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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. 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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. troubled Miller Brewing Co., watch for Burnett man advertising; and the arrival of Polyp Man. LOOKING AHEAD Following the addition of five creatives under to give up the tiny account of Labatt USA’s The latter character, starring in an Ad With its management team in place, watch new Deputy Chief Creative Officer Mark Tutssel, Beck’s (which it won in 2002 but hasn’t Council spot for the American Cancer Society, Campbell-Ewald try to build on its 2002 the Chicago-based shop needs to show more created ads for yet) to snare some bigger is a villain dressed as a red polyp who’s chased momentum with new talent and tools to gain progress beyond its touted work from Allstate suds. Burnett still needs to install a new- by doctors and humorously encourages account wins in the fast-food, beer, retail and Corp., Chicago electric utility ComEd and the Ad business team. people to get screened for colon cancer. The telecom categories. EBONY’S New Numbers Are Up! EBONY’S NUMBERS ARE UP FOR BLACK ADULTS EBONY’s coverage of Black Adults is now 44.3%
EBONY’S NUMBERS ARE UP FOR BLACK MEN EBONY’s coverage of Black Men has grown to 37.2%
EBONY’S NUMBERS ARE UP FOR BLACK WOMEN EBONY reaches 50.3% of African-American women. EBONY delivers 12% more than the major African-American women’s magazine.
EBONY’S COVERAGE OF BLACK TEENS TOPS MAJOR MAGAZINES FOR LARGEST ADULT READERSHIP YOUNG AFRICAN-AMERICANS EBONY’S READERS INCREASE IN 5 YEARS! EBONY’s coverage of Black teens ARE GETTING YOUNGER EBONY’s Total Adult Readership is age 12-19 is 33.7%, up as much as 10% The median age of EBONY’s adults just now estimated at 12,113,000 over competitors got younger by two years
New York Chicago Los Angeles Detroit GetGet thethe fullfull story,story, callcall EBONY:EBONY: 212-397-4525 312-322-9242 323-782-7801 248-351-6278 MRI Fall 2002 Adult Study MRI Fall 2002 Teenmark Study MRI Fall 2002 Twelveplus Study AD AGE MAIN 01-13-03 B 12 AADB 1/9/03 5:40 PM Page 1
January 13, 2003 | Advertising Age |S-12 AdAgeSPECIALREPORT AGENCYOF THE YEAR
TAXING: H&R Block tackles drudgery. HERSHEY: Chocoholics pay tribute. BLOCKBUSTER: Spokescritters Carl & Ray boost brand. LEE: Quirky, existential work for jeans. Campbell DDB Fallon Mithun Worldwide Doner Worldwide After gaining $34 million Ho-hum, more of the While lacking the top-tier For this Publicis Groupe 2002 Rating: worth of business from 2002 Rating: same old, same old from 2002 Rating: client depth and media 2002 Rating: shop, 2002 swung ★★ nine nickel-and-dime ★★★ DDB Worldwide. Of ★★★ sizzle that some of its ★★★ between sharp highs and sized wins, the 70-year- course, 99% of all independent peers lows. On one hand, it was 2001 Rating: old Interpublic Group of 2001 Rating: agencies would kill for 2001 Rating: possess, Doner relied on 2001 Rating: a strong year creatively NOT RATED Cos. agency is now ★★★ more of that same old, NOT RATED a surprisingly well- ★★ as Fallon shifted into repositioning itself as the same old. DDB, as always, rounded portfolio to help overdrive its Internet shop that creates “icon brands” as a way to was out there hustling with some of the most put the shop on the short list in a slew of new- movie series “The Hire” for BMW of North improve its entrée into higher-stakes pitches. Of competitive new-business people in the business pitches last year. America, with three inventive new its four losses in 2002 (including St. Paul Cos. to industry. Even with the loss of direct marketer installments. Quirky, existential work for Lee crosstown rival Publicis Groupe’s Fallon The Omnicom Group-owned agency won America’s Best and the PetSmart creative Jeans, delightful Public Broadcasting Service Worldwide, WD-40 and KeyCorp), the high- 26 new accounts, including McDonald’s Corp.’s assignment going in-house, the Southfield, spots and an unexpectedly urbane effort for profile $20 million Ace Hardware rocked its diner concept out of the Chicago office, as well Mich., agency benefited from its lack of network Timberland Co. also stood out in the portfolio. Chicago outpost. Adding salt to the wounds, the as work for Unilever’s Lipton tea and Hershey baggage. It netted $177 million in new business, At the same time, the Minneapolis-based shop made at least four staff cuts in Minneapolis Foods Corp., among others. including the hard-won pet food account of H. J. agency suffered painful losses, including and Chicago totaling an estimated 75 to 85 jobs. One of DDB’s blue-chip clients, Anheuser- Heinz Co., PacSun retail and Helzberg longtime clients Nikon and Timex Corp., despite Campbell Mithun also has had a gaping hole in Busch Cos., will experiment this year with Diamonds. Doner’s growth trend has doubled a strong new-business run that included the its management ranks with the June departure long -format commercials, ranging from 7½ billings in five years to $1.4 billion to claim the global creative assignment for Nestle’s Purina of creative chief John Hurst, who now oversees minutes to 30 minutes, and DDB is handling title of largest of the independent agencies. pet brands, Dyson vacuums, St. Paul Cos. the General Mills business at Interpublic’s one version of the ads based on Budweiser’s Doner’s Mazda North American Operations financial services and SoBe Beverages. McCann-Erickson WorldGroup, London. “True” campaign. That should give DDB yet connection and increasingly skillful use of Following January layoffs and the March Campbell Mithun CEO Les Mouser assures he is another chance to improve upon some humor and irony in spots for Progressive departure of No. 2 creative director Bob Moore, making progress in that search. One bright spot is advertising creative that wasn’t as strong as Insurance, Cox Communications and Cranium, Fallon has gotten its house in order with a Burger King Corp.’s kid effort via Campbell previous years, but was still good not to mention live and animated critters management shift that sets its longer-term Mithun’s KidCom unit, which is partly credited nonetheless. (Serta sheep, Blockbuster Video’s Carl and succession plan. A December layoff of 16 with boosting kid-meal sales by 20%. Ray, and PetSmart pets), tend to dominate people dampened the yearend considering the LOOKING AHEAD Doner’s reel. They often overshadow its more new-business momentum. LOOKING AHEAD DDB Chicago is the agency that introduced the feminine and fashionable sensibilities (La-Z- The agency will expand its CashPlus spot- world to the Budweiser “Whassup?!?” guys, Boy, Minute Maid Co.). LOOKING AHEAD buying unit into an integrated media unit called who became a cultural phenomenon. Imagine With much of Fallon’s creative department Campbell Mithun Media Solutions to help what happens to DDB New York’s creative now LOOKING AHEAD restored, the agency likely will try to beef up its media-only pitches aimed at marketers with that former D’Arcy Masius Benton & Bowles Doner likely will continue to draw underdog strategic and media reputation. With planning budgets of less than $50 million. Mr. Mouser is President-Chief Creative Officer Lee Garfinkel talent from the coasts. Watch for it to snag at director Anne Bologna taking over the N.Y. in the hot seat to improve the agency’s takes over? least one big-name client from its discreet but office as president, watch for a new business fortunes, particularly as they financially feed Moreover, DDB has named the talented well-placed connections. To continue to avoid renaissance. It’s unlikely the BMW folks will and report into troubled McCann-Erickson Abigail Hirschhorn as its new chief marketing any shuddering losses would be a stunning continue “The Hire” as it looks for a fresh way WorldGroup. There’s even talk that Campbell officer, which should further help the agency as achievement in the still deteriorating corporate to stay ahead of the long-form advertising Mithun will eventually rename itself McCann. it seeks new business. landscape. bandwagon.
Foote, Cone & Belding Worldwide 2001? Annus horribilis, as under Chicago office’s Jonathan Harries picked up the assignment for Levi Strauss & 2002 Rating: Queen Elizabeth might worldwide creative director. Additions of Vice Co.’s new Signature jeans division, selling ★★ say. 2002? Much better, Chairman Charlie Taney and FCB North product to Wal-Mart Stores and other discount as anybody at FCB will tell America Chief Operating Officer Gene Bartley channels, potentially a substantial piece of 2001 Rating: you. Although Interpublic have greatly improved corporate management business. And it closed the year winning a $10 ★ Group of Cos.’ FCB lost structure under CEO Brendan Ryan. million to $12 million Diet Coke account from clients such as Avaya; One key bright spot for FCB was the Coca-Cola Co. Compaq Computer Corp., which merged with turnaround of Yum! Brands’ Taco Bell, handled Hewlett-Packard Co.; and part of the Mattel jointly by the Irvine, Calif., and San Francisco LOOKING AHEAD TACO BELL: These fries are good enough without ketchup. business, it still had $300 million-plus in new offices. Also, FCB San Francisco is the apparent Just like last year, FCB desperately wants an business. Wins include Qwest, the California winner of the five-year, $125 million California automotive or airline account. But perhaps State Lottery, Internal Revenue Service and State Lottery review, though the bid has been more importantly, the agency needs to sometimes had a dim view of FCB following a work from existing clients such as Eli Lilly & Co. challenged by Omnicom Group’s DDB ingratiate itself back into the good graces of rough 2001 in which the agency lost several and Samsung. Creativity has improved greatly Worldwide, Los Angeles. In addition, FCB parent Interpublic. The holding company has key accounts. AD AGE MAIN 01-13-03 B 13 AADB 1/9/03 5:42 PM Page 1
January 13, 2003 | Advertising Age |S-13
SATURN: Tooling around without vehicles. STARBURST: A surprise in every bite. BUDWEISER: Anheuser-Busch’s salute to N.Y. HELLMANN’S: Mayo star of bachelorette party.
Goodby, Hill, Holliday, Silverstein Grey Connors, & Partners Worldwide Cosmopulos Lowe This stalwart survivor of Economically Interpublic Group of After a slew of client 2002 Rating: the bombed-out San 2002 Rating: challenging for most, 2002 Rating: Cos.’ Hill, Holliday, 2002 Rating: exits (Dell Computer ★★★★ Francisco marketplace ★★★ 2002 was the reverse ★★ Connors, Cosmopulos ★ Corp., United Parcel added luster in 2002. for Grey. The Grey Global brought in $76 million in Service and Lego 2001 Rating: Omnicom Group’s 2001 Rating: Group agency logged 2001 Rating: net new billings in 2002, 2001 Rating: Systems) and staff cuts ★★★ Goodby, Silverstein & ★★ $430 million in net new NOT RATED including the $35 ★ in 2001, Interpublic Partners won five of six billings, winning million CVS Corp. Group of Cos.’ Lowe pitches, including one of the biggest prizes, the additional assignments from longstanding creative and media business. appeared to be headed into 2002 hopeful $300 million account of General Motors Corp.’s client Procter & Gamble Co., including Clairol, For the expanding drugstore chain, the that better times lay ahead. Creatively, the Saturn. In all, Goodby had billings of $823 Torengos and Zest. The New York-based Boston-based agency produced a non- New York shop delivered standout work vs. its million, up 37.2% from $600 million in 2001, agency also seized new business in several pharmacy-like ad campaign, such as competition for clients including Unilever (All and even opened Saturn field offices, its first significant sectors—airlines (Frontier Airlines), commercials showing how CVS merchandise detergent and Bestfoods’ Hellmann’s outside San Francisco. The agency also belted telecommunications (BellSouth Corp.) and can improve one’s life. In one commercial, an mayonnaise) in categories that generally out a breakthrough spot in its first brand- network services (Cisco Systems). New offices aging but active swimmer is fortified by suffer from boring advertising. building effort for Saturn—drivers tooling opened in Atlanta, with the acquisition of 360 vitamins, an energy bar and arthritis But in terms of growth from new business, around without vehicles!—and a catchy eBay Thinc, and Seattle. Creatively, a fun “Isn’t life medication from CVS. 2002 was a wash. Wins from Ricoh (handled spot, among others. Its win streak included an juicy?” Starburst campaign for Mars Hill Holliday’s $68 million “Just the thing” with Lowe’s Japanese partner shop), Johnson unusual victory with client Hewlett-Packard combated threats from Kraft Foods’ campaign for Dunkin’ Donuts replaced & Johnson and HSBC offset loses in beverages Co.’s shareholder battle over the Compaq LifeSavers and Hershey Foods’ Jolly Rancher. “Loosen up a little.” It launched a and telecom. As expected, Heineken USA’s merger And, in a bid to grow its capabilities Contrasting the upside: Cisco moved from relationship with Anheuser-Busch Cos., Heineken and Amstel Light accounts left in beyond Chairmen Jeff Goodby and Rich Grey’s San Francisco office in late August to handling one of the most discussed January. This fall, upstart rival McGarry Bowen Silverstein, the agency hired two top creative WPP Group’s Ogilvy & Mather. A U.S. Justice commercials of the 2002 Super Bowl, in snagged imaging-and-branding advertising for directors, Jamie Barrett and Harry Cocciolo, Department investigation has resulted in which the brewer’s genuflecting Clydesdales Verizon Communications, leaving Lowe with each of whom will take up the lead position with indictments of three former Grey employees. salute New York. less sexy DSL and consumer local-and-long- clients. Charges include bid rigging and contract Hill Holliday wants to bolster its New York distance work. Lowe’s always tentative grip on allocation. One has pled guilty. In November, office, which has a new pharmaceutical Coca-Cola Co.’s Diet Coke loosened completely LOOKING AHEAD Justice ordered a former Grey vendor, The practice. It’s also working to build a business- in December, when Interpublic sibling Foote, Armed with clients it needs to move into the big Color Wheel, to pay Grey $1.1 million as consulting practice. Cone & Belding Worldwide, New York and leagues, Goodby faces the task of keeping its restitution. Grey management is cooperating Chicago, won it after a review. creative cachet without getting sucked under with Justice Department investigators. LOOKING AHEAD by the demands of Saturn. It also remains to be Historically strong in financial services, Hill LOOKING AHEAD seen whether the new creative hires produce LOOKING AHEAD Holliday hopes to expand its retail practice on Interpublic promises that London-based Lowe and win trust from clients inclined to demand Expect the probe to continue in 2003. P&G the order of home furnishings, snag soon will be “more closely aligned” with sibling Messrs. Goodby and Silverstein. A few keeps Grey attractive to suitors, but rumors of pharmaceutical and biotech clients, beef up shops DraftWorldwide and Zipatoni, and accounts, such as E*Trade Group, may follow a possible sale won’t whirl till the Justice De- media buying and planning capabilities, as well perhaps other Interpublic agencies. Expect some America Isuzu Motors out the door. partment investigation wraps up. as add an automotive account to its roster. management rearrangements early this year. AD AGE MAIN 01-13-03 B 14 AADB 1/9/03 5:44 PM Page 1
January 13, 2003 | Advertising Age |S-14 AdAgeSPECIALREPORT AGENCYOF THE YEAR
BLACK & DECKER: Man laments neighbor’s love of his saw. SUBWAY: Jared continues to “Eat fresh.” ONDCP: Getting the drug message. FUJI FILM: Photo of date with candy in teeth, via Publicis U.S.
McCann- Euro RSCG Ogilvy Erickson MVBMS & Mather Publicis Worldwide Partners Worldwide in the U.S.
Long the proverbial The biggest change at The Old Gray Lady of In less than eight weeks, 2002 Rating: jewel in Interpublic 2002 Rating: Euro RSCG MVBMS was 2002 Rating: advertising rolls on. 2002 Rating: Publicis USA trans- ★★ Group of Cos.’ crown, ★★ the name—not that not ★★★ WPP Group’s Ogilvy & ★★★ formed itself. First, the McCann-Erickson having to spell out Mather Worldwide was 2001 Rating: U.S. shop consolidated its 2001 Rating: Worldwide saw its shine 2001 Rating: Messner Vetere Berger 2001 Rating: the Advertising Age Chicago unit into the NOT RATED ★★★ dull somewhat in 2002 ★★ McNamara & ★★★★ 2001 Agency of the now-flagship New York mostly due to matters Schmetterer made it Year and continued a Publicis office as a result of tangential to making ads. Among the issues any easier. Other than that, it was another strong push into 2002 with $400 million in & Hal Riney parent company Publicis that kept the agency in the (often unflattering) year of consistency for New York-based new billings, although most of it came from 2002 Rating: Groupe merging with media spotlight: accounting screwups in MVBMS, which garnered $103 million in new existing clients. ★★ Bcom3 Group. Then, Western Europe and the resulting departure business. In what many considered an upset, Ogilvy when Publicis Groupe of longtime Chief Financial Officer Sal La Most of that, however, was from its inter- was able to retain the White House Office of 2001 Rating: shut D’Arcy Masius Greca, and uncertainty over McCann CEO Jim active and public relations units. Ron Berger National Drug Control Policy account after ★★ Benton & Bowles, Heekin’s fate. Adding to McCann’s woes were was named the lone CEO, while the agency settling charges of accounting irregularities Publicis landed several revenue nose-dives at promotional shop also was able to lure John Berg from DDB and surviving some noise from the floor of Procter & Gamble Co. brands including Bounty, Momentum and branding outfit FutureBrand, Worldwide to serve as its new president. the Senate. Ogilvy also won work for Miller Charmin and Pepto-Bismol. Publicis also which led to layoffs at both. Troubles persist Havas Advertising-owned MVBMS did a solid Genuine Draft out of its Chicago office and launched the wireless service provider T- with McCann client Coca-Cola Co., but the job of expanding on its “Jared” campaign for won the over-the-counter account for Scher- Mobile USA. Combined with other wins, billings agency continues to build its ties with such Subway fast-food restaurants with its “Sub- ing-Plough Corp.’s Claritin. in the U.S. were up 11.4% over 2001. global marketers as L’Oreal, MasterCard way. Eat fresh” campaign. Subway has had The biggest news, however, came from Separately, Publicis & Riney, San Francisco, International and Microsoft Corp. McCann the fastest sales growth in the fast-food cate- New York, where North American Chief Cre- an independent shop reporting to Publicis performed well with new-business wins, with gory for the last two years. ative Officer and New York Co-President Rick Groupe, took a big hit with the loss of General about $500 million in net new billings. It won One of the agency’s more significant ad- Boyko announced his retirement effective Motors Corp.’s Saturn, a $300 million billings business from fast-feeder Wendy’s vertising wins was for its healthcare busi- this June. blow exacerbated by its failed Hyundai Motor International, Major League Baseball and ness. Drugmaker Amgen awarded its $25 America pitch. Nevertheless, the San Francisco Advanced Micro Devices. million account for Aranesp to the agency. LOOKING AHEAD shop rides with the Sprint PCS account and the Aranesp is a new anemia treatment that is Mr. Boyko received the lion’s share of credit Sprint PCS man, almost a cultural icon. LOOKING AHEAD expected to challenge Johnson & Johnson’s for not only his creative, but also for helping No tears will be shed at the agency or at Coke Procrit. to lure and keep accounts. It remains to be LOOKING AHEAD when Coke Classic splits from McCann in 2003. seen if Bill Gray, who takes over as New The challenge for Publicis in the U.S. is to shed CEO Heekin will hang in and right McCann’s LOOKING AHEAD York’s sole president, and David Apicella and its pre-D’Arcy image, described by one con- ship. And through collaboration with sibling Time to step up to the plate and start winning Chris Wall, the new co-creative directors of sultant as “a stitched together, second-tier McCann-Erickson WorldGroup agencies, like some true creative accounts. Look for Mr. Ogilvy North America, will all mesh. agency.” In the West, with Hal Riney now Universal McCann’s Entertainment Group, Berg to become more active in account man- Can Mr. Gray help lure new business? And chairman emeritus, Publicis & Hal Riney McCann will pioneer branded entertainment agement, as well as luring new business to can Messrs. Apicella and Wall lift what lately needs redefinition or it could become just an- projects for clients. the agency. had been some average creative? other Publicis shop. Richards Group Last year was Richards’ and ad industries. In one cheeky spot, a Tiburon continuing to improve the work. 2002 Rating: best for new business in sports coupe driver trails two dogs through a A private agency in a sea of well-funded ★★★ its 26-year history, neighborhood. The car finally corners the dogs. public competitors, Richards had minor layoffs boosting billings by an The smaller dog hops into the car and the in 2002 but appears to be weathering the 2001 Rating: astounding 68%, owner says, “I told you she had a boyfriend.” economy better than many public shops. NOT RATED including creative and The tagline: “When you can be counted on, you strategy on a long- win.” LOOKING AHEAD coveted car account: Hyundai Motor America Other new work included funny spots for Richards, which added about 30 staffers to and its dealer associations. Fruit of the Loom and its first ads for Robert deal with the added business, wants to attract FRUIT OF THE LOOM: The fruit guys play half-court press. The accounts are estimated at a combined Mondavi Winery, an estimated $15 million TV, airline and pharmaceutical clients. Though the $360 million, allowing the Dallas-based agency print and Internet campaign for Woodbridge. agency has said it’s confident in its work for to expand with service offices in Orange Principal and founder Stan Richards says Home Depot, a new marketing chief at the committed to remaining private that he has County, Calif.; Atlanta; Chicago; and New York. 2003 will be devoted to integrating its new home improvement giant could have the willed all of his agency’s stock to a local charity The work has been well-regarded by the auto offices into the agency’s philosophy and agency on tenterhooks. Mr. Richards is so that will be unable to sell out. AD AGE MAIN 01-13-03 B 15 AADB 1/9/03 5:46 PM Page 1
January 13, 2003 | Advertising Age |S-15
CANNES WINNER: This Celica spot won a Gold Lion. ADIDAS: Mechanical legs mimic basketball plays. T-BIRD: The car is the star in this James Bond-themed ad. NIKE: Athletes’ moves are the focal point. J. Walter Saatchi TBWA/ Thompson Wieden & Saatchi Chiat/Day USA & Kennedy Talk about taking In 2002, Omnicom Change at an agency Like the athletes 2002 Rating: advantage of what you 2002 Rating: Group’s TBWA/Chiat/ 2002 Rating: network as large as J. 2002 Rating: depicted in its ads, ★★★ have. Publicis Groupe’s ★★★ Day endured a spiritual ★★★ Walter Thompson occurs ★★★ Wieden & Kennedy sent Saatchi & Saatchi raked in blow with the death of slowly. But Bob Jeffrey, its creative sprinting 2001 Rating: a whopping $590 million 2001 Rating: long-retired founder Jay 2001 Rating: dubbed president of J. 2001 Rating: once again for Nike, ★★ in net new U.S. billings in ★★ Chiat, symbolic perhaps ★★ Walter Thompson North ★★ picking up so many 2002, but a hefty portion of the continued America in May 2001, is plaudits that the shop of that came from existing clients Procter & evolution away from the shop’s California making his mark. New executive creative topped the Gunn Report list of most awards Gamble Co., General Mills and Toyota Motor surfer roots into an agency more akin to shops directors, for instance, were named in the won by an ad agency. Creative also is moving Sales USA. New York-based Saatchi was the owned by global holding companies. Wins even Chicago, San Francisco, Atlanta, Houston and into the Madison+Vine space with Wieden, a beneficiary of the fallout from Publicis’ decision included staunch package-foods marketer Detroit offices in 2002. In new business, the pioneer, following up on its groundbreaking to shutter D’Arcy Masius Benton & Bowles as it Uncle Ben’s and Whiskas from Mars’ agency landed Reckitt Benckiser, a $215 million “Road to Paris” Nike documentary with two garnered a goodly amount of P&G business. But Masterfoods USA. global account run out of New York and other projects—a look at Roy Jones Jr. this has been the agency’s modus operandi for Another sign of grown-up status was the London, and Domino’s Pizza out of New York preparing for the John Ruiz fight, and Marion several years now anyway. hiring of strong management teams in Los and Detroit. Net new billings totaled $235 Jones’ 2004 Olympics quest. Its W&K/Enter- Saatchi partnered with sibling Publicis shops Angeles, New York and San Francisco. million. Losses were limited to Bermuda tainment unit is also developing “Ball,” a Frankel and Publicis Dialog to launch a youth Meanwhile, the shop began building out Tourism and Qwest Communications, but the basketball-inspired Broadway musical. media campaign for the Centers for Disease relationship-marketing service network Tequila agency’s hold on several key accounts has Financially, Wieden met a goal: more than Control & Prevention, which was well-received. and multicultural shop True. TBWA/Chiat/Day loosened (Miller Brewing Co.’s Miller Genuine half its billings and profits coming from offices Even more high profile was Saatchi’s work for pinned its new culture on the “disruption” Draft, run out of Chicago, is one). After a outside the Portland, Ore., headquarters. Toyota. The agency won a Gold Lion at the philosophy of analyzing a marketer’s business, review, JWT San Francisco hung onto Sun Despite a lackluster new-business record in the International Advertising Festival in Cannes for devised by TBWA Worldwide President-CEO Microsystems. Mr. Jeffrey boosted the Portland and New York offices, Wieden’s the Celica commercial “Dog.” Jean Marie Dru. New York office account wins agency’s units in entertainment and event- Amsterdam, London and Tokyo units were included creative work for A&E Television based marketing, hiring Steve Flanders as strong, and clients are spreading their business LOOKING AHEAD Network and Ascensia from Bayer AG. president, Icon Entertainment@JWT, among several offices in the independent With many of P&G’s brands falling into Publicis’ replacing Marina Hahn. JWT will work closely agency’s network. Although Coca-Cola Co. lap via the acquisition of Bcom3 Group, Maurice LOOKING AHEAD in 2003 with its Detroit-based Brand consolidated at Interpublic Group of Cos. Levy, chairman-CEO of the holding company, TBWA/Chiat/Day will continue to try to move Entertainment Group, which in 2002 won an shops, Wieden managed to keep Powerade. named Saatchi CEO Kevin Roberts as a sort of away from its reputation as more interested in assignment to create entertainment “brand navigator” for P&G products. The producing work for its own glory than for the franchises for all Ford Motor Co. brands. LOOKING AHEAD upshot? If he wasn’t already, Mr. Roberts is now client. But other challenges loom: Will the New Wieden still needs to parlay its high-profile a big-time player in Publicis Groupe. Look for York office ever emerge as a strong player? LOOKING AHEAD work with world-class brands into power at the him to make his presence felt. Look for Saatchi Who will succeed creative guru Lee Clow, who Expect change at the top levels of JWT as new-business table. On the upside, will clients also to make an aggressive play for a beer remains hands-on with Apple Computer? And, parent WPP Group seeks to bring in leadership at some point tire of the conflicts found in client—it parted ways with Beck’s in 2001—as will the shop be able to move beyond the capable of winning global clients interested in holding company-owned shops and turn to well as an airline. creative shadow of what it once was? campaigns created through all media. value an old-fashioned independent network?
Y&R Advertising 2002 was a full year for million in new billings, the biggest of which is Land Advertising, Irvine, Calif., teamed with NBC’s 2002 Rating: Mike Dolan, at the helm of Rover North America, a move resulting from “Tonight Show” for car client Lincoln. Included: ★★ Y&R Advertising and its client consolidation. Lincoln-sponsored live music, dubbed “The parent company, WPP Humorous TV spots for Computer Associates Lincoln Garage Concert Series,” over 12 weeks; 2001 Rating: Group’s Young & Rubicam, won recognition, as did new efforts for Sony on-air mentions by host Jay Leno; online ★★ as he completed his first Consumer Electronics. The agency and Sony sweepstakes and trivia, and links to Web site full year running both developed a new marketing program, “The Lincoln.com. outfits. In November 2002, he announced the Diamond Plan” that allocates media dollars by establishment of a 28-member Global several consumer demographic groups rather LOOKING AHEAD COMPUTER ASSOCIATES: Amnesia afflicts workers in this spot. Leadership Council, which includes a number of than product categories. The result includes A big challenge is how to successfully ally Y&R U.S. agency executives. The goal: to build a new beautiful TV ads for aging baby boomers, or Advertising and Wunderman in New York, generation of leaders and break down the “zoomers,” and touching print and broadcast headquarters to both companies. Expect global sides at Y&R Advertising. Reinvigorating Y&R agency’s bureaucracy. work for families. senior management appointments, just below New York is another top priority—watch for In new business, Y&R pulled in about $250 In an example of Madison+Vine linkage, Y&R Mr. Dolan, on both the agency and creative management shuffles.