AD AGE MAIN 01-13-03 B 10 AADB 1/9/03 5:36 PM Page 1 January 13, 2003 | Advertising Age |S-10 AdAgeSPECIALREPORT AGENCY OF THE YEAR 2002Agency Reviews THE SUFFERING EASES. While some shops continued to get battered Agency Ratings (0 to 4 stars) in 2002,the majority of agencies came out of the year healthier than ★★★★ ★★★ FCB WORLDWIDE HILL, HOLLIDAY, CONNORS they started.Several shops,including Interpublic Group of Cos.’ DEUTSCH ARNOLD WORLDWIDE MCCANN-ERICKSON CRISPIN PORTER & BOGUSKY BBDO WORLDWIDE Deutsch,Omnicom Group’s Goodby,Silverstein & Partners and Crispin GOODBY, SILVERSTEIN DONER ★★ Porter & Bogusky,in which Maxxcom owns a 49% stake,recorded im- FALLON WORLDWIDE CAMPBELL MITHUN ★★★ PUBLICIS Y&R ADVERTISING pressive new-business wins, and produced breakthrough creative. BARTLE BOGLE HEGARTY RICHARDS GROUP ★ All these things factored into Advertising Age’s Agency of the Year LEO BURNETT USA SAATCHI & SAATCHI CAMPBELL-EWALD TBWA/CHIAT/DAY LOWE rankings.Using a 0 to 4 star rating,Ad Age editors weighed an agency’s DDB WORLDWIDE J. WALTER THOMPSON USA GREY WORLDWIDE 0★ creative track record and business performance.Other criteria included OGILVY & MATHER ★★ BATES USA management strength,financial performance and strategic thinking. WIEDEN & KENNEDY EURO RSCG MVBMS PARTNERS AMERICAN LEGACY: The truth hurts. PASSION: In an Axe spot, a woman gets frisky. WENDY’S: Bates tried post-Dave work but still lost account. BRANDING: Taxis morph into Cingular’s logo. Arnold Bartle Bogle BBDO Worldwide Hegarty Bates USA Worldwide In addition to being on the In the words of New Anyone left at Cordiant Though the Omnicom 2002 Rating: wrong end of agency 2002 Rating: York agency president 2002 Rating: Communications 2002 Rating: Group agency won sever- ★★★ consolidations for ★★★ and native Brit Cindy 0★ Group’s Bates Worldwide ★★★ al pieces of new business, Procter & Gamble Co. and Gallop, “lovely.” must be relieved that not one was worth more 2001 Rating: other blue-chip clients 2001 Rating: Bartle Bogle Hegarty, 2001 Rating: 2002 is over. Key media 2001 Rating: than $40 million. Also, ★★★ like ExxonMobil, Arnold’s NOT RATED currently 49% owned ★★ and creative accounts— ★★★ BBDO’s Charles Schwab vaunted new-business by Publicis Groupe, took Hyundai Motor of &Co. financial services machine stalled at the beginning of the year. a gamble in 2001 by not resorting to layoffs America, Hyundai Dealers Association and account was unceremoniously shifted to sibling The agency missed out on the $136 million U.S. to cover losses and expenses in what was a Wendy’s International—departed in the past GSD&M, Austin, Texas. And, for a brief moment, Postal Service review and the $150 million dismal year. year, resulting in a stunning yearend billings the Pizza Hut account was teetering when par- BellSouth pitch, among others. The end of the But it paid off early in 2002 when Bartle net loss of $498 million. Bates’ 141 Worldwide ent Yum! Brands gave project work to Wieden year saw the Havas Advertising-owned agency Bogle won the $66 million Levi’s U.S. jeans unit did score a notable win in being named & Kennedy, Portland, Ore. get its groove back with new business from business. The agency went on to add 50 global marketing services agency for all Allied BBDO made a comeback on the business McDonald’s Corp. and Coors Brewing Co. This more employees, took over a third floor in its Domecq spirits. Midyear, Bates USA media when Pizza Hut quickly abandoned Wieden and year, however, could prove difficult if the downtown Manhattan building and optioned buying merged into Optimedia of gave everything back to the incumbent. agency fails to defend the $60-million two more floors for lease this year. That’s ZenithOptimedia Group, in which Cordiant The creative in 2002 was still strong, but American Legacy Foundation’s anti-smoking what $168 million in new business does for a owns a 25% stake. Bates North America CEO perhaps not as strong as in 2001, when the account in a mandated review. small agency. Bartle Bogle lost Unilever’s Bill Whitehead left in May, and in September agency did the highly regarded New York Mira- Lipton Sizzle & Stir business when sales for Cordiant CEO Michael Bungey announced his cle campaign. This year’s Super Bowl should be LOOKING AHEAD the product weren’t nearly as grand as the retirement, effective Jan. 1. Left in charge as a strong indication of where BBDO is headed in Arnold seeks to strengthen its regional offices creative, which earned the agency awards. 2003 dawns: David Hearn, a Brit who joined 2003. and expand the Arnold brand among its four Bartle Bogle’s rollout of Unilever’s Axe de- Cordiant only last March as chairman-CEO, U.S. shops, most recently renaming Arnold odorant in the U.S. was a hit, and its spots for Bates Worldwide. LOOKING AHEAD McGrath Worldwide, New York, to Arnold e-speed/Cantor Fitzgerald—the investment It’s apprentice time for Andrew Robertson, who Worldwide, New York. This office is poised for company that suffered more than 600 LOOKING AHEAD was promoted to president of New York-based growth with a new management team, deaths in the World Trade Center tragedy— New York-based Bates USA and its siblings BBDO Worldwide and now shares responsibility improved creative and closer ties to the Boston were quite poignant. worldwide face an overhaul as Mr. Hearn for the network with Allen Rosenshine, chair- mothership. The McLean, Va., office will work to integrates Bates Advertising, marketing man-CEO. After the May retirement of leg- integrate portions of the local Earle Palmer LOOKING AHEAD services network 141, branding and design endary creative head Phil Dusenberry, Ted Brown business and staff, including Woody Kay, Rumors are that Bartle Bogle ownership is agency Fitch, and healthcare shop Sann now gets to show what he can do, so ex- who joins as exec VP-executive creative looking to buy itself back from Publicis, which Healthworld into the Bates Group, with one pect BBDO to make a big splash at the Super director. Arnold also is in the market for a it denies. If it can—and that’s a big if—would the P&L. If that succeeds, expect Mr. Hearn, 47, to Bowl, which it always does. Nonetheless, the telecom account as well as one to replace the agency turn around and sell itself to another find a new parent for the Bates Group and a agency needs to shore up holes in financial ser- P&G work it did for decades. holding company? new gig for himself. vices and retail. AD AGE MAIN 01-13-03 B 11 AADB 1/9/03 5:38 PM Page 1 January 13, 2003 | Advertising Age |S-11 Leo Campbell- Burnett USA Ewald As the flagship of Bcom3 Campbell-Ewald’s place 2002 Rating: Group, Leo Burnett USA 2002 Rating: in the Interpublic Group ★★★ endured enough ups and ★★★ of Cos. family has downs in 2002 to qualify it become much like that of 2001 Rating: as a name for a ride at ALLSTATE: Burnett uses the mundane to simplify insurance. 2001 Rating: Tom Hagen of the Don CHEVY GETS HIP: Ads for Chevrolet use popular rock lyrics. ★★ client Walt Disney World. ★★ Vito Corleone family in After a rocky streak in the “The Godfather.” New Year, by spring Burnett was hot and its Council. Meanwhile, Kraft Foods’ Altoids creative Led by Tony Hopp, the Warren, Mich.- tag on the spots: “Get the test, get the polyp, get destiny was clear as the coveted prize of Publicis under Steffan Postaer, executive creative director based shop is a strong stealth insider to the the cure.” Groupe Chairman-CEO Maurice Levy. In March, of mini-shop LB Works, was anything but sour. family’s fortunes but independent enough to Campbell-Ewald’s big U.S. Postal Service Publicis said it would buy Bcom3. steer its own fate. It even got a nod from rival win with sibling DraftWorldwide, Chicago, After winning seven new accounts by June, LOOKING AHEAD Omnicom Group CEO John Wren as one of the along with the National City Corp. bank win including Walt Disney Co.’s ABC, Morgan Stanley Change is far from over at the house that Leo strongest players out there. and several high-profile pitch finals, were & Co.’s global account and EarthLink, Burnett built, say executives close to the agency. Creatively, Campbell-Ewald isn’t as flashy prime examples of Campbell-Ewald’s strong cooled with the U.S. Postal Service loss. When Speculation is rampant that the fight for the as sibling Deutsch or connected as McCann- new-business team (the agency claims $200 the Publicis acquisition closed in September, role of heir apparent to worldwide CEO Linda Erickson Worldwide. But it has displayed a million net new billings). That the account of Burnett got the better end of its new French Wolf is hot between President Bob Brennan measured use of integration and market SeaWorld, owned by Anheuser-Busch connection with an added $300 million in and Chief Operating Officer Steve Gatfield. insights in work including a rock ‘n’ roll-theme Entertainment, came and went without work business from the Procter & Gamble Co. Also, the agency must prove to McDonald’s effort for General Motors Corp.’s Chevrolet, ever being approved is a minor chink in the shuffle and $400 million from General Motors Corp. that it has the stuff to bring smiles back focusing on popular songs that mention armor. Corp. consolidation. Its strategic assignment to the Happy Meal. With its Starcom ties to Chevy in their lyrics; lighthearted Michelin from Gap added to the yearend momentum.