement including brands like Accor Hotels, including PepsiCo, Premier Foods, more traditional PR resources. Center Parcs, Beefeater, Mr Black, Ferrero, Oxo, Absolut, Hovis, MEATliquor, Deliveroo, Whole Earth, Founder Mirko Kaminski has been Mattessons, Mr Kipling, Walkers, MOMA Foods, the IMG sports bringing in new creative talent, and Happy Eggs and GSK. portfolio, Merlin Group, Everyman the firm has been producing some 30% of its clients have been with the Cinemas, Universal Home exceptional creative work. For firm for nine+ years, and four for 14+ Entertainment, HTC Vive, Sega, computer company Acer, the firm years. Notable work includes that for Square Enix and Anyvan. created an unprecedented Morrisons ‘Daddy of All Steaks’ in experience for journalists and Both Carr and Gordon-Macintosh which PR was the only driver for its influencers, who were summoned to continue to manage the growth well, Father’s Day “Tomahawk Steak” Berlin and Munich for launch events alongside Adrian Chitty (client service campaign (so called because of the and found themselves instead in a director) and creative head Gavin steak’s axe shape and 6 times heavier bunker, presented with a scenario Lewis, focusing on ‘fame, fortune and weight than normal steaks), which involving a hacker and the challenge fun’ in a bid to keep staff and clients led to the meat being sold-out on day of cracking a code using Acer devices happy. Unsurprisingly, there has one of the campaign. To launch new in order to “escape.” For eBay, the been continued expansion in the Kinder Joy chocolate eggs for Easter, firm recreated the Rockefeller Center senior ranks, with new director-level the team brought its ‘Joy’ Christmas tree experience in the hires in Seb Dilleyston and Anna proposition to life through in-store’ small Thuringian village of Crawinkel. Terrell. Easter Egg Hunts’ for retailers’ And for German television stations customers. What really sets Hope & Glory apart, RTL II and FOX, achtung! created an though, is the mentality that the firm interactive Facebook live game to Management includes MD Ruth is only as good as its last campaign. generate excitement for the new Allchurch, board director Rikki Weir, And its work continues to wow award season of The Walking Dead. — PH alongside several directors, including juries, with an improved influencer a newly created position of HR capability driving digital work for CIRKLE (UK/INDEPENDENT) director. — AaS For nearly two decades, Cirkle has adidas, Virgin Active and STRIPPD built a reputation as an award- HOPE & GLORY (UK/INDEPENDENT) Nutrition. There were 25 campaign winning consumer shop that also Now five years old, Hope & Glory has awards in 2016, with another rich takes culture seriously while also established itself as the dominant crop of campaigns, including refining its approach to player in London’s fiercely standout work for Adidas Women communications. The firm’s current competitive consumer PR market, (‘Workout Series’ and the PureBoostX positioning — ‘Influence in the churning out award-winning launch), Virgin Active (‘We’ve Got A Round’ — touts its unique 50/50 campaigns like a mainstream pop Workout For That’), Barclays trade/consumer service offering. band that cannot help but reach (‘Visualising The Voice’ and ‘Creating number one with each of its new a Springboard onto the Mortgage Growth was solid in 2016 — 8% to releases. Leadership duo Jo Carr and Ladder’), Meantime Brewing (‘Make £4m fee income. But the year also James Gordon-Macintosh combine Time for it’), Ikea (‘The Dining Club’), included several milestones like substance and style to notable effect, alongside some delirious stunts that winning the Morrisons account; being with the firm’s remarkable growth included a DNA-ale, a campaign to crowned the Drum’s ‘PR Consultancy rate showing little sign of slowing pimp people’s beards and — of the Year’; achieving 28 awards/ down — up another 37% in 2016 to obviously, I guess — a Beyonce nominations and being named one of £4.6m. Hope & Glory now employs 58 sculpture made of Brie. — AS the ‘best places to work’ by The Sun. staffers, working across an eye- The firm also recently invested in MISCHIEF (UK/ENGINE GROUP) catching roster that continues to ‘Discovery Insight’ personality Once best-known for founder Mitchell feature Ikea, O2, Sony, Barclays, profiling for clients to optimise self Kaye who departed the firm in 2013, awareness and team dynamics. Mischief today cuts a very different Perhaps uniquely, Cirkle also created figure from the firm that launched a an internal working group for trade decade ago. That it has succeeded to

Agencies of the Year 76 such an extent is as much down to Vodafone, The FA, Dulux, Cuprinol, Cinemas. Much of that work reflects Kaye’s legacy as it is to the CEO he Odeon, Alton Towers, BAE Systems the development of a new ‘SOUL’ recruited to succeed him, Frankie and Ella’s Kitchen. planning methodology, which blends Cory. Supported by planning director shared, owned and unpaid media, Fee income reached £5.2m in 2016, Gemma Moroney and creative head and has since been adopted across and the firm now employs 70 staffers Damon Statt, Cory’s Mischief has the Engine Group. in London. The creative work remains achieved that rare feat, surviving the in fine fettle, illustrated by SABRE Meanwhile, the agency’s cultural loss of an iconic founder to re-emerge nominations for ‘Joy of Sticks’ with focus also deserves special as an agency capable of winning the the National Trust; ‘Veg For Victory’ mention— there is considerable biggest briefs in town. That much with Ella’s Kitchen; ‘Socks Trust’ for effort to build a strong, inclusive was amply demonstrated in 2016, Dogs Trust; ‘Every Gamer’s workplace, including a new coaching when Mischief won a string of big Adventure’ for The FA; ‘Kids’ tool that focuses on life goals as well assignments, including Asda, Cunard, Bedrooms: A Room With Their Point as work goals, and encourages Doddle, Sport England’s This Girl of View’ for Dulux; and ‘The Oscar staffers to develop their ‘side hustles’. Can, and the Home Office, adding to Goes To...LEODEON’ for Odeon — AS an existing client roster that features

EMEA Corporate PR Consultancies of the Year Winner the firm’s global growth, which Finalists included an 18% uptick in INSTINCTIF PARTNERS (VITRUVIAN) FARNER (DACH/INDEPENDENT) Continental Europe. Unsurprisingly, Three years after rebranding and Farner, celebrating its 65th year in given its own positioning, Instinctif repositioning as a international 2016, has been the Swiss market has carved out a credible niche business communications leader in corporate and public affairs working for challenger brands, consultancy, Instinctif Partners is for as long as anyone can remember, including Purple Bricks, World First, effectively unrecognisable from the offering clients expertise in campaign Secret Sales, graze.com and Made. firm once known as College Hill. That management for business and com. There was also new business is probably for the best, because politics, crisis and issues last year from Majestic Wines, Biffa, Instinctif today is a multi-specialist management, and financial UK Power Networks, Redrow, consultancy with significant depth in communications, working with University of Portsmouth, Shepherd capital markets, corporate and public clients across the financial services, Neame and Eve Mattresses, joining policy, bolstered by considerable pharmaceutical, energy, technology an existing roster that already breadth across content, creative, and public health sectors. But in features eBay, Jupiter Asset research and insights. And much of recent years its dramatic growth has Management, AGCO, Thomson the firm’s work involves multiple been fueled by diversification: Farner Reuters, Aviva and Cushman and practice areas, reflecting an can now offer fully integrated Wakefield. interconnected approach that now campaigns including content accounts for 29% of its revenue, up Meanwhile, the best of the firm’s creation, community management, from 19% in 2015. work demonstrates its approach to real-time marketing and video disrupting the traditional corporate storytelling. Aiding that approach are internal PR template. For its largest client initiatives which celebrate The firm’s integrated capabilities eBay, that involves re-engaging the collaboration, part of a substantial were further strengthened in 2016 company’s global community around cultural effort which saw the firm’s with the acquisition of brand a new global mission. For Aviva, that 386 employees co-create a new set of marketing specialist YJOO, means work to establish its brand values. Staff retention and client Switzerland’s third largest PR firm, with multiple customer retention have both improved which brought with it clients such as demographics And for graze, made. considerably, and these days Coop, McDonald’s, Nespresso, SBB, com, Purple Bricks and Eve Instinctif looks like an agency that IWC, the Federal Office for Public Mattresses, that featured a range of takes its internal outcomes as Health, and OpenAir St Gallen as well communications strategies that seriously as its external results. as senior executives Martin Zahner improved the bottomline. — AS (YJOOs’ founder, who serves as vice Those results remain in very good chairman) and Nina Krucker, who shape, with revenues up slightly to now serves as head of brand £34m, with the UK driving much of

AGENCIES OF THE YEAR 77 communication. That deal firm is also increasingly international, Standout work includes the mobile- contributed to another year of with offices in the Middle East, Africa, led #BeAMaker work for Lipton’s spectacular growth: fee income was the US and, most recently, Singapore, Unilever to showcase that 100% of its up by more than 30% to around $24 adding up to 210 staffers across the tea bags are Rainforest Alliance million, and headcount has increased globe. Around 180 of those are based certified and to drive preference from 60 to 140 in the past four years. at Portland’s London office (the only among Millennials. The work Omnicom operation to defiantly delivered 91% viewability (against an The firm has expanded its maintain its own premises) and much industry standard of 66%) and an international client portfolio with of last year’s growth came from engagement rate of 28%. Roche, Johnsen & Johnsen, Philipp existing clients such as Pfizer, Morris, Trafigura, Swisscom, Growth remained steady at £4.2m Barclays and Heathrow — with McDonald’s, Nespresso, IWC and with 45 employees. The management Portland making particular inroads Coop, while the firm continues to team includes Nicky Young, group beyond its corporate base into such work with Swiss clients including MD; Marianne Blamire, MD of areas as content and digital. Schweizerische Mobiliar, Singapore; Caroline Taylor, consumer swisselectric, Swissport, as well as Much of the firm’s work, meanwhile, division director; alongside co- numerous regional and has genuinely moved the needle for founders Richard Cox and Andy Last governmental agencies. New clients its clients, reflecting its view that who started the firm in 2000. — AaS in 2016 included TGV Lyria, TCS, reputation management requires an Janssen-Cilag, KSB, Coca-Cola integration of public affairs and SEVEN HILLS (UK/INDEPENDENT) Beverages and Johnson & Johnson. corporate comms, in recognition of Michael Hayman and Nick Giles have Interesting work included creating an how regulatory debate and scrutiny always cut a slightly different figure online community for diabetes has moved beyond Westminster onto to their market peers since they patients on behalf of Roche, the High Street. Founder Tim Allan launched Seven Hills in 2009, along developing an integrated road safety oversees a deep leadership team that the way becoming a perennial campaign for Touring Club de Suisse, includes former Sun political editor presence on this list and winning supporting high-profile neuroscience George Pascoe-Watson; ex-Downing Global Agency of the Year honours in conference The Brain Forum, Street advisor Steve Morris; and Tony 2014. The duo have been avid launching a CSR initiative for Blair’s former communications creators of content, developing an insurance provider Schweizerische director Alastair Campbell. Allan likes events and campaign mentality that Mobiliar, and launching its own to say that public relations is a has seen them develop their IssueManager, a web-based “British success story”. His own firm intellectual property in a bid to application for automated issue continues to provide plenty of showcase their thought leadership monitoring.— PH evidence of that. — AS and connectivity credentials to clients. It is an approach that has PORTLAND COMMUNICATIONS (UK/ SALT (UK/INDEPENDENT) paid off handsomely, with Seven Hills OMNICOM) Salt is among the few PR firms to growing 7% in 2016 to £4.2m. Best Typically viewed as one of the UK’s identify as a B Corporation — an known for its focus on the defining public affairs firms, Portland accreditation for companies entrepreneurial economy, Seven Hills has broadened its capabilities committed to transforming society has honed its positioning to focus on considerably to cover the full range of for good through business. Salt does ‘change makers and future corporate communications in recent this, in part, through its ‘social industries’, effectively representing a years, with the moves paying off to missions’ concept focused on how bet on whether traditional business such an extent that it has grown companies can drive business growth will be disrupted by companies that remarkably over the past three years, through social impact. are on a mission. to around £29m in global fee income Salt also works on brand storytelling Clearly, Hayman and Giles believe it after another healthy double-digit through digital influencers; creating will be, hence last year’s publication upturn in 2016. thought leadership platforms; and of its own book “Mission: How the These days, furthermore, Portland’s engaging employees and building best in business break through”, growth comes from a variety of employer brands. It deploys this along with founding organisations sources rather than just its lobbying thinking for clients like Unilever, such as StartUp Britain, the MADE skills, including C-suite corporate ManpowerGroup, Givaudan, Lifebuoy, Festival and Pitch at the Palace. A advice to such companies as Andrex, William Grant & Sons, Lipton, clear focus on the London’s emerging Barclays, Nestle, Pfizer, Apple, Kleenex (new), Axe/Lynx (new), Roche tech scene has served Seven Hills McDonald’s, Diageo, Uber, (new), Maersk (new), Ferrero (new) well, including such names as Level AkzoNobel, O2 and Motorola. The and Monkey Shoulder (new). 39, Tech Advocates, Rocketspace,

Agencies of the Year 78 Leapfrog and numerous unicorns. strategy to bring key disruptive rather than retainers. There has been There is also weighty CEO counsel for players together in order to build some standout work for Grant the likes of Ella’s Kitchen, Brewdog communities around strong ideas. Thornton and Mischon de Reya, and Cobra, along with more further solidifying the notion that And Seven Hills brings a similarly traditional work for such events as Seven Hills has identified something disruptive mindset to its own service Adweek Europe and One Young World unique in its corporate positioning. model, often focusing on sprint goals — but all of it demonstrates a clear — AS over 30, 60 and 90 days, and projects

EMEA Creative PR Consultancies of the Year Winner grown by 35% over the past five years Environment; from a marketing (12% last year), with the UK doubling initiative for fastener supplier ESSVE COHN & WOLFE (WPP) in size over the past five years. — PH that resulted in a sales increase of The past couple of years have seen 800 percent during the campaign Cohn & Wolfe bring its “Dig Deeper Finalists period, to youth outreach on behalf Imagine More” mantra to life in ways of the Norwegian national drug that emphasize just how different the NUCLEUS (NORWAY/INDEPENDENT) helpline, RUStelefonen that resulted firm is today compared to five years It seems like every year a new Nordic in 25,000 app downloads. — PH ago, and compared to most of its agency shows up on the international peers. The most interesting awards circuit, producing eye- PRIME (SWEDEN/WEBER development is an effort to go catching work that expands the SHANDWICK) beyond “integration” to use the full boundaries of public relations. This Two years have now passed since range of paid, earned, shared and year’s most exciting newcomer is Weber Shandwick acquired Swedish owned channels in order to create an Norway’s Nucleus, which promises powerhouse Prime (last year’s Nordic “immersive brand experience.” That on its website to balance “thorough Consultancy of the Year), and it is means using new tools like virtual communication strategies and crazy becoming increasingly clear that the reality to add a new element to ideas,” and delivers on that with its deal has been a win-win. The global experiential marketing. The digital work. agency has benefited from Prime team in EMEA has expanded from 23 Fee income for 2016 was a little more talent (particularly with the to 56 over the past two years, with than €3 million, up by 27 percent over appointment of Tom Beckman as capabilities in social analytics, last year, and Nucleus now employs a chair of the firm’s global creative community management, influencer team of 26. It was a bumper year for collective), its expertise in analytics marketing, film production, paid new business, with assignments from and evaluation (the Swedish firm’s media, and mobile. Sony Electronics, Berry Alloc, United Minds unit offers digital Highlights include the firm’s work for Kavlifondet, MatPrat, Mintra Group, audits, influencer and opportunity Barclaycard, using contactless Friday Networks, Match.com, Kantar mapping, and innovation consulting technology to create self-serve beer TNS, Fredrikstad Næringsforening, services), while Prime has seen its pumps in a pub during the Christmas Kunnskapsforlaget, growth boosted by collaboration with party season, generating a global Svinesundkomiteen, Godt Vann other Weber Shandwick offices and reach of 1.7 billion; the UK-based Drammensregionen, and Brynild services—the firm was one of several “manversation” campaign to Gruppen, while the firm continues to Weber Shandwick operations to encourage conversations about work for Byggmakker, City of Oslo, achieve double-digit growth last year. prostate cancer for Bayer; a German Electrolux, Hennig-Olsen Is (ice- Most important, Prime has been able campaign for ellaOne to destigmatize cream), and Statnett SF. to see its big creative ideas play out the “morning after pill”; work for the The firm earned four nominations in on a more global stage. Among the Swedish Tourist Association this year’s EMEA SABRE competition, highlights are assignments for FEVE, promoting a phone line that would showing the full range of its creative the European glass packaging be answered by random citizens, an capabilities, from its work for industry association, driving by idea that earned a shout-out from building supply chain Byggmaker, online video and social media; for President Obama; and creating social introducing a new business strategy McDonald’s, introducing a new and digital media content to support and brand positioning to key internal gourmet burger by offering table the launch of a new Maserati SUV. stakeholders, to a stakeholder and reservations at the chain for the first As a result, the growth story is issues management campaign for the time; and for hygiene and forest impressive: across EMEA, the firm has City of Oslo’s Agency for Urban products company SCA, generating

AGENCIES OF THE YEAR 79 awareness for the brand among declining clients as it is winning numbers: Unity specializes in restaurant owners by showing how bigger briefs such as Monarch creativity with a purpose and a different color schemes could affect Airlines, Justgiving, William Grant, process. Its mission is “to increase the guest experience. Cartoon Network, ITV and Trainline. human happiness,” which might sound like a lofty (even pretentious) Prime also added talent, brining on The work benefits from Sharp’s own goal for a PR firm, if founders Gerry board David Orlic, who has served as strategic and creative savvy, Hopkinson and Nik Govier did not a senior advisor to companies like supported by planning lead Elly clearly believe it so strongly and IKEA and Electrolux, as deputy CEO Kestenbaum. Standout campaigns bring it to life in both the agency and head of innovation, and Petter included Trainline’s ‘Magic of Mobile culture and the work. And all of the Lublin, who has worked extensively Tickets’, a content-led campaign that big ideas are driven by a suite of with Unilever, as creative director. drove a remarkable sales uplift; along strategic tools such as Brandcestry, a Prime was named to the 2016 and with typically strong entertainment brand planning process that draws 2017 list of Contagious Pioneers and work such as launching season two on clients’ heritage, and CommUnity, continued to rack up recognition for of Thunderbirds via ‘Thundercabs’ in an approach for planning and its work, from Cannes Lions to Global London; and ‘The (Rust) Bucket List launching CSR strategy. SABRE Awards. — PH for Ben 10’. The firm has also developed a unique ‘launchpad’ With a team of 30, Unity remains a TIN MAN (UK/INDEPENDENT) offering that has delivered more than boutique firm, but its client list is Launched in 2013 with backing from £200k from startups and has won a impressive (despite the departure of another creative hotshop in Unity, slew of campaign awards in the UK. Marks & Spencer in 2016). New Mandy Sharp’s Tin Man differs from — AS additions included Coca Cola, Epson, other boutique firms by bringing a Facebook’s Oculus, Sky, Zumba, ADT, considerably stronger focus on UNITY (UK/INDEPENDENT) and Petcurean, which join a roster planning and creativity, along with a The sheer volume awards is almost that includes Direct Line, Butlins, level of business savvy that has seen certainly what strikes more Unity Disney, Lego, and Universal. it achieve profitability since year one. observers as most remarkable. The Impressive work in 2016 included a As the name suggests, the firm’s UK firm ranked number one in our series of initiatives for Direct Line’s positioning revolves around creating Global Creative Index weighted by #directfix brand positioning (turning ‘campaigns with heart’, and the headcount, making it pound-for- around one of England’s worst soccer volume and variety of its award pound the world’s most creative PR teams, reaching out to the thousands nominations and wins over the past firm for the second year in a row. Last of Brits who hate Christmas), and couple of years suggests that it has year’s haul included one Global helping to raise Christmas funds for been able to bring a level of SABRE, four EMEA region SABREs, charity Action Aid, which works with emotional resonance that many PR and six In2 SABREs, which recognize the poorest women and girls in the firms would struggle to match. That excellence in insight and innovation. world to change their lives for good. may also be because Tin Man has The latter wins point to something — PH always been just as comfortable that’s even more impressive than the

EMEA Digital PR Consultancies of the Year Winner themselves towards such areas as cycling safety effort; Tele2’s ‘Settle influencer engagement, search, video For More’ in Sweden; ‘Jacks150 EDELMAN (DJE HOLDINGS) content and paid media. That makes Barrel Hunt’ for Jack Daniel’s in Edelman’s digital capabilities have sense, as does a focus on integrating Spain; the Grohe ‘Senses’ content always been a notch above most of digital across the agency’s European series in Germany; and a string of UK their rivals, the consequence of a operations, rather than operating it campaigns including Xbox’s Halo pioneering approach that saw it as a separate silo. Wars 2, Janssen’s ‘Make Blood Cancer invest heavily in social media and Visible’ and global engagement for community building well ahead of Much of the firm’s best digital work, what3words. the curve. In the decade since, much meanwhile, reflects both the of that works has migrated in-house, integrated mindset and the blend of And while Edelman’s growth dipped so Edelman’s digital capabilities capabilities, often brought to life by across Europe, digital proved to be a — which account for around 20% of its Swedish Deportivo unit. Notable bright spot, driving expansion in the global revenue — are reorienting campaigns included the ‘Give a Beep’ UK, Germany (+20%), France, Italy

AGENCIES OF THE YEAR 80 (+20%) and Spain. There were three Gillette. Underpinning this is a TVC GROUP (UK/ECONOMIST senior digital hires in the UK — Toby methodology that combines GROUP) Gunton arriving from OMD as GM, resonance and relevance (along with TVC Group has a relatively unique Tristan Sanders named head of paid amplification) to drive reach, ownership status since being performance overseeing paid media helping Ketchum prevail in the acquired by the Economist Group in across search, social and ongoing battle with media agencies 2012. This move has certainly partnerships, and Matt Cannington for digital media budgets. — AS reinforced the 19-year-old agency as transferring from New York to a group of 51 media relations experts, MATRIOCHKA INFLUENCES (FRANCE/ become head of social. In addition, broadcast specialists, experienced INDEPENDENT) the firm’s Edelman Intelligence unit producers and editors, from an grew 24% across the region, giving Formed in mid-2014, Matriochka eclectic mix of backgrounds. The clients plenty of realtime social Influences has rapidly marked itself team works across offices in Camden intelligence. — AS out as one of the brightest public and New York. relations firms in France, almost TVC Group grounds itself in five Finalists doubling fee income last year to €2.7m. The firm is led by two values — curious, smart, vibrant, KETCHUM (OMNICOM GROUP) founding partners Elodie ambitious, collaborative — that are Despite possessing one of the largest Monchicourt and Charlie demonstrated through things like the agency networks in EMEA, Ketchum’s Trouillebout, both of whom hail from Curious Fund that gives employees a digital capabilities have not always market leader Elan. Indeed, chance to get funding to chase their punched at the same weight as its Monchicourt co-founded Elan and aspirations and other rewards for overall operations. That charge is brings 15 years of experience, while things like collaboration. These unlikely to hold weight for much Trouillebout is a digital specialist. values underpin work for clients like longer, given the expansion in both Together, the duo aims to integrate Jaguar Land Rover; Peninsula Hotels; the breadth and depth of the traditional communications with easyJet; Eurostar; King.com; Bacardi Omnicom PR network’s digital efforts more modern influencer techniques, Group; Red Bull; Royal Voluntary in recent years. The firm’s Storyworks resulting in an approach that counts Service; Virgin; Ralph Lauren; and unit in London delivers realtime as relatively disruptive not just in OTIS (new); Cartier (new); IWC (new); content marketing as sophisticated France, but in the broader region too, Conrad (new); Crohn’s & Colitis (new) as anything in the market and, under particularly when you consider that and Swarovski (new). For instance, its digital director Kate Matlock. The much of its digital work is focused on integrated work for MIB focuses on firm’s sports and entertainment the lifestyle and luxury sectors. changing the behaviour of 18-to-35- practice has also emerged since year-old males, as well as boosting launching in London in 2014, Now numbering 20 staff, Matriochka’s engagement with the police. Making developing a strong influencer services span influencer relations, the conversation about safety and marketing capability that sensibly brand content, social media protection, the team encouraged considers the full spectrum of management, digital marketing and people to think beyond car insurance opinion leaders, rather than focusing branding, for a blue-chip client list and understand the consequences of purely on YouTubers. Ketchum has that includes Instagram, Guerlain, driving without insurance with a bold also developed partnerships with Chanel, Johnson&Johnson Beauty, film, “Gone in Seconds” that has specific influencer tools after Lancôme, Just Eat, Orangina Suntory, 860,000+ views on YouTube and reviewing the market, helping it to Voyages SNCF, Transavia and Volvo. A another 160,000 on a dedicated develop some impressive work for new realtime newsjacking strategy microsite. Nikon (moving buyers from has helped many of these brands While fee income dipped slightly to awareness to consideration) and deliver eye-catching work, including £8.2m, the team expanded under the Booking.com (a 20-market, tool- a campaign to recreate brand love leadership of group MD James Myers. agnostic campaign rollout). among millennials for SNCF’s TGV; video content to promote Carte The firm also deserves some In the healthcare space, meanwhile, Noire’s coffee capsule collection; and recognition for DNA, its content Ketchum’s digital capabilities have a secret Facebook group for Philip hosting and distribution solution also shone, training Pfizer in social Morris’ latest cigarette launch. — AS which was upgraded in 2016 to media and creating the Miles for include more than 36,000 Haemophilia and F2 Freestylers broadcasters, journalists, web editors campaigns. In eSports, meanwhile, and bloggers from around the world. the firm has established a strong — AaS influencer positioning on behalf of

Agencies of the Year 81 WEBER SHANDWICK (INTERPUBLIC come up with big, insight-led ideas most promising growth markets of GROUP) for top-tier clients. the next few years. Weber Shandwick has been The firm continued to bring in diverse Among the highlights are In2 SABRE innovating faster and more talent like Hugh Baillie, an ad winning campaigns such as the aggressively than its competition, industry veteran who was named #BrutalCut campaign against female adding new capabilities from data head of client service, engagement genital mutilation for ActionAid UK; and analytics to content creation. Its disciplines; executive VP of analytics #ParallelBarking, a viral online video Creation unit has changed the game Alex Vass, who joined from sister featuring dog parking the new in terms of multimedia content and agency Mediabrands; Indy Selvarajah, Vauxhall Crosa; and the agency’s own its acquisition of Sweden’s Prime a new creative director whose activity during Social Media Week gave it management consulting résumé includes creating a comedy London. The firm also hit the mark credentials as well as leading-edge show for Channel 4; and David Orlic, with creative assignments for FEVE, creativity. The latest investment is who has served as a senior advisor to the European glass packaging the firm’s “engagement engine,” companies like IKEA and Electrolux, industry association, driven by online which brings together analytics, as deputy CEO and head of video and social media; and Sonos, creative, strategy, production and innovation at Prime. And the which conducted a social experiment integrated media capabilities to acquisition of mobile specialist to demonstrate how listening to Flipside gave Weber Shandwick a music at home could change the way leadership position in one of the families interact. — PH

EMEA Financial Consultancies of the Year Winner communications for Daimler-Benz/ companies overseas. Now worth DaimlerChrysler) and Roland Klein around €16m after growing 6% in CNC (MSLGROUP) (Ericsson)—have experience on the 2016 despite tough economic It was a record-setting year for client side of the business. That has conditions, the firm employs more CNC—the European corporate and helped the firm rise up the M&A than 100 consultants, serving such financial consultancy that is part of rankings, but also diversify into a clients as Intel, Blackrock, Allianz MSLGroup. In terms of the value of range of critical issues: crisis and Global Investors, ABI - Italian Banking deals worked, CNC was number two issues management, CEO transitions, Association, Fineco, Unipol, and in Germany (according to M&A bible employee communications, and Massimo Zanetti Beverage Group. mergermarket), number five in the several ongoing corporate reputation Last year, furthermore, there was UK, number four in Europe as a assignments, including work for BP new business from Apollo Global whole, number five in the US (where and Bayer. Management, Withers, Dell EMC, it actually worked on higher value Suning Commerce Group, WeChat deals than New York-based sister The firm has also expanded its Europe, ENAV, Arla Foods, ICBPI, RCS company Kekst) and number six expertise in digital (and digital Media Group and FC Internazionale. globally. In the UK alone, the firm intelligence in particular), and with grew 25% in 2016, where it now the addition of former H+K and The return to growth has come after employs 45 people. And the recent Instinctif exec Ben Curzon, in the CEO Luca Barabino oversaw a merger with Nordic firm JKL takes its cybersecurity space. — PH thorough strategic review of the overall staff strength to 200 across 13 business, resulting in the countries. Finalists development of a range of new services to complement its corporate Highlights included Shire’s BARABINO (ITALY/INDEPENDENT) and financial strength. And that acquisition of Baxlata; Bayer’s Barabino & Partners is not only the mindset is evident in the best of its acquisition of Monsanto; the London dominant force in Italy, but it is work, including advising advised Stock Exchange’s proposed merger of becoming an increasingly credible ENAV, the company providing air equals with Deutsche Borse; and player beyond the country’s borders, traffic services in Italy, on its Macquarie’s acquisition of a majority a difficult feat that has enabled it to successful €834m privatisation, and stake in National Grid. distinguish itself from its homegrown supporting Cairo Communication’s rivals. The agency now has offices in One of the things that sets CNC apart fiercely contested takeover bid for London, New York, Berlin and is that so many of its senior people— RCS MediaGroup. And, in a nod to Brussels, and continues to serve a including founding partners Barabino’s own roots, the firm range of leading ‘brand Italia’ Christoph Walther (former head of

AGENCIES OF THE YEAR 82 devised a campaign to unveil Genoa HERING SCHUPPENER (GERMANY/ tenure at HS of more than 10 years. FC’s new shirt sponsor, EVIVA. — AS WPP) New in 2016 was Nikolaus Tacke, While corporate communicators in former European head of public EM (RUSSIA/INDEPENDENT) English-speaking markets are affairs The Coca-Cola Company, who Since its inception in 2010, EM has increasingly insecure about their role joined as managing director of the certainly made an impact on the in relation to marketing, German firm’s Brussels operation. — PH financial PR and IR landscape — in CCOs are frequently adding corporate MAITLAND (HAVAS) particular in Russia (its HQ is Moscow strategy to their portfolio and and the firm has offices in London, enjoying greater influence in their After a period in which it’s profile was New York and Hong Kong). organizations. And in the German a little bit lower than it might have liked, Maitland’s growth certainly For its backstory, EM started as the market, there’s no better corporate caught the eye in 2016, up 14% to Russian unit of M:Communications and financial specialist than Hering around £11m. The 22-year-old UK before completing a successful Schuppener, which led firm has always been best known for management buy-out in 2013. This mergermarket’s ranking of PR the financial counsel it has provided deal, in fact, took place just months advisors to financial transactions in to major British companies, but a before the Russian market fell off a Germany by volume and value (34 smart a diversification has helped it cliff with sanctions, tumbling oil deals worth $113 billion) again last navigate the inevitable prices and a sharp currency year and continues to be the go-to commoditisation of investor devaluation. Yet, the firm survived firm for high-stakes corporate relations. Practice strength in and thrived. Today the agency has reputation and crisis work in the corporate, digital, litigation PR and dedicated teams serving Russian market. public affairs now sit alongside the clients in the international markets Last year, the firm worked for Bayer capital markets practice, which — for instance, the 15-person shop on its merger with Monsanto; remains a leader, advising on 74 has advised on a significant number Deutsche Börse on its proposed transactions worth a total of of Russian IPOs and ECM merger with the London Stock $44,441m to rank third in Europe. transactions, as well as M&As. In Exchange; Praxair on its merger with 2016, EM’s consolidated global fee Linde; RWE on the spinoff of Innogy, Much of that strategy has been in income amounted to nearly $3.5 and Innogy’s subsequent IPO (the place for several years now, but 2016 million and grew 25% year-on-year. largest in Germany since 2000); and was the year when it came to concrete fruition, resulting in the firm Clients include Aeroflot,Moscow Volkswagen on the dieselgate crisis, tackling some demanding Exchange, PhosAgro, Etalon, MD litigation support, and global assignments, such as supporting Sir Medical Group, Sistema, VTB, MMK, repositioning of the VW brand. The Philip Green and Arcadia through the X5, Detsky Mir (new), Morton (new), firm also provided capital markets settlement of the BHS pensions, and PIK (new), Proxima Capital (new), and issues management support to a Vauxhall in its efforts to address the among others. Notable work includes who’s who of German and fire risk in its Zafira cars. There was the Detsky Mir IPO — the first globally international business: ABB, Adidas, also new business from Bovis Homes marketed IPO since Western Airbus, Deutsche Bank, Deutsche Deutsche Boerse, TUI Group AG, sanctions against Russia and Post DHL, Deutsche Lufthansa, Barclays Bank, Seat and Age UK, required thorough briefing with Henkel, Honeywell, KKR, Lanxess, adding to an existing client roster international media to deliver the and ThyssenKrupp. that features Ashtead Group, company’s story and overcome The firm’s leadership team has Aberdeen Asset Management , negative media coverage on Russia. unmatched depth and longevity: in Amundi, Dominos, National Express, As the result, the $355m IPO received addition to chief executive Ralf Serco Group, Standard Chartered, extensive positive media coverage Hering, partners Alexander Geiser, United Technologies Corporation and around the world. EM also helped Tina Mentner, Brigitte von Haacke, Vodafone Group. Detsky Mir’s IR department to adapt Phoebe Kebbel, Georg Jakobs, Martin Chief executive Neil Bennett oversees to life as a public company. Tom Bury, Henriette Peucker, Felix a 50-person firm that now also Blackwell, founder and CEO of EM, Schönauer and Simon Steiner (who includes serious corporate heft in has worked in Russia rejoined in 2016 after four years with Steve Marinker and Pete Bowyer, communications for more than 15 Commerzbank) are minority along with the creation of sister firm years. The leadership team includes shareholders in the firm and veterans Chandos to handle Continental Sam Vanderlip and Tom Kiehn, Peter of corporate and financial PR, public European corporate Morley and Anna Yarmarkova. — AaS affairs, and employee communications, with an average communications. — AS

Agencies of the Year 83 EMEA Healthcare PR Consultancies of the Year Winner healthcare practice with its Inspired Foundation; GAVI, The Vaccine Science medical education practice, Alliance; Johns Hopkins University; HANOVER (UK/INDEPENDENT) helping clients develop a more National Foundation for Infectious At first glance, one of Europe’s best 360-degree approach to their Diseases (NFID); The Rockefeller public affairs firms might seem like communications challenges. That is Foundation (new); Seqirus; the Carter an odd choice for the healthcare list. reflected in the diversity of services Center; AstraZeneca (new) and the But much of Hanover’s stellar growth Ketchum provides to its healthcare Touch Foundation (new). in recent years has been powered by clients, including corporate a healthcare policy practice that To keep the quality of work reputation (BMS and Janssen); blends policy, advocacy and consistent across geographies, Kyne pharma (Takeda, Pfizer and Sanofi government affairs to impressive hosts an immersive two-day meeting Pasteur); change management effect under MD Andrew Harrison, with an agenda structured around (Astellas); advocacy (Eular and World who has been with the firm since outputs from its yearly employee Economic Forum); health and 2002. And the healthcare unit grew by satisfaction survey. Notable work wellness (Centrum, Danone and an impressive 43% last year, moving includes partnering with Africa Clorox); medical education (Bayer increasingly beyond policy and United to develop an internationally and Otsuka); and health tech and public affairs into communications broadcasted video called “I’m No devices (Toshiba, Philips, Stryker). work, with new business from Hero” with the simple message of Mundipharma and Boehringer There was also significant digital trusting healthcare workers, along Ingelheim joining existing clients growth in the healthcare arena too, with campaign radio spots and a such as Lilly and Shire. training Pfizer on social media and series of billboards, posters, SMS developing the excellent Miles for images, soccer cards and notebooks Indeed Hanover’s approach to Haemophilia and F2 Freestylers that were disseminated across the healthcare is consistently grown-up, campaigns. — AS region. illustrated by its ability to secure a major healthcare technology KYNE (IRELAND/INDEPENDENT) Founder David Kyne remains at the assessment reform assignment Kyne has created a mighty workforce helm as CEO with a leadership bench ahead of McKinsey and Deloitte. The of professionals whose backgrounds that includes Maureen Byrne, EVP, launch of a market access practice include non-profit organizations, top General Manager, NY; Wendy Woods- involved work for Lilly’s Alzheimer’s communications firms, foundations Williams, EVP and GM of LA; and Lisa drug, and reflected an ability to and biopharmaceutical companies. Mehigan, director and head of Dublin navigate an increasingly complex The firm’s 26-person team has Office. — AaS European healthcare landscape. And propelled Kyne to nearly $6m in fee PEGASUS (UK/ASHFIELD much of Hanover’s healthcare work is income — 28% growth from the HEALTHCARE GROUP) led by Brussels office, as previous year. demonstrated a big-budget After 20 years as an independent campaign to persuade EU and The Dublin-based firm has additional agency, 2016 was pivotal for Pegasus national policymakers of the offices in New York and Los Angeles with its sale to Ashfield Healthcare possibility to eliminate Hepatitis C in along with consultants based around Communications and with a new Europe, leading to the European the world (including UK, Brussels, managing director taking over. Even Commission’s decision to invest €1m Uganda, Mali and Chad) enabling a amid the significant change, fee in a new project to improve early deep understanding of local income is up 9% to nearly £10m with diagnosis rates of viral hepatitis. dynamics, insights, needs and 108 employees, mostly in the UK. regulations. The consultancy also — AS Key clients include Bayer, Biogen, taps into a creative, collaborative and GSK, Holland & Barrett, Novo integrated approach that uses Finalists Nordisk,Thornton & Ross — plus new communication as a powerful health wins AstaReal, Beauty Kitchen, KETCHUM (OMNICOM GROUP) intervention across four key areas: Grafton International, Leo Pharma, Now accounting for around 20% of disease state and market Mars Petcare, Nature’s Dream, Ketchum’s regional revenue in EMEA, development initiatives; reputation Spectrum Brands and Vitabiotics. In the practice grew substantially in and responsibility programming; 2016, Pegasus also added planners, 2016 thanks to a renewed focus on advocacy relations; and behavior videographers, digital analysts, wellness, in acknowledgement of change communications. developers, community managers declining pharma budgets. The firm and behaviour change creatives, as made the smart decision to merge its Key clients include Boehringer Ingelheim; Bioverativ; CDC well as individuals from non-agency

AGENCIES OF THE YEAR 84 life such as veterinarians, issues that might be troubling them. Abbvie, supplemented by new nutritionists and journalists to its mix Since its introduction, the firm has business from Ipsen and Santen. to broadens it scope and depth. made many improvements, including That has involved considerable hiring more people in finance, Notable work includes that for client investment in digital and content, evolving its appraisal process, Biogen. Knowing one in five multiple with Virgo’s in-house Pharmacy reviewing flexible working, and sclerosis patients hadn’t seen a creative hub particularly busy, streamlining expenses. specialist in the last year, the team bolstered by the appointment of Paul created ‘1MSg’ (one message) to Founder and chairman Lisa Bradley Andrews as head of design and Nicole inspire so-called ‘lost patients’ to left the firm in April, leaving the reins Burns as senior social strategist. A reconnect with these services. The to MD Simon Hackett, creative new innovation hub called Egg message was simple: “Take control, director Stuart Hehir and directors Jo includes two proprietary white-label know your choices” - positive, Spadaccino and Helen Yeardsley. — products, one focused on easily-grasped and placed the onus AaS collaboration, workspace & ideation on patients to act by driving them to technology, and the other a platform a microsite. The integrated channel VIRGO HEALTH (IPG/GOLIN) for clinical trial efficiencies, reflecting strategy targeted mass media, online, Now in its 13th year, and fourth since Virgo’s continued ability to change social, HCPs, surgeries and it was acquired by Interpublic Group with the times. And Sue Neilsen community centres. As a result, 69% agency Golin, Virgo Health has arrived as head of communications of visitors said they would seek successfully managed the transition to help refocus Virgo’s corporate unit. advice from specialist services. to new ownership and management with aplomb, retaining its spot as one All of that helped drive some This year, Pegasus invested in a of Europe’s top healthcare agencies. impressive campaign work, including formal online engagement tool called The firm grew around 4% to $11m in a major employee engagement effort ‘HIVE’ to strengthen its staff insights 2016, despite a challenging for Roche; getting men aged 60+ to and introduce a way of providing marketplace that involved fewer talk to their GP about atrial feedback. HIVE sends bi-weekly blockbuster drugs and a reduction in fibrillation for Bayer; and getting RB microsurveys to all staff providing big-budget retainers. Organic growth onto the Lions Health 2016 agenda real-time data and acting as a of 26% pointed to Virgo’s continued via and innovation challenge to solve barometer for the overall ability to diversify its services for the devastating effects of air engagement of its people on a range such clients as Novartis, Roche and pollution in India. In line with its of workplace matters. It also acts as ‘Being Human’ positioning, an electronic suggestion box, with a furthemore, Virgo’s workplace culture direct mail function that enables staff remains a notch above most of its to reach out, anonymously, with any rivals. — AS

EMEA Public Affairs Consultancies of the Year Winner business: corporate finance, Zalando, BNY Mellon, Netflix, Apex- economic consulting, forensic and Brasil, Booking.com, and Amazon, FTI CONSULTING (FTI) litigation expertise. Those and high-profile assignments Ranked as the fastest-growing capabilities mean a unique cross- included generating support for the midsize company in Brussels by disciplinary approach to problem- Trans Adriatic Pipeline (a proposed Trends/Tendances, the leading solving for clients. And in addition to natural gas pipeline through Greece, Belgian business and financial the powerhouse Brussels office, the Albania and the Adriatic Sea landing magazine, FTI Consulting has a team public affairs team has a presence in in Italy) across the EU; helping to of 70 public affairs experts from 22 wholly-owned offices in Berlin, Cape launch the Hydrogen Council, a different countries and has Town, Copenhagen, Dubai, Dublin, newly formed group of global energy, consolidated its leadership position Johannesburg, London, Moscow, transport and industry companies. in the Brussels public affairs market Paris and Madrid. in recent years, growing by 30% a The firm has expanded its presence year, benefiting perhaps more than Major clients in 2016 included in financial services, building out any other unit of the FTI MasterCard, Google, Facebook, expertise in asset management, communications business from Epson, Bayer, the TransAdriatic insurance and exchanges; technology synergies with other practices within Pipeline, Exxon Mobil, Johnson & and media, focusing on the the broader management consulting Johnson, Walk Free Foundation, disruptive platforms and technology

AGENCIES OF THE YEAR 85 changing sectors such as automotive; handled change management for president in 2016) has been an energy and agri-chemicals; and Whirlpool after the Indesit adviser to several senior Conservative healthcare. And it has specialist acquisition, helped Apple through its Party politicians in the UK and led groups focused on competition, tax problems in the country, and public affairs for FleishmanHillard cyber, trade, tax categories, and of supported eBay’s efforts to revitalise and Maitland. Andrew Cecil joined in course Brexit, where a London- SMEs in Aquila after the earthquake. 2016 to lead EMEA public affairs after Brussels Brexit taskforce led by chair In the UK, new healthcare chair leading the European public policy Louise Harvey has drawn on tailored James Tyrrell oversaw £1.4m in new function for Amazon. Brussels chief research from an in-house polling business from the likes of GSK, executive Karen Massin has been group to develop a “war-gaming,” Wrigley, Boehringer Ingelheim, GE with the firm for 16 years. And head scenario-planning approach to the Healthcare, J&J and Thrombisis UK, of UK public affairs Stephen Day (who issue. — PH much of it work that included a was promoted to COO in 2016) has policy/regulatory dimension held senior roles with Portcullis and Finalists alongside market access and in the Conservative Party. communications. The UK also APCO (INDEPENDENT) The firm’s work included launching a featured expanded business for Senior APCO executives often bristle policy audit on fertility in the Reckitt Benckiser, WorldVentures, when the firm is described as a public European Parliament for Merck; Microsoft, Deloitte and Lockheed affairs player, and with some visualizing the problem of air Martin, along with strong campaign justification — the expansion of pollution for Air View; creating an ad work such as #BetterThanThat and APCO’s work not just into corporate, campaign featuring footballers Mars’ proactive effort to disclose but also consumer, healthcare and Marouane Fellaini and Anja Mittag health warnings on its sauces. In digital, has been underway for showing support for refugees for the Germany, there was a global project several years now. Yet, in truth, that European Commission; promoting for WhatsApp and new business from expansion also reflects the way that safe alcohol consumption for TUI (global crisis response public affairs itself has evolved Cerveceros de Espana; and helping to preparation), Disneyland Paris and beyond a narrow focus on lobbying launch the Counter Terrorism Equinix. And in Brussels there were a to broader understanding of the Coalition for Saudi Arabia and other string of new hires to build out a intersection of policy, media and all Middle Eastern countries. Other more rounded offering that features stakeholder groups. The firm’s high-profile public affairs clients classic lobbying (Microsoft), litigation 300-strong EMEA presence includes include Microsoft, Merck, Qualcomm communications (GML), public affairs 123 people in the Middle East, with and Spotify. The firm’s thought infrastructure (Danone) and a Continental Europe contributing leadership activity in the arena burgeoning competition practice around €15.5m in revenue last year. includes its Twiplomacy research— (featuring Finland’s TVO), that is There are strong operations in the UK the definitive study of social media forecast to bring in €2m in revenue (where James Acheson-Gray up 16% use by world leaders—and “What this year. — AS since 2014 to around £6m); Germany Influences the Influencers,” a survey (up 16% last year to around €3.5m, BURSON-MARSTELLER (WPP) into the preferred news sources and it’s third year of double-digit growth); Burson-Marsteller’s EMEA operations social media channels used by MEPs, Brussels (now around €5.3m have long been anchored by the EU officials and opinion-formers in following a turnaround in recent strength of its public affairs Brussels. — PH years); Italy (which has grown to 15 capabilities in London and Brussels people in six years, and will reach HANOVER COMMUNICATIONS (UK/ and so it’s no surprise that the firm INDEPENDENT) €1.5m this year); and France (where was biggest beneficiaries of the Since its inception 19 years ago the firm has doubled in size in five “Brexit bounce,” which saw a host of Hanover has evolved beyond its UK years), Brussels (where 35 people organizations seeking clarity about roots to become one of the world’s generated revenue of €5.35m) and the policy situation in the EU and the top public affairs consultancies, the Middle East, (which is worth UK in the wake of the British public’s winning EMEA Consultancy of the around $14m, after a tough year in shocking vote to withdraw from the Year honours in 2016 and taking Turkey.) Union. home the Global Public Affairs trophy The numbers are good but, as ever, it Burson has some of the most one year earlier. But even by those is the sheer quality of APCO’s work impressive public affairs talent in the standards, 2016 counted as a that stands out, much of it driven by region. Kevin Bell, who joined BM in remarkable year for Charles a consistently strong research and 2014 as global public affairs chair Lewington’s firm, which grew 22% to insights capability. In Italy, the firm (and was promoted to global more than £11m in fee income, its

Agencies of the Year 86 third consecutive year of 20%+ consultancy, and there were also Chelmsford. The firm also bolstered growth. Much of that was led by the senior hires to lead the new Dublin its culture with enhanced maternity firm’s healthcare practice, but its and London operations. They join a cover, higher starting salaries, flagship public affairs and corporate well-established leadership team introduced a matched pension advocacy offerings continued to that features former Downing Street scheme and a new bonus program. evolve too, bolstered by the deep press secretary Lewington, supported All of this investment appears to insight into financial services, by Andrew Harrison, director and already be showing some payoff — 20 technology and healthcare sectors global head of the healthcare new clients were won in 2016 (among that has characterised its growth practice; Laura Swire, director and these, Just Eat, Abbvie, Octopus since it launched. head of Hanover’s advocacy team; Investments, Peel Group and and director and head of Hanover’s Berkeley Homes) resulting in the Unsurprisingly for a firm with this corporate and consumer practice, 44-person firm securing fees £3 much momentum there were no Gavin Megaw. Brussels is led by MD million with almost £600k from new shortage of high-profile account wins Christian Hierholzer. business. and senior hires. There were several confidential corporate wins while, in And, like many of its better rivals, Fee income was relatively flat healthcare, the firm beat McKinsey Hanover’s work reflects the shifting compared to 2015, in part because of and Deloitte to a brief on Healthcare public affairs landscape, enabling it the collapse of the onshore wind Technology Assessment reform. And, to position Tata Steel as a energy market in the UK. The firm in Brussels, Apple and Liberty Global responsible owner amid intense now has a more diverse client were among the many wins for the media scrutiny; establishing a Brexit portfolio reducing its exposure to any growing EU policy team. All of those consulting partnership with German single individual market. Notable join a blue-chip client roster that firm Johanssen + Kretschmer; work includes that for Horticultural features Goldman Sachs, Sky, successfully launching flood Trades Association to raise its profile Lucozade Ribena, Suntory, Tata Steel, reinsurance scheme Flood Re; and, in Scotland and to put building Cuadrilla, Lilly, Airbus, Shire, De helping the Hepatitis B & C blocks in place to start influencing Beers, and Microsoft. Association to raise awareness the Scottish Parliament and among EU and national government. The team’s counsel and In terms of personnel, the biggest policymakers. — AS activity has made the HTA the lead in catch was undoubtedly former BT establishing a Horticulture corporate affairs chief Michael NEWINGTON (UK/SEC SPA) Framework for the Future Panel and Prescott, who came onboard as Newington celebrated 10 years in Framework which will be used to group MD of corporate and political 2016 by rebranding from Bellenden present specific industry asks of the strategy. Also arriving were industry to Newington with a fresh look and a Scottish Government. veterans Alastair Gornall as Hanover’s new website, while also moving to a first non-executive Chairman, and bigger London HQ with architectural Mark Glover is CEO with a Hanover Health chair Anna Korving. features, designed by staff — and management team that includes Phil Threepipe co-founder Eddie May opening satellite offices in Briscoe, Naomi Harris, Chris White joined the firm as MD of its new Birmingham, Manchester and and Muniya Barau. — AaS Playbook creative comms

EMEA Technology PR Consultancies of the Year Winner and Gareth Clark) have marketing budgets, supplemented by revolutionised the firm to the extent a credible planning capability, along HARVARD (UK/CHIME) that 29% growth to £4m is now seen with demand generation, account Last year’s Technology Consultancy as business as usual. Of course, based marketing and sales of the Year submitted another Harvard’s business today certainly enablement capabilities, with the standout year in 2016, ensuring that cannot count as commonplace marketing services practice growing memories of its 2011 nadir (when the among its tech rivals, having chosen from 4 to 18 people. UK’s oldest specialist tech to restructure its offering last year consultancy was down to 14 people New business remained in fine fettle, from a position of strength, creating and £1.6m in revenue) are firmly in with the firm adding such clients as three core division (PR/AR, digital the rearview mirror. Indeed, Louie St Propel/Disney, Lloyd’s of London, engagement and marketing) that Claire and his leadership team (Ellie Linn, Dun & Bradstreet, Azimo, Hired, underscore its diversification across Bennett, Pete Marcus, Phil Szomszor Stuart, Mimecast, Habito to join an the full spectrum of technology

AGENCIES OF THE YEAR 87 existing client roster that features which are the type of challenger demonstrate its vision of high-value Fujitsu, Ricoh, Vodafone Cisco, Arbor brands that are ready to trust a consultancy and integrated Networks, Sennheiser, Digital young-ish management duo with communications. Accordingly, profits Catapult, Lycamobile, Salmon and solving their business problems. were up 33%, leading to a 24% Zappar. There has been new business from margin; average fees are now £10k SafeCharge, Mitek, Juvo, LoopUp, per month from £4k in 2014; non- The firm’s work reflects an impressive KCOM, CDNetworks, MFSA and Icon traditional communications services focus on integration, via a full-service Solutions, joining existing clients (influencer relations, insights and offering that extends beyond PR and such as Synchronoss, Syniverse, strategy, growth marketing, sales digital into such areas as advertising SolarWinds MSP, Huddle, Wireless support, content marketing etc) and direct marketing, all centred on Broadband Alliance, Openet, make up 26% of revenue; the idea of being audience InterDigital, Signicat, Encap and Chameleon’s client net promoter engagement experts for the Accedian. score is a remarkable +63; and its’ technology sector. There was employee net promoter score is +78. impressive campaign work Fujitsu (‘A Always a leader in terms of B2B New Pace of Change’); Salmon (‘Black mobile, CCgroup’s fintech, enterprise Much of that is down to a unique staff Friday’); Azimo (#BetterThanThat); tech and entertainment marketing culture that has been implemented Lloyds and Propel. The firm’s work now showcases a similar flair since Berry and Buttle turned over workplace initiatives also merit a for intelligent communications work, the entire 17-person firm when they mention, including roles-specific supplemented by Aperture’s arrived. The firm is considerably forums and new training capabilities and by a new range of more discriminating about the work programmes. — AS analyst relations and B2B social it takes on, focusing on winning media services. Standout work business in two areas in particular: Finalists include helping Azzurri fast-growth companies trying to CCGROUP (UK/INDEPENDENT) Communications navigate its disrupt the industry (Unity, Github, acquisition by Maintel; driving 780 UiPath, Digital Catapult), and larger Sometimes an agency has to get marketing qualified leads via an players that increasingly come from worse to get better. In the second half integrated PESO campaign for beyond Chameleon’s technology of 2014, CCgroup lost around 30% of InterDigital; and creating the InstaPay heartland (Danone, Affinity, Adyen). its income in six weeks, representing content portal and community for They join an existing client roster that a tough initiation for the leadership Icon’s entry into the instant features key clients such as duo of Richard Fogg and Paul Nolan, payments space, resulting in a DocuSign, Code42, Vertiv, Forbidden who had only completed their MBO of significant number of qualified Technologies and Kronos. the venerable tech agency 12 months prospects. — AS earlier. Yet, since dropping to £1.95m Not only is Chameleon’s staff culture in fee income that year, CCgroup has CHAMELEON (UK/INDEPENDENT) considerably more vibrant than most since recovered to the tune of 32% Chameleon has seen its fortunes of its rivals, but its work represents growth last year, lifting fee income to improve markedly since the 2013 that its strategy and mindset is £3m (at 20% margin), bolstered by arrival of Tom Berry as CEO, followed paying off. For Danone and Affinity, another 40% growth forecast in 2017. one year later by MD Tom Buttle. So it for example, there was visual design Those numbers underline the revival came as little surprise that the duo and content messaging; for a number that has taken place under the completed a successful MBO last of other clients, including Receipt leadership duo of Richard Fogg and month, buying out founder Helen Bank. there were a string of Paul Nolan, with all of CCgroup’s key Holland, after spending the past successful efforts deliver Series A-C ‘micro-practice areas’ (telecoms, three years ushering in a fairly radical funding, rather than just media fintech, enterprise tech, and revamp of the firm’s positioning and relations; and for Code 42 entertainment tech) delivering capabilities, broadening its approach (Datastrophe) and Cashfac, there substantial growth, bolstered by the to encompass the full range of digital were campaigns that drove genuine new Aperture unit which delivers B2B services, sales lead generation and sales leads. Meanwhile, Chameleon insights and analytics to data-hungry C-suite counsel. also take its status as part of the UK marketers. tech industry seriously, working with Topline fee income increased by 8% Digital Catapult, Techfugees and Eschewing a fascination with market in 2016 to £1.88m, but Chameleon ClubCISO and supporting events for leaders, CCgroup has smartly focused under the two Toms has never been a CoreCapital, IndexVentures, NatWest, on delivering content marketing, lead firm that chases growth for the sake KPMG, and the Bank of Ireland. — AS generation, digital engagement and of it. Instead it prefers to focus on for its B2B tech clients, many of metrics that it believes will

Agencies of the Year 88 OCTOPUS GROUP (UK/ appear closer than ever to realising distinct service groups — strategy, INDEPENDENT) their vision of a truly differentiated content, influence, social and digital. offering, bolstered last year by the Octopus has long prided itself on EMEA revenues reached £9m, with addition of John Farrell as chairman, being one of the technology sector’s 145 staff working across offices in the Angela Richmond as research MD and more restless agencies, as UK, Denmark, France, Germany, Italy, Toby Brown, Bill McIntyre and Katie comfortable designing sales Netherlands, Spain and Sweden. And Potts as client directors. programmes as it is calling up the firm’s momentum is particularly journalists. While that mentality has New business included Vodafone, evident from its new business sometimes seen it forge too far ahead Bomgar, Nuix, Fortinet, Credit Peers, performance, where it added of the market, its 2016 performance Callcredit, Bizagi, Fellowes and Brightstar, Canary, Xerox, Tata demonstrated that its ‘brand to sales’ Klarna, joining a client roster that Communications, Bupa, Surf Air, model is resulting in concrete returns features Avanade, Blackberry, Avios, Stripe and Nintendo to such — fuelling growth of 17% to £5.6m. A Computacenter, Gamma, WP Engine, key clients as Suntrust, Brightstar, total overhaul of the firm’s structure, Okta, Pindrop, SAP, Unisys, Veeam Vodafone, IBM, Lenovo, HARMAN, Red accompanied by a new brand and and Bluejeans. And the work Bull, Microsoft, Facebook and NCR. positioning, has ushered in a firm showcases Octopus’ ability deliver Not only did the UK mergers bring a that delivers specialist skills and content marketing along clear B2B welcome change to Text100’s products rather than time-based marketing lines. The firm is an an capabilities, though, but they have services. In addition to the accredited Gold Hubspot partner and also served as a beacon for the firm’s development of a bespoke ‘brand to proficient in supporting other global approach to the convergence sales calculator’ that tracks marketing automation platforms like of technology and consumer effectiveness and spending, the firm Marketo and Eloqua, increasingly communications. It is not a stretch to has invested in a specific important qualities for the 21st say that Text100 now has a credible methodology, supported by training century technology agency. — AS and task forces, in a bid to point of vie that distinguishes it from standardise pricing and prioritise TEXT 100 (NEXT 15) its rivals, focusing on a new agency outcomes. After a relatively difficult period in structure that dispenses with the region, one of the world’s largest traditional PR roles in favour of Accordingly, a significant proportion specialist skills such as brand of Octopus’ work now involves (and oldest, at 35 years) tech specialist consultancies is an strategy, content, film, digital design/ engaging directly with marketing build and activation. Global creative heads that want to link content to increasingly vibrant presence in EMEA, thanks in large part to the director Richard Parkinson has been commerce in a credible fashion. Not a key player in this shift, which is also that was necessarily easy — the firm merger with two sibling firms in the UK — Republic Publishing and showcased by impressive work for has turned over talent as it seeks Suntrust (the ‘Purpose Ambassadors’ ‘progressive communications IncrediBull — bringing expertise in content and brand marketing, and employee engagement programme); professionals’ who can deliver paid, Skype (‘Walk Together’ brand creative and planning services to its helping fuel a restructuring of its broader regional offering around five partnership activation with Liverpool client engagement campaigns. But FC); Vodafone (‘Flexible Friend or Foe’ the leadership team — featuring CEO global thought leadership); Surf Air Jon Lonsdale and directors Sandy (UK launch of the membership flying Purewal, Laura Slade, Tom Holland service); and, IBM Chef Watson. — AS

EMEA New PR Consultancies of the Year Winner re-emerged soon afterwards with a old consultancy has also showcased new consultancy called ByDesign the kind of boutique positioning that BYDESIGN COMMUNICATIONS Communications. Welman and is the lifeblood of PR agency renewal (SOUTH AFRICA/INDEPENDENT) co-founder Vanessa Baard might in more mature markets. Kevin Welman’s 20-year career at have thought that an easier life FleishmanHillard helped establish New business has included blue-chip beckoned but they can probably the firm as one of the top companies such as Mercedes-Benz, throw those plans out of the window. consultancies in Africa. So his SAP, Anglo American, Adidas and Not only has ByDesign already departure last year was keenly- Coronation Fund Managers. The firm landed a staggering 10 major clients watched, particularly when he also showcases a progressive blend since it launched, but the 8-month-

AGENCIES OF THE YEAR 89 of content, public relations, digital Wind, Sheila McKetchnie Foundation portfolio — even more impressive strategy and crisis communication and Blockbuilders. The agency also when you consider this was won — signifying a relatively disruptive invested £25k profit from its first year solely by the two principals and a approach in a market that still thrives of trading to co-fund and cofound a freelancer and work started even on media relations. Standout work campaign called What Women Want earlier than the RFP called for. includes supporting Anglo American’s 2.0 that launched at the UN’s For Valentine’s Day this year, Well education-focused projects, helping Committee on the Status of Women Hello researched the most popular News24’s native digital project, in New York. The firm also hosted six days to have sex and then persuaded working on SAP’s Africa Code Week workshops for people looking to Superdrug to create an entirely new and on Mercedes-Benz’s become better storytellers. range of lubes, dubbed the Sex #EveryTerrain campaign. — AS Notable work includes helping O’Clock range, in which each product Innovate UK grow cleantech SMEs was named, for example 9am Finalists faster by launching a UK-based Sunday, 10pm Saturday, 7am LONG RUN WORKS (UK/ training and PR programme. “We Tuesday - eight in all, named after the INDEPENDENT) work with Long Run Works because least and most popular times for sex. Long Run Works launched in 2015 they understand what it takes to These were and are available on the when two former colleagues sought bring innovative and sustainable Superdrug website alongside all an answer to this question — how ideas to market but more importantly other lubes own-label and otherwise. can PR do more to tackle society’s explain them to audiences of The four-person shop defines its biggest challenges. And they agreed potential customers, investors and culture as Benni Wooha, which on an answer — “by helping good partners,” says Dr. Mike Pitts, head of stands for ‘be nice, work hard’ and is ideas grow faster by making stronger urban systems at Innovate UK. — AaS demonstrated through tailored stories, from the ground up.” WELL HELLO (UK/INDEPENDENT) training and rewards packages. — Partners Guy Pattison (who is also Nick Woods & Lisa Taylor see Well AaS CEO) and Will Hill took things a step Hello as a new breed of agency “born farther and created six cultural goals, with a clear purpose and named not inspired by the UN Sustainable after ‘an old/dead/white guy,’ but Development Goals. These are: after their belief and vision.” In the celebrating clean innovation; case of Well Hello, ‘well’ is its sector discovering opportunities through and ‘hello’ is the belief that brands diversity; opening access to should be conversational. education; breaking taboos in the way of wellbeing; making responsible Beyond this, its positioning is consumption desirable; and “making the world a better place by appreciating the value of the natural by choosing to only work with world. goodness brands” (which it defines as brands that help people look Long Run Works makes it a point only good, feel good or do good.) In work with clients, partners and practical terms, this includes suppliers that align with these goals. pharma; consumer health (sex “We also write our own briefs as well health, colds & flu, vitamins & as answering clients’. By doing this supplements, foot health, intimate we create action where a client health, mental health, smoking doesn’t exist but great ideas do.” The cessation etc); health technology; agency also reminds the team that nutrition & diet; fitness & sport; and stories are never over, always pay fashion & beauty. things forward and don’t be, essentially, a jerk. Fee income is £175K with clients that include For Goodness Shakes Fee income for 2016 was £177,020 protein/recovery drinks, ONE which is 112% growth on its first 10 condoms, Neurovalens, HECK months. This growth was fueled by Sausages, Enertor and The Soil key clients like Innovate UK, Association. Notably, Well Hello Digitalme, City & Guilds Group, bested 11 other agencies to win the Women’s Equality Party, Kings Superdrug’s health & wellbeing College London, ITO World, Heritage

Agencies of the Year 90 Best Agencies To Work For - EMEA

There’s a pattern that we’ve observed at the Holmes This year, we changed the format to include a Top 5 Report that illustrates why being a Best Agency to Work ranking of the firms in each category. The firms For carries so much significance. There’s a direct recognized on the rankings include a some holding correlation between the agencies on this list and those companies firms and many independents — some have that take home our biggest honor — Agency of the Year generous benefits, others prioritize professional recognition. That’s, in part, because firms that take development or interesting work that keeps talent culture seriously tend to attract and retain smart and engaged. creative talent who, in turn, produce stellar work. It’s a simple formula but one that’s easily overlooked amid the breathless pace and tremendous pressures that are a seemingly inevitable reality of agency life. But this pace is exactly why agencies shouldn’t underestimate the power its culture has on the work its employees produce.

Top 5 PR Agencies To Work For In EMEA — Best Continental/Middle East/Africa Consultancy

1. SCHWARTZ PR sessions developed especially for law. Junior staff and middle- (GERMANY/INDEPENDENT) Schwartz employees. This also management attend one off-site per For the last 23 years, Christoph includes day-to-day mentoring with year at the event of their choosing Schwartz has fostered a familial junior staff with extensive feedback. and senior directors have two per culture at his eponymous tech firm year. Other benefits include extra holiday; — an approach that has paid off with flexible start times; a generous model Schwartz taking the top spot in this 3. LVTPR (NETHERLANDS/ for working parents and part-time INDEPENDENT) category for two years in a row. This employees; and pro-bono work for culture is fostered with three The idea at LVTPR is that its 43 CSR clients, as well as plenty of work priorities, starting with total employees consider the agency as outings like climbing, hiking and transparency. more than just a job. It starts on day other culture events. one with an in-depth orientation. Everyone at the firm, from the most There’s also a personal development junior team members upwards, has 2. HERING SCHUPPENER (GERMANY/WPP) and education plan developed for full insight into all ongoing agency each employee, on top of the various Germany’s go-to high stakes business, pitches, revenues and fees. internal trainings and workshops. reputation and crisis firm, Hering Not only that, everyone has access to The firm holds the LTVPR Academy Schuppener, also helps its people client contracts and have input into every two weeks where senior become all-stars in the industry’s the scope calculations. Monday management focuses on job-related most the heavy duty work. The firm mornings start with in-depth themes, like managing expectations, offers training courses once a month meetings where all staff discuss presentation, sales, media relations, that are led by both internal and agency news. The firm also values among other areas, plus media are experts; and a knowledge-sharing respect, trust and personal often invited to present their insights. wiki system. And this work paves the responsibility. Pulling this off can be Eighty percent of LVTPR consultants way for promotions. To become a tricky within an organization with are Google Analytics certified. hierarchies and clearly delineated partner at the firm, Harvard Business responsibilities, but Schwartz does School’s executive education is “From the first day on, juniors are this by allowing team members to mandatory. involved in the complete client strategy and management process in determine time and level of service But it’s not just professional order to learn from their colleagues,” for clients (helped by the accessibility development that landed Hering says CEO Charly Lammers van of the contracts). Agency Schuppener in the number two slot. Toorenburg. “Seniors have peer-to- management provides only guidance. Every employees is allotted a peer meetings to improve their The third value is professional three-month sabbatical every three development that is delivered years and working from home is through bi-weekly internal training always an option. The parental leave sessions and two-day external policy is accordance with German

AGENCIES OF THE YEAR 91 general skills and collaboration business. And team members can opt children. This is the second year in a capabilities.” out of working on a new or existing row Tribeca has made the top 5. client if they feel there’s a cultural The company’s culture reflects the mismatch (the agency has declined 5. ALLISON + PARTNERS (MDC Dutch and Belgian mentalities — an new business and parted ways with PARTNERS) open and non-political policy, clients whose work style and culture With more than 15 employees across directness, honesty, liveliness, wasn’t a fit). The agency has hired a EMEA and the UK, Allison + Partners spontaneity and efficiency, and in part-time life coach to help — already known for having a strong addition to a flat organization. When employees work through any culture in the US — is growing its employees leave, the firm hosts a professional — or personal — issues. influence in the region. When it farewell party or dinner. Each year, (All consultations are confidential comes to career development, Allison the firm hosts a three-day offsite for between the life coach and the University provides workshops, employees to get to know each other employee, with Tribeca management outings and dinners that facilitate better. Management maintains having no access to information professional development and team enough staff so that working about those meetings.) collaboration. The Global Employee overtime doesn’t become a habit. Exchange Pilot Programme offers two This is the second year in a row LVTPR The firm provides extensive training employees the opportunity to work has made the top five. and experience for employees to in another Allison office around the grow professionally, while also world (the agency pays for airfare, 4. TRIBECA (SOUTH AFRICA/ providing direct access to INDEPENDENT) visa fees, lodging — plus relocation management. The firm is divided into support), among several other The philosophy at Tribeca — even seven five-person teams that each initiatives like MBA reimbursement amid rapid growth — is ‘people first.’ take turns organizing ‘Yay days’ - or and Annual Open Door programs. This means, eschewing the grind of fun afternoons away from work with 12-hour days worked by over- generous budgets. Employees have Other interesting benefits include the stressed and over-stretched various scheduling options to make holiday donation programme where consultants overservicing to meet room for their personal life. If team members can donate their paid overextended revenue targets. As employees have to work more than time off for employees who required part of this, the agency skips the ping 7.5 hours, they can claim time back in additional time (to care for a sick pong tables and Xbox Playstations half-day blocks, in addition to the 25 relative, bereavement, etc). On top of and instead focuses on running a days leave per year. The firm also annual leave, employees can take business that directly improves the offers four months paternity leave several days off to for personal lives of its employees. (the government mandates four milestones, can take summer Fridays, among other morale boosters. For instance, capacity is always months for mothers) and no considered when taking on new permission is required to tend to ill

Top 5 PR Agencies To Work For In EMEA — Best UK Consultancy

1. HOPE & GLORY (INDEPENDENT) training and development. The “Rise anyone who has been with firm for 2+ In just five years, Hope & Glory has & Shine” training programme years to take three months unpaid, as solidified its reputation in London’s includes monthly learn and lunches; they wish, with a job guarantee. As an fiercely competitive consumer external training courses; and field LLP, employees can buy into the market with a consistent outpouring trips to spur creativity and insights. partnership over time. New mothers of impressive, award-winning work. Already, 18 people have completed are encouraged to take one year off The 61-person shop is run by the firm’s graduate training (with a portion of this paid) and new founders Jo Carr and James Gordon- programme (15 are still there). The fathers are allotted two weeks paid. Macintosh with a focus on ‘fame, agency recently launched a Hope & Glory debuted on the list last fortune and fun’ as a way to keep programme to help non-graduates year as a finalist. staff — and ultimately clients — enter the PR workforce directly from 2. MANIFEST LONDON happy. school as an apprentice with the potential to become a full-time (INDEPENDENT) The firm does two 360-degree employee. The firms that get culture right skip appraisals per year, plus employees the gimmicks and focus on building are assigned a personal manager On top of generous time-off, the an environment that fosters who takes a proactive role in their firm’s sabbatical program allows engagement, creativity and

AGENCIES OF THE YEAR 92 collaboration. The seven-year-old includes a cycle-to-work and as offers additional benefits like Manifest London does this by season ticket loan scheme. The “gift wellness payments, sabbaticals, empowering its 26 employees to of health & safety” includes health bonuses among others. build their own future at the firm, insurance for when employees leave take responsibility for their actions the country, flexible working hours 5. UNITY (INDEPENDENT) and be proud of their successes. for parents and a return-to-work For the third year in a row, Unity bonus for new mothers after six makes our Best Agencies to Work For Manifest has also reinvented the months. Other perks include National in the UK list, so it’s not surprising the traditional benefits package with a Art passes for employees, cultural firm was also ranked number one in system designed directly to reduce courses, technology devices, our Global Creative Index (weighted employee stress, incentivize healthy contribution allowances for gym by headcount) for the second year in living and reward contribution. The memberships and professional row. There’s no doubt its strong staff work with the agency’s development at every level. This is culture contributes to the spectacular ‘Happiness Officer’ to curate the John Doe’s first showing on the list. work produced by its 30 employees. benefits that are most meaningful to The firm describes its purpose as them. Among these are unlimited 4. RACEPOINT UK (INDEPENDENT) “Increasing Human Happiness” — holiday, interest-free holiday loans, The global firm Racepoint has 25 with the caveat that this mission communal breakfasts on Monday people in its London office, where it begins “at home.” “We know what mornings, help with moving, monthly serves clients across Europe. The each and everyone of our teams’ top massages, house cleaners, and office takes career progression five personal needs are, and this has others. The parental leave policy is especially seriously with two formal influenced what we have focused our structured around an employee’s reviews per year with promotions time and money on, as far as tenure and includes up to three aligning with those. This process pays fostering a healthy culture,” says months at nearly full pay before the off for staff looking to be recognized managing director Davnett Doran. statutory benefits apply. Parents can — in the three review cycles from Among these, the agency gives team also take leave at any point during December 2015 to December 2016, members access to exclusive the first three years of the child being nine team members were promoted memberships (including a Soho born — something it calls “real with another seven slated for 2017. House membership last year), parental leave.” The agency also conducts a steady pro-bono work driven by team stream of professional development Every quarter an anonymous survey passions, an “antidote” to Trump and and opportunities for staff to measures overall emotional well- Brexit by tasking employees to find continue their industry education. being, processes that are working joyful news to share, encouraging and colleagues that are making the Cultural development is fostered with team members to publish their own biggest impact. All new employees talent exchange between offices, work, and having dogs around the are given “a buddy” to help them travel opportunities for events and office. The standard perks include settle into the culture, offering conferences and through its quarterly half-day Fridays, unlimited fruit, guidance and advice. Budget is also Global Exchange Programme in flexible working, spot treats, 28 days allocated for employees to work on which staff with one year’s service holiday, among others. passion projects. The annual can apply to work in another office Manifestival brings together for a week, all expenses paid. Balance employees across offices for is achieved with methodical collaboration and team-building. processes that keep tabs on over- This year marks Manifest’s debut on service. For instance, at the start of this list. each month clients hours are 3. JOHN DOE (INDEPENDENT) forecasted, then management conducts a check-in two weeks later The 20-person shop offers a variety of and adjusts workload accordingly. perks under its “gift of” umbrella to Holiday entitlement starts at 28 days, keep employee engagement and plus service days, personal days and morale higher than average. Among summer Fridays. New mothers are these, the firm gives “the gift of time” compensated beyond the standard (as it calls it) to employees, including statutory pay during their maternity extra holiday per year of service, paid leave. sabbaticals, late starts on birthdays and early close on summer Fridays. Racepoint UK organizes several social The “gift of spreading payments” events throughout the year and

Agencies of the Year 93 Top 5 PR Agencies To Work For In EMEA — The Networks

1. APCO WORLDWIDE time-off, flexible hours, the ability to paid not to come to work for two (INDEPENDENT) work from wherever and tracking months and go on an adventure of For the third year in a row, APCO time in a more efficient way than the their choice (then come back to work Worldwide makes a showing on the clocking in and out grind. There’s the at Golin); subsidized MBA Best Agencies to Work For (winner in Text 100 week-long office exchange programmes; the Golin B&B helps 2015, finalist in 2016). More programme where team members with housing for interns in London; impressive is the caliber of the work are selected to work from another and the Taylor Bennett Foundation the firm continues to churn out after office. for mentoring opportunities for more than three decades, and now, people of color. Returning new parents may have with 300-people across EMEA. Nearly reduced hours at full pay, extra child all of these employees are part of an 4. COHN & WOLFE (WPP) care allowances and a flexible international team, working The cultural focus at Cohn & Wolfe is benefits that include a pot of money alongside colleagues in other an “entrepreneurial culture that for things like spa days. Everyone has countries. And even within each emphasizes creativity and an annual allowance which can be EMEA office, its global scope is imagination, and rejects mediocrity.” used in any way they decide. All of apparent — there are 16 nationalities To deliver on this,the firm has moved the European offices have benefits in its Brussel office, 14 in London. away from traditional hierarchy and that reflect the local culture. borders to foster a collaborative The APCO Global Exchange 3. GOLIN (IPG) culture where ideas can come from Scholarship rewards rewards 15-20 all levels of the organization. The Golin rolled out “Lifetime” last year employees each year with an all- agency’s calls this approach “Cohn & as part of its ambition “on being the expenses paid trip to work in another Wolfe and You” with a focus on 1) most progressive and flexible APCO office abroad to share best investing in people’s individual employer in our industry” by doing practices and cultural learnings. The development; 2) ensuring that away with the antiquated 9 to 5 work European team also connects at the everyone has a voice; 3) enabling day. “Lifetime” includes unlimited annual pan-European Christmas employees to support each other and paid holiday, more flexibility to work Party. Flexible working arrangements their local communities; and 4) remotely or from home, and a £50 has resulted in most of its employees fostering a culture of spontaneity and per month health and wellbeing who take parental leave returning to fun. the firm. Benefits also include robust allowance. Golin also has a 50/50 security offerings from life insurance gender balanced team of MDs to disability coverage, in additional globally and is committed to to private medical insurance and encouraging more women to take on pensions. European offices close senior leadership roles. between Christmas and New Year The firm also provides enhanced and individual offices have their own paternity and maternity leave, perks, on top of generous leave including education sessions on allowances. sharing the parental load, newsletters to help new parents feel 2. TEXT 100 (NEXT 15) connected to the firm, and mentoring After undergoing some changes in for new parents. The ‘Golin the region (including two mergers), Returnship’ is a back-to-work training Text 100 has emerged with a stronger and paid placement programme for presence than ever across the region. 30 women returning to the industry The 35-year-old agency also recently after a break of three or more years restructured its regional offering into – is now in its second year. In London five groups — strategy, content, 2016, the firm hired Laura Weston, on influence, social and digital. Its a three month paid returnship and culture centers around three pillars: she’s now a permanent Golin collaboration, creativity and passion. marketing director. There are plans There are a few ways the firm lives up to roll-out of this programme across to this employer brand promise, but multiple markets. Other mostly it comes down to treating unconventional options include the employees like adults with generous ‘unternship’ in which an intern gets

AGENCIES OF THE YEAR 94 Asia-Pacific PR Consultancies of the Year

The 2017 Asia-Pacific PR Consultancies of the Year are Consultancy of the Year winners were announced and the result of an exhaustive research process involving honored at the 2017 Asia-Pacific SABRE Awards, which more than 100 submissions and meetings with the best took place on 14 September in Hong Kong. PR firms across the region.

Asia-Pacific Regional Consultancies of the Year (Large) Winner China, Albert Shu in Hong Kong, regional revenues, strong capabilities Valerie Pinto in India, Hitoshi Shioya in health and technology—and digital WEBER SHANDWICK (IPG) in Japan and Johnny Sales in leading expansion. It is easy to forget that, just a decade Indonesia. Indeed, Weber Shandwick ago, Weber Shandwick’s Asia-Pacific But the numbers don’t tell the full can can claim to have the most presence often registered as less than story of Weber Shandwick’s complete capabilities in the key the sum of its parts. Since then a impressive performance in Asia- markets of Australia, China, India, cohesive regional strategy has added Pacific. Jolly has overseen a North Asia and South East Asia. Other considerable geographic breadth and fundamental expansion of the firm’s metrics are similarly eye-catching: specialist depth across the region, integrated capabilities across all of the firm now has 179 multimarket with the agency tripling in size over its markets and practices, with a clients, and around 30% of its the past seven years, to around specific focus on establishing a more revenues (30%) comes from Asia- $110m in fee income after another credible creative offering. That has based clients. And growth has been double-digit return in 2016. Much of meant that Weber Shandwick now led by India (+23%), Australia (+23%), that is the by-product of a stable numbers around 200 digital/studio Korea (+15%), Japan (+14%), Hong leadership team that is overseen by specialists, supported by 136 content Kong (+12%) and Singapore (+12%). chairman Tim Sutton and CEO Baxter staffers, 109 integrated media Jolly, supported by operations chair Much of that is driven by an existing specialists, and 34 insight experts. In Tyler Kim in Korea; creativity and client base that includes several line with a broader global innovation chair Darren Burns in companies that have been with restructuring, this talent is now China; client experience chair Weber Shandwick for more than placed into ‘value-based Vanessa Ho in Singapore; technology decade, including MasterCard, communities’, underpinned by EVP Lydia Lee; and strategy/ Emirates, NTT Docomo, Intel, significant senior hires in analytics/ marketing chair Ian Rumsby in American Airlines, Nestle, J&J, GM, insights, creative, planning and Australia. GSK, Nike and Pfizer. There was also digital. Digital assignments, for plenty of new business in 2016 example, grew in all markets — led by The firm’s local market leadership, ($16.8m to be exact) from the likes of Korea (36%), Indonesia (27%), Hong overseeing some 900 people across BYD, Tokyo 2020, Cartier, Netflix, SAP, Kong (20%), China (16%) and the region, is similarly stable and also Victoria’s Secret and Ericsson. The Malaysia (10%). Florence Ng joined reflects Weber’s preference for growth has benefited every practice the firm to lead creative in China, homegrown leaders, including Ava group, with consumer and corporate while Ali Grayeli came aboard from Lawler in Australia, David Liu in each accounting for about a third of Uber as regional ECD, while Uff

AGENCIES OF THE YEAR 95 Taufek and Emmanuel Caisse took on with the agency. Grove is supported AstraZeneca — and there has also senior digital and analytics roles in by vice-chairman (reputation) Iain been standout analytics work for China and Southeast Asia, Twine, another agency veteran; and, Barclays, STB and Stop the Traffic. respectively. And investment in talent vice-chairman (brand) Rupen Desai, Accordingly, the network’s portfolio and training has focused on one of a number of imports from the across practices is well balanced numerous initiatives to help the firm advertising industry, as Edelman across corporate and consumer, become a more nimble creative attempts to elevate its creative alongside a strong commitment to player in today’s integrated capabilities to better compete with both professional development (590 marketing communications advertising and digital agencies for training courses across the region) landscape. integrated briefs. The regional and thought leadership (from the leadership team also includes global The work, unsurprisingly, reflects the Trust Barometer to the Cultural vice-chair of technology, sectors and level of innovation that has seen Connections initiative). The firm’s innovation Jonathan Hargreaves; Weber Shandwick outstrip all of its client roster remains stronger than digital president Gavin Coombes; global network rivals over the past most, including multi-market and, performance EVP Martin Shaw. few years. For Alba Chunkuk, the firm accounts such as Adobe, Meanwhile, it is worth noting just developed an emotive campaign that AstraZeneca, California Almonds, how many of Edelman’s senior heightened awareness of the plight GSK, HP, Mars, PayPal, Samsung, figures come from a ‘non-PR’ of Korea’s part-time workers. For Shell, Symantec, Tata and Unilever background — including former Nescafe Dolce Gusto, it created a while there was significant new Starcom director Joanna Poulton, WeChat campaign that drove interest business from 3M, Alibaba, Chobani, ex-Saatchi Singapore CEO Celevel and sales. For Ocean Spray, there was iRobot, Legoland Malaysia, Nissan, Butler; former Dentsu Indonesia CEO influencer activity to ignite Sabre, Telkom Indonesia and Tink Bobby Arthawan; ex-Reliance Jio awareness and drive ecommerce Labs. — AS brand lead Himanshu Saxena; former sales. For Abbott, there was a video McCann Mumbai ECD Sachin series that highlighted how older H+K STRATEGIES (WPP) Talwalkar; and ex-MullenLowe parents have not lost sight of their Hill+Knowlton Strategies was one of Profero China MD Jackie Xu Rui. dreams. And for Janssen, the firm the first US multinationals to expand challenged the standards of mental As such, Edelman’s growth in the into Asia, and over the best part of six health across the region, spurring region (where it is forecasting 10% decades in the region it has certainly governments to take action. — AS expansion for the current fiscal year) experienced its shares of ups and represents a bet on what it calls downs—establishing itself as a go-to Finalists ‘communications marketing’, where firm for corporate reputation work and crises, the suffering EDELMAN (INDEPENDENT) earned media ideas are brought to life across the full spectrum of disproportionately during the Asian While Edelman’s Asia-Pacific marketing communications. It is not flu and dot-com downturns—but the revenues only grew 1% during its a particularly controversial idea, but past couple of years have seen the 2017 fiscal year, the firm’s regional neither is it especially easy, given the firm on the upswing again, and with offering remains one of the most current expectations of PR agencies 16 offices across nine countries dynamic in the region, encompassing and the communications directors (Australia, China, Hong Kong, India, considerable geographic breadth that they typically work with. Still, Japan, Malaysia, Singapore, South (1,340 employees across 11 markets) the best of Edelman’s work indicates Korea and Thailand), now along with service depth in such that it has been able to bring this supplemented by two offices of areas as digital, research and concept to fruition, via campaigns for digital content brand Rice5, it covers creative. Indeed, the agency has iRobot (integrated work to launch the the entire region as effectively as restructured its operations to brand in China); Pond’s (a global anyone. noticeable effect in the region, a influencer program); Joie (thought process that continues despite the The firm has certainly not abandoned leadership built on visual departure of APACMEA CEO David the strategic corporate and public storytelling); Miranda (award- Brain — with Edelman ‘collapsing’ affairs business that has always been winning creative work around back into an Asia-Pacific structure its strength, but under the veteran parental pressure); and Samsung that is built around two key practice leadership of Viv Lines—who has (using AR to promote swimming areas, brand and reputation. brought in forward-looking creative safety). Even on the more traditional and content talent like Felix Fei in Edelman remains in safe hands under reputation side, the work reflects an China, Thomas Goh in Singapore and chief operating officer Bob Grove, ability to innovate, for such clients as Mark Leong in Japan—it has been who has spent more than a decade ASEAN, Janssen, Vinci Airports, and developing a more integrated,

Agencies of the Year 96 content-driven approach to Much of the growth is being powered Greater China CEO Faith Brewitt. That consumer, technology and digital by existing clients (+19%) such as has since been resolved, and it is work. P&G, Netflix, Ikea, UT, Hyundai, worth noting that MSL’s existing Tourism Mexico and Volkswagen, leaders include China MD Daisy Zhu, That transformation has been paying while there was also new multi 20:20 MSL MD Amrit Ahuja, Australia off with some big new business market business AkzoNobel, Alibaba CEO Vanessa Liell, Singapore MDs successes over the past 12 months, and ABInbev, to go with plenty of Suya Kim and Fabienne Balleux, being named global agency of record new assignments in local markets — Vietnam chair Mai Huong, and Sri for Daillan’s Wanda Group, extending including Yili, Allergan, Hfax.com, Lanka director Caryll Van Dort — its seven-year relationship with LG Madame Tussauds, Anbang Insurance comfortably giving the network the Electronics, and providing and BHP Billiton (China); Swisse, highest proportion of female leaders PyeongChang 2018’s with Tiger, EA Mobile, Melco Crown and of any of the major firms in Asia- international support. Other Heineken (Hong Kong); Taitra Pacific. additions included Avon, Crocs, (Taiwan); SABMiller, Airbnb, Unilever, Dianrong, Huawei, Haier Electronics, It is also worth noting that MSL’s Mondelez and Coca-Cola (India); TCL, UnionPay, and WWE, while the footprint extends well beyond the Continental, Boston Scientific and firm also managed impressive core agency, including China Keurig (Japan); Zara and Electrolux retention, continuing its work for specialist Genedigi; experiential (Vietnam); and Downy, MeadJohnson ANA, Coca-Cola, Ford, HSBC, agency Luminous; tech firm 20:20 in and Disney (Thailand). Increased Microsoft, Nikon, Rolex, Schneider India; and corporate agencies integration with other Publicis Electric, and Singapore Tourism. Publicis Consultants and CNC. As companies is also helping — helping such, the work reflects a clear flair for The Singapore office enjoyed a propel 80 new client relationships, integration — it is just a shame that particularly strong year under including McDonald’s, Philip Morris, new Publicis Groupe CEO Arthur Michelle Tham (up 33% for the year), Takeda and Bacardi. Sadoun has decided not to enter any while the Greater China operation The firm’s burgeoning digital of it into peer-reviewed award remains the largest regional capabilities have been at the heart of competitions for the current operation, increasingly exporting its success. The agency’s i3 12-month period. — AS work around the world. — PH methodology starts with insight OGILVY PR (WPP) MSL ASIA (PUBLICIS (there has been a significant COMMUNICATIONS) investment in data and analytics), With fee income estimated at around $165m following high single-digit While much of MSL’s recent global proceeds through integration (which growth last year, Ogilvy PR continues development has been dominated by means engaging consumers and to serve as the benchmark by which its ongoing integration within the other stakeholders through a wide other regional networks are broader Publicis Communications range of digital and social content measured in Asia-Pacific. Indeed the group, the agency’s business and non-traditional channels), and WPP agency’s Asia-Pacific revenue performance remains led by Asia- ends with impact. And MSL’s overtook its US earnings some years Pacific, the clear standout across its Conversation2Commerce platform ago and it also functions as the four global regions. Asia-Pacific CEO — which integrates of paid, owned largest profit contributor to Ogilvy Glenn Osaki has overseen a and shopper media to add scale, group in many markets, reflected by remarkable uplift in MSL’s regional measurability and targeting to the the number of Ogilvy PR executives fortunes, from a 15-person startup in firm’s earned media coverage, that now lead the broader group in China in 2005 to more than 1,500 helping to turn conversations into such key markets as Shanghai (Debby staff working across 41 offices in the commercial success — has essentially Cheung), Beijing (Selina Teng), region, bolstered by the recent been adopted across the industry. In Guangzhou (Frangelica Liang), and acquisition of the Herd Agency in Australia, meanwhile, Herd MSL Vietnam (Dieucam Nguyen). Australia. That puts MSL (at around brings the proprietary ROAR €160m) in contention with Ogilvy PR measurement system, which should Under the leadership of agency as the region’s biggest PR firm, after add more heft to the agency’s veteran Scott Kronick, Ogilvy PR now growing another 16% in 2016, with insights and analytics capabilities. has more than 1,200 staff working 12% forecast for 2017, led by MSL also makes much of the fact that across 32 offices in 15 countries, excellent performances by China 60% of its office leaders are female, giving it the largest regional footprint (+15%), India (+13%), Japan (+28%), perhaps a reaction to the abrupt of the MNC firms, led by particular and Hong Kong (+61%). departure and subsequent gender strength in Greater China, Australia, discrimination claim by former Korea, the Philippines and Southeast Asia. There has been particular

Agencies of the Year 97 attention paid to Ogilvy PR’s Government, British Council, there is a significant commitment to integrated offering, which includes a Kingenta, Sony Music, Adidas, strategic planning (’Ogilvy Brains close working relationship with sister MediaHeal, VipKid, Ziroom, Porsche, Community’) and talent agencies Ogilvy & Mather and Ogilvy China’s Ministry of Culture, Bright management and development. The One, and a formidable digital and Dairy, Chunghwa Telecom, work remains cutting-edge, social media practice under the AstraZeneca and Hilton. evidenced by Ogilvy PR’s continued Social@Ogilvy banner. The client list success at award shows, via such Ogilvy’s thought leadership efforts includes integrated relationships campaigns as UPS United Problem also remain in strong shape, whether with Nestle, Wonderful Indonesia, Solvers, Huawei ‘Sing Your Unsent sponsoring the first Asian AMEC IHG, British Airways, Unilever, Amex, Messages’, changing HK’s ivory laws Summit, leading Chinese outbound Coca-Cola, IBM, Ford, Huawei, UPS for the WWF, returning Indonesia’s investment efforts, or stepping up its and NSCS, while there was also Bukalapak to relevance, and reviving behavioural science initiatives. And notable new business from the Xian Intel sales in China.— AS

Asia-Pacific Regional Consultancies of the Year (Midsize) Winner regions, with a formidable mainland to have ended with the arrival of China capability (offices in Beijing, former Burson-Marsteller executive RUDER FINN (INDEPENDENT) Shanghai and Guangzhou) Matt Stafford to lead the region last A perennial contender for Consumer complemented by a revitalized Hong year. Already Stafford has overseen a Consultancy of the Year in Asia- Kong operation, a burgeoning dramatic revival in the firm’s regional Pacific, Ruder Finn’s growth in the presence in India, and a healthy fortunes, including 11% growth in region is increasingly propelled by pan-Asian network. 2016 and forecast expansion of 22% practices beyond its core luxury and in 2017, taking Cohn & Wolfe to automotive strength in China. With Regional chief Jean-Michel Dumont around $22m in regional revenue. regional revenue of more than $30m, now oversees 450 staffers across the Stafford has also overhauled the the firm can now call on a corporate region, with around half of them leadership team, bringing in several capability that is increasingly based in mainland China. Hong Kong executives who used to work with sophisticated, helping it net new is now up to 60 people from 4 in 2015, him at Burson to join Tiffany Bai in business from the likes of Prudential, with Dumont supported by other China, Zach James and Rishi Seth in Faurecia, Kering Group, L’Oréal (CSR), senior regional leaders such as India and Adrian Lee in Southeast Penta Hotels and Sembcorp. There Charles Lankester, David Ko, Radha Asia. has also been growth for Chinese Roy, Elan Shou and Kok Wing Tham. municipalities/provinces such as the To support its growth, Ruder Finn has Around half of that comes from Guangzhou Municipal Government stepped up investment in its China, where the firm has 100 people (for FDI) and Sanya (for tourism), with academy training program, and is and grew 21% in 2016. In India, the Ruder Finn continuing to benefit from also set to launch an operation in acquisition of highly rated agency Six a China operation that also features Malaysia. Degrees has helped deliver scale and growth of 12% in 2016. Southeast the RF Thunder brand consultancy. Meanwhile, the firm’s campaign work Asia continues to remain the most Meanwhile, the RFI Daylight digital continues to win plaudits, notably via mature of Cohn & Wolfe’s markets, offering is as advanced as any in the initiatives for AstraZeneca (via with around 90 people spread across region, featuring a particularly WeChat); Prudential’s Relationship offices in Jakarta, Kuala Lumpur, impressive range of products and Index; Changi Airport; Visa; Manila and — most importantly — tools in such areas as data analytics, Volkswagen; Volvo; Audemars Piguet; Singapore, which grew 8% in 2016. risk management and crisis Electrolux and Heineken. — AS simulation, fuelling digital growth of And in Hong Kong, a turnaround effort is paying off following years of 50%. Finalists decline, with the firm expected to All of which helps to explain why COHN & WOLFE (WPP) double its size in 2017 after Stafford Ruder Finn has grown even stronger After a series of acquisitions in merged its P&L with Singapore. over the past 18 months, with Southeast Asia, Greater China and Powering all of that has been an revenues up 10% in 2016 and forecast India, Cohn & Wolfe ended 2015 with impressive new business haul, with a to grow by 15% in 2017. That makes regional scale if not stability, thanks specific bent towards Chinese brands Asia-Pacific, unsurprisingly, the to steady turnover of its regional going global, given Stafford’s lengthy fastest-growing of Ruder Finn’s global leadership. That turbulence appears experience on the Huawei account.

AGENCIES OF THE YEAR 98 The Chinese telecoms giant is just Singapore, China (bolstered by the communications space in what one of Cohn & Wolfe’s major wins in acquisition of Magic Group), India remains one of the world’s most this regard, joining other names such and Taiwan, up around 9% in 2016 to dynamic business centers: as Midea, ZTE and Tencent. an estimated $20m in revenue, with a consistently ranking among the Elsewhere, there was the $2m further 15% expansion forecast for region’s top 20 M&A advisors and regional win of Dell/EMC, along with 2017. dominating the IPO business, with 10 further new business from Golden new listings in 2016 (taking it past the 80% of Golin’s top clients are now Agri Resources, Coolpad, IHG China, 350 mark). multi-market, marking a China Fortune Land, Fila China, Dove considerable advance on the Longtime clients include Fitbit, China, PepsiCo India, Cambridge situation in 2013. And around 40% of Google, H3C, Hong Kong Deposit International, Watson’s China, GE the firm’s business now involves Protection Board, Hershey, Lenovo, China, PurCotton China, Volkswagen, digital/content, also encouraging Microsoft, Melco, P&G and UC Rusal, Qualcomm and Lamborghini. from a network that was previously and there was new business over the And the campaign work also defined around fairly traditional past year from the likes of ABM AMRO demonstrates considerable corporate activity. Golin’s capabilities Bank Hong Kong, Asiaray Media evolution. For Dell, Cohn & Wolfe now also include genuine strength in Group, Fox Networks, GuocoLand, devised a 13-country program across consumer and technology, Land Transport Authority, Lee Tung the region covering internal, demonstrated by new business from Avenue, Merck, Nippon, Puma, World marketing communications, regional Hyatt, Porsche, Oracle, Qatar Ventures. In terms of capabilities, digital, social media and analyst Airways, Mattel, and Micron, who join SPRG made an acquisition to expand relations. Other multi-market an existing client roster that features its public affairs offering, delivered initiatives include work for VMware, Atlantis Sanya, Chinachem Group, environmental and social governance APP, LG, InterCall and SalesForce, Lux, Nestle, Starbucks, Zespri, reports for several clients, and has while specific highlights include Boehringer Ingelheim and Heineken. continued to expand its digital and social media uplift for Pernod Ricard In terms of markets, much of the social expertise. China, brand promotion for growth was led by Hong Kong, China The firm now has 300 employees PurCotton, regional thought and Taiwan, supported by a strong of across Asia, generating fee income in leadership for Tencent and integrated new hires including Hong Kong MD excess of $22 million, making it one work for Google. — AS Jane Morgan and Taiwan MD Terry of the largest independents in the Chiang. GOLIN (IPG) firm—and perhaps the Asia-based While the Golin brand has been Perhaps the clearest sign of Golin’s agency with a geographic network— present in Asia for the better part of transformation, though, comes from there are offices in Hong Kong, China two decades, it is only in recent years its work for such clients as Hyatt, (Beijing, Shanghai, Guangzhou), — under the leadership of global Twitter, LinkedIn, Porsche and Taiwan, Singapore and Malaysia— co-CEO Jon Hughes — that the Ecovacs — all of which showcases the that can offer coverage to rival the agency has made credible strides in benefits of the G4 approach. For western multinationals. It continues turning itself from a federation of LinkedIn, Golin created a video series to differentiate itself by its focus on a unrelated local offices into a cohesive highlighting how LinkedIn helps culture where local staff can flourish network that aspires to the same identify the right talent, while for (15 members of the management kind of performance demonstrated Mattel, the firm developed a team have been with SPRG for 15 by Golin’s operations in Western parenting platform to encourage years or more, 15% of the 300 staff markets. Hughes, having previously mothers to play with their children have been with the firm for a decade) led Golin in the UK, was one of the more. — AS and on a philosophy of giving back to architects of the firm’s widely- the community that has seen the STRATEGIC PUBLIC RELATIONS agency reap numerous awards for its imitated G4 model, which GROUP (INDEPENDENT) restructured its operations around own corporate social responsibility It is now 22 years since Richard Tsang specialist areas of expertise. Since initiatives. launched Strategic Public Relations taking charge of Asia-Pacific in 2013, Group in Hong Kong, and while it has TEXT100 (NEXT15) he has brought that same mentality expanded into a network of 10 offices Text100’s 35-year technology heritage to a much less developed set of across Asia and established has always given it an edge on many markets, and progress is clear. The G4 capabilities in consumer marketing of its rivals — particularly in Asia- model has now been deployed across and corporate social responsibility, it Pacific, where a 20-year-old presence all Asia-Pacific offices, which includes remains best known as a market translates into strategic depth in key owned operations in Hong Kong, leader in the financial markets across India, Australia,

Agencies of the Year 99 Southeast Asia and Greater China. and training, enhancing its optimisation. And the firm’s digital And while the firm’s ‘Vision 2020’ leadership across creative, insight/ capabilities remain a notch above global restructuring has dominated analytics and business development. many of its rivals, evidenced by a the headlines, a quiet transformation Always renowned for its culture, range of impressive campaigns. For is also underway in Asia under the former regional director Anne Roam-E, Text100 won a SABRE Award leadership of new regional chief Lee Costello now oversees global people for its work across brand Nugent. development from Australia, while development, content, email, social, the regional leadership team also paid and influencer management, Overall revenues grew 7% to around includes Malaysia and mainland which helped the flying selfie gadget $20m in 2016, with profits up 24% to China head Meiling Yeow; Rosemary book more than 250k in indicative around $3.6m from 313 staffers in the Merz in Hong Kong; and Singapore orders from 15 countries. Text100 region. There was significant new leader Marc Ha. also helps to demystify IBM’s Watson business (much of it multi-market) by tackling Australia’s melanoma from Red Hat, NetApp Rolls Royce, Text100’s commitment to innovation challenge, directly generating $5.6m China Telecom, Nvidia, Alibaba, continues to stand out across an in revenue. Finally, for TeamIndus, Bosch, Harman, Netsuite and TVS in-house service offering that Text100 developed a storytelling Motors — joining an existing client features strategy, content, PR, social effort that helped raise $70m in a bid roster that features IBM, Adobe, media, and creative technology. Last to put India’s first spacecraft on the Lenovo, Cisco, Four Seasons, DHL, year, for example, thefirm launched a moon in 2018. — AS Telenor, Swift, Ikea and Gartner. dynamic newsroom that features trackable assets, social sharing, SEO, In particular, the firm has invested content retargeting and mobile considerable resources into talent

Australasian PR Consultancies of the Year Winner to offer strong capabilities in Sydney office you might not as easily consumer and lifestyle, health, public intuit that one of the region’s HERD MSL (PUBLICIS affairs, financial and corporate strongest financial communications COMMUNICATIONS) communications—and win national firms has emerged from Western The Herd Agency is a new brand, but and international awards. Australia, where the economy has it includes some familiar faces from been sluggish in recent years. previous iterations of this list, since it So some of its best work last year was was formed last year by the coming in unexpected categories: working Nevertheless, Cannings Purple— together of public relations brands with Primary Health Care to make IVF established in 2004 as Purple N2N (best known for its business-to- affordable for all Australians using Communications, it changed its business technology expertise, and content creation and social media name after selling a 49% stake to celebrating its 20th anniversary) and channels; supporting ING Direct’s STW (now part of WPP) in 2012—had Fuel (with more of a consumer focus), Living Super Campaign using earned, built a thriving corporate and and the integration of social media owned and paid content to persuade financial business in a challenging specialist Touch Creative to create a Australians to plan for their environment, filling a gap in the single agency with 50 people and fee retirement. New business, market that followed the decline of income of around $7.5 million. In meanwhile, came from Carlton some of Australia’s prominent mid-2017 the firm was acquired by United Breweries, Docusign, Reserve financial PR pioneers. The firm has Publicis Groupe, making it part of Bank of Australia, and Xero, joining a achieved an average growth rate of MSL’s Asia-Pacific footprint. roster that includes Airbnb, American 18% over five years, and a headcount Express, Facebook, Instagram, that has grown from 17 to 38 in the The firm’s position in the forefront of Opentable, Salesforce.com, and same period. The firm also earned digital communications is made clear Schneider Electric. — PH recognition for its impressive crisis by the fact that founder Jamie Verco communications capabilities, also continues to serve as head of Finalists working with mining contractor digital, and by the growth of Touch Macmahon Holdings after seven Creative, now a nine-person content CANNINGS PURPLE (WPP) employees were abducted at team that offers design and video The fact that Cannings Purple has its gunpoint in Nigeria, tamping down production services. It is largely that headquarters in Perth provides a clue expertise that has helped the agency about its strength in the extractive expand beyond its technology roots industry sector, but even with a

AGENCIES OF THE YEAR 100 media hysteria to help secure their Group, McGrathNicol, Crescent Overall growth last year was around safe release. Wealth, and The Tax Institute; Asian 7.5%, with new business from a mix property developers UEM Sunrise and of public sector clients (the Ministry Beyond all those business metrics (an M&L Hospitality; peer-to-peer of Justice, the New Zealand Navy) impressive showing in the M&A disruptor RateSetter; Teachers and others (Bank of Melbourne, the rankings, and recognition as the Mutual Bank, Turks Lawyers and University of Auckland). They join a leading lobbyist in Western Foodbank NSW. New additions roster that includes Statoil, Waste Australia), Cannings Purple is known include REST Industry Super Management New Zealand, Australia for a collaborative, team-first culture, (Australia’s largest industry Post, and the Department of which was undoubtedly a factor in superannuation fund by Education & Training. The firm ended attracting some impressive new membership), AMP Capital, Expedia 2016 with fee income of more than talent last year: former Deloitte LPS, Rabobank, Bright Foods, and $10 million (US), one of the largest chairman Keith Jones joined to chair many more, helping to drive a 19% independents in the market. — PH the board; business journalist Peter revenue increase over the past 12 Klinger came on board to strengthen months. — PH WEBER SHANDWICK (IPG) IR capabilities; stakeholder Now firmly established as one of engagement specialist Charlie SENATESHJ (INDEPENDENT) Australia’s top agencies, Weber Wilson-Clark joined the corporate Now in its 15th year, and with a team Shandwick’s rise in Australia belies affairs team. — PH of 60 spanning offices in Australia the notion that international SEFIANI COMMUNICATIONS GROUP and New Zealand, SenateSHJ is agencies (with one or two exceptions) (INDEPENDENT) differentiated primarily by its ability will always struggle against the to do the difficult things well. While country’s homegrown hotshops. The past few years have seen a it’s business spans a range of practice Weber Shandwick grew by almost successful expansion and areas, the firm is at its best handling 25% for the second consecutive year, diversification strategy take shape at difficult corporate reputation taking its headcount to 50 across Sefiani, which has transformed itself challenges (change management and offices in Sydney and Melbourne, from a relatively traditional corporate employee engagement a particular bolstered by Powell Tate’s presence and financial communications focus), public affairs and issues in one of the region’s most specialist into something broader, management, and healthcare work. sophisticated public affairs markets. more creative, and more modern without losing sight of the strategic The latter sector has seen Under the leadership of Text 100 thinking that has set the firm apart considerable growth over the past 12 veteran Ava Lawler—who joined four since its founded in 1999 by Robyn months under the leadership of Sue years ago and has engineered much Sefiani, a veteran of 12 years in senior Cook, who previously led by of the turnaround—the firm secured leadership roles with Edelman. Hill+Knowlton’s Australian operations several impressive client and the agency’s Asia-Pacific assignments, including new business The firm continues to do both healthcare practice. New healthcare from Crowdstrike, Amazon Retail, corporate and financial work and business came from the likes of Bayer Lenovo, ServiceNOw, Qualcomm and public affairs and issues and National Disability Insurance, Corning, who join an existing roster management exceptionally well, while the firm continues its work for that features. Aldi, Nespresso, often partnering with global leaders GSK and Novartis, among others. MasterCard, Ocean Spray and Splunk. who lack their own presence in the Award-winning work included the Meanwhile, Powell Tate has slotted in Australian market. Crisis work last “My Cancer, My Voice” CSR program seamlessly, bringing in such clients year spanned cyber-attacks and data and the “Facing the Health of as the Sir John Monash Foundation, breaches, product contamination Australians” initiative with The Grocon, Carlton United Brewery and and workplace disasters. Meanwhile, Australian Medicine Industry. Asialink. the group’s consumer brand Kite— launched in 2014—continues to Elsewhere, there has been a focus on Lawler has also set about revamping flourish, with the appointment of expanding digital and social the firm’s talent profile, bringing in Klick Communications veteran Lori capabilities: the expanded team several new hires including across Susko as GM and director of includes former APN digital editor planning, tech/corporate and integration. Irene Chapple and new head of consumer. —AS digital in New Zealand, Erin Leuschke Major clients include global (a veteran of digital roles in the UK organisations MetLife, Allen & Overy, and Europe). ARUP and Hotels.com; Australian market leaders HCF Australia, Vita

Agencies of the Year 101 Greater China PR Consultancies of the Year Winner in place for several years now, thanks included chief technology officer Su to a 50-strong creative contingent Zuan and Otype VP River Wu. OGILVY PR (WPP) and one of the strongest digital units With fee income estimated at more As such, it represents many of the in the market. In Hong Kong, for than $70m, Ogilvy PR remains the country’s largest companies (Lenovo, example, the firm’s musically-themed largest international PR consultancy Baidu, JD.com, Tencent, FAW- work Huawei helped it win over in China, a position is has held with Volkswagen, Volvo, Canon, GAC sceptical consumers, while a WWF distinction for many years. The firm’s Toyota and NETS) . New business campaign ultimately convinced the regional CEO Scott Kronick, of course, over the past 12 months came from SAR government to announce a total made his name in the market, and Bybo Dental Group, Ferrero, Nestle, ban on ivory sales. For Intel, remains based in Beijing, surrounded WMF, China UnionPay, Chevron, meanwhile, a PC refresh effort in by a handpicked leadership team L’Oréal, vivo, Lianjia and 5i5j. conjunction with World of Warcraft that has, for the most part, remained reversed years of decline and That helped BlueFocus Digital grow in place for more than a decade. That resulted in increased sales. its revenues by 8.9% in 2016, despite kind of stability continues to pay off a challenging market that included Meanwhile, Ogilvy’s focus on for Ogilvy PR in Greater China, where many clients looking to optimise upgrading its planning, products and Kronick and China/Hong Kong their marketing budget. In response, services continues to bear fruit. It is president Debby Cheung oversee a BlueFocus has a built a more modern worth noting that, while the broader network that includes offices in Hong purchasing and operation group grapples with the challenges of Kong, Taipei, Guangzhou, Shanghai, department, supported by upgraded becoming one agency, Ogilvy PR is Beijing and a new operation in client servicing capabilities. The firm already a central presence at Ogilvy Shenzhen, adding up to around 650 has also stepped up its creative China, evidenced by the senior roles staffers, a little more than half of the capabilities, because of the demands held by Cheung (who oversees network’s total Asia-Pacific placed on its digital work. A central Shanghai) and Ogilvy & Mather headcount. creative team is supported by Beijing president Selina Teng. — AS After double-digit growth in 2015, investments across big data, artificial intelligence and cloud technology, Ogilvy PR weathered tougher market Finalists conditions in admirable fashion, reflecting BlueFocus shift towards posting a mid-single-digit uptick and BLUEFOCUS DIGITAL (BLUEFOCUS digital CRM and social media bringing in new business from COMMUNICATIONS GROUP) marketing. Since its launch in 1996 (then known Kingenta Ecological Engineering High-profile work includes as Blue Focus PR), Oscar Zhao’s Group, Sony Music, Ziroom, PRC developing Infinit’s customer loyalty company has grown into the largest Ministry of Culture, British Council, platform, a mobile effort that public relations consultancy in China Astra Zeneca China, VIPKID, Adidas, leveraged big data to optimise the and one of the top 10 public relations Magneo, RNG, Philips, Chunghwa carmaker’s marketing experience and business in the world, with 2016 fee Telecom, CITIC Guoan Wine. The led to a substantial increase in income (per our 2017 Top 250 firm’s reputation with large local owners’ usage. For Baidu, ranking) of close to $270 million—up players and outbound-focused meanwhile, BlueFocus supported the by 17% last year. government entities remains second transformation of visual art into to none, with a more recent Today, BlueFocus Digital Marketing music via artificial intelligence, and assignment understood to include Agency is the main subsidiary of the also developed an AR-fuelled high-level support for the Xian BlueFocus Communication Group in restoration campaign of nine city Government’s efforts to promote China, employing 1,300 people and gates in old Beijing. — AS itself as an international investment offering a unique blend of digital destination. Those new accounts join marketing and public relations MSL (PUBLICIS COMMUNICATIONS) an existing client roster that includes services in China across offices in Having made three very different Nestle, CFA, Ford, IBM, Amazon, Beijing, Shanghai, Guangzhou, acquisitions in China—strategic Tencent, Huawei, Adidas and the Shenzhen and Xi’an. The firm is led communications consultancy Chengdu Government. by CEO Richard Jiao, supported by Eastwei, events-driven company But it is not just the agency’s scale COO Stanley Xiao, chief strategy Luminous Experiential, and digital that impresses in China. The work officer Yorf Guo, VP Bruce Zhu and marketing and PR firm Genedigi—it continues to demonstrate the kind of SVP Donna Li. Key new hires last year has taken a while for MSL’s ‘next chapter’ thinking that has been operations in Asia’s most dynamic market to mesh, but despite the fact

AGENCIES OF THE YEAR 102 that the latter two firms retain their Chinese workforce via an impressive Baker, Soneva Group, Bloom & Grow, original brands, it is becoming employee engagement effort. UTS Insearch and Revolve. increasingly difficult for competitors The diversity of MSL’s leadership That performance, of course, has to pretend that the Publicis-owned team is also worth noting, with key come despite a slowdown in the agency is not now a major player in figures including China MD Daisy Zhu market, with Red Bridge addressing the market, uniquely positioned to and Hong Kong GM Terence Yam, this issue by reinforcing its integrated provide both top level strategic although the gender discrimination capabilities and focusing on premium counsel and local market execution claim filed by former Greater China brands that target China’s middle that includes 750 professionals in 11 CEO Faith Brewitt cast a shadow over class. That includes a flair for Greater China offices. the firm’s efforts on this score. — AS healthier sectors such as outbound Growth over the past 12 months tourism, sports/wellness and reached 16% despite the economic RED BRIDGE COMMUNICATIONS (WE corporate. Red Bridge also increased downturn, along with further 24% COMMUNICATIONS) its training budget by 50% and expansion during the first half of Red Bridge’s rapid rise to prominence developed a new integrated planning 2017. Much of that was propelled by since its 2009 launch included process, helping it to become the a stellar new business haul, which winning this category last year, so it only Greater China agency shortlisted included Yili, Volkswagen, Allergan, came as little surprise when the firm in our Best National Agency to Work Madame Tussauds, Hfax, BHP was snapped up by WE For category last year. Billiton, UGG, JD.com and AB InBev in Communications in early 2017. And Campaign highlights included Melia’s China; Taitra, Princess Cruises, Orient while ownership has changed, the ‘365 days of travel’, which won over Europharma and Chungwha Telecom qualities that have made Red Bridge China travellers on a limited budget; in Taiwan; and Swisse, Tiger, EA such as unique force in the market the integrated ‘Ensemble in China’ Mobile, Melco Crown Entertainment, are thankfully intact, under the able campaign that helped Forever21 Heineken, Marriott, China Mobile, leadership of founder Penny Burgess, create a distinct brand positioning in Coca-Cola and Alibaba in Hong Kong. managing partner Nicky Wang and associate director Maho Saito. In China; and ‘Stylist in Residence’ for An increasing proportion of those particular, Red Bridge has established Value Retail Europe, another assignments, meanwhile, featured itself as something of a rarity in the outbound tourism effort. Now integration with sibling firms, in line China market — an independent backed by investment from WE with the ‘Power of One’ philosophy agency that has demonstrated an Communications, it will be intriguing that sees MSL sit within the Publicis ability to win big business without to see how Red Bridge develops its Communications P&L. And the firm’s the sometimes cumbersome scale offering in the years to come. — AS burgeoning digital capabilities that is often required of the country’s WEBER SHANDWICK (IPG) continue to feature at the heart of its most successful firms. success, bolstered by an i3 planning Weber Shandwick has posted methodology and investment in the Growth in 2016 again shone, with the impressive regional growth over the high-profile Conversation2Commerce firm up around 20% to almost past three years and Greater China platform, which has already helped RMB25m, drawn from 55 staffers in exerts a compelling influence over develop cutting-edge work for P&G. Shanghai that work across corporate that expansion, with the sub-region and brand marketing. A profit margin accounting for 51% of regional That was not the only campaign of 31% attests to Red Bridge’s revenues. More than a third comes highlight for MSL in Greater China. successful progression, as do a few from mainland China, where growth For Heineken Hong Kong, the firm’s other key stats — 100% client slid in line with a tougher market to ‘Shape Your City’ effort created an retention and an 84% new business around 7%, albeit during a year when illuminated tram bar that helped conversion rate. The latter included Weber Shandwick attempted to reset spur the market leader to a 17.3% new assignments for WeWork, its capabilities around a much clearer sales uptick; the innovative Air Ink Taylormade, BridgeClimb, Australian focus on digital and creative. The firm campaign for Tiger Beer, meanwhile, Fashion Week, Cartier, Lululemon, now has 510 people across offices in turned carbon-rich soot into useable ROLI, Thomas Cook, Schroeders and Beijing, Shanghai, Taiwan and Hong ink; Whisper’s #LikeAGirl Butterfly University Technology Sydney, who Kong, with the latter market initiative addressed the critical issue join an existing roster that features continuing to power ahead with of puberty education for Chinese Value Retail (China & Europe), Melia another year of double-digit growth, girls; and, Ikea’s ‘Find Your Hotels & Resorts, Forever 21, DFS, Ted making it one of the SAR’s biggest PR Extraordinary’ helped galvanise its firms.

Agencies of the Year 103 Under the leadership of chairman Massimmo Dutti, TAL, GSK, BYD, Ocean Spray (igniting awareness of David Liu and president Darren Hyatt, Royal Caribbean, Garett cranberries and driving online sales Burns, China has established itself as Popcorn Shops, Vanguard and Newell by 50%); and, Abbott (focusing on a global innovation centre for Weber Rubbermaid, joining an existing parents dreams in Taiwan for Shandwick, thanks in large part to client roster that features Mars, SGM/ nutritional supplement Ensure). the C3 platform that connects GM, Mercedes-Benz, Nike, Meanwhile, under the leadership of content to commerce. The firm has MasterCard, ExxonMobil, Amazon Albert Shu, Hong Kong continued to also developed an influencer and Amore. motor along, growing 12% — its management tool called Weber All of those efforts helped Weber seventh consecutiveyxar of double- Shandwick Kloud Nework, and has Shandwick shoot up the R3 rankings digit growth. New business included worked hard to make inroads into for PR agency perceptions in the Facebook, Nasdaq, Tencent and integrated digital and creative country, bolstered, no doubt, by Vanguard, while the firm retained assignments, hiring senior talent some eye-catching campaigns for Abbott, AXA, HK Jockey Club, across analytics and creative. Nescafe Dolce Gusto (a successful MasterCard, Pfizer, Samsung and Accordingly, there was new business social and ecommerce initiative); Wynn Resorts. — AS (plenty of it purely digital) from

India PR Consultancies of the Year Winner The firm’s focus on training, Asia-Pacific SABRE Awards (no meanwhile, remains arguably the agency won more) and this year it GENESIS BURSON-MARSTELLER strongest in the market, a legacy of racked up 27 nominations in the (WPP) the Associate Learning Programme South Asia competition, twice as Celebrating its 25th anniversary in which has developed many of India’s many as its nearest competitor, 2017, it is worth pausing to take stock PR leaders since it began 13 years winning trophies for a broad range of of Genesis Burson-Marsteller’s ago. And there was considerable work that included assignments for progress as one of the pioneers of disciplinary expansion — of its brand/ State Bank of India, Mahindra & India’s relatively youthful PR consumer practice into sports & Mahindra, and online transportation industry. While other firms have entertainment; of its telecoms and company Ola. fallen by the wayside, GBM remains tech practice into distinct consumer as relevant as ever, with founder Ola was just one of number of big tech and enterprise tech units; and Prema Sagar continuing to oversee a wins in 2016, with others including the launch of a specialist government stable leadership team that includes Café Coffee Day, Bank of business practice that works for Make president Nikhil Dey, COO Atul Maharashtra, the Board of Control for In India, MyGov.in and PHFI. Sharma and CMO Deepshikha Cricket in India, Honda Motorcyles, Dharmaraj. And while GBM may have The work bears out the success of M&M Financial Services, Tata Sons, parted ways with its PepsiCo client, GBM’s approach. The firm took top and the Cellular Operators the firm rebounded in fine style, honours at the SABRE Awards South Association of India. The firm also winning big assignments from Asia for its inspiring ‘Back to Work’ continues to work for energy and Diageo, Microsoft, Zee, Uber, Wrigley/ campaign for Medela, and also infrastructure conglomerate Adani Mars, Star Sports, AmEx, Monsanto notched up a Gold for Colgate Group, Bombay Stock Exchange, and HP. Palmolive.—AS Citibank, ICICI Bank, Infosys, Jet Airways, Mahindra Group, and All of which added up to 18% topline Finalists Vodafone India—a veritable who’s growth in 2016, with a similar who of Indian market leaders and increase forecast for 2017. Those are ADFACTORS (INDEPENDENT) giant multinationals, to whom is impressive numbers, and they reflect Long regarded by Indian market provides public and investor the evolution of GBM’s work beyond watchers as the best corporate and relations services at a high level. corporate, financial and public affairs financial specialist in the market (and into digital, via a thriving content one of the few local firms to meet With 2016 fee income of close to $25 studio and design operation that is western standards of governance), million—following three years of solid built on realtime apps and Adfactors was not until recently the double-digit growth—Adfactors ranks intelligence, for a client roster that first Indian firm that came to mind among the top 75 PR agencies in our also includes L’Oreal, Ford, GE, Fitbit, when the discussion turned to global ranking of PR firms, and the is Tourism New Zealand and Tetra Pak. creativity. But the past few years have the largest Indian firm on the list. It changed all that: last year, it won five now has 575 people in 13 Indian

AGENCIES OF THE YEAR 104 offices, with overseas outposts in philosophy. Mantri, meanwhile, is a MSL (WPP) Singapore, Sri Lanka, and the UAE. tireless presence on the industry Two years after restructuring its — PH scene, helping to elevate the profile of leadership under Amit Misra, MSL public relations in India and beyond. India’s transformation paid off to AVIAN MEDIA (INDEPENDENT) And Avian’s work has seen a dramatic impressive effect in 2016, with Avian Media’s rise into one of India’s revenues up 13% and profitability top PR consultancies over the past 12 uplift too, aided by the merger of its digital and content practices with finally reaching the levels required of years has been a compelling affair, a Publicis Group agency. The agency, driven by the zeal of owners Nikhil experiential under the EXPD banner. Avian took home four trophies at the one of India’s largest, has benefited Khanna and Nitin Mantri and from paring back its headcount to supported by a leadership team that recent SABRE Awards South Asia, thanks to standout campaigns for 550 people and focusing on bigger includes co-founder Manash Neog retainers for the likes of major new and regional head Neha Mehrotra. SpiceJet (creating an integrated customer response framework); AB clients such as Coca-Cola, Mondelez After growing 27% in 2015, Avian and the Gates Foundation, who join followed that up with stellar revenue InBev (a responsible alcohol programme, and an internal an existing client roster that features expansion of 46% in 2016, Netflix, Facebook, Instagram, Airbnb, underscoring its presence as the firm certification effort for employees; and Qualcomm (the successful Uber, Dell, P&G, UTC, Airtel, Flipkart to beat in a range of competitive and Nvidia. pitches, including wins from Amazon, #DesignInIndia campaign).— AS Yet it is not just the business growth AB InBev, Dell-EMC, McDonald’s, Le EDELMAN (INDEPENDENT) Eco, Pernod Ricard, Sony Pictures, that has helped fuel MSL’s turnaround Six years after its business was the Facebook and Vistara, along with a in India. In particular the firm has made lucrative Tata mandate, Edelman’s high-profile role advising Tata Trusts good on its promise of developing a expansion in India continues to through last year’s acrimonious more integrated entity, embracing a impress, with the firm now leadership crisis. structured strategic planning approach numbering more than 400 people to help develop some impressive work Those new clients join an existing across nine offices, bolstered by for the likes of Changi Airport, Dell, roster that features Qualcomm, particularly strong capabilities in Facebook, Coca-Cola, Digital India and Phillips, eBay, Maruti Suzuki, Sony, creative and digital. That attitude, Panasonic. With the MSL brand serving Airbus, Google, Tourism Australia and built around the network’s as the flagship operation, 20:20 MSL Western Digital Technologies. All of ‘communications marketing’ has benefited from a specific focus on which adds up to fee income of philosophy, was only strengthened technology and unicorns, while around $4.3m in 2016, with more over the past 18 months as the firm Publicis Consultants has developed a than 150 executives working across brought in some heavy-hitters to credible startup and innovation six offices. And like all of the best PR deepen its creative and brand skills offering, bolstered by initiatives like firms, Avian’s growth has been driven — notably for Reliance Jio exec Publicis Drugstore, which fosters by a unique culture, which starts with Himanshu Saxena to lead brand, and relationships between large companies Khanna and Mantri’s focus on values former McCann adman Sachin and early stage startups. and deliverables. It is no surprise that Talwaker as regional ECD in Mumbai. Avian Media was named one of the The diversity of the firm’s talent pool The work demonstrates that Holmes Report’s Best Agencies to reflects this approach. Amrit Ahuja was Edelman’s investments are paying Work For in Asia-Pacific last year named MD of 20:20 MSL, while Viju off. Mirinda’s ‘Release the Pressure’ — the firm has worked hard to George took charge of Publicis campaign was one of the region’s cultivate a workplace that is Consultants. New hires under them best efforts, nothing up wins at the collaborative, entrepreneurial and include senior executives in strategy, SABRE Awards and Cannes Lions, creative, bolstered by its SEED digital, video, data, and content — while there were also standout year-long induction programme. reflecting Misra’s focus on building a campaigns for Western Union (in more holistic set of skills. And there has Those values continue to drive Avian’s research and planning) and the been plenty of mentoring and training progress into a world-class Canola Council of Canada. Neither to support this shift, helping revenue multidisciplinary firm with strength should the focus on creative overlook from integrated business to grow 30% across consumer, corporate, public the firm’s growth, up by more than in 2016. — AS affairs and crisis. There is also a 15% to around $17m for its most market-leading digital and content recent fiscal year, from a client roster capability, and a commitment to that includes Tata, Unilever, HP, Shell, thought leadership initiatives that has PayPal and the World Gold Council. helped underpin its ‘clients for life’ — AS

Agencies of the Year 105 North Asia PR Consultancies of the Year Winner also a member of Ogilvy’s global Foreign Affairs, Defense, Finance, and network of affiliates. — PH Health; Tokyo Metropolitan PRAIN GLOBAL (INDEPENDENT) Government; and Tokyo Convention One of the biggest chronic issues Finalists & Visitors Bureau. It has also been facing the people of Korea—let’s flourishing creatively, with 16 ignore the neighboring elephant in the DENSTU PR (DENTSU) industry awards last year—including room for now—is the fact that in 2015, Founded in 1961, Dentsu Public three SABRE trophies and two In2 South Korea recorded the lowest birth Relations has probably experienced SABRE awards. — PH rate in the world. The aging more change in the past five years population is the kind of long-term than it did in its first 50, with the KPR & ASSOCIATES (INDEPENDENT) ticking time-bomb problems that same forces of integration that are With 100 people and fee income of democracies don’t often treat with the roiling the global communications close to $10 million, KPR is not only necessary urgency, so when the business—the growing importance of one of the oldest independent public Korean Ministry of Health & Welfare digital and social media, the blurring relations agencies in Korea (it was decided to devote resources to focus of lines between earned, owned and founded in 1989) but also one of the on Korean family culture, including paid platforms—having an impact in largest. It has also shown itself to be marriages, births, and parenthood, Japan, where PR has often been seen one of the most innovative in the Prain Global needed to pull out all the as a “poor relation” to the ad market, anticipating changing client stops. It didn’t disappoint, coming up industry. At the same time, there is demands and responding to the with a multi-faceted campaign that growing interest in PR from the decline of print media in Korea and won highest honors from the Korean public sector, thanks to the regional the growing importance of digital PR Association revitalization policies of the Abe and social channels by creating administration and preparations for It’s no surprise that Prain was the digital communications capabilities the upcoming 2020 Olympics in go-to agency for this critical and launching the market’s most Tokyo. assignment. Since its founding in prominent Social Media Trend 2000 by Jason Yeo, the firm has As the market leader, Dentsu has Report—now in its fourth year. grown to become one of the top 60 been both leading and benefiting The past 12 months saw KPR respond PR agencies in the world according to from the changes in the Japanese to the blurring of media channels our global ranking, with its $33 market. It has continued to produce a with the launch of collabo K, a new million fee income in 2016 making it wealth of thought leadership integrated marketing the six largest Asia-based firms. With material, from its invaluable Guide to communications brand, which has 220 employees, Prain is a leader in PR in Japan, to three published been particularly effective in helping public sector work, major events, books in 2016 (on topics ranging from to attract large multidisciplinary consumer marketing, entertainment, risk management to inbound assignments from the public sector, technology and healthcare, while tourism), to its new “attractiveness including several Pyeongchang 2018 adding digital and publishing marketing” service, which analyzes Winter Olympic projects as well as capabilities that acknowledge products, people and corporate the Ad Stars Festival in Busan and the changing client demands. attractiveness across multiple Busan One Asia Festival. stakeholder groups. Under the Last year was a strong one, with fee leadership of new CEO Kazunori Other new business over the past 12 income rising by 15%. There was new Azeyanagi—a veteran of Dentsu Inc months has come from Continental business from Grand Hyatt, J Trust, who took on the role last year—the Korea, Google Korea, Maserati, Red World Vision, Boehringer Ingelheim, firm also has more than 100 PR Cross Korea, Tencent, local financial the Ministries of Health & Welfare and Society of Japan “certified” technology company Webcash, and Culture, Tourism & Sports. The firm employees and a host of accredited Banyan Tree. The firm continues to continues to work for the Seoul planners. work for a mix of multinational and Metropolitan Government, Samsung local clients such as 3M Korea, Airbus, Electronics, Canon, SK Telecom, GSK, The payoff is that Dentsu PR is Samsung Electronics, Kia Motors, CA Expedia and HP. While it remains flourishing in financial terms: its net Technologies, the Los Angeles Tourism focused on the Korean market, its sales—preferred to fee income as a & Convention Board, Singapore works across North Asia in metric in Japan—rose 3.5% to about Airlines, and Siemens, providing a full partnership with Japanese ¥11.5 million last year, and its client array of public relations services, independent Sunny Side Up, and is list includes Starbucks Coffee Japan; including corporate and consumer, Panasonic; the Japanese Ministries of financial and public affairs. — PH

AGENCIES OF THE YEAR 106 SUNNY SIDE UP (INDEPENDENT) Coca-Cola, Nestle, Getty Images, capabilities in the local market, Like many Japanese companies, Logitech, LVMH, Shake Shack, and alongside a restructuring that has Sunny Side Up is gearing up for the Australian eatery bills. New additions shifted the 60-person agency away 2020 Tokyo Olympics. What sets the last year included ROLI, Kyobashi from practice teams to taskforce firm apart is that it has the expertise Edogrand, and the Shibuya units that feature more centralised and heritage in sports marketing to Countdown Events. There was services. New clients include Tokyo deliver on its offer to “let us be your growth in new practice areas too, as Metropolitan Government, the Tokyo concierge.” The firm has been the video marketing and influencer 2020 Olympics Committee, Expedia/ official agency of the Tokyo Marathon management become increasingly Hotels.com, Visit Finland and Novo since 2011, represents retired soccer important to public relations in the Nordisk, joining a client roster that star Hidetoshi Nakata and Olympic Japanese market. — PH already features Mattel, Facebook/ gold medalist swimmer Kosuke Instagram, Mitsubishi Trust Bank, WEBER SHANDWICK (IPG) Kitajima, and supports numerous NTT, J-Power, JRA, Intel, FileMaker corporate clients in their sponsorship Weber Shandwick’s Japanese JFE and Yamaha. and event management. operations can trace their roots back to 1959, when International PR—later In Seoul, which Kim has taken from a Perhaps it all comes down to the acquired by what was then one-man office to a team of more firm’s refreshingly simple philosophy, Shandwick—was first established. Its than 70, growth has been fuelled by “Let’s Have Fun,” because SSU also Korean presence is much more integrated marketing and specialist excels in the entertainment and recent, with the office founded seven digital work, bolstered by senior hires event management space, working years ago, under the leadership of across consumer, digital and content. with the local government and other Edelman veteran Tyler Kim. But both New clients included Microsoft, authorities in Shibuya on the “You of the North Asia offices have been on Olympus Medical Equipment, LG Make Shibuya” event, brining public a similar trajectory in recent years, Display, POSCO, Adobe, Amazon and and private sectors together in the with Japan (+14%) and Korea (+15%) Double Star, joining existing clients ward; supporting RockCorps for the both submitting impressive such as Samsung, Philips, California fourth consecutive year as it staged a performances in 2016 and 2017. Walnut Commission, Facebook/ live performance in Fukushima. Instagram, Goldman Sachs and MBK In Tokyo, the story continues to be Partners. The Korean office’s With a team of close to 160, Sunny about Weber Shandwick’s campaign flair also stands out, Side Up is now established as one of perseverance and ability to thrive demonstrated by the Alba Chankuk Japan’s leading independent despite challenging economic effort that changed perceptions of agencies, with a client list that conditions. Success has come from the country’s part-time workers. — AS includes the Japanese operations of expanding digital and social

Southeast Asia PR Consultancies of the Year Winner professionals across the ASEAN fashion. This year, the firm is region and grew 30 percent in both releasing research on Myanmar — VERO (INDEPENDENT) 2015 and 2016. specifically on the media habits of Now in its 10th year, Vero eye towards people in Yangon. — AaS being the most future-oriented PR Additions to its client roster include Netflix, LG, Booking.com, Dell and agency in ASEAN seems to be Finalists working as the firm now has offices Visa, among others, in addition to across the region in Thailand, local companies in all of its markets. FORTUNE PR (INDEPENDENT) Singapore, Myanmar and Vietnam. Notable work includes handling Dell’s Since 2011, Fortune PR—already one social and digital responsibilities that of the largest and most respected It was two years ago the firm made a resulted in a significant boost in independent PR firms in South-East pivot to expand its services to include engagement with audiences and Dell Asia—has transformed itself into a “hard-core digital” offerings, and expanding the remit to include paid well-rounded 21st century now, this segment of the business — media.Following a crisis, Johnson which includes paid media, analytics Controls asked Vero to roll out a and digital lead generation — makes campaign to generate positive up half of its revenue stream. Next momentum, for their York brand the firm is preparing a virtual reality resulting in a social campaign that lab for clients. Vero has 40 expanded engagement in a notable

AGENCIES OF THE YEAR 107 communications firm, supplementing business from HomeAway, Hilton, WEBER SHANDWICK (IPG) its traditional media relations and Leprino and Syngenta. While Southeast Asia may only events expertise with capabilities in Campaign highlights included the account for 15% of Weber digital and social media, advertising, #NeverFade effort for P&G’s Downy, Shandwick’s regional revenue, that and brand strategy, while staying an idea built for a longer-lasting still adds up to more than $15m true to its mission: “to improve fragrance innovation, and which has across offices in Singapore, Malaysia, quality of life and bring value through since been exported globally. — AS Thailand and Indonesia, with each of impactful communications” in the the operations demonstrating Indonesian market. SPARK COMMUNICATIONS impressive growth in 2016. (INDEPENDENT) With a team of 60, and following 10% Singapore, the largest office with 76 Managing director Tom Athey started growth in 2016—despite continuing people, registered topline growth of Spark Communications 16 years ago budget pressure in the market as a 11.5%, marking its 13th consecutive without, he says, much of a business whole—the firm represents major year of double-digit expansion. Much plan and a Thai market that at the multinationals such as Lenovo, of that came from existing clients, time had very little history of or Oracle, Syngenta, Royal Enfield and thanks to an impressive top 20 client demand for public relations. An Hankook Tire, while new business list that includes its biggest regional ex-pat from the Northeast of England last year came from VuClip, client MasterCard along with 25-year with journalism experience in the Mundipharma, Amadeus, Akamai, partner Emirates. But there was also region, Athey built the firm British Telecom and more. new business from Netflix, Ericsson, organically, through personal AStar, DSMA, BNP Paribas WTA and Interesting work included raising relationships and word-of-mouth, Stanchart to go with an existing client public awareness of the lifestyle gaining a reputation for delivering on roster that also features GM, Exxon, factors that can increase the risk of promises and operating with Facebook, Lend Lease, Spotify, cancer on behalf of Mundipharma, transparency and integrity. with a Jakarta running event that Abbott and ION Orchard. As a result he has built a firm with $2 emphasized the “courage and In Indonesia, a team of 28 generated million in fees (headquartered in strength” of cancer survivors. — PH growth of 15%, fuelled by a top 16 Thailand but with operations in retainer list that works across KETCHUM (OMNICOM GROUP) neighboring Myanmar) that remains, multiple practices, and includes such as he says, “independent but Ketchum’s progress in Singapore names as Temasek, SIA, GM, connected.” Clients include Visa, since acquiring aviation specialist MasterCard, Facebook and Citibank. Emirates, Lenovo, and Under Armour, Icon has been largely under-the- There was new business from 3M, with new additions in 2016 such as radar, but after 27% growth in 2016, Grab, QNB and Instagram, along with Roche, Swarovski, and Asics. the firm’s performance in the market expansion into design, paid media, Highlights of the work over the past certainly warrants greater visibility. events and talent management. Icon founder John Bailey oversees an 12 months included the launch of the operation that now number 30 Dyson Supersonic hair dryer in Malaysia (23 people) and Thailand people, which has expanded beyond South-East Asia, Swarovski’s (18 people) continued to register aviation into travel and leisure, CPG, “Brilliance for All” event, and the more modest growth. In Malaysia, food, technology and, perhaps most League of Champions 2017 e-sports the firm won two large pieces of notably, science communications event. business — Prasarana and Alliance — bolstered by what must be one of Bank, while Thailand’s new business With key strengths in consumer the market’s strongest issues and haul included Samsung, Royal products, technology and healthcare, crisis capabilities. Enfield, FedEx, Hotels.com, the firm has supplemented its Skyscanner and Beko. — AS Underpinning that growth has been expertise over the past few years with considerable investment in a senior digital and social media talent team that no includes creative capabilities—a search engine & digital ECD Renee Bender, science optimization expertise was added communications director Rebecca last year—and the launch of a new Kan and deputy GM Judith Knight. company focused on recruitment Much of the expansion has been needs in the region. — PH powered by P&G, for whom the science comms angle is an obvious fit, but there has also been new

Agencies of the Year 108 Asia-Pacific Consumer PR Consultancies of the Year Winner All of that paid off with some in the broader consumer realm—with inspiring work. Lastminute.com.au’s new business over the past 12 ELEVEN (AUSTRALIA/TBWA) ‘Cards of Spontaneity’ gamified the months from Audi, Scoot and Last year’s Australasian Consultancy travel experience via a bespoke card Excelsior Beauty, among others. It of the Year, continues its reign as one game and generated a significant has been picking up awards too, for of the most creative agencies in one uplift in web traffic. ANZ’s its SK-II “Dream Again” campaign of the world’s most creative PR #HoldTight, meanwhile, won two strengthening the beauty brand’s regions. Indeed, Eleven actually Bronze Lions at Cannes, designing a bond with female consumers, for the managed to take things up a notch in custom wearable tech wristband to New Balance Luxe launch, and for its 2016, winning every single one its promote inclusion and diversity. social media issues management pitches, including major consumer — AS campaign for Orange Financial.— PH accounts such as McDonald’s Australia, Campari Group, Crown Finalists HISTORY WILL BE KIND (AUSTRALIA/ Resorts and David Jones. INDEPENDENT) DEVRIES GLOBAL (IPG) All of that helped power revenue, With the lofty aspiration of “creating The DeVries brand may be just five profits and headcount to record moments in history for clients,” years old in Asia, but it launched with levels, with revenue and profit more Australia’s History Will Be Kind is a advantages few of its competitors than doubling. The firm retains a core new player (the firm is only three have—the backing of global network belief in the power of public relations years old) with a curiously ambitious Interpublic; a name that is among the to drive conversations and cultural selling proposition. Founder (and leaders in consumer and lifestyle PR relevance, and continues to develop former Weber Shandwick Australia in the US (especially in fashion and cutting-edge products and chief) EJ Granleese started the firm beauty); a team of 40 professionals campaigns to support this vision, in to manage reputations, raise profiles, transferred from sister agency Weber particular the Disruption Live launch products, and most Shandwick; and a large slice of P&G methodology of insights mining, interestingly, to start movements. business. open briefing and audience planning The people-first culture has resulted that has helped return some If all of that enabled DeVries to hit the in growing the team by almost 50% tremendous work for Lastminute. ground running in Asia, the to support more than 18 new com.au, ANZ and MJ Bale. The momentum it has built since then is business wins – standout new agency also launched a Back\slash still very impressive. Under the accounts include Google, YouTube, cultural capability that focuses on leadership of regional managing Randstad, Solotel Group and Village Instagram and daily video, powered director Andrew Vejarano, DeVries Roadshow. The firm’s healthy by culture spotters from the broader now has 80 people in the Greater margins indicates HWBK has set the TBWA global network. China market (including Beijing, foundation to become a major Shanghai and Taipei) supplemented Other new business included consumer player for years to come. by a smaller operation in Singapore. Australia Turf Club, Carousell, The leadership team was broadened Of course, the firm has already made Schweppes and Lastminute, joining a this year with the addition of Lydia a mark. The client portfolio includes client roster that features Tourism Shen (formerly of Cohn & Wolfe) as new wins Brown-Forman, Cerebral New Zealand, MJ Bale, Gatorade, China MD, with Beijing VP Zoe Wu Palsy Alliance, Flordis, Fox Home ANZ, Philips and Krispy Kreme. elevated to a newly-created role as Entertainment, Football Federation Roberto Pace has served as MD of regional VP of operations and Australia, Loans.com.au, Mindbox, Australia since mid-2015, helping to business strategy across Asian Tom & Teddy, Southern Phone, SEA renew the firm’s reputation for markets. LIFE Sydney Aquarium, in addition to innovation, alongside new existing clients Aspen Pharmacare, The firm has also diversified its client Melbourne-based MD Fee Townshend Cheapflights, Deepend, International base considerably. In addition to and GM Fiona Milliken. There is a Convention Centre Sydney, Maille Olay, Pantene, Head & Shoulders and strong focus on training and - Unilever, Merlin Entertainments other P&G brands, DeVries now development, to immerse staff in Group among others. represents Lane Crawford and Zippo relevant cultural trends, while a in the fashion and lifestyle space; Notable work includes launching one trainer was hired to shape bespoke China Telecom and Orange Financial of the country’s largest infrastructure programmes for individual staffers. in the consumer tech arena; New projects for ICC Sydney by creating a Balance, Nestle and Johnson’s Baby phased programme to reconfigure ICC Sydney’s communications

AGENCIES OF THE YEAR 109 ecosystem, and drove integrated Freud, Eleven PR and One Green mentality — based around the communications using core story Bean — giving them real insight concept of ‘creative commerce — to platforms which aligned with beyond traditional PR. This is also clients in the region. The early signs business objectives, engaged reflected in the firm’s work. For have been promising — the firm was stakeholders and resonated across instance, the work for Alternative named New Consultancy of the Year channels. Results included 1,200 Meat Co. — a new plant based food in 2016 — and W built sturdier media hits, 4.9% average product that looks, smells and tastes foundations during the past 12 engagement rate on social content like meat — tapped into research that months, supported by the backing of and 150+ stakeholders activated. For shows a growing number of its UK parent firm, one of the top Fox Home Entertainment, HWBK was Millennials choosing to eat less meat agencies in that market. charged with driving sales for the due to health, environmental or Under the leadership of MD Annabel retail release of ‘X-Men: Apocalypse’ animal welfare reasons while also Fox, W has grown to a team of 12, in a saturated market. Leveraging dealing with the stereotype that with turnover tripling in 2016. audience insights, the firm invited eschewing meat is ‘unAustralian.’ Australians to discover their inner More importantly, the firm has The two-phase campaign involved mutant on 28 September (Mutant displayed a penchant for working going to a kebab shop and pranking Day), deployed a bespoke ‘mutant collaboratively with small brands in a meat fans by serving them their school’ microsite to engage super- bid to innovate beyond the region’s favourite kebabs using AMC products, fans, devised a stand out on-street tradition PR offerings. That has then revealed the truth and filmed activation and crafted targeted brand helped it net business from bigger their reaction. The video was and influencer partnerships. Day one brands too, including Princess Yachts, supported by statistics on the sales exceeded expectations by Moet Hennessy Diageo, Bawah ‘flexitarian trend’, paid influencer, 17.5%. — AaS Island, Park Hotel Group, Happn, PS native advertising and Facebook Cafe, Ce La Vi, Festival Asia and Marc media spend. The second phase POEM (AUSTRALIA/INDEPENDENT) Jacobs Beauty. They join a client challenged preconceptions that Launched just 18 months ago, Poem roster that also features MeatLiquor, eating meat makes one more is defying expectations around the AppNexus, Oxwell & Co, Foodpanda, Australian. The team recreated MLA’s modern PR. The new firm calls itself Prudential and Kashmi. Poem to represent Paid, Owned, early Australia Day ‘lambassador’ ads Earned Media — reinforcing that its using Sam Kekovitch, rewrote the While W’s practice focus work is based on creative insights script and dressed Dave Hughes as demonstrates clear strengths in F&B, that are amplified through whatever the Prime Minister of Australia to travel and lifestyle, the firm’s work channel fits best. This approach has make a playful point that ‘it doesn’t has also expanded into consumer lured top-shelf clients like Google, need to moo for you to be true blu’. technology. And the quality of its Expedia & Wotif, Movember, Tech21, — AaS work also stands out, not least the Masterpet and Transport NSW. content it has developed for W ASIA (SINGAPORE/INDEPENDENT) AppNexus. Meanwhile, W’s ‘Paper Founders Rob Lowe and Matt Holmes Fast-growing UK consumer PR firm W Lantern’ campaign for unknown craft have experience at some of the most Communications launched its Asian distiller Pozible helped spur not only notable PR and advertising shops operation in Singapore two years heightened awareness but $40k in across Australia and the UK — Cake, year, in a bid to bring its disruptive sales in a month. — AS

Asia-Pacific Corporate PR Consultancies of the Year Winner communications space in what Microsoft, Melco, P&G and UC Rusal, remains one of the world’s most and there was new business over the SPRG (INDEPENDENT) dynamic business centers: past year from the likes of ABM AMRO It is now 22 years since Richard Tsang consistently ranking among the Bank Hong Kong, Asiaray Media launched Strategic Public Relations region’s top 20 M&A advisors and Group, Fox Networks, GuocoLand, Group in Hong Kong, and while it has dominating the IPO business, with 10 Land Transport Authority, Lee Tung expanded into a network of 10 offices new listings in 2016 (taking it past the Avenue, Merck, Nippon, Puma, World across Asia and established 350 mark). Ventures. In terms of capabilities, capabilities in consumer marketing SPRG made an acquisition to expand and corporate social responsibility, it Longtime clients include Fitbit, its public affairs offering, delivered remains best known as a market Google, H3C, Hong Kong Deposit environmental and social governance leader in the financial Protection Board, Hershey, Lenovo,

AGENCIES OF THE YEAR 110 reports for several clients, and has Skin, joining a roster that features funding, will boost the Asia-Pacific continued to expand its digital and Bosch, Cisco, F5 Networks, Home region in the years ahead. social expertise. Credit and UL. The past 12 months saw a host of The firm now has 300 employees Much of that has been driven by the new clients, with the Government of across Asia, generating fee income in firm’s ability to provide credible Guangzhou retaining the firm in excess of $22 million, making it one senior-level reputation and issues China and for international markets, of the largest independents in the management counsel to C-suite and major assignments from firm—and perhaps the Asia-based executives, thanks to the tireless Bloomberg Philanthropies, Oculus, agency with a geographic network— efforts of China leaders David Wolf Marriott International, IKEA, Michelin, there are offices in Hong Kong, China and Jerry Zhu. This has included Elsevier, Janssen, and WhatsApp. The (Beijing, Shanghai, Guangzhou), overseas positioning work for Baidu firm also expanded the scope of its Taiwan, Singapore and Malaysia— and Tencent along with plenty of work with the likes of the Rockefeller that can offer coverage to rival the crisis and issues support. Meanwhile, Foundation, The Nature Conservancy, western multinationals. It continues Mottram’s All Told unit has been the Walmart, Estée Lauder, Mars, to differentiate itself by its focus on a biggest driver of growth, bringing a Microsoft, Airbnb, Bayer, and MSD. culture where local staff can flourish digital storytelling approach to a While China continues to account for (15 members of the management range of assignments, including the majority of regional revenues, team have been with SPRG for 15 campaigns for UL, Cisco, Carousell, there has been good growth in Japan years or more, 15% of the 300 staff Textron Aviation, Schneider Electric and India too. have been with the firm for a decade) and AIA. And the nature of the work continues and on a philosophy of giving back to In terms of thought leadership, to set APCO apart from both the community that has seen the furthermore, Wolf has cemented his multinational and local competitors: agency reap numerous awards for its reputation as a thought leader in the supporting Microsoft on IP own corporate social responsibility China market, with his book “Public competition guidelines in Korea and initiatives. — PH Relations in China: Building and on government partnerships in Defending Your Brand in the PRC,” China; facilitating consensus among Finalists which argues that “few companies nine of the world’s largest food ALLISON+PARTNERS (MDC have found the right formula” in companies to help create Common PARTNERS) China. Allison is helping more and Nutrition Criteria for children in India; Four years since entering Asia via a more of them figure out the right way leading Mars Petcare’s government deal with China’s Wolf Group Asia, to do that. — AS relations and stakeholder Allison+Partners has built a credible engagement strategy across regional presence, bolstered by APCO WORLDWIDE (INDEPENDENT) Southeast Asia; elevating the further acquisitions in China (Century Initially focused on market entry Rockefeller Foundation’s mission to PR) and, last year, Japan (Focus PR), challenges in the Chinese market, close the energy access gap. — PH along with expansion into Singapore, expanding to offer its core public Bangkok, Hong Kong and Sydney, affairs and crisis management CITADEL-MAGNUS (AUSTRALIA/ including the hire of former Upstream capabilities throughout South-East INDEPENDENT) Asia co-founder Paul Mottram to lead Asia, adding management consulting According to M&A authority its All Told content practice. offerings in India, and working with mergermarket, the top five PR governments on economic advisors on financial transactions in All of which added up to topline development and internal Asia last year included global growth of almost 100% in 2016 to communications, APCO has brought specialists Brunswick, FTI, and Sard $6.5m in revenue. One year after its unique blend of strategic Verbinnen, and full-service securing Corporate Consultancy of communications capabilities to Asia multinational Edelman. The fifth firm the Year honours, it is the firm’s B2B over the past decade. Today, about on the list (beating out Edelman for capabilities that continue to catch $11.5 million of its $120 million in fourth place, as it happens, and the eye, especially in China, where it global revenue and 165 of its 650 working on 24 deals worth a has 40 staffers working across such global consultants are spread across combined $4 billion) was Australian clients as Schneider Electric, Canola 11 offices in the region—and if growth independent Citadel-Magnus, which Council of Canada, Textron Aviation, has been modest in recent years, despite being a relative minnow with Tencent, Baidu and iRobot. Across there is every reason to believe that just 20 people across its offices in the region as a whole, there was also the company’s decision to remain Sydney and Perth has also worked on new business from Casarte, Avery independent, coupled with new 18 IPOs worth $5 billion since 2015 Dennison, GlobalFoundries and Nu and can credibly claim to be the

Agencies of the Year 111 leading independent corporate and Martin Debelle was a media director PM Capital, bfinance, and Antipodes financial specialist in Australia. to the premier of New South Wales; helped fuel healthy growth last year. managing directors Peter Brookes But Citadel-Magnus is more than just Honner was recognized at the and John Gardner worked UK an M&A machine: only about a third Financial Standard MAX Awards as PR consultancy College Hill and of its revenues derive from the deals Agency of the Year in 2016, having international agencies GCI and Ogilvy business, with the remainder coming earlier been voted Australia’s best respectively; founding partner Helen from retained clients who draw on agency by financial journalists, and it McCombie is a former journalist who the firm’s expertise in corporate has built a reputation for thought was business editor for Sky News. communications, internal leadership in the sector—and the — PH communications and change media environment in particular— management, investor relations, HONNER (AUSTRALIA/ and partnering with international crisis and issues management—and INDEPENDENT) specialists to bring a global increasingly digital and social. A veteran of respected UK perspective to clients. In terms of Indeed, much of the growth over the communications agency Fishburn, of expanding capabilities, Honner past 12 months has come from the Australian institutional investment forged a strategic partnership with increasing need for outsourcing listed journal Super Review, and of the digital agency Spark Green to build companies’ IR operations and banking sector in both the UK and websites and digital platforms to helping clients deal with increasing Australia, Philippa Honner launched assist in content-led campaigns. market activism. her own communications firm in Last year, the firm provided Major clients include Amcor, The Star 1997 and has built it into the leader Australian communications activity Group, CITIC Pacific, Brookfield, APN in the financial services sector in for the global announcement of the News & Media, Noble Group, and Australia, with a team of close to 20 proposed merger between Aconex, with new business from Wise in Sydney (there are plans for an Henderson Global Investors and Tech Global, Vitaco, CYBG, Smart additional office in New York) serving Janus Capital; was engaged by fund Group, Quick Service Restaurant, and a client portfolio that includes manager Antipodes Partners to V8 Super Cars contributing to big-four bank NAB, $55 billion manage the launch communications revenues of about $5.4 million superannuation fund UniSuper, and for its first listed investment (Australian). the world’s largest listed hedge fund company; and worked with manager Man Group. A wealth of new Australian Ethical, the oldest and But the company’s real strength is a business from clients such as Franklin most successful ethical investment senior leadership team that Templeton, MoneyTree, Plato, manager in Australia, to support its combined entrepreneurial zeal with Antipodes, Quantifeed, Bell Direct, next phase of growth. — PH international experience: chairman

Asia-Pacific Digital PR Consultancies of the Year Winner marketing and public relations WMF, China UnionPay, Chevron, services in China across offices in L’Oréal, vivo, Lianjia and 5i5j. BLUEFOCUS DIGITAL (BLUEFOCUS Beijing, Shanghai, Guangzhou, COMMUNICATION GROUP) That helped BlueFocus Digital grow Shenzhen and Xi’an. The firm is led Since its launch in 1996 (then known its revenues by 8.9% in 2016, despite by CEO Richard Jiao, supported by as Blue Focus PR), Oscar Zhao’s a challenging market that included COO Stanley Xiao, chief strategy company has grown into the largest many clients looking to optimise officer Yorf Guo, VP Bruce Zhu and public relations consultancy in China their marketing budget. In response, SVP Donna Li. Key new hires last year and one of the top 10 public relations BlueFocus has a built a more modern included chief technology officer Su business in the world, with 2016 fee purchasing and operation Zuan and Otype VP River Wu. income (per our 2017 Top 250 department, supported by upgraded ranking) of close to $270 million—up As such, it represents many of the client servicing capabilities. The firm by 17% last year. country’s largest companies (Lenovo, has also stepped up its creative Baidu, JD.com, Tencent, FAW- capabilities, because of the demands Today, BlueFocus Digital Marketing Volkswagen, Volvo, Canon, GAC placed on its digital work. A central Agency is the main subsidiary of the Toyota and NETS) . New business creative team is supported by BlueFocus Communication Group in over the past 12 months came from investments across big data, artificial China, employing 1,300 people and Bybo Dental Group, Ferrero, Nestle, intelligence and cloud technology, offering a unique blend of digital reflecting BlueFocus shift towards

AGENCIES OF THE YEAR 112 digital CRM and social media Hargreaves, who has relocated from expand existing relationships with marketing. London to Singapore. This has such clients as Prudential and already paid off in the form of L’Oreal. And the work is suitably High-profile work includes psychometric audience profiles for compelling too — including an developing Infinit’s customer loyalty Barclays that helped them immersive 360-degree video and VR platform, a mobile effort that understand their entrepreneur mini-movie for Sino Group; Hong leveraged big data to optimise the customer base, and using predictive Kong’s first marketing chatbot for carmaker’s marketing experience and data to create new markets for the Pacific Place; UGC campaigns for led to a substantial increase in Singapore Tourism Board. For Stop Swire Properties; and live streaming owners’ usage. For Baidu, the Traffik, meanwhile, Edelman built Prudential’s Relationship Index meanwhile, BlueFocus supported the a big data platform that helped to Forum. — AS transformation of visual art into create a particularly successful social music via artificial intelligence, and media campaign. SOCIAL@OGILVY (WPP) also developed an AR-fuelled Now numbering more than 250 restoration campaign of nine city Beyond those efforts, much of the staffers, Ogilvy’s digital/social unit gates in old Beijing. — AS firm’s best work involves a remains one of region’s strongest sophisticated use of digital and, unsurprisingly, fastest-growing, Finalists marketing, such as developing up by double-digits to account for as EDELMAN (INDEPENDENT) Pond’s global influencer program; much as 50% of overall revenues at creating compelling online video for Edelman’s digital capabilities have Asia’s biggest PR firm. Major clients iRobot and Mirinda; Weibo work for always remained a notch above most include Merck, Huawei, Nestle, Hilton Joie; and using AR to support of their rivals, and now account for Hotels, British Airways and Hawaiian Samsung’s swimming safety more than 15% of the firm’s revenues Airways, while the work spans the full program. — AS in Asia-Pacific, even if that number is spectrum of digital activity, from slightly misleading because that’s RFI ASIA LIMITED (INDEPENDENT) selling products to social care, realtime newsrooms, crisis only the firm’s pure-play digital Ruder Finn’s digital capabilities in management, audience targeting, activity. A broad restructuring has Asia were transformed by the 2016 social listening/intelligence and paid moved those capabilities into a acquisition of Daylight Partnership, media. horizontal construct that spans the the firm founded by former WE firm’s brand and reputation practices Communications regional chief David While, Social@Ogilvy’s content to across all markets, led by Ko. Combined with Ruder Finn commerce play is as strong as any in performance Edelman digital Innovation Studios (RFI), that gives the region, it’s influencer work also president Gavin Coombes, who is the firm a 50-person digital presence stands out, notably for Huawei — for supported by such executives as COO across China, Hong Kong, Singapore whom the firm has helped Stuart Edwards and performance EVP and India — with specific strengths in completely revamp a moribund Martin Shaw. product development and analytics. system into an industry-leading effort That restructuring has ensured that Unsurprisingly, that helped fuel 25% that has built strong relationships all aspects of digital — including digital growth in 2016, with around with key opinion leaders around the those more readily associated with half of Ruder Finn’s regional revenues globe, powered by an impressive use advertising agencies — are delivered now being drawn from digital work. of social listening and analytics. Elsewhere, there has been impressive across Asia-Pacific. Edelman has RFI Asia Limited’s work, meanwhile, work for Coca-Cola in Southeast Asia, invested significant sums in this demonstrates a clear focus on where the firm has built a nine initiative, across such specialist areas innovation, via such efforts as market social hub network that as search engine marketing, social immersive storytelling, marketing consolidates all social activity, media optimisation, paid media and chatbots and interactive content. develops more relevant content and measurement/analytics, building That is supported by an array of cultivates brand advocates. — AS centralised hubs that feature skills products, including new influencer and talent that each of its markets analytics tool Beacon, a risk can tap into on a local basis. management app called Riskstat and Keeping with Edelman’s pioneering the Sonar crisis simulation platform. spirit, meanwhile, is a considerable All of this adds up to an impressive focus on data and digital intelligence array of clients, including new (up 39% in terms of headcount), led business from Nike, HSBC, Pacific by global technology chair Jonathan Place and Macy’s while also helping it

Agencies of the Year 113 Asia-Pacific Healthcare PR Consultancies of the Year Winner regarding Japan’s promotional code areas, the firm is at its best handling within the health industry. difficult corporate reputation SPAG ASIA (INDEPENDENT) challenges (change management and Launched just four years ago, SPAG The firm maintains a stable employee engagement a particular has already established itself as an headcount of up to 50 full time staff, focus), public affairs and issues industry game changer in the excluding its network of specialized management, and healthcare work. Asia-Pacific market as a cross advisors. Maintaining a relatively between a public affairs and small staff gives the firm the ability to The latter sector has seen healthcare shop with three distinct stay agile and remain specialized — considerable growth over the past 12 brands: SPAG Asia, D Yellow Elephant while still being able to support client months under the leadership of Sue and Giga Health (which was acquired needs across various project sizes. Cook, who previously led by in 2016). The firm has been around since the Hill+Knowlton’s Australian operations 1960’s. and the agency’s Asia-Pacific The group has grown more than healthcare practice. New healthcare 100% year-over-year since its 2013 In 2016, Cosmo grew its operating business came from the likes of Bayer launch while still keeping headcount profit by 13%, this coincided with a and National Disability Insurance, low with the philosophy that one period when Japan’s GDP growth rate while the firm continues its work for right individual is worth more than 10 was less than 1%. Despite GSK and Novartis, among others. others. The team works on clients challenging changes to the Award-winning work included the that include PhRMA, Partnership to regulatory environment, healthcare “My Cancer, My Voice” CSR program Fight Chronic Disease, US Chamber of continues to represent more than and the “Facing the Health of Commerce, Hilleman Laboratories, 70% of its client base with services Australians” initiative with The Intertek, ResMed in addition new that range from disease awareness Australian Medicine Industry. clients include AdvaMed, Novartis, campaigns (including a novel online Cipla, Dr. Reddy Laboratory Abbott, news platform, to help educate the Elsewhere, there has been a focus on Boston Scientific, Abbott Vascular, public and move away from doctor- expanding digital and social Biocon and Pfizer Nestle. The firm led conversations), to advocacy capabilities: the expanded team holds the unique positioning of never activities (to promote drug value and includes former APN digital editor yet losing a client. support accurate pricing). Irene Chapple and new head of digital in New Zealand, Erin Leuschke Its work has garnered SPAG Separately, Cosmo refocused (a veteran of digital roles in the UK recognition as the Holmes Report’s Women’s Health as one of its key and Europe). New Agency of the Year in the region practice areas. Recent activities two years ago, in addition to multiple include developing the Women’s Overall growth last year was around SABRE Awards for work with clients Health Policy Primer ‘Healthier 7.5%, with new business from a mix like PFCD and US Chamber of Women, Healthier Economy – of public sector clients (the Ministry Commerce. — AaS Building a Stronger Economy by of Justice, the New Zealand Navy) Empowering Women through Better and others (Bank of Melbourne, the Finalists Health,’ with the Healthcare University of Auckland). They join a Committee at the American Chamber roster that includes Statoil, Waste COSMO PR (JAPAN/INDEPENDENT) of Commerce in Japan (ACCJ) and the Management New Zealand, Australia One of the most enduring PR firms in European Business Council in Japan Post, and the Department of Japan, Cosmo navigated through (EBC). The primer recommends Education & Training. The firm ended significant changes in technology, improvements to government and 2016 with fee income of more than government and beyond — but has businesses on health literacy and $10 million (US), one of the largest remained focused on helping brands education, self- health, and independents in the market. — PH steer through the nuanced Japanese reproductive health. — AaS market and connect with influential WEBER SHANDWICK (IPG) key opinion leaders. The firm SENATESHJ (AUSTRALIA/ While healthcare can still feel like maintains a network of senior INDEPENDENT) something of an afterthought for the advisers to ensure up to date Now in its 15th year, and with a team region’s top PR networks, Weber knowledge on current legislation and of 60 spanning offices in Australia Shandwick’s growth in the sector regulations — in particular when and New Zealand, SenateSHJ is suggests that it might finally be strict changes were recently enacted differentiated primarily by its ability coming of age in Asia-Pacific. The to do the difficult things well. While firm grew its healthcare revenue by it’s business spans a range of practice 21% in 2016, driven by strong

AGENCIES OF THE YEAR 114 performances from Australia, India, Vaccination Advocacy, Parkway to life the forgotten dreams of the Singapore and Malaysia. There was Health Group, Novartis and GSK. elderly to help children re-examine particularly strong expansion from its their roles as caregivers. For Jannsen, Much of that work, furthermore, is top 10 healthcare clients, which meanwhile, Weber Shandwick increasingly digital, involving data includes such names as Abbott and challenged the standards of mental visualisation, online video-streaming Takeda, along with new business health, partnering with the EIU to call and WeChat engagement. Highlights from Sanofi, Pfizer, Asia Dengue on multiple governments to take included a campaign for Abbott’s action. — AS Ensure supplement, which brought

Asia-Pacific Technology PR Consultancies of the Year Winner Text100’s commitment to innovation The leadership team includes continues to stand out across an managing partners Wong Voal Voal TEXT100 (NEXT15) in-house service offering that and Mike Liew, who bring impressive Text100’s 35-year technology heritage features strategy, content, PR, social pedigrees with global agencies H+K has always given it an edge on many media, and creative technology. Last and Burson-Marsteller, respectively, of its rivals — particularly in Asia- year, for example, thefirm launched a and who understand the Pacific, where a 20-year-old presence dynamic newsroom that features transformation of marketing and translates into strategic depth in key trackable assets, social sharing, SEO, technology. Xiuwen Lien heads its key markets across India, Australia, content retargeting and mobile Microsoft relationship, which has Southeast Asia and Greater China. optimisation. And the firm’s digital been a consistent award-winner in And while the firm’s ‘Vision 2020’ capabilities remain a notch above recent years. global restructuring has dominated many of its rivals, evidenced by a the headlines, a quiet transformation Last year saw continued healthy range of impressive campaigns. For is also underway in Asia under the growth, with fee income up by more Roam-E, Text100 won a SABRE Award leadership of new regional chief Lee than 20% to around $3.3 million, with for its work across brand Nugent. Microsoft adding Xbox Asia-Pacific development, content, email, social, work to the firm’s existing Singapore Overall revenues grew 7% to around paid and influencer management, and Asia-wide assignments, and new $20m in 2016, with profits up 24% to which helped the flying selfie gadget clients including UnionPay Southeast around $3.6m from 313 staffers in the book more than 250k in indicative Asia, Parallels, Nokia Networks Asia region. There was significant new orders from 15 countries. Text100 Pacific, Intralinks, Expedia and business (much of it multi-market) also helps to demystify IBM’s Watson Logicalls joining a client roster that from Red Hat, NetApp Rolls Royce, by tackling Australia’s melanoma also includes CA Technologies, China Telecom, Nvidia, Alibaba, challenge, directly generating $5.6m Herbalife, Intel, and Singtel. Bosch, Harman, Netsuite and TVS in revenue. Finally, for TeamIndus, Motors — joining an existing client Text100 developed a storytelling As ever, the work impresses: the firm roster that features IBM, Adobe, effort that helped raise $70m in a bid managed Microsoft CEO Satya Lenovo, Cisco, Four Seasons, DHL, to put India’s first spacecraft on the Nadella’s tour of nine Asian cities in Telenor, Swift, Ikea and Gartner. moon in 2018. — AS 2016, picking up a SABRE Award for media outreach that generated more In particular, the firm has invested than 1,800 stories across six considerable resources into talent Finalists countries. This year, the firm and training, enhancing its IN.FOM (INDEPENDENT) promoted the software giant’s leadership across creative, insight/ Last year’s Technology Consultancy regional Digital Transformation Study analytics and business development. of the Year, In.fom, is in the vanguard and “youth and technology” Always renowned for its culture, of a new generation of Asian PR outreach. — PH former regional director Anne firms—all launched in the early years Costello now oversees global people of this decade—that have eschewed RICE COMMUNICATIONS development from Australia, while the scale and bureaucracy of (INDEPENDENT) the regional leadership team also established firms, for an approach With 30 people in Singapore, includes Malaysia and mainland that prizes sustainable employee and Myanmar and now Hong Kong, and China head Meiling Yeow; Rosemary client relationships. fee income of $3.3 million, Rice Merz in Hong Kong; and Singapore Communications is beginning to leader Marc Ha. transcend the “boutique” label and

AGENCIES OF THE YEAR 115 establish itself as one of the leading Chemical and Oracle, while the firm year. The agency positions itself as independents in South-East Asia, continues to work for longtime the firm for “the world’s best leveraging a focus on workplace retainer clients such as Palo Alto challengers, disrupters and culture to achieve stability and Networks, Hilton Worldwide, entrepreneurs” where work is fueled consistency in an often turbulent Inmarsat, Subaru, Bosch, LinkedIn, with passion. marketplace, and the leadership of Eset, FICO, National Instruments, and Hiring was a big focus this year with Sonya Madeira, who founded Rice in Digital Realty. Vujasinovic acknowledging “we know 2009, and partner/director James High-profile assignments included as we scale from a midsize agency to Brasher to compete with larger the “Bring In Your Parents” initiative a large agency, that we will lose what multinationals for regional for LinkedIn, based on the insight has made us special, if we don’t assignments in the technology that many parents don’t really make the right hiring decisions.” To sector: more than 80% of Rice clients understand what their kids do at deal with this, Sling & Stone has are now serviced in multiple markets. work; establishing Palo Alto Networks become transparent about its While the core technology business as a credible industry leader and internal workings and culture to the continues to account for about authority in the cybersecurity space; public. two-thirds of the firm’s fee income, and generating extensive coverage of New clients like Twitter, Slack, Stripe, Rice has been diversifying into Inmarsat’s regional growth story on Campos Coffee, Guzman y Gomez, adjacent areas, including marketing the back of the opening of a new HealthEngine and Trov join existing tech, consumer, corporate, office in Singapore. — PH clients Findex, GreenSync, Xero, hospitality, financial services, and Kogan.com, Shoes of Prey, Domain some government work. New SLING & STONE (INDEPENDENT) Xero, Campaign Monitor, Autodesk, business over the past 12 months Founder/CEO Vuki Vujasinovic started Nearmap, Criteo, Meltwater and came from Thales, Ooyala, ECA Australian firm Sling & Stone just over Brightcove to fuel 71.6% revenue International, VML, Blu, Get in the six years ago with just one solid client growth with a team of 31 people in Ring, Houzz, Digital Shadows, Dow — and since then, has doubled every 2016. — AaS

Asia-Pacific New PR Consultancies of the Year Winner including seven of the region’s largest than $1.5m in fee income from a venture capital firms. The client headcount of 22, marking it out as a REDHILL COMMUNICATIONS roster includes Jungle Ventures, very different animal from the low (SINGAPORE Wavemaker Partners, Venture Craft, fee-per-head agencies that dominate Before launching Redhill in SoCash, Zumata, BankersLab, RHL India’s PR market. Much of that is September of 2015, Jacob Ventures, and Vickers Venture. down to Singla himself, who served Puthenparambil had held as one of the key architect of Genesis communications positions with The firm worked with Jungle Burson-Marsteller’s enduring success Government of India’s Ministry for Ventures to announce that the firm before leaving to lead WPP’s Penn External Affairs, ASDA’A Burson- had successfully raised an initial $50 Schoen Berland unit in 2011. But Marsteller in the Middle East, and the million for their first investment Singla has also built a strong UN’s MUrgency global response round of 2016, while respecting the partnership cadre at Astrum, network in San Francisco. Partner insistence that some aspects that the featuring Suvir Paul (client service); Surekha Yadav, meanwhile, has a company wished to keep Soumya Ghosh (corporate affairs); background that spans software confidential, generating good Sharada Sharma (insights/planning); development and finance. Together, coverage without awkward and, Shefali Khanna (digital they bring a wealth of international questions. It also helped SOCash, a marketing). and business experience to a new socialised cash payment system, firm, which helps to explain how persuade consumers that cash can Those titles reflect Astrum’s focus on Redhill has grown from five people in still be king in a world focused on reputation management at a C-suite 2015 to about 25 today. cashless transactions. — PH level, backed by a robust data and analytics offering. The firm has Those people are spread across Finalists unveiled a number of specific offices in Singapore, Kuala Lumpur products to support this approach, and Colombo—giving Redhill good ASTRUM (INDIA) including a proprietary 4D campaign reach across South-East Asia—and Launched in 2015 by Ashwani Singla, management framework, net serving a roster of about 20 clients, Astrum has already grown to more

AGENCIES OF THE YEAR 116 advocacy scores to benchmark and hardware accelerator and VC), Virtuos kebabs using AMC products, then measure reputation, and a (China, Video games production), revealed the truth and filmed their considerable focus on competitive Geneformics (Israel, Biotech), Outfit7 reaction. The video was supported by research. Unfortunately, the firm (UK, mobile games), Rayno (Korea, statistics on the ‘flexitarian trend’, keeps its client list confidential but it aftermarket auto tech), CAST paid influencer, native advertising includes major global and domestic Software (US, IT), Terark (China, and Facebook media spend. players across technology, Database management engine), The second phase challenged healthcare, industrial and media. Travel Alberta (Canada, tourism), preconceptions that eating meat Campaign highlights include the Glispa Global Group (Germany, Ad makes one more Australian. The transformation of SME chemical tech), Immersion Corporation (US, team recreated MLA’s early Australia intermediary Alok Masterbatch into mobile hardware tech) Swiss Global Day ‘lambassador’ ads using Sam an innovation-focused company that Enterprise (Switzerland government) Kekovitch, rewrote the script and makes plastics safer, sustainable and and Bee7 (UK, Ad tech). dressed Dave Hughes as the Prime cheaper. Founder Simon Vericel started Minister of Australia to make a playful Meanwhile, Astrum’s focus on Influence Matters after working at point that ‘it doesn’t need to moo for professional development also several of the region’s larger players you to be true blu’. — AaS stands out for such a young firm. and deciding that structure “did not There is a Reputation Academy that suit the need for flexibility and oversees learning and a fellowship efficiency required by today’s fast program to bring in young talent via a growing tech companies.” — AaS 12-month training system. Astrum also utilises a collaborative approach POEM (AUSTRALIA) to bring in multi-disciplinary support Launched just 18 months ago, Poem and expertise as required, helping it is defying expectations around the achieve profitability by the end of modern PR. The new firm calls itself year one. — AS Poem to represent Paid, Owned, Earned Media — reinforcing that its INFLUENCE MATTERS (CHINA) work is based on creative insights “We are on a mission to break the that are amplified through whatever Chinese PR habit of working day and channel fits best. This approach has night” — bold words for a firm that’s lured top-shelf clients like Google, focused on the fast-paced world of Expedia & Wotif, Movember, Tech21, startups and technologies looking to Masterpet and Transport NSW. wield influence in China and beyond. Founders Rob Lowe and Matt Holmes But with a business model that’s have experience at some of the most focused on flexibility, agility and notable PR and advertising shops results, the firm, so far seems across Australia and the UK — Cake, well-positioned to for delivering Freud, Eleven PR and One Green smart work while maintaining a Bean — giving them real insight sustainable culture. beyond traditional PR. This is also The focus is on smaller technology reflected in the firm’s work. companies, startups or SMBs looking For instance, the work for Alternative for an agency with the expertise and Meat Co. — a new plant based food culture to support cross-border product that looks, smells and tastes needs. The team is six people like meat — tapped into research that full-time, plus a small network of shows a growing number of freelancers to step in when demand Millennials choosing to eat less meat in particularly high. Revenue in 2016 due to health, environmental or was already 5x that of the nine animal welfare reasons while also months the firm operated in 2015. dealing with the stereotype that The roster includes 21 clients eschewing meat is ‘unAustralian.’ The including La French Tech (Business two-phase campaign involved going France, French government), to a kebab shop and pranking meat Enchant.VC (Singapore, smart fans by serving them their favourite

Agencies of the Year 117 Best Agencies To Work For - Asia-Pacific

For the second year, the Holmes Report’s Best Agencies Being selected as a Best Agency to Work For by the to Work For research expands to Asia-Pacific, via a Holmes Report is considered the ultimate benchmark of comprehensive survey of agency employees, at around PR firm culture and workplace performance, in an 25 consultancies throughout the region. industry whose primary asset remains its people. This year, we partnered with Ketchum Global Research and The process solicits employee views on a wide range of Analytics for the data analysis. issues ranging from the integrity of senior management to the quality of professional development, from empowerment and risk-taking to compensation.

BEST ASIA-PACIFIC NETWORK TO Vujasinovic. “We share the company Agencies of the Year in 2012 and by WORK FOR: RUDER FINN strategy, direction, and planning, not 2015 it was named among our most Ruder Finn debuts on this list in the just with leadership but with creative firms around the world. And, top spot. The US-based independent everyone. Every single team member of course, this year IN.FOM is again a has around 400 employees has played a part in forming this contender for Tech Agency of the Year throughout Asia-Pacific. Among its strategy.” in the region. most notable attributes is the firm’s Also in 2016, Sling & Stone Honorable mentions: Kommune, training and career development overhauled its career development N2N, Rice Communications, Stellar. program that includes initiatives like program. The agency now measures S.T.A.R — which stands for Strategic staff happiness weekly and conducts Training and Recognition – in performance reviews on a quarterly addition to its customized Leadership basis in addition to regular all-staff Training module and the RF Academy check-ins. The firm also conducts that is intended to identify high- regular market surveys to ensure potential employees with a fast-track staff are being paid top-of-the- mentor program. There’s also the market salaries and does end-of-the- firm’s staff exchange program, a year profit sharing. This is all in regional initiative to build and addition to frequent trainings for all strengthen teamwork and culture staff. across offices, which has resulted in an average of one exchange per Honorable mentions: Avian Media month across Asia. (India), Maverick (Indonesia), SPAG Asia (India), Sunny Side Up (Japan). Honorable mentions: APCO, Lewis, WE Communications, Zeno. BEST SPECIALIST AGENCY TO WORK FOR: IN.FOM BEST NATIONAL AGENCY TO WORK When IN.FOM won Asia-Pacific FOR: SLING & STONE Technology Consultancy of the Year Last year’s specialist winner, once for the second consecutive year in again, lands at the top of our list 2016, we called it “the vanguard of a — reflective of its workplace that new generation of Asian PR firms.” prioritizes talent as its best asset. In This forward-thinking approach is 2016, the independent firm invested reflected in its culture too. Like many heavily in its work environment with big agency veterans who launch their sit-stand desks, Herman Miller chairs own firms, managing partners Wong and Macbook Airs with second Voal Voal and Mike Liew have screens for all, among other tech eschewed scale and bureaucracy for upgrades and with more coming this an approach that prizes quality, year. longevity and talent management. “Because we were experiencing rapid This approach seems to be paying off, growth, we worked hard this year to the firm’s trajectory is stunning. After make communication a hallmark of launching in 2011, IN.FOM was our agency,” said founder/CEO Vuki already shortlisted among our APAC

AGENCIES OF THE YEAR 118 The SABRE Awards Global

From more than 5,000 entries submitted around the The evening also honoured our 2017 Global Agencies of world to The Holmes Report’s SABRE Awards the Year. competition, the judges selected 40 to receive Global SABRE Awards at the 2017 Global Public Relations Our 40 best campaigns of the year, in order, were Summit in Miami. revealed at the Global SABRE Awards on 25 October: The SABRE Awards--which include competitions for the Americas, EMEA, Latin America and the Asia-Pacific region--attract more than 5,000 entries from more than 60 countries, so that the winners of the Global awards are the elite of the elite, representing best practice in categories ranging from social media to social responsibility, from public affairs to employee communications.

Winners 1. „MEIN KAMPF – GEGEN RECHTS“ 5. CHEETOS MUSEUM 9. BACK TO WORK Gesicht Zeigen! Für ein weltoffenes Frito-Lay (the Cheetos brand) with Medela with Genesis Burson- Deutschland e.V. with Ogilvy Public Ketchum Marsteller Relations GmbH 6. UNCOVER THE TRUTH 10. SAVLON HEALTHY HANDS CHALK 2. FINDING OUR FIRE: BERNZOMATIC Transparency International Sri Lanka STICKS BRAND REFRESH with Ogilvy Public Relations ITC SAVLON with PR Pundit Bernzomatic with Zeno Group 7. #BRUTALCUT 11. THE SWEDISH NUMBER 3. THE DNA JOURNEY ActionAid UK with Weber Shandwick Svenska Turistföreningen with Cohn momondo & Wolfe Stockholm AB 8. SAFE STORIES / HISTÓRIAS 4. THE AUTISM SIMULATOR SEGURAS 12. PANTENE DAD-DO/STRONG IS SPOSA Bratislava with Seesame s.r.o. Ananse with Little George (Ketchum) BEAUTIFUL Pantene Pro-V with DeVries Global

THE SABRE AND IN2 SABRE AWARDS WINNERS 119 13. MAKING NUCLEAR NECESSARY 27. HOW KOREAN PART-TIME 40. THE CIRCUS TAKES THE CIRCUS Rosatom with Instinctif Partners WORKERS GOT FULL-TIME RESPECT BACK Media Will (Alba Chunkuk) with Ringling Bros. and Barnum & Bailey 14. PLAYMOBIL: SETTING Weber Shandwick Korea with MullenLowe ENGAGEMENT TARGETS ABLAZE WITH LONDON FIRE BRIGADE 28. BRING BACK THE BEES PLAYMOBIL UK with OneChocolate General Mills Canada with Veritas Communications 15. LAUNCHING IQOS AND HELPING THE TOBACCO GIANT QUIT SMOKING 29. THE VASELINE HEALING PROJECT Philip Morris International with Unilever/Vaseline with Edelman Pagefield Communications 30. LEADING A CAMPAIGN FOR A 16. HIV: OVERCOMING THE FEAR OF COMPANY UNDER ATTACK THE TEST Herbalife with SKDKnickerbocker Taiwan AIDS Society & Taiwan AIDS Nurses Association with Golin Taiwan 31. ALWAYS LIKE A GIRL EMOJIS P&G with MSLGROUP 17. EBAY ADOPTS L’AQUILA eBay Italy with APCO Worldwide 32. #QUÉONDA (WHAT’S UP WITH) AVON Foundation with LLORENTE & 18. IN SEARCH OF THE UAE’S CUENCA UNLUCKIEST TRAVELER RSA with Edelman UAE 33. MIRINDA - RELEASE THE PRESSURE 19. PEPSICO: PERFORMANCE WITH Pepsico with Edelman India PURPOSE PepsiCo 34. EMPOWERING HAITIAN FARMERS THROUGH TREE PLANTING 20. ONE RAMADAN Timberland with Cone Huawei CBG with Memac Ogilvy Communications Public Relations 35. MAYA RUDOLPH COMES 21. DARON CLEAN ABOUT FEMININE CARE The Quest for Knowledge—Norad - WITH SEVENTH GENERATION’S Norwegian Agency for Development “VAJINGLE” Cooperation with Gambit Hill + Seventh Generation with Knowlton Strategies Allison+Partners

22. SA TOMORROW 36. LOVE DIGITAL IN THE TIMES OF Johannesburg Stock Exchange with DEMONETISATION Hill+Knowlton Strategies ICICI Bank with Adfactors PR

23. NERD AGAINST NATURE 37. THE LAUNCH OF ABSORB: A The Norwegian Trekking Association REVOLUTIONARY, GAME-CHANGING, with Geelmuyden Kiese AS FIRST-OF-ITS-KIND FULLY DISSOLVING HEART STENT 24. THE FRIENDSHIP BREAKFAST Abbott with GCI Health TINE SA with JCP 38. #IHATETHEWAIT 25. JETBLUE REACHES ACROSS THE Airlines for America AISLE JetBlue with MullenLowe 39. SELLING THE IDEA OF LUXURY TO SAVE A BRAND FROM U.S. 26. WHY MICROSOFT AND A EXTINCTION: THE 2016 VOLVO XC90 BOYBAND PRANKED DUTCH YOUTH SUV Microsoft with Progress Volvo Car USA with WE Communications Communications

The SABRE and IN2 SABRE Awards Winners 120 The SABRE Awards North America

The 2017 North America SABRE Awards winners were The campaigns were evaluated by a jury of more than selected from among more than 2,000 entries in this 40 industry leaders. The winners were announced at the year’s competition, which recognizes Superior awards ceremony on May 2 at Cipriani 42nd Street in Achievement in Branding, Reputation and Engagement. New York along with the Agencies of the Year.

Winners

PLATINUM THE SABRE AWARD FOR SUPERIOR CONSUMER MARKETING (EXISTING ACHIEVEMENT IN RESEARCH & PRODUCT) BEST IN SHOW PLANNING JetBlue Reaches Across The Aisle— Finding Our Fire: Bernzomatic Blowing Wind in the Face of JetBlue with MullenLowe Brand Refresh—Bernzomatic with Opposition—E.ON Twin Forks Wind Communications Zeno Group Farm with Davies CONSUMER MARKETING THE SABRE AWARD FOR SUPERIOR (NEW PRODUCT) DIAMOND ACHIEVEMENT IN MEASUREMENT & LG G5 “Low Battery Anxiety” COMPANY OF THE YEAR EVALUATION Campaign—LG Electronics with The Un-Carrier in 2016—T-Mobile USA Communications Measurement Ogilvy Journey—Cleveland Clinic with THE SABRE AWARD FOR SUPERIOR Ketchum Global Research & Analytics INTEGRATED MARKETING ACHIEVEMENT IN BRAND-BUILDING AXE ’Find Your Magic:’ A Celebration of Individuality & Self-Expression— Finding Our Fire: Bernzomatic Brand GOLD Refresh—Bernzomatic with Zeno Unilever/AXE with Edelman Group PRACTICE AREAS INSTITUTIONAL IMAGE THE SABRE AWARD FOR SUPERIOR BUSINESS-TO-BUSINESS PepsiCo: Performance with ACHIEVEMENT IN REPUTATION MARKETING Purpose—PepsiCo MANAGEMENT Paint as a Powerful Tool—Sherwin- EMPLOYEE COMMUNICATIONS Navigating an Exit from Merchant Williams with Carmichael Lynch Mind Your Business—General Motors Power—Entergy with Burson- Relate Marsteller with MSLGROUP

THE SABRE AND IN2 SABRE AWARDS WINNERS 121 EMPLOYER BRANDING PRODUCT MEDIA RELATIONS (TRADE TRADE SHOW Be Remarkable: Recruiting Physical MEDIA) Escape the Bathroom—Synergy Therapists in an Understaffed Microsoft Breaks Through the Noise Pharmaceuticals with Golin Industry—ATI Physical Therapy with to CONNECT with Developer and IT Burson-Marsteller Pros—Microsoft with WE MARKETING TO MEN Communications Pantene Dad-Do/Strong is Beautiful— EXECUTIVE LEADERSHIP Pantene Pro-V with DeVries Global Executive Leadership - Antonio Lucio, DIGITAL CAMPAIGN with Grey New York CMO, HP Inc.—HP Inc. #WhatTheFlush: Disrupting the Water Conservation Conversation—Niagara MARKETING TO WOMEN FINANCIAL COMMUNICATIONS Conservation with Padilla The Power Trip—Marie Claire and Highwire PR for Twilio IPO—Twilio JetBlue with Highwire Public Relations INFLUENCER MARKETING Scott Tube-Free Impact-FULL MARKETING TO YOUTH CAUSE-RELATED MARKETING Crash—Scott Brand/Kimberly-Clark Stop Smears, Spread Joy with Paper The Vaseline Healing Project— with Ketchum Mate InkJoy—Newell Rubbermaid Unilever/Vaseline with Edelman with Cohn & Wolfe SOCIAL MEDIA/SOCIAL NETWORKING COMMUNITY RELATIONS CAMPAIGN MULTICULTURAL MARKETING Empowering Haitian Farmers through Creating #Cupfusion—The Hershey Emery’s 9-1-1 All Stars—King County Tree Planting—Timberland with Cone Company with Ketchum E-911 Program Office with C+C Communications BLOGGER OUTREACH INDUSTRY SECTORS CORPORATE SOCIAL Maya Rudolph Comes Clean About AUTOMOTIVE RESPONSIBILITY Feminine Care with Seventh Selling the Idea of Luxury to Save a Bring Back the Bees—General Mills Generation’s “Vajingle”—Seventh Brand from U.S. Extinction: The 2016 Canada with Veritas Communications Generation with Allison+Partners Volvo XC90 SUV—Volvo Car PUBLIC EDUCATION BRANDED JOURNALISM FASHION AND BEAUTY VacciNation Campaign with Dr. Starbucks Upstanders - Stories of Rethink Reuse—Savers with Edelman Jennifer Arnold—Pfizer with Ogilvy Extraordinary Humanity in Unexpected Places—Starbucks with CRISIS MANAGEMENT FOOD AND BEVERAGE Edelman Leading a Campaign for a Company The World’s Largest Blind Taste Under Attack—Herbalife with WORD OF MOUTH Test—Kraft Macaroni & Cheese with Olson Engage SKDKnickerbocker Doritos Boldest Choice: Election 2016—Frito-Lay with Ketchum ISSUES MANAGEMENT HOME AND FURNITURE Barbie: Evolve the Doll, and the GUERRILLA MARKETING Schlage Elevates Perception of Door Hardware—Schlage with Havas Conversation—Mattel with Weber JetBlue Honors The Jet Age With Formula Shandwick RetroJet Design And 1960s Celebration—JetBlue PUBLIC AFFAIRS CONSUMER PRODUCTS FP1 Strategies and Grocery PUBLICITY STUNT Disrupting SXSW Interactive with Analog by American Greetings— Manufacturers Association PIZZA HUT TAKES 100TH COUNTRY American Greetings with MullenLowe Successfully Build Support To Pass CELEBRATION TO NEW HEIGHTS— U.S. Controversial Food Labeling Pizza Hut with Creation Legislation—Grocery Manufacturers ENTERTAINMENT Association with FP1 Strategies LLC SPECIAL EVENT The Circus Takes The Circus Back— Producing a Global Event for the Ringling Bros. and Barnum & Bailey CORPORATE MEDIA RELATIONS Vatican—Stem for Life with with MullenLowe Generation Beyond—Lockheed Allison+Partners Martin with Weber Shandwick FINANCIAL SERVICES SPONSORSHIP Investing Capital to Create Change: PRODUCT MEDIA RELATIONS JetBlue Parties with Papi—JetBlue State Street’s ‘SHE’ Gender Diversity (CONSUMER MEDIA) with MullenLowe The Jim Beam Apple Watch—Jim ETF Campaign—State Street Beam Apple with Olson Engage Corporation with Ogilvy

The SABRE and IN2 SABRE Awards Winners 122 FOOD SERVICE WEB-BASED BUSINESS MULTIMARKET CAMPAIGN SONIC Drive-In Launches PayPal & Jonathan Adler Team Up to Spin Master’s Global Hatchimals #SquareShakes, the First Campaign Reinvent the Gift of Money—PayPal, Launch—Spin Master Ltd. with Zeno Designed For and Sampled Through Inc. with Edelman Group Instagram—SONIC Drive-In with Cohn & Wolfe ANIMAL CARE CANADIAN CAMPAIGN National Aquarium Dolphin Girls Belong Here—Plan International RETAILERS Sanctuary Announcement—National Canada with Hill+Knowlton One Scary Election—IT’SUGAR with Aquarium with Golin Strategies M&C Saatchi PR CONSUMER HEALTH TRAVEL AND TOURISM Re-entering the Marketplace, with a SILVER Becoming America’s Cruise Line— Snap—Zicam with Kwittken PR AGENCY EMPLOYEE PROGRAM Carnival Cruise Line with M Booth HEALTHCARE PROVIDERS FH4Inclusion—FleishmanHillard ENERGY AND NATURAL RESOURCES For The First Time Ever, TV Doctors PR AGENCY CITIZENSHIP FPL’s Manatee Lagoon—FPL’s Save Real Lives!—Cigna with “Sparks” Across Ketchum Ignite Manatee Lagoon with rbb Edelman Passion for CSR—Ketchum Communications MEDICAL TECHNOLOGY PR AGENCY MARKETING CHEMICALS AND INDUSTRIALS The Launch of Absorb: A Conversation 2 Commerce— Bayer Bee Care Program—Bayer with Revolutionary, Game-Changing, MSLGROUP Porter Novelli First-of-Its-Kind Fully Dissolving Heart Stent—Abbott with GCI Health THOUGHT LEADERSHIP IN PR PROFESSIONAL SERVICE FIRMS Micro-tribes and the Future of Giving Millennials “A Way to Work”— PHARMACEUTICAL: RX Marketing—M Booth Adecco Group North America with MS: No Filter—Novartis Allison+Partners Pharmaceuticals AG with Creation

REAL ESTATE AND CONSTRUCTION ASSOCIATIONS First American Financial ORBA #SiteUnseen—Ontario Road Corporation—First American Builders’ Association with Financial Corporation with RF Binder FleishmanHillard

TRANSPORTATION AND LOGISTICS EDUCATION AND CULTURAL #iHateTheWait—Airlines for America INSTITUTIONS with JDA Frontline It’s Time to Take Another Look at Richard Nixon—Richard Nixon CONSUMER ELECTRONICS Foundation, Library and Museum LG SideKick ‘Fit Fashion’ Campaign— with KTStewart and Pinkston Group LG Electronics with Ogilvy GOVERNMENT AGENCIES TECHNOLOGY: HARDWARE Better Buildings Challenge SWAP Radeon Rebellion—AMD Campaign—U.S. Department of Energy with C+C TECHNOLOGY: SOFTWARE AND SERVICES NOT-FOR-PROFIT ORGANIZATIONS How GE is Digitizing Electricity: LUNG FORCE: Women Against Lung Software for a Cleaner Planet—GE Cancer—American Lung Association Power with Edelman TELECOMMUNICATIONS Charter Communications and FP1 INTERNATIONAL CAMPAIGNS Strategies: Telling The Charter GLOBAL CAMPAIGN Story—Charter Communications with Always Like a Girl Emojis—P&G with FP1 Strategies MSLGROUP

The SABRE and IN2 SABRE Awards Winners 123 The IN2 SABRE Awards North America

Golin took home top honors at the IN2 SABRE Awards IN2 SABRE judges praised the work for “turning a menu last night for its work with McDonald’s on ‘All Day change into a movement.” The big win comes after a Breakfast’ at the gala held at the W Hotel in Chicago. record number of Innovation SABRE Award entries this year. Best in Show was presented as a countdown among the top five winners of the night (listed below, including a full list of winners for the night).

Winners

BEST IN SHOW #1 BEST IN SHOW #5 TRADE SHOWS & AWARDS Simple Swab, Shorter Stay – Take a ‘All Day Breakfast’—McDonald’s with Flybabies—JetBlue Airways with Swipe at Antibiotic Resistance— Golin MullenLowe Clorox Healthcare with Ketchum EXPERIENTIAL MARKETING BEST IN SHOW #2 EARNED MEDIA LIVE EVENTS The World’s Largest Blind Taste DIGITAL AND TRADITIONAL MEDIA - U by Kotex Brings Women’s Ideas to Test—Kraft Macaroni & Cheese with PRINT (EARNED) Life via The Period Projects, Opens Olson Engage The World’s Largest Blind Taste World’s First and Only Period Test—Kraft Macaroni & Cheese with Shop—U by Kotex/Kimberly-Clark Olson Engage BEST IN SHOW #3 with Marina Maher Communications DIGITAL AND TRADITIONAL MEDIA - COVERGIRL Challenge Industry DIGITAL PROMOS & ACTIVATIONS Norms with First Male BROADCAST (EARNED) Ball® Canning Helps Consumers Spokesperson—COVERGIRL with Pantene Dad-Do: Fostering the Next Tackle Food—Ball® Canning with Marina Maher Communications Generation of Strong Women— 360PR+ Pantene with DeVries Global

BEST IN SHOW #4 SPONSORSHIPS PRODUCT REVIEWS (EARNED) Pantene Dad-Do: Fostering the Next Arby’s and Andrew “Beef” Johnston— Building BLOCKS’ Profile—ROLI with Generation of Strong Women— Arby’s with Edelman Max Borges Agency Pantene with DeVries Global

THE SABRE AND IN2 SABRE AWARDS WINNERS 124 EARNED MEDIA WITH INFLUENCERS SOCIAL MEDIA & COMMUNITY BRAND VIDEOS + COMMUNITIES (EARNED) MANAGEMENT Flybabies—JetBlue Airways with Nexon America’s LawBreakers— MullenLowe BEST USE OF INTEGRATED SOCIAL Nexon America with Wonacott MEDIA Communications BRAND ANIMATION VIDEOS #IHatetheWait—Airlines for America Disney Consumer Products and CREATION OF PERSUASIVE CONTENT with JDA Frontline Interactive Media + Star Wars Excedrin Presents The Migraine Superfans Go Rogue to Launch New BEST USE OF FACEBOOK, TWITTER Experience—GSK Excedrin with Toy Line—The Walt Disney Company OR LINKEDIN Weber Shandwick McDonald’s: All Day Breakfast— ILLUSTRATIONS + PHOTOGRAPHY CONTENT CREATION FOR MEDIA McDonald’s with Golin Marvel x Garage—Disney Consumer SITES (EARNED) Products and Interactive Media BEST USE OF YOUTUBE, FACEBOOK When a Baby Dies—Children’s VIDEO OR VIMEO Minnesota with Weber Shandwick AUDIO: PODCASTS + MUSIC Going Supernova: Achieving #1 in the The Deal With Yield—WinField with DIGITAL NEWSROOMS Doll Category—Moose Toys with Exponent PR Barilla’s Listening Room Gives Voice MWWPR Hacks and Flacks: Charting a Path for To Entire Category—Barilla with BEST USE OF TUMBLR, VINE, PR Podcasts with Unfiltered, Edelman Chicago PINTEREST, SNAPCHAT OR Engaging Content—March INSTAGRAM Communications and Hacks & Flacks SPONSORED & PAID MEDIA Tumblr Delivers Massive Impact To CONTENT CREATION FOR MEDIA Multi-year Pasta Category Effort— IDENTITY BRANDING SITES (PAID) Barilla with Edelman Peace Corps: Inspiring New What is Brain Health?—U.S. Generations—The Peace Corps with Department of Health and Human BEST USE OF BLOGS Ogilvy PR Services, Administration of LinkedIn Engineering Blog—LinkedIn SOCIAL GOOD + PUBLIC SERVICE Community Living with Ogilvy PR with Bulleit Group Whirlpool Care Counts Program— INFLUENCER ENDORSEMENTS + CROWDSOURCING & CO-CREATING Whirlpool with Ketchum PAID/UNPAID PRODUCT PLACEMENT America’s Diabetes Challenge—Merck COVERGIRL Challenge Industry with GCI Health ANALYTICS + INSIGHTS Norms with First Male REAL-TIME ENGAGEMENT USE OF SOCIAL MEDIA OR ANALYTICS Spokesperson—COVERGIRL with Creating #Cupfusion-The Hershey FOR AUDIENCE INSIGHTS OR Marina Maher Communications Company with Ketchum INFLUENCER TARGETING MEDIA PARTNERSHIP Using Advanced Social Listening to MEME Uncover Relevant Purchase Barriers Dove Love Your Curls Emojis— The Jim Beam Apple Watch—Jim and Micro-Moments in Order to Unilever - Dove Hair with Edelman Beam Apple with Olson Engage Unearth Audience Insights and Create SEO/CONTENT DISTRIBUTION (PAID a Targeted Campaign Engagement + ORGANIC) GAMIFICATION/USER-GENERATED Strategy—Procter & Gamble/Head & CONTESTS Sony Music Site Now Hits the Right Shoulders with Marina Maher The I’m Feeling Lucky Experience Notes—Sony with the Hoffman Communications presented by Google Store—Google Agency with FleishmanHillard ORIGINAL/COMMISSIONED DIGITAL MARKETING/ADVERTISING RESEARCH FOR PR Answering a Mom’s Cry for Help— BRAND CONTENT & CREATIVITY Pet-Friendly Workplace PAWrometer—Banfield Pet Hospital Colief Infant Digestive Aid with RLA INTEGRATED BRAND NARRATIVES with H+K Strategies Collective Bernzomatic Torch Bearers— Bernzomatic with Zeno Group MEASUREMENT, POST-CAMPAIGN ANALYSIS DIGITAL BRAND PLATFORMS Be the solution—Businessolver with Wrangler Network—Wrangler with Edelman Chicago French/West/Vaughn

The SABRE and IN2 SABRE Awards Winners 125 MARKETING TECHNOLOGY GOVERNMENT/PUBLIC AFFAIRS/ CEI: Connect. Engage. Influence.— LOBBYING JMRConnect ReThink: Why Housing Matters - Challenging Misperceptions of Public AGENCY SPOTLIGHT Housing—HAI Group Inc. with Cone Communications BEST AGENCY MARKETING Micro-tribes and the Future of TECHNOLOGY Marketing—M Booth Binge Watching to Victory: How to break a world record and launch BEST AGENCY DISRUPTION - TOOLS & TACTICS CyberLink’s PowerDVD to mainstream audiences—CyberLink with Diffusion How Slack’s AOR runs an email-free PR firm—Rsquared Communication EMPLOYEE ENGAGEMENT BEST AGENCY BLOG, EDITORIAL, The Astellas Way—Astellas America COMMUNICATIONS PLATFORM with Gagen MacDonald Let Go & Lead—Gagen MacDonald LEAN MARKETING BEST USE OF SOCIAL MEDIA - America’s Sweatiest Cities by AGENCY Honeywell Fans—Honeywell Fans Conversation 2 Commerce— with 360PR+ MSLGroup MICRO MARKETING BEST LIVE EVENT—AGENCY Blast Motion Knocks New Partnership 2016 SXW2O—The W2O Group Out of the Park—Blast Motion with Greenroom PR SPECIAL CAMPAIGNS NEW TO MARKET BEST USE OF SOCIAL MEDIA/DIGITAL ENGAGEMENT ACROSS SECTORS NEW COMPANY TO MARKET CORPORATE/B2B Taking Tourism to New Heights: Simple Swab, Shorter Stay – Take a Launching OUE Skyspace LA—OUE Swipe at Antibiotic Resistance— Skyspace with Ogilvy PR Clorox Healthcare with Ketchum NEW PRODUCT TO MARKET CONSUMER GOODS Redefining NARCAN—A Life-Saving #WhatTheFlush—Niagara Medication—Adapt Pharma with Conservation with PadillaCRT Ketchum HEALTHCARE INNOVATION EXCELLENCE Driving Crowd-Sourced Cancer MOST INNOVATIVE AGENCY Innovation to Change Lives and Build INITIATIVE Leadership: The Astellas Oncology C3 Striving for a Healthy Work/Life Blend Prize—Astellas Oncology with at GroundFloor Media—GroundFloor Spectrum Media

FINANCIAL SERVICES/INSURANCE MOST INNOVATIVE BRAND Closing the Gender Investing Gap: MARKETING/COMMUNICATIONS Empowering Women to Take TEAM Financial Control—Havas PR Coming Clean with Cottonelle— CHARITY/NONPROFIT Kimberly-Clark, Cottonelle Producing a Global Event for Pope MOST INNOVATIVE BRAND/AGENCY Francis—The Stem for Life COLLABORATION Foundation with Allison + Partners Colgate Encourages Consumers to Save Water—Colgate with Cohn & Wolfe

The SABRE and IN2 SABRE Awards Winners 126 The SABRE Awards EMEA

The 2017 EMEA SABRE Awards winners were selected The winners were announced at our annual awards from among more than 2,400 entries in this year’s dinner, held at the Roundhouse in London on May 23. competition, which recognizes Superior Achievement in Branding, Reputation and Engagement. The campaigns were evaluated by a jury including more than 40 industry leaders.

Winners

PLATINUM REPUTATION MANAGEMENT THE BALKANS In Search of the UAE’s Unluckiest Energy Library—CEZ Vanzare with WINNER Traveler—RSA with Edelman UAE Rogalski Damaschin PR „Mein Kampf – gegen Rechts“— Gesicht Zeigen! Für ein weltoffenes RESEARCH AND PLANNING THE BALTIC Deutschland e.V. with Ogilvy Public #ParallelBarking—Vauxhall with Safe at Work Coalition—CWS-boco Relations GmbH Weber Shandwick with FleishmanHillard sp. z o.o.

MEASUREMENT AND EVALUATION BENELUX DIAMOND The Magic of Mobile Tickets— Why Microsoft and a Boyband COMPANY OF THE YEAR Trainline with Tin Man Pranked Dutch Youth—Microsoft with Building McDonald’s UK’s Reputation Progress Communications as a Responsible and Respected GOLD DACH Business—McDonald’s UK with Teneo „Mein Kampf – gegen Rechts“— Blue Rubicon GEOGRAPHIC CATEGORIES Gesicht Zeigen! Für ein weltoffenes BRAND-BUILDING AFRICA Deutschland e.V. with Ogilvy Public The adidas Women “Workout SA Tomorrow—Johannesburg Stock Relations GmbH Exchange with Hill+Knowlton Series”—adidas LDN Newsroom with CENTRAL EASTERN EUROPE Strategies Hope&Glory The Autism Simulator—SPOSA Bratislava with Seesame s.r.o.

THE SABRE AND IN2 SABRE AWARDS WINNERS 127 FRANCE GLOBAL PROGRAMME Largest Electricity Grid Project— This Cob is Amazing!—French corn/ The Swedish Number—Svenska TenneT TSO GmbH with navos - maize industry bodies (AGPM, Turistföreningen with Cohn & Wolfe Public Dialogue Consultants GmbH FNPSMS, Gnis) with BURSON- Stockholm AB CORPORATE SOCIAL MARSTELLER I&E RESPONSIBILITY PRACTICE AREAS IBERIA The Friendship Breakfast—TINE SA First IBM Cognitive Menu in Spain— BUSINESS-TO-BUSINESS with JCP IBM with Text100 HOW ALMONDS BECAME EUROPE’S NUMBER ONE NUT—Almond Board of PUBLIC EDUCATION MEDITERRANEAN California with Porter Novelli London #BetterThanThat—Polish Cultural #LetsputOnyourHead—UNHCR with Institute with APCO Worldwide INC - Istituto Nazionale per la CONSUMER MARKETING (EXISTING PRODUCT) CRISIS MANAGEMENT Comunicazione Srl In Search of the UAE’s Unluckiest Saving Importer’s Reputation in MIDDLE EAST Traveler—RSA with Edelman UAE Dieselgate—D’Ieteren with Interel Infiniti Speed Pitching—Infiniti with Belgium CONSUMER MARKETING (NEW Four Communications PRODUCT) ISSUES MANAGEMENT NORDICS Launching IQOS and Helping the Making Nuclear Necessary—Rosatom The Language Barrier—The Tobacco Giant Quit Smoking—Philip with Instinctif Partners Norwegian Red Cross with Try Morris International with Pagefield PUBLIC AFFAIRS Advertising Agency Communications Hands Off of My Insurance!—SLASPO RUSSIA AND THE CIS INTEGRATED MARKETING (Slovak Insurance Association) with Russia Is ŠKODA Country—ŠKODA Shame or Glory—SodaStream Intl, Seesame, s.r.o. Russia with Ketchum Maslov Ltd. CORPORATE MEDIA RELATIONS TURKEY INSTITUTIONAL IMAGE From Fat to Fuel - The World’s 1st Melek & Serhat Series—Novartis The Next Rembrandt—Microsoft with Christmas Diesel—Finnish Chemical Turkey with Communication Partner Progress Communications Industry, Neste, K-Group, Lassila & Tikanoja, Rinki, Honkajoki, Rural UK (SMALL BUDGET) EMPLOYEE COMMUNICATIONS Women’s Advisory Organisation, The Magic of Mobile Tickets— 360 Degree-Campaign That Put the Finnish Water Utilities Association, Trainline with Tin Man Heart Into Communication—Moscow Finnish Environmental Industries Exchange with Comunica with Miltton UK MID BUDGET Zookeeper Zoe Eye Check EMPLOYER BRANDING PRODUCT MEDIA RELATIONS Storybook—Boots Opticians with Red Multi-Generational Working by (CONSUMER) Consultancy McDonald’s UK—McDonald’s UK with Astounding the Front Row at London Teneo Blue Rubicon Fashion Week with Crocs—Crocs with UK AND IRELAND (LARGE BUDGET) FleishmanHillard Fishburn The Year of the Fix for Direct Line EXECUTIVE COMMUNICATIONS from Unity—Direct Line with Unity Good Advice from Young Minds— PRODUCT MEDIA RELATIONS Statoil ASA with TRY and IUM Norway (TRADE) MULTI-COUNTRY PROGRAMME Get a Job in 24 Hours—CornerJob FINANCIAL COMMUNICATIONS The Truck Driver’s Mother—The with Allison+Partners Norwegian Labour Inspection I’m More Than My Debt—KRUK Authority / The social partners within Romania with MSLGROUP The DIGITAL CAMPAIGN the Norwegian transportation sector Practice momondo - The DNA Journey— with Geelmuyden Kiese momondo with momondo A/S CAUSE-RELATED MARKETING PAN-EUROPEAN PROGRAMME eBay Adopts L’Aquila—eBay Italy with SOCIAL MEDIA Croatia - Out of Office Award— APCO Worldwide HIGH FIVE TO TEAM RUSSIA—Yandex Croatian National Tourist Board with COMMUNITY RELATIONS Grayling Austria GmbH, Grayling Croatia and Grayling Germany Jointly Chartering New Territory – Early Participation in Germany’s

The SABRE and IN2 SABRE Awards Winners 128 BLOGGER OUTREACH INDUSTRY SECTORS TRANSPORTATION AND LOGISTICS Lubyatovo Helps Kids With All Your AUTOMOTIVE The Pride Flag Stamp—PostNord with Heart—Kellogg’s/ Lubyatovo with MSLGROUP Stockholm Dacia Family Project—Renault – FleishmanHillard Vanguard Dacia with MSLGROUP- Publicis CONSUMER ELECTRONICS INFLUENCER MARKETING Consultants Italia Cubetto : A World Record Kickstarter #BrutalCut—ActionAid UK with Weber FASHION AND BEAUTY Created by a Low Budget PR Shandwick Campaign.—Primo Toys with The Explorer—ALFA Sko AS with Common Industry GUERRILLA MARKETING PR-operatørene AS TECHNOLOGY (HARDWARE) SOCIAL CRIME SHOPPING—eBay FOOD AND BEVERAGE Corporate Services GmbH with One Ramadan—Huawei CBG with Spare Chair Sunday—Bisto with achtung! GmbH Memac Ogilvy Public Relations Weber Shandwick PUBLICITY STUNT TECHNOLOGY SOFTWARE AND HOME AND FURNISHINGS Sky.P.A.—Innis­ & Gunn with Manifest SERVICES Ariel Care Centre for Clothes—P&G LDN Meal for Geeks (Jedlo pre with Graffiti PR Ajťákov)—T-Systems Slovakia with SPECIAL EVENT ENTERTAINMENT AC&C Public Relations Campaign: Supermarket C-Suite - CZECH RUGBY LIVES!—Czech Rugby Google Takes Retailers Back to the TELECOMMUNICATIONS Association with PR.Konektor Floor—G Suite with Man Bites Dog Empowering the People Through FINANCIAL SERVICES Debate on Digitalisation—Telefónica SPONSORSHIP You Can’t Work Forever—OTP Deutschland PLAYMOBIL: Setting Engagement Voluntary Pension Fund with Café PR Targets Ablaze with London Fire WEB-BASED BUSINESS Kft Brigade—PLAYMOBIL UK with eBay Adopts L’Aquila—eBay Italy with OneChocolate FOOD SERVICE APCO Worldwide Quality Made in Spain—McDonald’s TRADE SHOW ANIMAL CARE with apple tree communications World Premiere Mercedes-Benz Drontal & Advantage - The E-Class - The First Car Seating 450 RETAILERS Inseparables—Bayer Animal Health People—Daimler AG with Oliver The Dining Club—IKEA with with Pegasus Schrott Kommunikation GmbH Hope&Glory CONSUMER HEALTH MARKETING TO MEN TRAVEL AND TOURISM RB & LIONS HEALTH INNOVATION Make Time For It—Meantime Brewing Nerd Against Nature—The Norwegian HACK—RB (RECKITT BENCKISER) with with Hope&Glory Trekking Association with Virgo Health Geelmuyden Kiese AS MARKETING TO WOMEN HEALTHCARE PROVIDERS Avon’s #Don’tWaitDrive: Take Your ENERGY AND NATURAL RESOURCES What Would You Take from Your Mother for a Doctor’s Check-Up— Make Denmark Greener—DONG Home in the Event of an Avon with FleishmanHillard Vanguard Energy with Hill+Knowlton Strategies Emergency?—santalucía with LLORENTE & CUENCA S.L. MARKETING TO YOUTH CHEMICALS AND INDUSTRIALS Daron – The Quest for Knowledge— a-ha - Eternalized by Hydro in Virtual MEDICAL TECHNOLOGY Norad - Norwegian Agency for Reality—Norwegian Hydro with Health Tech Innovation for People Development Cooperation with Burson-Marsteller Oslo with Dementia—CRDL with Porter Gambit Hill + Knowlton Strategies Novelli PROFESSIONAL SERVICES MULTICULTURAL MARKETING Europe’s Refugee Crisis: The Journey PHARMACEUTICAL RX Sports Swedish for Immigrants— of Hero Norway—Hero Norway with Manversation—Bayer with Cohn & Svenska Spel with Jung Relations Geelmuyden Kiese AS Wolfe

REAL ESTATE AND CONSTRUCTION ASSOCIATIONS The Repiping Project that Renovated Makers Wanted—Bavarian Crafts the Industry—Fira Palvelut with Drum Association with Ketchum Pleon Communications Ltd. GmbH

The SABRE and IN2 SABRE Awards Winners 129 EDUCATIONAL CULTURAL INSTITUTIONS When the Ravann Makes Its Way to the Notation System—ABAIM with Blast Burson-Marsteller

GOVERNMENT AGENCIES The Enlightenment Trail: The World’s Most Beautiful Night Trek—Norad - Norwegian Agency for Development Cooperation with Gambit Hill + Knowlton Strategies

NOT FOR PROFIT „Mein Kampf – gegen Rechts“— Gesicht Zeigen! Für ein weltoffenes Deutschland e.V. with Ogilvy Public Relations GmbH

The SABRE and IN2 SABRE Awards Winners 130 The IN2 SABRE Awards EMEA

More than 25 public relations firms from across the The IN2 SABREs recognize excellence in various EMEA region were presented with IN2 SABRE Awards categories of innovation and insight—with an emphasis during our IN2 Innovation Summit at the Ham Yard on content creation—as well as PR agency management Hotel in London in May. and marketing.

Winners

DIGITAL AND PRINT MEDIA SPONSORED CONTENT BEST USE OF FACEBOOK Plusnet Emojis—Plusnet with Kaper Good Advice from Young Minds— momondo - The DNA Journey— Statoil ASA with TRY and IUM Norway momondo A/S BROADCAST MEDIA The Next Rembrandt—Microsoft with INFLUENCER ENDORSEMENT BEST USE OF TWITTER Progress Communications Face Your Fear—Samsung with Global Slavery Index 2016—Walk Free Wenderfalck Foundation with FTI Consulting NON-JOURNALIST INFLUENCERS/ COMMUNITIES MEDIA PARTNERSHIP BEST USE OF LINKEDIN #BrutalCut—ActionAid UK with Weber Future Health—Philips with Optimising Arup’s Global Content Shandwick OneVoiceConnect (Ketchum London), Strategy—Arup with Brands2Life The Story Lab, Carat and The PERSUASIVE CONTENT Telegraph BEST USE OF TUMBLR, VINE, Therese’s Tech Takeover—The PINTEREST, SNAPCHAT OR Association of Swedish Engineering SOCIAL GOOD INSTAGRAM Industries with Volontaire The Friendship Breakfast—TINE SA ShareWear—Visit Sweden & The with JCP Swedish Institute with Prime Weber CONTENT CREATION ON MEDIA Shandwick SITES ONLINE ADVERTISING Sending Bill Bailey Where No Man An Empty Bottle is Full of Energy— BEST USE OF BLOGS Has Been Before—PlayStation with Infinitum with Geelmuyden Kiese AS Trick and Treating Kids Since 2016— Fever PR and Anti Arla Luonto+ with Miltton Oy

THE SABRE AND IN2 SABRE AWARDS WINNERS 131 SOCIAL MEDIA COLLECTIVE USE OF SOCIAL MEDIA OR ANALYTICS THOUGHT LEADERSHIP IN PR #ParallelBarking—Vauxhall with Science of Business Sharing—Alpha Inside the Hearts and Minds of Arab Weber Shandwick Grid, a Financial Times company Youth: The Eighth Annual Arab Youth Survey 2016—ASDA’A Burson- CROWDSOURCING AND CO- RESEARCH FOR PR Marsteller CREATING Vodafone’s Anti-Bullying Emojis— The Swedish Number—Svenska Vodafone Group Turistföreningen with Cohn & Wolfe Stockholm AB MEASUREMENT The Magic of Mobile Tickets— REAL TIME ENGAGEMENT Trainline with Tin Man Royal Jordanian US Elections Ad— Royal Jordanian Airlines with Memac MARKETING TECHNOLOGY Ogilvy VW-SMART SCREEN PROJECT— VOLKSWAGEN COMMERCIAL MEME VEHICLES with Lobby #BETTERTHANTHAT—Azimo with Communications Harvard BEST AGENCY WEBSITE GAMIFICATION The Agency Website of the Year— Daron – The Quest for Knowledge— Eulogy & gt&i Norad - Norwegian Agency for Development BEST USE OF SOCIAL MEDIA - AGENCY BRANDED NARRATIVES Pro-Vision Dream Team 18+. Anything Nerd Against Nature—The Norwegian Is Possible—Pro-Vision Trekking Association with Communications Geelmuyden Kiese AS BEST LIVE EVENT - AGENCY BRAND DIGITAL PLATFORMS Social Media Week London Emoji Panama Canal. The Major Takeover—Weber Shandwick Engineering Work of the XXI Century—Sacyr with LLORENTE & INNOVATIVE AGENCY INITIATIVE CUENCA S.L. Octopus Group - Brand To Sales— Octopus Group ILLUSTRATIONS AND PHOTOGRAPHY Carbon Couture—BMW Group with INNOVATIVE MARKETING/ iris Worldwide COMMUNICATIONS TEAM - BRAND De Beers Bot 50 Campaign—De Beers DIGITAL VIDEO with Engage Joe Public Parkour Action—EnBW Energie Baden-Württemberg AG with MOST INNOVATIVE BRAND/AGENCY COLLABORATION Ketchum Pleon GmbH Raising Up the New Startup Stars— ANIMATION VIDEO Portuguese Start Ups with Corpcom Talk to Us—RUStelefonen with PR Nucleus AS PR AGENCY MARKETING IDENTITY BRANDING #CiceroCardboard—Cicero Group The Hassle-Free Christmas— PR AGENCY CITIZENSHIP Norwegian Property / Aker Brygge with Geelmuyden Kiese G(irls)20 2016 Summit—G(irls)20 with Burson-Marsteller SEO PR AGENCY EMPLOYEE PROGRAM Improving Diabetics’ Lives: Reaching Diabetics Through An Online Creativity Syndrome—MSLGROUP Community—Roche Diabetes Care The Practice with Farner Consulting AG

The SABRE and IN2 SABRE Awards Winners 132 The SABRE Awards Asia-Pacific

Winners were announced at the 2017 Asia-Pacific SABRE Awards ceremony, which was held at the JW Marriott Hong Kong, on September 14. The awards dinner followed the Asia-Pacific IN2 Innovation Summit, which also featured the IN2 SABRE Awards. Also announced at the evening Awards Ceremony were the 2017 Asia- Pacific Consultancies of the Year.

Winners

PLATINUM REPUTATION MANAGEMENT GOLD Making Olive Oil Famous in Thailand, BEST IN SHOW by Hill + Knowlton Strategies GEOGRAPHIC CATEGORIES Uncover the Truth—Transparency Thailand—Bertolli Olive oil, Thailand AUSTRALIA/NEW ZEALAND International Sri Lanka with Ogilvy with Hill+Knowlton Strategies - Outthink Melanoma—IBM with Public Relations Thailand Text100, Ogilvy, George P. Johnson RESEARCH AND PLANNING DIAMOND GREATER CHINA The Microsoft Asia Digital MW vs MWR - A Battle for Transformation Study—Microsoft CEO OF THE YEAR Reputation—Man Wah Holdings Asia with IN.FOM Chanda Kochhar—ICICI Bank with Limited with Strategic Public Adfactors PR MEASUREMENT AND EVALUATION Relations Group COMPANY OF THE YEAR HOW KOREAN PART-TIME WORKERS INDIAN SUB-CONTINENT GOT FULL-TIME RESPECT—Media Will Paytm Back To Work—Medela with Genesis (Alba Chunkuk) with Weber Burson-Marsteller BRAND-BUILDING Shandwick Korea Outthink Melanoma—IBM with JAPAN Text100, Ogilvy, George P. Johnson Election in the Dark—Yahoo Japan Corporation with DENTSU INC.

THE SABRE AND IN2 SABRE AWARDS WINNERS 133 KOREA CORPORATE IMAGE DIGITAL CAMPAIGN HOW KOREAN PART-TIME WORKERS Love Digital in the Times of GLICODE—Ezaki Glico Co.,Ltd. with GOT FULL-TIME RESPECT—Media Will Demonetisation—ICICI Bank with Dentsu inc. (Alba Chunkuk) with Weber Adfactors PR Shandwick Korea SOCIAL MEDIA CAMPAIGN EXECUTIVE POSITIONING #IShapeMyWorld – Redefining the SOUTH-EAST ASIA Announcing the First Acquisition of Shape of Gender Stereotypes in Making Olive Oil Famous in Thailand, an English Premier League Club by a India—Levi’s Strauss India Pvt. Ltd by Hill + Knowlton Strategies Mainland Chinese Owner—Yunyi with Zeno Group India Thailand—Bertolli Olive Oil, Thailand Guokai (Shanghai) Sports with Hill+Knowlton Strategies - Development Ltd with FTI Consulting INFLUENCER MARKETING Thailand Putting Canola Oil in Every Indian COMMUNITY RELATIONS Kitchen—Canola Council of Canada MULTI-COUNTRY CAMPAIGN HIV: OVERCOMING THE FEAR OF THE with Edelman Visa Rallies Cross-Nation Support for TEST—Taiwan AIDS Society & Taiwan Successful 2016 China-U.S. Year of AIDS Nurses Association with Golin MARKETING TO MEN Tourism—VISA with Ruder Finn China Taiwan General Tire’s Debut in China - Making Your SUV, More SUV—General REGIONAL CAMPAIGN PUBLIC AFFAIRS Tire with Burson-Marsteller United Problem Solvers (Asia GA NA DA Campaign to Encourage Pacific)—UPS with Ogilvy Public Childbirth in Korea—Ministry of MARKETING TO WOMEN Relations Health and Welfare-The Republic of 2016, The Year of adidas Women— Korea with Prain Global Inc. & adidas Singapore with Creation GLOBAL CAMPAIGN Daehong Communications Singapore (a company of CMG Group Tackling the Sanitation Crisis—LIXIL Pte Ltd) Corporation PUBLIC EDUCATION Savlon Healthy Hands Chalk Sticks— MARKETING TO YOUTH PRACTICE AREAS ITC SAVLON with PR Pundit BREAK-UP INSURANCE—goodroom. inc with Dentsu.inc MARKETING TO CONSUMERS FINANCIAL COMMUNICATIONS (EXISTING PRODUCT) Leading India’s Financial INDUSTRY SECTORS Unhungry India - A New Beginning— Revolution!—Paytm with Value 360 AUTOMOTIVE Godrej Appliances with Adfactors PR Communications Pvt Ltd TASTE DRIVING—Toyota Marketing EMPLOYEE COMMUNICATIONS Japan Corporation with Dentsu Inc. MARKETING TO CONSUMERS (NEW Women at Viacom18 – Ushering in a PRODUCT) FOOD AND BEVERAGE WAVE of Change—Viacom18 Media Winning Back Trust—Nestle India Leading the Cashless Revolution in Pvt. Ltd. India—Paytm with Value 360 with Genesis Burson-Marsteller Communications CAUSE-RELATED MARKETING FASHION AND BEAUTY Pocket Patrol—Samsung with INTEGRATED MARKETING Olay Mystery Campaign—P&G with Edelman Making Olive Oil Famous in Thailand, DeVries Global by Hill + Knowlton Strategies CORPORATE SOCIAL HOUSEHOLD PRODUCTS Thailand—Bertolli Olive Oil, Thailand RESPONSIBILITY China Gets Colourful—Dulux with Hill+Knowlton Strategies - Characters of Kings Cross—Coca-Cola AkzoNobel with Ketchum Thailand with N2N Communications TRAVEL AND LEISURE BUSINESS-TO-BUSINESS CORPORATE MEDIA RELATIONS WTA FINALS Best Sports PR MARKETING Say Cheese to LiHO—Royal T Group Campaign—Lagardere Sports, WTA Cisco Awakens a New India – Pte Ltd with Ruder Finn Asia Pte Ltd Enabling Digital Transformation in with Weber Shandwick PRODUCT MEDIA RELATIONS India—Cisco India with Adfactors PR ENTERTAINMENT Asia’s First Crowdfunded Gin—Paper Pvt. Ltd. A Gift from Minecraft Chinese Edition Lantern with W Asia Launch: Water Cube to Grass Block— NetEase with UTOP Communications- South China Office

The SABRE and IN2 SABRE Awards Winners 134 RETAILERS GOVERNMENT AGENCIES FamilyMart Little Store Manager– Fur Out! Canine Idols Woo(f) Tourists Play Together, Learn Better—Taiwan to Akita—Akita Inu Tourism with FamilyMart with Ogilvy Public Dentsu Public Relations Inc. Relations Taiwan CHARITIES AND NOT FOR PROFITS RESTAURANTS AND FOOD SERVICE Uncover the Truth—Transparency Preparing the Perfect Pizza: International Sri Lanka with Ogilvy #PizzaExpressSG—PizzaExpress Public Relations Singapore with The Hoffman Agency Asia Pacific Pte Ltd

CONSUMER HEALTH Through My Eyes—Pfizer Oncology with BlueCurrent Group Hong Kong

PHARMACEUTICAL Taking Mental Health Out of the Shadows: Launching the Asia Pacific Integration Index—Janssen Asia Pacific with Weber Shandwick Hong Kong

HEALTHCARE PROVIDERS Back To Work—Medela with Genesis Burson-Marsteller

INDUSTRIAL AND MANUFACTURING Honeywell Hometown Solutions & Safe Water Network - India— Honeywell with Weber Shandwick

TECHNOLOGY CONSUMER Samsung Newsroom—Samsung Electronics with Edelman Korea

TECHNOLOGY (B2B) Appreciating The World’s First Regional Operating System—Indus OS with Text100

TELECOMMUNICATIONS Lighting the Way Forward—Myanmar Post and Telecommunications with Echo Myanmar

FINANCIAL AND PROFESSIONAL SERVICES PayPal mCommerce Index—PayPal with Edelman

ASSOCIATIONS HIV: OVERCOMING THE FEAR OF THE TEST —Taiwan AIDS Society & Taiwan AIDS Nurses Association with Golin Taiwan

The SABRE and IN2 SABRE Awards Winners 135 The IN2 SABRE Awards Asia-Pacific

The 2017 IN2 SABRE Awards, which recognize excellence in multi-media content creation, were presented at a lunchtime ceremony at the Asia-Pacific IN2 Innovation Summit, held at the JW Marriott Hong Kong, on September 14. The conference preceded the 2017 Asia-Pacific SABRE Awards ceremony, at the same venue, in the evening.

Winners

LIVE EVENTS PERSUASIVE CONTENT GLOBAL SOCIAL MEDIA PLATFORMS ALL-STAR RESTAURANT—Volvo Car #NamakKeWaastey—Tata Salt with Balance the Equation—General Japan Limited with DENTSU INC. Rediffusion Edelman Electric – India with Edelman India Pvt Ltd SPONSORSHIP MEDIA PARTNERSHIP 2017 Colgate Games New Zealand’s Lighting the Way Forward—Myanmar VISUAL SOCIAL MEDIA PLATFORMS Junior Olympics—Colgate-Palmolive Post and Telecommunications with Lenovo Global Social Strategy— with SenateSHJ Echo Myanmar Lenovo with Text100 Hong Kong

TRADE SHOWS AND AWARDS PUBLIC SERVICE ANNOUNCEMENT ASIAN SOCIAL MEDIA PLATFORMS DHgate One Belt and One Road HIV: OVERCOMING THE FEAR OF THE Eason Chan Singing I Do to You—I Do Summit Campaign—DHgate.com TEST—Taiwan AIDS Society & Taiwan with HIERSUN with FleishmanHillard AIDS Nurses Association with Golin Taiwan BRAND DIGITAL PLATFORMS DIGITAL AND PRINT MEDIA CRÉATEURS DE CONVIVIALITÉ 创享欢 Cartier Nails Down Millenials—Cartier ADVERTISING 聚—Pernod Ricard China with with Creation JD + Hasbro Transformers Co- Cohn&Wolfe branding Marketing—JD & Hasbro BROADCAST MEDIA with BlueFocus Digital DIGITAL NEWSROOMS Turning Up the Heat for Singapore’s Thought Leadership Through Hottest Startup—Carousell with Personal Stories—Microsoft Asia with Allison+Partners IN.FOM

THE SABRE AND IN2 SABRE AWARDS WINNERS 136 DIGITAL VIDEO How to Eat Sushi the Right Way— simpleshow Foundation with simpleshow Japan

PODCAST/WEBCAST Audi: The World’s Fastest Interactive Livestream—Audi with Ogilvy Public Relations, Beijing

BRANDING AND IDENTITY #beORANGE—Disaster Prevention Girl with PR TIMES

The SABRE and IN2 SABRE Awards Winners 137 The SABRE Awards South Asia

The winners were announced at the awards ceremony in Mumbai on 27 July.

Winners

PLATINUM SUPERIOR ACHIEVEMENT IN CORPORATE SOCIAL REPUTATION MANAGEMENT RESPONSIBILITY BEST IN SHOW Paytm Demonetization Campaign— SERVING ALCOHOL RESPONSIBLY – A Back to Work—Medela with Genesis Paytm CULTURAL CHANGE PROGRAMME— Burson-Marsteller AB-INBEV with Avian Media Pvt Ltd SUPERIOR ACHIEVEMENT IN MEASUREMENT & EVALUATION DIGITAL CAMPAIGN DIAMOND #ChangiBarepackers—Changi Airport LAUNCH OF GOODKNIGHT FABRIC CEO OF THE YEAR Group with MSLGROUP India ROLL ON—GODREJ Arundhati Bhattacharya—State Bank SUPERIOR ACHIEVEMENT IN EMPLOYEE COMMUNICATIONS of India RESEARCH & PLANNING Reignite Flipkart—Flipkart Internet COMPANY OF THE YEAR Western Union - Enabling Financial Pvt. Ltd. Paytm—Paytm Inclusion in India through Remittances—Western Union FINANCIAL COMMUNICATIONS SUPERIOR ACHIEVEMENT IN BRAND- Financial Services Inc. with Edelman Bit by Bit: Building Bitcoin in India— BUILDING Unocoin with Value 360 Keep India Smiling—Colgate PRACTICE AREAS Communications Palmolive India with Genesis Burson- BUSINESS-TO-BUSINESS INTEGRATED MARKETING Marsteller MARKETING Back To Work Genesis—Medela with SUPERIOR ACHIEVEMENT IN Making Storage Flashy—NetApp India Genesis Burson-Marsteller CREATIVITY with Text100 MARKETING TO CONSUMERS (NEW Savlon Healthy Hands Chalk Sticks— CORPORATE IMAGE PRODUCT) ITC SAVLON with PR Pundit Dream BIG with Ola—Ola with LAUNCH OF GOODKNIGHT FABRIC Adfactors PR Pvt Ltd ROLL ON—GODREJ

THE SABRE AND IN2 SABRE AWARDS WINNERS 138 MARKETING TO CONSUMERS HEALTHCARE (EXISTING PRODUCT) Back to Work—Medela with Genesis BRINGING BACK THE CHARM OF Burson-Marsteller FLYING—Vistara with Avian Media Pvt Ltd INDUSTRIAL/MANUFACTURING Driving Rural Prosperity through MEDIA RELATIONS Trringo—Mahindra & Mahindra with State Bank of India - Braving the Adfactors PR Tsunami of Demonetization—State Bank of India with Adfactors PR MEDIA, ARTS & ENTERTAINMENT Private Limited Budhia Singh – Running Against All Odds—Viacom18 Motion Pictures PUBLIC AFFAIRS/GOVERNMENT with Viacom18 Media Pvt. Ltd. RELATIONS SERVING ALCOHOL RESPONSIBLY – A NOT FOR PROFIT CULTURAL CHANGE PROGRAMME— Creating Warriors out of Survivors— AB-INBEV with Avian Media Pvt Ltd Free a Girl Movement with FleishmanHillard PUBLIC EDUCATION Mirinda - Release the Pressure— PUBLIC SECTOR/GOVERNMENT PepsiCo with Edelman India State Bank of India - Braving the Tsunami of Demonetization—State SOCIAL MEDIA CAMPAIGN Bank of India with Adfactors PR Get Angry!—Viacom18 Media Pvt. Ltd. Private Limited

SPECIAL EVENT TECHNOLOGY Himalayan Highs—TVS Motor Powering India To The Moon— Company with Text100 Global TeamIndus with Text100 Communications TRAVEL AND LEISURE INDUSTRY SECTORS There’s Nothing Like Australia— Tourism Australia ASSOCIATIONS Putting Canola Oil in Every Indian EMPLOYER BRANDING Kitchen—Canola Council of Canada Back to School—Flipkart with Edelman

CONSUMER PRODUCTS/SERVICES Himalayan Highs—TVS Motor Company with Text100 Global Communications

FASHION AND BEAUTY #UnitedByHalf—United Colors of Benetton with PR Pundit

FINANCIAL AND PROFESSIONAL SERVICES Bringing Half a Billion Population to Mainstream Economy—Paytm with Value 360 Communications

FOOD AND BEVERAGE “LEARN VPO, LIVE VPO, LOVE VPO”— AB-INBEV with Avian Media Pvt Ltd

The SABRE and IN2 SABRE Awards Winners 139 The SABRE Awards Latin America

The 2017 Latin America SABRE Awards includes categories recognizing the best programming in various countries and regions—from Mexico and the Caribbean to Argentina and Brazil—as well as practice areas from crisis communications to consumer marketing and industry sectors from healthcare to technology.

Winners

COMPANY OF THE YEAR GEOGRAPHIC CATEGORIES MULTI-MARKET A Communications Way for Nissan NP300 Frontier, A Legendary MEXICO Legendary Communications at Launch—Nissan Latin-America Stay with El Chavo del 8—Airbnb with Kimberly-Clark—Kimberly-Clark Latin JeffreyGroup America Operations PRACTICE AREAS CENTRAL AMERICA BRAND-BUILDING BUSINESS-TO-BUSINESS TAN FACIL COMO—AED with CAC Football in Latam: A Passion Suvinil Maxx Rendimento: Quebrando Porter Novelli Cultivated in Small-Sided Roots— Preconceitos—Suvinil with Máquina Cohn & Wolfe Nike with Extend Comunicaciones ARGENTINA #QuéOnda (What’s Up With)—AVON REPUTATION MANAGEMENT CORPORATE IMAGE Foundation with LLORENTE & ONEMI, A Reputational Rebirth— Puertas Abiertas—Arcos Dorados with CUENCA Oficina Nacional de Emergencia with Porter Novelli Extend Comunicaciones BRAZIL CORPORATE SOCIAL UMA ÁRVORE, UMA VOZ—UNILEVER RESEARCH AND PLANNING RESPONBSIBILITY with IN PRESS PORTER NOVELLI/ in Milking Stories Inside—Nestlé with Recicláveis Que Valem kWh—AES partnership with CRITICAL MASS S/A LLORENTE & CUENCA Eletropaulo with In Press Porter Novelli LATIN AMERICA MEASUREMENT AND EVALUATION ONEMI, A Reputational Rebirth— CRISIS/ISSUES MANAGEMENT Introducing The K-C Way—Kimberly- Oficina Nacional de Emergencia with Clark Latin America Operations Say Yes to the Sweet Things in Life— Extend Comunicaciones Splenda with JeffreyGroup

THE SABRE AND IN2 SABRE AWARDS WINNERS 140 DIGITAL CAMPAIGN CONSUMER PRODUCTS/SERVICES #AustraliaTotalmenteDemais— Football in Latam: A Passion Tourism Australia with Interamerican Cultivated in Small-Sided Roots— Network Nike with Extend Comunicaciones

EMPLOYEE COMMUNICATIONS FASHION AND BEAUTY “JULIETA” Historia Clínica Electrónica AVON, Beauty Empowers Women— de CASMU—casmu with Improfit AVON with LLORENTE & CUENCA

FINANCIAL COMMUNICATIONS FINANCIAL AND PROFESSIONAL From Unknown to Referent—VeriTran SERVICES with Edelman #RiobyPayPal - A 100% Carioca Experience—PayPal with MSLGROUP MARKETING TO CONSUMER (NEW ANDREOLI PRODUCT) #Redefinite—LG with Hill + Knowlton FOOD AND BEVERAGE Strategies Argentina Diageo Brand Mexico—Diageo with Burson-Marsteller MARKETING TO CONSUMER EXISTING PRODUCT) HEALTHCARE Vaseline Beauty Skin Deep—Unilever/ #RespireAgosto Digital Campaign— Vaseline with In Press Porter Novelli Bristol-Myers Squibb with Ogilvy Public Relations Brazil MEDIA RELATIONS ¿Cómo Hacer Crecer un Destino INDUSTRIAL/MANUFACTURING Turístico en un Economía Puerto Ventanas, Abierto a la Inestable?—Promperú with Axon Comunidad—Puerto Ventanas with Extend Comunicaciones PUBLIC AFFAIRS/GOVERNMENT RELATIONS MEDIA, ARTS & ENTERTAINMENT Organizational Strengthening and Need for Speed: Own the Streets— Survival - CNC—Consejo Nacional de Electronic Arts with S2Publicom la Competitividad (CNC) with Weber Shandwick Burson-Marsteller NOT FOR PROFIT PUBLIC EDUCATION Safe Stories / Histórias Seguras— Mobilizing Against Zika—UNICEF with Ananse with Ketchum/Little George JeffreyGroup PUBLIC SECTOR/GOVERNMENT SOCIAL MEDIA CAMPAIGN ONEMI, A Reputational Rebirth— Age Shamelessly | Envelhecer Sem Oficina Nacional de Emergencia with Vergonha—Pfizer with Ketchum Extend Comunicaciones

SPONSORSHIP TECHNOLOGY Sustainable Business—Unilever with Mozilla Nativo: Opening the Internet URBAN Grupo de Comunicación to Indigenous Cultures—Mozilla with JeffreyGroup INDUSTRY SECTORS TRAVEL AND TOURISM ASSOCIATIONS Kia Ora Buenos Aires—Air New Projeto Transforma: Como a Zealand with Hill + Knowlton Comunicação Ajuda a Construir um Strategies Legado Olímpico—Rio 2016 Olympic and Paralympic Games with Approach Comunicação

The SABRE and IN2 SABRE Awards Winners 141 The SABRE Awards Africa

The first ever African SABRE Awards ceremony was held as part of the African Public Relations Association’s annual conference in Morocco in May.

Winners

PLATINUM EASTERN AFRICA FINANCIAL COMMUNICATIONS My #ColgateSmilefie—Colgate- #Maymkench (Impossible!)—Credit BEST IN SHOW Palmolive with Burson-Marsteller du Maroc #ProTESTHIV—Anglo-American with Africa Ogilvy Public Relations MARKETING TO CONSUMERS (NEW Johannesburg SOUTHERN AFRICA PRODUCT) “Sage Knows” Budget Speech Ford—Ford with PR Media Campaign 2016—Sage DIAMOND MARKETING TO CONSUMERS (EXISTING PRODUCT) REPUTATION MANAGEMENT PRACTICE AREAS Coke Studio Africa—The Coca-Cola SA Tomorrow—Johannesburg Stock CORPORATE IMAGE Company with Ogilvy Public Exchange with Hill+Knowlton Making Nuclear Necessary: South Relations BRAND-BUILDING African Campaign—Rosatom with Instinctif Partners Africa PUBLIC EDUCATION Ford—Ford with PR Media Be a Buddy and Not a Bully with CN CORPORATE SOCIAL Buddy Network—Turner Broadcasting GOLD RESPONSIBILITY - Cartoon Network with Burson- #ProTESTHIV—Anglo American with Marsteller Africa GEOGRAPHIC CATEGORIES Ogilvy Public Relations Johannesburg SOCIAL MEDIA CAMPAIGN NORTHERN AFRICA #ProTESTHIV—Anglo American with Mawazine—Mawazine DIGITAL CAMPAIGN Ogilvy Public Relations Mawazine—Mawazine WESTERN AFRICA Johannesburg The Royal Visit—Facebook with Red Media Africa

THE SABRE AND IN2 SABRE AWARDS WINNERS 142 SPECIAL EVENT Lion Guard – Return of the Roar— MultiChoice Kenya with Engage Burson Marsteller

INDUSTRY SECTORS FINANCIAL AND PROFESSIONAL SERVICES NextGenFactor - Fishing for Talent— PwC Mauritius with Blast Burson- Marsteller

HEALTHCARE #MissingType—The South African National Blood Service with FleishmanHillard South Africa

INDUSTRIAL/MANUFACTURING Making Nuclear Necessary: South African Campaign—Rosatom with Instinctif Partners Africa

NONPROFIT Help, Hope, Life—Faraja Cancer Support Trust with Levanter Africa

PUBLIC SECTOR 2016 Municipal Elections – Democratic Alliance (DA) with the King James Group

The SABRE and IN2 SABRE Awards Winners 143 The SABRE and IN2 SABRE Awards Winners 144 2017 Global Creative Index

Daughters of Mother India named (see below). Other key award- top campaign, as Weber Shandwick winning efforts included the pips Ogilvy to top honours in #BrutalCut campaign for ActionAid Holmes Report’s annual ranking of UK, Pearson’s Alphabet for Illiteracy creative excellence in PR. and work for Vauxhall, Universal Pictures and Mattel. Weber Shandwick has returned to top spot in the 2017 edition of the Ogilvy rebounded to second spot Global Creative Index, marking the after dropping to fourth last year second time in three years that the following first-place finishes in 2015 Interpublic PR firm has ranked first in and 2014. The WPP firm benefited the Holmes Report’s annual from a range of campaigns from benchmark of creativity in the public across the world, including the ‘Mein relations world. Kamp - Gegen Rechts’ effort that took Best of Show at this year’s SABRE The sixth edition of the Global Awards EMEA. Creative Index analyses entries and winners from more than 25 PR, digital Edelman dropped to third after and marketing awards programmes taking top spot last year, while MSL from around the world over a jumped two spots from sixth to 12-month period. This year, the fourth. Elsewhere, H+K Strategies, formula was revamped to take into FleishmanHillard and Porter Novelli account the expansion of ‘public all improve by one spot, while BBDO relations’ work across multiple makes its debut appearance in the categories at advertising-oriented top 10. shows such as the Cannes Lions, with 2017 Rank 2016 Rank Agency Points the methodology favouring agencies designated for ‘idea-creation’. 1 2 Weber Shandwick* 125 2 4 Ogilvy 119 That helped Weber Shandwick 3 1 Edelman 84 prevail at the top of the ranking over 4 6 MSL 68 Ogilvy and Edelman, which ranked first last year. Weber Shandwick’s 5 5 Ketchum 66 performance was powered by the 6 6 Burson-Marsteller 64 Daughters of Mother India campaign 7 8 H+K Strategies 60 for Vibha Bakshi, a courageous effort 8 9 FleishmanHillard 49 to address violence against women in 9 10 Porter Novelli 37 India — which swept awards shows in 10 28 BBDO 32.5 2016 and 2017, in the process topping the campaign ranking as the most *includes Prime & Creation awarded PR program in the world

145 Once again, the top of the overall Singapore’s IN.FOM, which ranked agency table is dominated by global fourth in 2015, takes second spot, PR networks, thanks to their volume with the top five rounded out for the of awards. second consecutive year by US consultancy LDWWgroup and However, an alternative measure of perennial UK creative powerhouse agency creativity comes from Hope&Glory. weighting agency scores according to their staff size. Accordingly, the The weighted table also reflects Holmes Report has again used a considerable geographic diversity points per head calculation to beyond the US and UK — there are identify which are, ‘pound for pound’, also agencies from Singapore (IN. the most creative PR agencies in the FOM), UAE/Africa (Djembe), Slovakia world. (Seesame), and Spain (Marco). Rather surprisingly, Scandinavia’s status as a In 2017, this title is taken by three- premier creative market is only year-old UK boutique Tin Man. reflected by one firm — Sweden’s Remarkably, Tin Man is part-owned Jung Relations. by third-ranked Unity, which itself has led the weighted table for four of the past five years. Both firms, unsurprisingly, were shortlisted for Creative Consultancy of the Year honours in EMEA this year.

2017 Rank 2016 Rank Agency Country Weighted Score 1 - Tin Man UK 667 2 - IN.FOM Singapore 579 3 2 Unity UK 400 4 4 LDWWgroup USA 375 5 5 Hope & Glory UK 241 6 - Djembe Communications UAE 213 7 - Seesame Slovakia 200 8 - Jung Relations Sweden 171 9 13 JeffreyGroup USA 98 10 - MHP Communications UK 95 11 - RF|Binder USA 88 12 7 Olson Engage USA 86 13 - M&C Saatchi PR UK 76 14 - GCI Health USA 73 15 - Marco de Comunicacion Spain 67

146 DAUGHTERS OF MOTHER INDIA In second spot was Philips Breathless TOPS CAMPAIGN RANKING Choir by OneVoice agencies Ketchum Daughters of Mother India, a Weber and FleishmanHillard, ahead of the Shandwick campaign supporting the Swedish Tourist Association’s documentary by Vibha Bakshi, Swedish Number effort from Ingo & emerged as the most-awarded PR Cohn & Wolfe, both of which program of the past 12 months continued to perform well at award according to the Holmes Report’s shows this year after cracking last 2017 Global Creative Index. The brave year’s top 10. campaign addressed the police UK campaign Missing Type from the response to sexual crime in India, NHS and MHP Communications came and saw Weber Shandwick use the in fourth, while Whirlpool’s data- documentary as a basis for training centric Care Counts effort by Digitas to help police better deal with rape LBi and Ketchum ranked fifth. situations. Meanwhile, Momondo’s inspiring The Index analysed entries and DNA Journey initiative — the Holmes winners from more than 25 PR award Report’s favourite Cannes PR Lions programmes from around the world, winner — came in at sixth. over a 12-month period, using the The results, which rank the top 10 PR 2017 Cannes Lions as a cut-off point. campaigns as determined by award Scores were weighted according to a shows, reflect how brand ‘purpose’ Holmes Report formula that placed has become a key ingredient in particular emphasis on Best of Show award-winning work, with many of winners, while also taking into the campaigns focusing on broader account the expansion of ‘public social issues. Our recent longread relations’ work across multiple explores whether brand purpose has categories at advertising-oriented reached the end of the line. shows such as the Cannes Lions.

Rank Points Campaign Agency Client

1 23 Daughters of Mother India Weber Shandwick Vibha Bakshi

2 18 Philips Breathless Choir OneVoice Philips

3 14 The Swedish Number Cohn & Wolfe & Ingo Svenska Turistforenigen

4 13 Missing Type MHP Communications NHS Blood and Transplant

5 12 Care Counts Ketchum & Digitas LBI Whirlpool Brand

6 11 The DNA Journey &co Momondo A/S

7 9 HSBC Now MerchantCantos HSBC

7 9 Share the Load BBDO & DeVries Global P&G India

7 9 SpiceJet: Rising Like A Phoenix Adfactors SpiceJet

147 P&G TAKES FIRST PLACE IN NEW COMPANY RANKING P&G retains top spot in the Global Creative Index’s ranking of companies according to the performance of their campaigns in the various award shows that are tracked around the world. The FMCG giant again prevails over rival Unilever at the top of the table. P&G’s haul is led by the impressive Share the Load campaign for Ariel in India, along with continued work for the #LikeAGirl theme that has been running for several years now.

2017 Rank 2016 Rank Company Points 1 1 Procter & Gamble 45 2 2 Unilever 37 3 - Samsung 28 4 5 McDonald's 24 5 10 Philips 23 6 - Vibha Bakshi 23 7 7 Nestle 22 7 8 Microsoft 22 9 6 Coca-Cola 21 10 4 Heineken 18

The Global Creative Index analyses entries and winners from more than 25 PR award programmes from around the world, over a 12 month period, using the 2017 Cannes Lions as a cut-off point. Scores were weighted according to a Holmes Report formula that placed particular emphasis on Best of Show winners.

148 The 2017 Influence 100

The Holmes Report’s Influence 100 recognizes the most Meanwhile, smart CEOs have come to realize a trusted important and influential in-house communicators from communications advisor is integral to their success — around the world. Corporate communications and their organization’s — success. executives are facing more complexity than ever. Not only do major corporations face more intense public and media scrutiny, senior PR executives are expected to deliver more than ever — more strategy, more content, more channels , more creativity and more measurement.

Aaron Sherinian Aline Santos Andreas Gall Chief Marketing & EVP Global Marketing Chief Innovation Officer Communications and Global Head of Red Bull Media House Officer Diversity Aga Khan Foundation Unilever

Andrew Parker Adele Ambrose Alison Lewis Group Executive, Government, Industry Senior vice president, Global CMO and International CCO Johnson & Johnson Affairs Merck Qantas

Anders Bylund Adrienne Lofton Andy Pharoah Head Of Group SVP, Brand Marketing Communications Vice President, Under Armour Interogo Holding AG Corporate Affairs and Strategic Initiatives Mars

149 Ann Mukherjee Chris Maroleng D’Arcy Rudnay Global CMO Group Executive for CCO SC Johnson Corporate Affairs Comcast MTN Group

Anthony Palmer Dan Bartlett Chris Monteiro President, Global EVP of Corporate Brands and Innovation CCO Affairs and Government Kimberly-Clark KPMG Relations Walmart

Beatrice Christine Graeff Dan Tarman Dautresme Director General EVP Corporate Communications CCO Communications and European Central Bank eBay External Affairs L’Oreal

Christof Ehrhart Darcy Keller Head of corporate CCO & CMO Beatriz Perez communications and FT SVP, Chief responsibility Public Affairs, Deutsche Post Communications and Sustainability Officer Dave Samson The Coca-Cola Company Claire Divver General Manager of Public Affairs Group Communications Chevron Director BAE Systems Boutros Boutros Senior SVP, Corporate David Palombi Communications, Marketing and Brand Claire Dorland SVP & CCO Emirates CVS Health Clauzel Director of Communications & Brent Gardner Brands David Roman Michelin Chief Government SVP & CMO Affairs Officer Lenovo Americans for Prosperity Corey duBrowa EVP /CCO Debasis Ray Salesforce Head — Brian Lott Communications Executive Director, Tata Trusts Group Communications Mubadala

150 Deirdre Latour Hans-Gerd Bode Jennifer VP and CCO VP of Communications Kuperman GE Volkswagen Head of International Corporate Communications Alibaba Devry Boughner Isabel de Paoli Vorwerk Head Of Group Communications Corporate VP, Jon Banner Corporate Affairs Merck KGaA Cargill Executive Vice President Communications Frank X. Shaw Pepsico Ed Walsh Corporate Vice SVP - Global Integrated President, Communications Communications & Jon Iwata Events Microsoft Phillips SVP Chief Brand Officer IBM

Jake Siewert Elliot Schrage Global Head Jonathan Vice President of Global Of Corporate Communications Communications Adashek Goldman Sachs Facebook VP Global Communications and Chief Communications Officer Eugenio Simioni Jan Runau Nissan Corporate CCO Communications & adidas Public Affairs Director Nestle Jonathan Friedland Jane Lawrie CCO Group Communications Netflix Franz Paasche Director SVP of Corporate Tesco Affairs PayPal Joy Tan President of Jay Carney Global Media and SVP Corporate Affairs Communications Geoff Morrell Amazon Huawei Group Head of Communications BP Miguel Veiga- Karen Kahn Pestana CCO HP SVP of Corporate Communications & External Affairs Reckitt Benckiser

151 Kate James Margit Michael Preuss Chief Corporate Affairs Wennmachers Head of & Global Marketing Partner Communications and Officer Andreesen Horowitz Public Affairs Pearson Bayer

Marie-Noëlle Kelly McGinnis Mike O’Neill Brouaux Chief Communications SVP, Corporate Affairs Executive Officer and Communications Communications Levi Strauss American Express Director Carrefour

Ken Hong Musa Tariq Sr. Director Global Martin von Chief Brand Officer Communications Arronet Ford LG SVP of Corporate Communications Electrolux Nasser Al Nafisee Kim Rubey VP, Corporate Affairs Head of Saudi Aramco Communications Mary Lynn Carver AirBnB CCO General Mills Nick Fox Leslie McGibbon Partner & Director of External Relations Corporate Director Mary Osako Virgin and Global Head of Communications and Senior Vice Public Affairs President, Global AkzoNobel Communications Activision Blizzard Nick Ragone SVP - Chief Marketing and Communications Marc Mathieu Officer Michael Mand Ascension Health CMO, USA Samsung CCO CAA Nigel Powell Marc Pritchard VP, Global Michael Mullen Communications Global Brand Building Nike Officer SVP of Corporate & P&G Government Affairs Kraft Heinz Olga Podoinitsyna Global Head of Communications and Marketing VTB Capital

152 Oliver Roll Roma Balwani Stephen Doherty CCO President, Group Managing Director, Cisco Communications, Head of Corporate Sustainability & CSR Communications Vedanta Barclays

Paul Cohen SVP/CCO Roxanne Taylor Steve Dowling Visa Chief Marketing & VP of Communications Communications Apple Officer Accenture Paulo Henrique Soares Steve John Director, Corporate Communications Sabia Schwarzer Partner, Global Director IBRAM of Communications Head of McKinsey Communications North America Allianz Phil Thomson Steve Thomas Senior Vice President, Global Group Head, Corporate Communications Sally Susman Communications GSK AIA Group Executive Vice President, Policy, External Affairs and Communications Pierre Goad Pfizer Suzanne McCarron Group Head of Human Resources and VP Public Affairs Communications ExxonMobil HSBC Sarah Manley CMO Burberry SY Lau Pragnya Ram President of Online Group Executive Media Group, Senior President, Corporate Shannon Stubo Executive Vice Communications & CSR Brayton President Birla Group Tencent CMO LinkedIn

Robert Gibbs Tom Collamore Executive Vice Simon Sproule Senior Vice President, President and Global Communications and Chief Communications Global Director Strategy and Counselor Officer of Marketing and US Chamber of McDonald’s Communications Commerce Aston Martin

153 Tony Cervone Wrenelle Stander SVP Global SVP, Public Affairs Communications Sasol GM

Zenia Mucha Tricia Primrose CCO, EVP of Corporate Chief Global Comms Communications and Disney Public Affairs Officer at Marriott International Marriott

154 The Research: Part 1 - Who Are the 100 & Their Early Years

The following research is based on responses from a survey sent to this year’s Influence 100, and when applicable, our own analysis and research. Because of rounding, some percentages might exceed 100%.

Who Are The 100? Geography Compared to last year, there are 26 new entrants in this year’s compilation. This is due to a variety of factors, including job changes (several of last year’s Influence 100 have left their roles) and the rise of certain executives, companies, industries and regions. The influence of North America has continued to rise with 56 influencers from this region (up from 55 last year) — this is somewhat unsurprising considering the size and stature of the US public relations industry. Meanwhile, 33% NA EMEA Asia-Pacific Latin America come from EMEA and the remainder 56% 33% 9% 2% come from Asia-Pacific and Latin America.

Sector Breaking the Influence 100 down by 29% Consumer sector has become increasingly complex, especially as technology 20% Technology continues to touch nearly every other 15% Finance/ sector of the economy. While Professional services consumer (29%) and technology 12% Industrials (20%) dominate the list, there’s considerable overlap between those 8% Healthcare groups — for instance, Facebook, Travel Microsoft, Lenovo and Amazon are all 4% technology companies with a 4% Automotive significant consumer-facing portfolio. PayPal, meanwhile, straddles both 3% Other the consumer and financial services Media Education sectors. This year, we also created Non-profit new categories like Travel, 2% Government Automotive and Media.

155 Gender The number of women on the list continues to rise — it’s now 38%, compared to 36% last year (33% in 2015). Women who newly joined the ranks of the Influence 100 this year were: HP’s Karen Kahn, Marriott’s 62% 38% Tricia Primrose, Unilever’s Aline Santos, Coca-Cola’s Beatriz Perez, Cargill’s Devry Boughner Vorwerk, Merck’s Isabel de Paoli, General Mills’ Mary Lynn Carver, LinkedIn’s Shannon Stubo Brayton, the FT’s Darcy, Kellyer and Tesco’s Jane +2% Compared to 2016 results Lawrie.

Tenure The tenure of Influence 100 communicators dropped slightly to 9 years, down from 9.3 in previous years — in part because of recent job changes like Corey DuBrowa moving from Starbucks to Salesforce, Oliver Roll joining Cisco, Paul Cohen at Visa and Musa Tariq at Ford, among 9 years others. Tenure

The Early Days EDUCATION

Political Science Journalism Degree MBA Advanced degree 51.2% 48.7% Law

156 FIRST CAREER

Journalism Politics No Management Yes 54% 46% Attorney

HAVE YOU WORKED AT AN AGENCY? IF SO, FOR HOW LONG? The Influence 100 2017 includes more professionals with advanced degrees (49% had advanced degrees in 2016), but this still represents a decline from 2015 when 57% of those on the Influence 100 held advanced degrees. Like last year, the majority of 57% 43% respondents (54%) said PR is their Yes No first career — a notable contrast to 2015 when 60% of the respondents said PR was not their first career. Predictably, journalism and politics were the most common previous careers. There were, however, some unexpected responses: administrative assistant, litigation attorney, teacher, Russian literature and United States Marine. Up to 5 years Nearly 60% of the respondents have 20% spent time agency side — among those, most (45%) spent between five 5-10 years to 10 years on the professional service side of the business. 45%

More than 10 years 35%

157 The Research: Part 2 - Teams, Budgets & Agencies

The following research is based on responses from a survey sent to this year’s Influence 100, and when applicable, our own analysis and research. Because of rounding, some percentages might exceed 100%.

The Organizations & Budgets Whom do you report to? There’s a slight dip in the number of respondents reporting into the CEO/ chair (down from 70% in 2016, but up Chair/CEO from 60% in 2015); meanwhile the CMO oversight rose slightly to 14.3% 66% with the remaining 20% reporting into various functions including COO, Other among others. 20%

CMO 14%

What is the overall PR budget at your organization? >£100m $75-$100m $50-$75m $25-$50m $10-25m $5-$10m <$5m 19% 19% 13% 19% 13% 10% 7%

158 In which areas do you expect 87% to spend more next year? 74% 52% 45% 36% 32% 23% 23% 23% 19% 16% 7%

Team Size In a hopeful reversal, the number of 1-20 executives who oversee PR budgets greater than $100m continues has 19% rebounded after a multi-year free fall: 50% in 2014, 27% in 2015 and 14% in 21-50 2016. Meanwhile the number of people who peg their budget 25% between $75m and $100m spiked up to 19.35% after two years steady at 51-100 10% and those who report a budget between $50m to $74m tumbled 9% down to 12.9% from 28% in 2016. Another near 20% oversee budgets 100+ between $25m to $49m. Meanwhile, nearly 30% have PR budget oversight 47% for budgets under $25m. These budgets include a range of activities, most commonly: media relations, employee engagement, all communications, executive visibility, events, analyst relations, content marketing, social media — in a handful of instances, this included staff salaries, agency fees, branding and advertising. The number who saw budgets increase is down, meanwhile 46% respondents saw their budgets hold steady over 2016 (meanwhile, increases were mostly under 10%,

159 plus 4% saw decreases that ranged The majority of spend goes towards next year. Spend on analytics, from 15% to 5%). Most of the PR/corporate reputation — but experiential and sponsorships are Influence 100 — 47% — manage respondents expect to spend less on expected to hold relatively steady. teams that exceed 100 people and this and content development in while budgets were flat, 36% of 2018 and, instead, spend more on respondents were able to expand organic and paid social media. their teams up to 30%. Meanwhile, Advertising, CRM and employee 54% kept their teams flat and the rest engagement are others areas where reported a decrease. respondents expect to spend less

The Agencies How much does your organiza- tion spend on PR agencies? Agency spend appears to be up with More than $30m 15% 15% spending more than $30m on partners, up from 4% in this category $20-$30m 11% last year. Meanwhile, one-third of the $15-20m respondents spend between $10m to 11% $29m on agencies. On the lower end, $10-$15m 11% the number of respondents spending less than $1m declined from 20% to $5-$10m 25% 14% this year. $2-$5m 4% $1-$2m 11% Less than $1m 14%

For which of the following hiring decisions are you the primary decision maker? The Influence 100, this year, has more 100% influence on hiring agencies beyond 79% PR firms. This year, 79% of respondents were the primary 47% decision-maker for digital/social 27% agencies (up from 64% last year) and 47% said the same of advertising agencies (up from 43% in 2016).

160 Which best describes your ap- proach to using PR agencies? There’s been a surge of respondents 13% who use one global agency of record. Last year, only 6.5% said they use one global AOR — that figure doubled this 32% year. It makes sense, then, the number who said they have a global AOR, but also work with other firms dropped by 16 points down to 32%. 13% Even so, selecting firms on a project basis is on the rise — this is up 13 points from last year. Those who 3% have AORs for each region slipped down from 6.5% in 2016. 36% 3%

How do you hire a PR agency? There’s been a big uptick those 63% preferring an invitation-only pitch — 27% 63% versus 55% from last year. This comes at the cost of the traditional 7% RFI/RFP process which is losing steam at 27% from 35% in the previous year. Also, notable — the number of respondents who prefer to hire an agency they have previously worked with is down to just 3% from 17% last year. Those opting to tap into their referral network is down three points to 7%.

161 Which do you consider the greatest benefit of working with a PR agency? There’s also been some significant shifting in the perceived value that 40% agencies bring to their clients. This year, generating new ideas and creative thinking soared past last 27% year’s top response — strategic counsel and direction. Somewhat disappointingly, strategic counsel 27% and direction is down considerably from last year’s 40%, while tactical 7% support and execution has surged ahead from 17% last year. Geographic coverage is down from last year’s 10%.

162 The Research, Part 3: The Big Questions & Inspiration

The Big Questions: Measurement, Analytics & Diversity How does your CEO evaluate PR/communications? This year, for the first time, we asked respondents how their CEOs evaluate Reputation benchmarking their function. Reputation benchmarking, by far, came out on 63% top. Interestingly, one of the options Other — sales and lead generation — garnered no responses. Several 27% respondents, however, did indicate Tactical analysis (impressions, their CEOs evaluate PR/ media, placements, social communications using “all of the media engagements) above.” Other notable responses: 10% “A mix of external and internal analytics. No single measure or methodology.” “A variety of ways including all the above mentioned plus others like speed of adaption to change by employees [internal coms], strategic advancement of a specific narrative externally etc.” “All of the above plus tactical analytics.” “Support business growth, investor confidence, reputation.” “On our ability to help enable business outcomes as part of integrated teams.”

BUSINESS SPEND All of the respondents have considerable input on how much their organizations spend on communications. When asked the same question about marketing spend, only 60% report having considerable input on spend— 18% do not have input (the rest answered neutrally). Perhaps most notably, 36% report having considerable input on overall business spend at their organizations — 33% don’t feel they have an input and the remaining were neutral.

163 ANALYTICS THE FUTURE CCO This year, we also explored the way Also new this year, we asked organizations are using data & respondents their prediction for the analytics to drive and evaluate their future of the CCO role. “The CCO role marketing and communications will continue to grow in importance efforts. Here’s what we found: and influence,” said one respondent. “Comms and reputation - 30% of respondents always use data management are on the rise: to allocate resources and spend, marketing is struggling to find its new meanwhile 50% do this either usually mission in post-brand advertising (27%) or about half the time (23%). world where the 30-second TV spot Only 20% report rarely using data to has been made redundant.” allocate their resources and spend. “As the lines between Comms and - 79% use data and analytics for Marketing continue to blur, as people research and planning always (38%) engage and consume information or most of the time (41%), 14% do from an ever-changing array of this about half the time and 7% do so sources, and the need to rarely. demonstrate ROI increases, the CCO - When it comes to using data to alter role must adapt/be adapted to the course of a campaign in real-time, succeed and thrive in a ‘post-PR’ 62% of respondents do this always world,” said another respondent. (28%) or usually (34%) while 17% do “Increasingly the CCO is leveled to this about half the time and 20% do report to the CMO. This trend should so rarely. worry all of us in the industry.” - 80% of respondents use data and “It is a strategic business role in any analytics to measure the business forward looking organisation and impact of their efforts, the rest do essentially he/she is part of the this about half the time (13%) or leadership team,” said Roma rarely (7%). Balwani. “The importance of a company’s reputation on its financial success will continue to rise in direct proportion to how fragile reputations have become,” said MaryLynn Carver. “Certainly the social media echo- chamber and ‘fake news’ are playing a role in this fragility, but we are also seeing extreme polarization of key stakeholders’ expectations. The CCO role is unique in that it is often the only c-suite entity that has visibility across the company and across external stakeholders to connect the dots and see around corners.”

164 Diversity

This year, we also asked the Influence “PR does not have a problem with 100 for their perspectives on women in positions of power except diversity. After some companies have at the very top of large, international started requiring their agencies to be agencies,” said one respondent. “In more representative, we wondered if fact, I think communications is an this could be a more widespread area more college men should be trend. Among the respondents, 81% encouraged to consider.” Another agree their agency must have an lamented about the lack of talent in ethnically diverse account team the APAC region. (12.5% agree strongly) and 19% were neutral to the statement. Just over 56% of respondents agree the industry is committed to retaining and promoting people of color and women while 44% were neutral to this statement.

The Inspiration

Best & Worst Communicators Among World Leaders

Best Most Communicators Influencial marketing/ communications professionals

Worst Communicators

165 Which company (other than your own) manages its reputa- tion most eÌ ectively?

Which public relations agency do you most admire/respect? BRANDS & COMPANIES Asked to identify companies, other than their own, that managed brand communications and corporate reputation most effectively, the list, once again, showed continuity of year’s past — reinforcing the lasting the effects of a well-managed reputation. Among the returning names, Southwest Airlines, Unilever, J&J, Starbucks, Southwest Airlines, BMW, GE, Nike, IBM, Mahindra Group, Apple, Google and Facebook, somewhat surprising considering its challenging news cycle after the US presidential election. New this year were MasterCard, Hero Motors, Amazon, Microsoft, Diageo, Netflix, Saint Gobain, VW (returning to the list after fading last year), Tata Group and BHP Billiton.

166 WORLD LEADERS & The most influential marketing/ COMMUNICATORS communications list was, once again, For the first time, former US dominated by men. Moreover, not a president Barack Obama wasn’t single female in the communications named among the most best or marketing sector were named communicators. When it comes to among the most influential. IBM’s world leaders, new players Prime Jon Iwata was listed several times Minister of Canada Justin Trudeau along with WPP head Sir Martin and French president Emmanuel Sorrell and Richard Edelman. Among Macron emerged as some of the best others listed were Nike’s head of communicators. Among the most global marketing John Slusher, admired communicators from the Airbnb CMO Jonathan Mildenhall, geopolitical and spiritual sphere were McKinsey’s Steve John, Unilever’s German chancellor Angela Merkel, Keith Weed, Tim Cook and Apple’s Pope Francis — who returns to the list Johnny Ives, and Jeff Bezos. One after being absent last year — Indian respondent named Sean Spicer prime minister Narendra Modi and adding “and that creates lots of the Dalia Lama made the list. Among challenges for the profession.” (The other leaders Michael Bloomberg, survey was dispatched before Spicer Sheryl Sandberg and Dr. Ichak Adizes resigned.) were named. AGENCIES Meanwhile, US president Donald Edelman is— for now the fifth year in Trump joins Russian president a row — the most frequently cited Vladimir Putin and North Korean public relations agency when leader Kim Jong-un as the worst respondents were asked which firm communicators among today’s world they most admired. Other firms with leaders. “Donald Trump is too repeat mentions include Brunswick, emotional and petty and is harming WE Communications, Burson- the US from a diplomacy standpoint,” Marsteller, Ketchum and WE said one respondent. One Communications. A few respondents respondent listed Trump as both the lamented about their agency options worst and best communicator. This is — “not many are really distinguishing a notable shift from Obama who themselves” and “no single agency consistently appeared on the list as stands out,” they said. one of the best communicators.

167 The Crossover Stars

Last year, the Holmes Report created a new ‘Hall of Fame’ category for those communicators whose career trajectory spans beyond communications, marketing and sales into a business function within their organizations. The ‘Crossover Stars’ have titles that range from vice chair all the way through CEO.

Beth Comstock David company’s annual meeting D’Alessandro Wednesday after a controversy Vice Chair related to incentive payments. The GE Chairman of the Board, board will determine what happens Seaworld Parks & with his role next. Entertainment Beth Comstock’s promotion to vice John Fallon chair leading GE Business Innovations seemed like an inevitable David D’Alessandro was perhaps the CEO accomplishment given her career prototype for public relations Pearson trajectory from corporate executives seeking to expand beyond communications into broader the communications function and management roles. Not only is this a into the C-suite. John Fallon’s trajectory is especially groundbreaking achievement for unique — he joined the education Having started his career in the communications, Comstock also company as director of public relations agency business at becomes the first woman in GE’s communications in 1997 and within Edelman (Orville Redenbacher was a history to be named vice chair and three years was named president. client), he made the move to the joins three other executives who hold He’s been the company CEO since client-side of the business in 1984, the title. 2013, taking on the job of joining Boston-based financial “encouraging all 40,000 colleagues, in As vice chair, she operates GE services company John Hancock to 70 countries, to work as one global Business Innovations, which spearhead communications. Once company.” Before this, since 2008, he develops new businesses, markets there, he expanded his remit to had been responsible for the and service models and drives brand include marketing—masterminding company’s education businesses value and partners to enhance GE’s the company’s celebrated “Real Life, outside North America and a member culture. This unit includes GE Real Answers” advertising campaign of the Pearson management Lighting, GE Ventures & Licensing and and writing “Brand Warfare,” a committee. GE sales, marketing and well-received marketing tome that communications. drew on his experience in PR to In 2003, he was appointed CEO of present a holistic view of brand- Pearson’s educational publishing She began her career in local building. businesses for Europe, Middle East & television production in Virginia— Africa. Prior to joining Pearson, John including a brief time on camera— He was named president and COO in was director of corporate affairs at before making the move into public 1998 and was lead strategist of the Powergen plc, and was also a relations, holding communications firm’s demutualization and member of the company’s executive and publicity jobs at CBS and Turner conversion to a public company, In committee. Earlier in his career, Broadcasting before joining GE’s NBC 2000 he became chairman and CEO Fallon held senior public policy and unit in 1993 as vice president of NBC and presided over Hancock’s merger communications roles in UK local News communications. Comstock with Manulife, serving as president government. He is an advisory board was named a GE company officer in and COO of the merged company member of the Global Business 1998 when she became vice until his retirement in 2004. Coalition for Education and a president of corporate His current role, chairing the board of member of the Council of the communications. She was named Seaworld, provides plenty of University of Hull. GE’s first chief marketing officer in opportunity to draw on his PR more than 20 years in 2003 and also experience as the company navigates served as president of integrated its own crises. In June, D’Alessandro Media at NBC Universal. didn’t win re-election at the

168 Juan Manuel what’s truly happening in the I love history and have recently Cendoya business, it will not work in the long watched the series The Crown on run. I believe PR is strongly linked to Netflix. The first part of the series is Vice Chairman of the reputation, corporate culture and extremely interesting from a PR Board of Directors brand building. It is about professional’s standpoint. Banco Santander communicating to our stakeholders what we do and how we do things. Pete Marino Santander’s mission is to help people In December of 2016, Juan Manuel and businesses prosper and that is President of Tenth and Blake/Chief Cendoya—longtime head of what we are building on as a whole corporate communications for Banco Public Affairs and throughout the Group. Fostering our Communications Santander—was named vice corporate culture, led by our Officer chairman of the board of directors for Executive Chairman, Ana Botín, is my MillerCoors Santander Spain, an unusual top priority right now. promotion for a public relations executive. What are the industry’s biggest challenges and opportunities? Having conquered the agency “Our clients know us to be a It is not different to the challenges business—building one of the most trustworthy, strong and solid brand, and opportunities other industries creative midsize firms in the US and this a reputation we aim to are currently facing. The world is before selling it to Minneapolis-based keep,” according to Cendoya, who led changing rapidly. Digitalisation ad agency Olson—Marino has spent corporate communications and involves a profound transformation the past four years making the client marketing for Santander, one of the in the way people interact and that side of the business look easy. Now few financial services companies that affects us at the very heart of our core he’s adding business oversight to his can look back at the global crisis of activity: communicating to others. hugely accomplished career, as of recent years with any satisfaction, From a more financial industry September 1, he takes on operational having diversified into emerging perspective, digitalization is of course leadership for MillerCoors’ craft and economies such as Brazil and via a huge challenge for banks, but also a import division, Tenth and Blake. acquisition into established markets source of opportunity for future such as the US and the UK. Marino succeeds the retiring Scott business growth. Banks will definitely Whitley as president of Tenth and The bank operated under more than be different in coming years, Blake. He will continue to oversee 20 separate names in 2004, but the becoming open, financial platforms communications, a position he has emphasis since then on building the providing a broad variety of value- held since 2014. Prior to joining Santander brand has paid off. added products and services to MillerCoors in 2012, Marino led Dig Cendoya has played a major role in customers. I would also say Communications, which he sold to that, leading the group’s internal and rebuilding the industry’s reputation Olson in 2011. external communications, corporate and enhancing trust towards banks marketing, corporate social following one of the worst financial “Pete has consistently brought sharp responsibility, institutional relations, crises in history is a challenge we, as insight and a commercial point-of- economic research and public policy a sector, will have to continue to view to his current role, and I know and serving as a member of the work hard on. he will also bring incredible energy bank’s global executive committee. and great leadership to Tenth and How do you handle the unexpected? Blake as we look to grow our terrific Can you share a moment in your Trying to look for ways to expect the regional craft brands – Saint Archer, career that you recognized PR’s unexpected! Putting sound Hop Valley, Revolver and Terrapin direct impact on business contingency plans in place is – alongside our prestige imports, performance? essential and having good, strong, Peroni and Pilsner Urquell,” said We have a very broad, strategic engaged teams makes a huge MillerCoors CEO Gavin Hattersley in a approach to PR at Santander as we difference. memo. believe PR has to be a reflection of How do you relax? Can you share a moment in your the bank’s mission, values and Doing sport, reading and and behaviours. PR needs to be backed career that you recognized PR’s spending time with family and direct impact on business and strongly supported by business friends. performance, not the other way performance? around. When there’s a gap between Book/movie/TV show/podcast that We had a situation many years ago the message you want to convey and teaches you valuable lesson about where we were boycotted by a PR? minority group over a troubling that

169 a Congressman from our HQ district Running my own simple, profitable was advocating. We didn’t support and low stress business that required the bill at all, but were used by the little capital. Actually, if that existed, boycott organizers to make a I would leave comms and do it in a national statement. The business second. RISING impact was swift and painful. We quickly mobilized and agreed to Simon Pearce some provisions to end the boycott. Special Advisor to the STARS Upon execution, we made an error Chairman and found ourselves in a boycott Executive Affairs from the controversial bill Authority Of Abu Dhabi supporters. At that moment, I Anna Choi realized that everything really does BASF communicate and that what we do Entrusted with building and and HOW we do it has a direct impact Blair protecting Abu Dhabi’s reputation, Decembrele on business. Given the proliferation LinkedIn Pearce has a big budget and an even of social media, that impact has been bigger remit. He is considered one of Brian accelerating. Besanceney the UAE’s most influential officials, Walmart What are the industry’s biggest particularly close Khaldoun Al- challenges and opportunities? Mubarak, for whom he helped Catherine Franklin Our biggest challenge and “smooth the communication of the Apple opportunity is to continually develop Manchester City Football Club our creative product. Everything else takeover” according to the WSJ. David Affentranger can and ultimately will be IKEA Since taking on the position in 2006, commoditized, but using creativity Pearce has overseen a significant smartly, will continue to differentiate revamp of the Gulf Kingdom’s our profession and make sure we can communications offering, and also continue to add value to our plays an important role in key assets companies. Jan Dietrich such as the Abu Dhabi Grand Prix and Müller MAN Diesel & Turbo How do you handle the unexpected? media initiative 2454. Pearce came to With as much humor as I can muster the Middle East role after a varied life Kelly and a sense of calm to demonstrate in the agency world, including a Cheeseman Amazon to my team that we can handle lengthy stint at Burson-Marsteller, whatever comes our way. encompassing positions on four Russell continents and - in his last job at the Dyer How do you relax? Mondelez firm - CEO of Australia. International I love to hang out with my family and friends and am blessed that my kids Terry Anderson still choose to hang out with their Slack parents. I enjoy playing basketball and golf as much as possible. An Will Valentine occasional beer helps too. Luckily we Lyft make many delicious beers that I can choose from. THE INFLUENCE Book/movie/TV show/podcast that 100 teaches a valuable lesson about PR? 2017

The last two books I have read, sponsored by “Shattered” by Jonathan Allen and Amie Parnes and “The Subtle Art of Not Giving a F!ck” by Mark Manson both teach very valuable lessons about PR and leadership. If I wasn’t working in marketing/ communications, I would be...

170 Stephen Forshaw Sue Clark Managing Director of Managing Director, Corporate Affairs & Europe Managing Director, SABMiller Australia & New Zealand Temasek, Singapore In 2012, Clark became that rarity in the PR world, a communications head who moved into the C-suite to A political communicator in his native become managing director of Australia, Stephen Forshaw moved SABMiller in Europe. A poised into senior public relations and performer who once drew the public affairs roles at Singapore attention of the national media when Airlines and Microsoft before she decided to remain at work well becoming MD of public affairs at after going into labour, she had Singapore-owned investment firm previously headed the brewing Temasek in 2011. In 2013, Forshaw giant’s global corporate affairs added operational oversight for function for nine years, after Australia and New Zealand to his amassing significant corporate remit, making him on of the few communications experience at communications leaders to take on Railtrack and Scottish Power. Clark business leadership duties. A high- sits on SABMiller’s executive profile advocate for the importance committee, overseeing all of its of communications to an public relations, public affairs and organisation’s goals, Forshaw’s work corporate responsibility initiatives. In has often featured an adept ability particular, Clark is regarded highly for with social media, evidence of a her expertise in understanding mindset that is constantly reputation. In 2006, she embarked on questioning the development of an ambitious project to define the public relations in today’s evolving factors that drive SABMiller’s media landscape. Forshaw has also reputation in its key markets, spoken at length about the need to following that up by creating a question your organization, rather specific job function focused on the than becoming “housetrained.” company’s reputation.

171 #innovator25

#innovator25 THE INNOVATOR 25 2017 The Innovator 25 AMERICAS North America

Our fifth annual Innovator 25 Americas includes the Champions for creativity, pay equity, storytelling and United States, Latin America and Canada. This year’s business analytics are among those featured on the list, innovators made the cut because they’re producing all innovators in different — but meaningful — ways. For work that points to the future of marketing and the first time, two innovators make their second communications. Innovation is evolving and this list appearance because they have expanded and built reflects the diversity inherent in curating a list like this upon the reasons they were originally on the list. one.

The Profiles

Barby Siegel Cathy Planchard Eduardo Vieira CEO Partner and President Co-Founder/CEO Zeno Group All Told (Allison + Grupo Ideal/Ogilvy New York Partners) São Paulo, Brazil Phoenix, AZ “Let’s get on with it. This is our “You can produce more being moment.” “Improve the status quo and add creative.” value for a target audience.” Beth Monaghan Eli Draluk Dushka Zapata CEO + Co-Founder Director, Marketing InkHouse Media + VP of Communications Science Marketing ZenDesk Omnicom Boston San Francisco New York

“If we don’t seriously address the “You can’t go to work if you feel all “We also need to reward smaller bias against women and minorities in the colors inside of you are fading.” innovation.” the PR industry, we won’t be able to innovate in the right ways.”

THE INNOVATOR 25 172 Erin Lanuti Karen Kahn Michelle Mulkey Chief Influence CCO Sr. Partner, Corporate Strategist HP Responsibility & Global MSLGroup San Francisco Impact New York FleishmanHillard San Francisco “And if [diversity] is not a clear “I find the best way to get out of business objective, it becomes ‘a nice a creativity rut is to completely to have’.” “Starbucks and Salesforce seem unplug.” to embrace more fully than others the morality opportunity of today’s Karen Strauss George Fiddler private sector.” Partner/Chief Strategy Creative Director & Creativity Officer and Olson Engage Director Nicole Leverich Minneapolis Ketchum (Omnicom) Senior Director, New York Corporate “Finding creative ways to provide Communications LinkedIn people with something that has real “Hire people for their curiosity, not San Francisco emotional or functional value.” their relevant experience.”

“Understand the risk to reward ratio Krista Webster Greg Guidotti that your company can accept and Head of Marketing, CEO/President take intelligent risks within that Veritas Oscar Mayer range.” Kraft Heinz Toronto Chicago “Don’t just embrace innovation, Patricia Ko- “When you put the consumer at the charge full-force toward it.” rth-McDonnell center, you are always inspired to do/ President be better.” Elizabeth Win- Huge Brooklyn, NY dram Heath Rudduck Director Brand/ “I think the smartest work out there Padilla Advertising is moving away from ‘storytelling’ Chief Creative Officer JetBlue and ‘functionality’ as two barely Minneapolis New York overlapping circles. ”

“Innovation separates and makes us “If I can focus on someone else and unique as a species.” different challenges, it helps me get Patrick Chau- out of my own head and into some pham Jeri Ward new ideas.” EVP, Creative Technology + SVP/Chief Mark Stouse Innovation Communications Weber Shandwick Officer CEO/Founder Boston Audi of America Proof Herndon, VA Scottsdale, AZ “Be nimble, and make things, quickly, iteratively, and see how the masses “We will see more industry “Stop being afraid to turn loose of engage. Rinse, repeat.” innovation in the next decade than in your current ‘franchise’ so you can the last 100 years.” grab ahold of what’s coming right around the corner.”

Tthe Innova or 25 173 Rajiv Chandrase- karan SVP, Public Affairs Starbucks Seattle, WA

“The goal of what I’m trying to do is to give birth to (at the outset) a small suite of projects that will each in its own way educate, inform, and engage Americans on issues we think are important.”

Robert Hastings EVP, Chief Communications Officer & Chief of Staff Bell Helicopter Fort Worth, Texas

“Innovate or die! the only constant in our profession is change.”

Seth Duncan Chief Analytics Officer W2O Group San Francisco

“If their approach to microtargeting quick-and-dirty content with inexpensive media buys is as effective as they claim it is, it completely disrupts the current ‘big creative agency’ model as we know it.”

Tim Vaccarino Executive Creative Director MullenLowe Boston

“Look beyond the obvious and don’t be afraid of taking risks”

Zach Overton VP of Customer Experience & GM Samsung 837 New York

“Get out for inspiration.”

THE INNovAToR 25 174 #innovator25

#innovator25 THE INNOVATOR 25 2017 The Innovator 25 EMEA EMEA

Our third Innovator 25 class in EMEA provides a valuable For more research on the Innovator 25 and to read their glimpse of our industry’s future, shining a spotlight on full profiles, including Q&As, please visit holmesreport. those individuals who are reshaping influence and com/ranking-and-data/innovator-25/innovator-25-2017. engagement in an era of dramatic marketing and communications disruption.

The Profiles

Abby Guthkelch Drew Benvie Jamal Edwards Global Head of Social Founder & MD Founder Media Engagement Battenhall SB.TV HSBC London London London “Look to other industries, such as the technology sector, for ideas on Jehan Abdulkarim Bibi Hilton marketing and communications Marketing & MD innovation” Communications Golin Director London Accenture Gerry Hopkinson Abu Dhabi “Just do it and ask for permission Co-founder afterwards” Unity “Manage relationships with London influencers who have sharp elbows Dan Kirby who can help you bring ideas to light” “Be brave, focus on the value, test and MD learn, did I say be brave?” Techdept London

“Start small, get evidence to show what’s working”

THE INNOVATOR 25 175 Jess Butcher Marcus Dyer Ruth Yearley Co-Founder & MD, Mobile Insight & Strategy CMOBlippar Weber Shandwick Director London London Ketchum London “Hire people with some fire. Put in Julie Pedersen place a culture that rewards ambition. “Do it with passion. Believe in your VP, Public Relations The rest will do itself” truth” Kayak / Momondo Copenhagen Maysoun Rama- Salvador da dan Cunha Karen Blackett Head of CEO Communication and Lift World Chairwoman Public Affairs Lisbon Mediacom Roche Diagnostics London Middle East “Always be more relevant and cost Dubai effective. Innovation must have a “Network and circulate externally clear upside to the ecosystem” from your organisation more. Look “Tell a true story and make sure you outside your market also” add the human element” Sarah Wood Kate Joynes-Bur- Nicola Green CEO & Co-founder gess Unruly Director of Corporate London Head of Digital & Affairs Integrated Marketing Telefónica UK (o2) UK & EMEA London Shehnaaz Chenia Cohn & Wolfe London Director, Global “Work your way round all the key eCommerce decision makers so you know their The Lego Group “Remember that it’s important to views before you present it” London develop your skills as a consensus builder if you want to be a Ory Okolloh “Don’t be afraid to ruffle a few trailblazer” feathers along the way” Director of Investments Omidyar Network Keri-Ann Stanton Nairobi Stefan Ronge Head of PR & Group Chief Creative Officer Comms Director Edelman Deportivo Avatar 360 / M&N Pia Frey Stockholm/London Brands Johannesburg Co-founder Opinary “People easily can opt out from Berlin/New York “It’s all in the timing. And the tone. whatever message brands are Doing it quietly reverberates louder trying to push at them” “Start small, prove your concept and than a big, brash presentation” iterate from there step by step while having your big vision about in the back of your head”

Tthe Innova or 25 176 Thierry Wellhoff CEO Wellcom Paris

“Be interested in everything about everything, especially if you think it has nothing to do with what you were doing”

Tom Manners MD Clockwork Media Johannesburg

“We had no concept of what model or approach to apply, so we made our own up”

Valerie Tan VP of PR, Social Media, Internal Comms Emirates Group

Tthe Innova or 25 177 #innovator25

#innovator25 THE INNOVATOR 25 2017 ASIA-PACIFIC The Innovator 25 Asia-Pacific

Our second Innovator 25 class in Asia-Pacific provides a The people recognized here come from various corners valuable glimpse of our industry’s future, shining a of the industry — creative strategy, digital execution, spotlight on those individuals who are reshaping influencer mapping, media storytelling — but together influence and engagement in an era of dramatic they represent a compelling picture of what marketing marketing and communications disruption. and communications looks like today, and where it is heading tomorrow.

The Profiles

Aman Gupta Aries Hou Helen Zhou Managing Partner Head of Global VP, Greater China SPAG Business Acceleration Marketing & New Delhi Center & GM of Ecommerce Consumer Goods Tiffany BlueFocus Shanghai “Look beyond the obvious and Beijing don’t be afraid of taking risks” Jemma Wong Anjali Kapoor David Ketchum Head of Audience Head of Digital, APAC Founder and CEO Growth Bloomberg Media Hong Current Asia Australian Football Kong Hong Kong League Melbourne “Always ask questions and be curious “Incremental ideas that point the — you never know how an answer way forward are the most welcome” “Creativity is driven from diversity, might turn into a spark of an idea” and diverse lenses come from a sincere curiosity of the broader world state”

THE INNOVATOR 25 178 John Kerr Nancy Liu Shrey Khetarpal Chief Digital Officer Communications Senior Director, WPP Zeno Group General Manager Account Lead for Ford Singapore Procter & Gamble Communications — Guangzhou Asia Pacific Burson-Marsteller “Innovation can feel scary, so Shanghai understand the change management “If you clearly define the core value of and soft power required” why we should do it differently, there is always a chance” “A lot of times organisations talk about innovation but don’t really Laura Crampton create a culture – please welcome the Neal Cross Managing crazy ideas and take a few risks” Director, Brand & Chief Innovation Officer Communications DBS FedEx Singapore Shweta Shukla Hong Kong Director - Sustainable Business & Rachelle Berges Communications Lydia Lee Unilever Head of Media and Singapore Chief Strategist, China Connections, Total Weber Shandwick Brand Experience Shanghai Johnson & Johnson “Work backwards from the problem Asia-Pacific and think of all (im)possibilities Singapore “Keep it simple and relevant. Don’t without any restrictions” be innovative for innovation’s sake.” Siddharth Sankhe Sandi Sein Thein Margery Lynn Asia Pacific Lead, Chief Executive Officer Insight & Analytics Head of Social & Digital Kaway WE Communications Content Marketing Yangon Singapore Uber Asia-Pacific Singapore “When it comes to innovation, “Have we looked for solutions in ignorance is never bliss” places one generally wouldn’t look? Michael McComb Ideas are all around us, we just need Sean Seah VP Brand to spot them.” Communication Head of Digital SAP Greater China Experience Simon Ruparelia Hong Kong HSBC Hong Kong Head of Digital Golin Singapore Motoko Kunita “Innovation often involves change and change is often Executive Division “Without relevance, ‘innovative’ Director rejected by people.” campaigns are just superficial Dentsu Public Relations Tokyo quick wins”

“I would encourage organizations Simon Vericel to incorporate the perspectives of Managing Director, outsiders, young people, and those Founder slightly out of the mainstream” Influence Matters Beijing

“The agency can only be innovative if the client accepts innovative ideas”

Tthe Innova or 25 179 Sungbong Lee Yosuke Toyoura Vice Chairman iMarketing Director Prain Global Coca-Cola Japan Seoul Tokyo

“Ideas can only become new when “There should be ample support for put into action” risk-taking, creativity and initiative- taking in digital activities” Tony Chow Regional Director for Creative & Content Marketing Marriott International Hong Kong

“Spend time to listen more and interrupt less”

Tthe Innova or 25 180 Global Top 250 PR Agency Ranking 2017

Global PR agency ranking: Revenue numbers for many In some cases, where last year’s submitted numbers agencies include subsidiaries—including research, were used for comparison purposes, growth numbers advertising, and specialist PR firms—many of which may be lower because of exchange rate fluctuations operate under separate brands but nevertheless report than they would have been in constant currency terms. into the listed PR agency. For firms that submitted Accordingly, we also include a constant currency growth numbers in pounds sterling, euros or other non-USD metric. Aside from large PR networks above $100m in currencies, conversions were made using exchange fee income, the Rankings are totally dependent on rates as of 12/31/2016. submitted fee income; many agencies, often well- known, choose not to submit their numbers.

Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) 1 1 Edelman USA 874968000 854576000 5849 0.024 0.024 2 2 Weber Shandwick USA 825000000 775000000 0.065 0.065 3 3 FleishmanHillard USA 570000000 570000000 0 0 4 4 Ketchum USA 562000000 530000000 0.06 0.06 5 6 MSLGroup France 485000000 480000000 3133 0.01 0.01 6 5 Burson-Marsteller USA 480000000 480000000 0 0 7 7 Hill+Knowlton Strategies USA 395000000 385000000 0.026 0.026 8 8 Ogilvy PR USA 361000000 347000000 0.04 0.04 9 9 BlueFocus China 268675634 244814558 0.097 0.172 10 10 Golin USA 245000000 227000000 0.079 0.079 11 12 Brunswick UK 240000000 220000000 0.091 0.091 12 13 Cohn & Wolfe USA 224000000 200000000 0.12 0.12 13 11 Havas PR France 220000000 213000000 0.033 0.033 14 14 FTI Consulting USA 191184000 189974000 599 0.006 0.045 15 15 MC Group Germany 185209500 162317350 996 0.141 0.185 16 22 W2O Group USA 122715000 95010000 427 0.292 0.292 17 16 Porter Novelli USA 122000000 127000000 -0.039 -0.039 18 17 APCO Worldwide USA 120622100 119858300 672 0.006 0.006 19 19 Sunny Side Up Inc Japan 116500000 104000000 159 0.12 0.12 20 18 Huntsworth Health UK 111684000 107004000 0.044 0.256 21 20 Finsbury USA 108000000 100000000 238 0.08 0.08 22 25 Vector Inc. Japan 106000000 82000000 515 0.293 0.293 23 21 WE Communications USA 101784000 98782000 583 0.03 0.03 24 24 inVentiv Health USA 90000000 85000000 0.059 0.059

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

181 Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) 25 32 Res Publica (National PR) Canada 78000000 60000000 558 0.3 0.3 26 28 Finn Partners USA 76706000 71481000 485 0.073 0.073 27 34 FSB Comunicacoes Brazil 76338478 52511005 659 0.454 0.172 28 27 Ruder Finn, Inc. USA 67400000 74000000 556 -0.089 -0.089 29 23 Grayling UK 66297000 93536000 -0.291 -0.147 30 31 Text 100 USA 65964887 62647894 610 0.053 0.053 31 29 PMK*BNC USA 65000000 69800000 312 -0.069 -0.069 32 43 Zeno Group* USA 59080694 47343821 406 0.248 0.248 33 35 MWWPR USA 58000000 60000000 200 -0.033 -0.033 34 36 Hopscotch France 57960000 58424000 533 -0.008 0.03 35 30 Lewis PR UK 57000000 68585000 370 -0.169 -0.169 36 37 ICR USA 55663450 56208727 158 -0.01 -0.01 37 39 Allison+Partners USA 55000000 49000000 338 0.122 0.122 Marina Maher 38 46 USA 52000000 43000000 165 0.209 0.209 Communications 39 38 fischerAppelt Germany 51555000 46212730 427 0.116 0.158 40 33 Bell Pottinger Private UK 49200000 60872400 -0.192 -0.027 Newgate 41 61 UK 48608857 29827400 171 0.63 0.63 Communications 42 48 Hering Schuppener Germany 47040000 36624000 189 0.284 0.333 43 44 DKC Public Relations USA 47000000 46950000 240 0.001 0.001 Dentsu Public Relations 44 45 Japan 44600000 43000000 260 0.037 0.037 Inc. 45 41 Kreab UK/Sweden 42466200 48611820 400 -0.126 -0.093 46 51 Padilla USA 42444913 43265495 206 -0.019 -0.019 47 40 Instinctif Partners UK 42208680 49316560 386 -0.144 0.03 48 42 Freud Communications UK 41143500 48228760 238 -0.147 0.026 49 47 PRAP Japan, Inc. Japan 41000000 41000000 289 0 0 50 Grupo Inpress Brazil 39856031 28752906 516 0.386 0.118 Four Communications 51 52 UK 39822192 34473387 332 0.155 0.39 Group 52 55 GCI Health USA 38800000 32000000 0.213 0.213 53 53 Teneo Blue Rubicon UK 37000000 34000000 0.088 0.088 53 49 DeVries Global USA 37000000 37000000 205 0 0

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

182 Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) 55 Kyodo Public Relations Japan 36230091 32268380 223 0.123 0.123 Portland 56 50 UK 35670000 37000000 210 -0.036 0.16 Communications 57 54 Llorente & Cuenca Spain 35484750 32739240 496 0.084 0.125 58 57 Global Strategy Group USA 34000000 31000000 95 0.097 0.097 59 H&H Group Sweden 33770000 27240000 0.24 0.352 60 62 Prain Global Korea 32853248 28537969 220 0.151 0.151 61 73 Hotwire UK 31702340 23397226 216 0.355 0.355 62 58 The Outcast Agency USA 31500000 30000000 0.05 0.05 63 70 Prosek Partners USA 31488000 24400000 127 0.29 0.29 64 60 Racepoint Global USA 29036374 29247346 168 -0.007 -0.007 65 67 M Booth USA 28844191 25546472 150 0.129 0.129 66 65 Coyne PR USA 27300000 25000000 159 0.092 0.092 67 59 Citigate Dewe Rogerson UK 27183000 29600000 -0.082 0.105 68 76 5W Public Relations USA 27002754 21927960 138 0.231 0.231 Oliver Schrott 69 69 Germany 26365500 24514100 213 0.076 0.116 Kommunikation 70 94 Carmichael Lynch Relate USA 25500000 17500000 0.457 0.457 71 64 SEC Group Italy 25273231 27260900 188 -0.073 -0.073 72 81 Fahlgren Mortine USA 24440092 20554236 194 0.189 0.189 73 86 Adfactors PR India 24300000 19600000 575 0.24 0.24 G&S Business 74 68 USA 24228411 25012724 135 -0.031 -0.031 Communications 75 79 Olson Engage USA 24000000 21000000 128 0.143 0.143 76 66 MHP Communications UK 23789554 24489880 147 -0.029 0.169 77 82 Hunter Public Relations USA 23500000 20500000 121 0.146 0.146 78 78 French/West/Vaughan USA 23371021 21166208 103 0.104 0.104 79 66 Iris Worldwide UK 23370000 28120000 -0.169 0 80 91 Farner Consulting Switzerland 23215500 17598050 0.319 0.369 81 74 Taylor USA 22900000 22100000 110 0.036 0.036 Strategic Public Relations 82 77 Hong Kong 22300000 21800000 302 0.023 0.023 Group 83 Sopexa France 22149750 25338140 214 -0.126 -0.093 84 90 Jackson Spalding USA 21006046 18172800 131 0.156 0.156

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

183 Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) 85 80 Peppercomm USA 20427321 20644468 101 -0.011 -0.011 86 75 Geelmuyden.Kiese Group Norway 20160000 18480000 0.091 0 87 107 Spectrum USA 20000000 14840000 72 0.348 0.348 88 95 Kivvit USA 19882634 17010000 66 0.169 0.169 Shift Communications 89 83 USA 19621186 20426167 126 -0.039 -0.039 Inc. Levick Strategic 90 87 USA 19000000 19586431 73 -0.03 -0.03 Communications 91 Exposure UK 18750033 20306235 168 -0.077 0.111 92 92 ATREVIA Spain 18674278 18065286 253 0.034 0.073 93 89 Serviceplan PR Group Germany 18186000 18224800 120 -0.002 0.036 94 137 CYTS-LINKAGE China 18123494 10075000 150 0.799 0.799 M&C Saatchi Sport & 95 109 UK 17466000 14800000 123 0.18 0.42 Entertainment 96 93 LaunchSquad USA 17409000 16221000 119 0.073 0.073 97 Havas Formula USA 17030177 14356222 95 0.186 0.186 98 84 Barabino & Partners Italy 16905000 16568000 102 0.02 0.059 99 106 PR One Korea 16800000 14946921 135 0.124 0.124 Mitchell Communications 100 98 USA 16657093 14190491 76 0.174 0.174 Group, LLC 101 88 The Red Consultancy UK 16359000 18988103 140 -0.138 0.037 102 112 Faktor 3 Germany 16065000 13625000 180 0.179 0.224 103 101 achtung! Germany 15666000 15337390 146 0.021 0.06 104 115 PAN Communications USA 15605837 13150000 87 0.187 0.187 105 111 Cooney/Waters Group USA 15160000 14020725 46 0.081 0.081 106 Imre USA 15100000 14600000 85 0.034 0.034 107 102 TRACCS Saudi Arabia 15050000 15200000 218 -0.01 -0.01 108 104 Spark USA 15000000 14007456 55 0.071 0.001 109 99 ICF Mostra Belgium 14592900 15760533 141 -0.074 -0.039 110 96 Brands2Life UK 14387925 17110280 104 -0.159 0.012 111 110 Haberlein & Mauerer Germany 14385000 14606000 166 -0.015 0.022 112 108 Interel UK 14175000 14715000 120 -0.037 0 Environics 113 Canada 14076868 12055011 92 0.168 0.136 Communications

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

184 Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) 114 132 Highwire USA 14032125 10994175 73 0.276 0.276 115 139 ReviveHealth USA 14015000 10030000 65 0.397 0.397 116 Rud Pedersen Sweden 13965000 11118000 67 0.256 0.304 117 97 Lansons UK 13887551 16196377 115 -0.143 0.032 118 113 Hanover UK 13788300 13648692 100 0.01 0.216 119 124 InkHouse USA 13738722 12110173 98 0.134 0.134 120 116 Kaplow USA 13700000 13100000 69 0.046 0.046 121 119 Sloane & Company USA 13500000 13000000 19 0.038 0.038 122 105 Maitland UK 13451280 14206520 53 -0.053 0.139 123 Mazarine Asia Pacific Hong Kong 13200000 12754000 61 0.035 0.035 124 114 Makovsky USA 13141000 13450000 56 -0.023 -0.023 125 127 Exponent USA 12600000 11800000 54 0.068 0.068 126 133 ROI Communication USA 12500000 12500000 80 0 0 126 120 RF Binder USA 12500000 12700000 68 -0.016 -0.016 126 TogoRun USA 12500000 14300000 65 -0.126 -0.126 129 123 Bite Communications USA 12250000 12250000 0 0 130 138 Crosby USA 12243385 10055190 68 0.218 0.218 131 Current Marketing USA 12012000 10500000 55 0.144 0.144 132 121 Brodeur Partners USA 12000000 12500000 -0.04 -0.04 133 130 Merritt Group, Inc. USA 11805900 11119100 58 0.062 0.062 134 117 Pegasus UK 11767410 13120200 108 -0.103 0.079 135 126 Max Borges Agency USA 11500000 11842541 65 -0.029 -0.029 136 135 M&C Saatchi PR UK 11386035 10583481 118 0.076 0.294 137 141 The Hoffman Agency USA 11340000 10300000 140 0.101 0.101 138 133 A&B One Germany 11235000 10943600 75 0.027 0.066 139 129 Davies USA 11083799 11310000 32 -0.02 -0.02 140 100 Rasky Partners USA 11043237 14126431 44 -0.218 -0.218 141 144 Kwittken USA 11000000 10000000 70 0.1 0.1 142 131 F&H Porter Novelli Germany 10710000 11052600 65 -0.031 0.006 Action Global 143 125 Cyprus 10700000 12500000 291 -0.144 -0.144 Communications 144 143 Wellcom France 10500000 9810000 100 0.07 0.111 145 157 Bateman Group USA 10482117 8643281 53 0.213 0.213

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

185 Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) 146 148 Lift World Portugal 10354761 9550268 120 0.084 0.126 147 167 North Strategic Canada 10212000 8136000 78 0.255 0.221 148 145 Method Communication USA 10141885 9734260 59 0.042 0.042 149 122 TVC Group UK 10087638 12560121 16 -0.197 -0.034 150 155 SenateSHJ New Zealand 10058000 9352000 58 0.075 0.075 151 150 Podesta Group USA 10030212 9020909 19 0.112 0.112 152 DCI USA 10023512 9600000 57 0.044 0.044 153 152 KPR & Associates Korea 9916073 8700000 100 0.14 0.14 154 PRR USA 9782849 9081986 96 0.077 0.077 155 128 Nelson Bostock Group UK 9471000 11642294 88 -0.187 -0.021 Bliss Integrated 156 149 USA 9284000 9500000 48 -0.023 -0.023 Communications 157 163 rbb Communications USA 9241425 7605889 58 0.215 0.215 158 193 Praytell USA 9211710 5900000 56 0.561 0.561 159 147 Powerscourt UK 8856000 10212000 37 -0.133 0.043 160 furrerhugi. Switzerland 8800995 9115864 38 -0.035 0.002 161 177 Nebo USA 8500000 8600000 74 -0.012 -0.012 Apple Tree 162 153 Spain 8400000 8692750 72 -0.034 0.003 Communications 163 136 Veritas Communications Canada 8362000 7272000 65 0.15 0.119 164 HSE Cake UK 8241000 8806000 65 -0.064 0.126 165 234 Gregory FCA USA 8200000 7500000 66 0.093 0.093 166 168 LVT Group Netherlands 8169000 7722650 75 0.058 0.098 167 158 First House Norway 8085000 9047000 22 -0.106 -0.072 168 164 360PR+ USA 8026000 7500000 45 0.07 0.07 169 175 Walker Sands USA 8018798 6917494 79 0.159 0.159 170 182 C+C USA 8002057 6488879 45 0.233 0.233 171 159 FoodMinds USA 8000000 8287756 -0.035 -0.035 172 161 Approach Brazil 7878020 8132838 146 -0.031 -0.031 McNeely Pigott & Fox 173 177 USA 7845354 6806534 62 0.153 0.153 Public Relations 174 103 Frank PR UK 7782832 9993864 55 -0.221 -0.063 JPA Health 175 USA 7703679 6056952 39 0.272 0.272 Communications

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

186 Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) Jeschenko 176 160 Germany 7612500 8185900 44 -0.07 -0.035 MedienAgentur Czech 177 146 AMI Communications 7610175 9643422 100 -0.211 -0.181 Republic 178 162 Dodge Communication USA 7578042 7750000 42 -0.022 -0.022 179 188 Marco de Comunicacion Spain 7535156 6105679 90 0.234 0.281 Lambert, Edwards & 180 171 USA 7481000 7058000 39 0.06 0.06 Associates Greentarget Global Group 181 USA 7447000 6835000 33 0.09 0.09 LLC 182 154 JeffreyGroup USA 7213840 8580997 122 -0.159 -0.159 Lou Hammond & 183 173 USA 7210839 6966039 40 0.035 0.035 Associates 184 191 W UK 7170900 6009633 91 0.193 0.436 185 237 Rumeur Publique France 7100100 5952490 48 0.193 0.238 186 GOODIDEA MEDIA China 7000000 5000000 45 0.4 0.4 186 174 451 Marketing USA 7000000 7000000 0 0 186 166 Enzaim Health Korea 7000000 7265750 57 -0.037 -0.037 189 151 Octopus Group UK 6888000 7067000 66 -0.025 0.173 190 169 Thomas Marko & Associes France 6825000 7085000 36 -0.037 0 Fink & Fuchs Public 191 184 Germany 6741000 6431000 54 0.048 0.088 Relations 192 183 komm.passion Germany 6615000 6485500 0.02 0.059 193 179 Narva Sweden 6600000 6480000 41 0.019 0.111 194 180 LDWWgroup USA 6599007 6596363 16 0 0 195 176 Cicero Group UK 6531028 6910389 54 -0.055 0.137 196 Saxum USA 6460846 5976694 34 0.081 0.081 197 156 Mischief UK 6424290 7143960 70 -0.101 0.082 198 185 Kirchhoff Consult Germany 6422000 6322000 58 0.016 0.016 The 199 203 EMG 6300000 5450000 47 0.156 0.2 Netherlands 199 181 All Channels Bulgaria 6300000 6540000 91 -0.037 0 Public Integrated 201 USA 6260124 6312563 45 -0.008 0.074 Communications 202 189 Djembe Communications UAE 6200000 6000000 47 0.033 0.033 203 207 Another Company Mexico 6100000 5200000 91 0.173 0.173

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

187 Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) 204 192 Cerrell Associates USA 6098177 5950000 25 0.025 0.025 205 Day One Agency USA 6038323 4390259 33 0.375 0.375 206 195 Creative Crest India 6024391 5859050 42 0.028 0.028 207 Kyne Ireland 5900761 4592165 26 0.285 0.285 Diplomat 208 170 Sweden 5800000 4900000 38 0.184 0.184 Communications 209 194 Headland Consultancy UK 5792868 5539347 40 0.046 0.258 210 Kiterocket USA 5788068 4222082 45 0.371 0.371 211 Tunheim USA 5757017 5120195 29 0.124 0.124 Moore Communications 212 USA 5737878 6542410 38 -0.123 -0.123 Group 213 214 Hope&Glory UK 5710719 5032209 58 0.135 0.365 214 220 Konnect Public Relations USA 5700000 4750000 36 0.2 0.2 215 Eulogy! UK 5467921 5749347 51 -0.049 0.144 216 Story Partners USA 5442608 4800000 20 0.134 0.23 217 221 Singer Associates USA 5364538 4736816 16 0.133 0.133 218 204 Trigger Oslo Norway 5250000 5406400 45 -0.029 0.008 219 201 Berkeley PR International UK 5231190 5544654 55 -0.057 0.135 220 196 Seven Hills UK 5216011 5854917 46 -0.109 0.072 221 Evercom Spain 5207922 3967781 62 0.313 0.363 222 187 salt UK 5157588 6101695 45 -0.155 0.017 223 205 Dukas Public Relations USA 5148601 5300000 21 -0.029 -0.029 224 172 The Herd Agency Australia 5148000 5110000 48 0.007 0.021 London Communications 225 208 UK 5126930 5228908 34 -0.02 0.18 Agency Integral PR Services Pvt 226 219 India 5100000 4805000 78 0.061 0.061 Limited 227 Red Agency Australia 5048706 3635850 65 0.389 0.408 228 225 DT Digital China 5000000 4500000 0.111 0.111 228 212 Magna Carta South Africa 5000000 5000000 0 0 228 210 BOCA Communications USA 5000000 5126405 35 -0.025 -0.025 231 190 Harvard UK 4981591 4650133 44 0.071 0.289 MCG Medical Consulting 232 199 Germany 4924500 5548100 34 -0.112 -0.079 Group

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

188 Growth Fee Income Fee Income Growth 2017 2016 Agency HQ Staff (Constant 2016 ($) 2015 ($) (USD) Currency) 233 202 cirkle UK 4861018 5506569 39 -0.117 0.062 234 211 CP/compartner Germany 4840500 5014000 58 -0.035 0.002 235 245 NJF USA 4816600 3840000 48 0.254 0.254 236 Remarkable Group UK 4792080 5308760 41 -0.097 0.086 237 165 Shine@Academy UK 4778220 4339492 44 0.101 0.325 CooperKatz & Company, 238 198 USA 4748633 5581445 29 -0.149 -0.149 Inc. 239 197 Talk PR UK 4714236 5624000 50 -0.162 0.009 240 229 Meropa Communications South Africa 4690000 3480000 80 0.348 0.155 Hawkins International 241 238 USA 4566288 4000000 31 0.142 0.142 Public Relations 242 226 L C Williams & Associates USA 4506037 4450000 0.013 0.013 Greenough Brand 243 USA 4501166 4036949 25 0.115 0.115 Storytellers 244 233 akkanto sa Belgium 4494000 4159763 27 0.08 0.122 245 200 Havas Just:: UK 4428000 5550000 30 -0.202 -0.04 246 242 Tact Intelligence-conseil Canada 4413093 3765709 50 0.172 0.14 247 213 Bhava Communications USA 4400000 5000000 27 -0.12 -0.12 248 Rose Marketing Cyprus 4396072 4087653 57 0.075 0.116 249 223 Imagem Corporativa Brazil 4378597 4609299 82 -0.05 -0.05 250 232 Akima Media Germany 4356430 4249000 34 0.025 0.025

For entries in this color, The Holmes Report has estimated revenue. In many cases, the parent companies of these firms have elected not to provide revenue numbers for individual firms in response to Sarbanes-Oxley financial regulations.

189 IN2 Summit North America

2017 EVENTS 190 2017 Events 191 SABRE Awards North America

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2017 EVENTS 196 2017 Events 197 SABRE Awards South Asia

2017 EVENTS 198 2017 Events 199 IN2 Summit Asia-Pacific

2017 EVENTS 200 2017 Events 201 SABRE Awards Asia-Pacific

2017 EVENTS 202 2017 Events 203 PRovoke17

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There are two sides to every tech story. We make sure the world hears the right one.

We make technology personal 2017 EvENTS 208 harvard.co.uk/personal