ADVERTISING AGENCY OF THE YEAR MOTHER - As its 21st year of existence, 2018 was
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28 March 2019 29
ADVERTISING
AGENCY OF
THE YEAR
MOTHER
A s its 21st year of existence, 2018 was
the year that Mother supposedly
came of age. It was marked by the
joyful, anarchic work for which Mother
has always been famous, showing that
years do not define this agency; they
are, instead, a mere chronology for this
proud independent that shows no sign
of selling up or selling out.
Mother’s seminal “masterclass in
crisis management” for KFC, the “FCK”
print ad, showed an honesty and
lightness of touch that helped the
fast-food chain navigate what looked in
danger of being a very serious business
problem, when changes to its supply
chain in February meant that it ran out
of chicken. The ad became a global
phenomenon, reaching more than
one billion people, and engendering
warmth for a brand that had been in
the press for all the wrong reasons.
The agency also managed to tap in
to the public psyche – or “popular
culture” as is the industry trope – with
its “Rang-tan” ad by repurposing a
Greenpeace film for Iceland. Although
vetoed by Clearcast (fuelling the ad’s
fame further), the moving spot showing
the impact of palm-oil production on
the habitat of orangutans became a
sensation, garnering more than 62
2018’s title was million views. It became the most-
shared and commented-on ad of 2018.
particularly hard-fought, The ad also translated into business
success for the supermarket – even
in a tumultuous 12 more remarkable, given that Christmas
months for the industry is a time when Iceland’s bigger rivals
splurge enormous amounts of money
amid Brexit uncertainty, in a bid to seize the Christmas crown.
Iceland has only a 2.1% market share
agency consolidation and Aside from 2018 being a year and a much smaller ad budget, but its
consideration score rose 5.9 points
when Mother’s production
leadership changes. following the campaign. Moreover, one
of brilliant, distinctive and million people signed a petition calling
Here is Campaign’s pick for the ad to be shown on TV.
effective work was apparent
of those that came out to all, there was also
Ikea has long provided a rich seam
for Mother to mine when it comes to
the other side with a highly coveted new business
creative and strategic excellence, and
2018 was no different. The retailer’s
cock-a-doodle-doo coming through the doors
long-running “Wonderful everyday”
brand platform allowed Mother to flex
its muscles with its “Ghosts” spot,
which encouraged people to “be a
maverick with fabric”. This is just one
example of the agency transforming
Ikea’s brand perceptions beyond
Mother’s “Rang-tan” ad for
Iceland became the most-shared flat-pack furniture. Mother is also
and commented-on ad of 2018 doing its best to help reinvent high- »
30 March 2019 March 2019 31
AGENCY OF THE YEAR
street stalwart Debenhams with a new RUNNERS-UP long-term results, while staying services, including social content,
positioning based on the theme “do a relevant and winning new business. It marketing technology and analytics
bit of Debenhams”. Abbott Mead Vickers BBDO has a strong focus on people and their to existing clients. Fees for work
Aside from 2018 being a year when It’s a fitting tribute to group chairman learning and development.” New- “unrelated” to media planning and
Mother’s production of brilliant, Dame Cilla Snowball that in her final business wins came from Burger King buying rose 8%.
distinctive and effective work was year in charge of AMV, it was named and Western Union, among others. Manning Gottlieb OMD also
apparent to all, there was also new one of the best in the UK. Having With Neil Munn now running the UK produced a wide range of award-
business coming through the doors. passed the baton on to Sarah Douglas agency, as well as the BBH network, winning work, picking up more
Yes, the loss of Moneysupermarket.
com was a blow, but this was mitigated
and Justin Pahl, Snowball can reflect
on a year in which AMV produced
and Ian Heartfield made sole chief
creative officer, BBH should be in good MEDIA AGENCY trophies than any other agency at the
Media Week Awards 2018 and being
by Mother winning briefs from
Sky, The Body Shop and Superdry,
some of its most talked-about and
challenging work for Bodyform and
hands for the future.
MANNING GOTTLIEB named Warc’s top media agency in
Europe for effectiveness.
McCann UK
OMD
Manning Gottlieb OMD retained
among others. Maltesers, while also showing great The integration of the John Lewis & £45m Specsavers business (left)
With a claimed 15 new clients new-business momentum in the shape In an age where change can feel Partners and Waitrose & Partners’ and ran Christmas “mash-up” for
under its belt – and all the creative of Asda and Virgin Airlines. AMV has overwhelming, how reassuring to see Christmas campaigns brought a new John Lewis and Waitrose (below)
opportunities that they offer – the
agency claims that 2018 is its fourth
consecutive year of growth. Contrast
led the industry in tackling diversity,
and as one judge said: “Leadership x
talent = results, while also tackling the
that McCann’s century-old mantra of
“Truth well told” remains as relevant
today as when it was first coined. In
“I t has had a blinder of a year,” the
judges said of Manning Gottlieb
OMD’s record-breaking 2018 as it won
level of media inventiveness, as
Manning Gottlieb OMD “mashed up”
the two sister brands in a speeded-up
that with the fortunes of some of its biggest issues the ad industry faces in fact, you could argue that it is more the UK government’s £150m media- ITV ad break.
rivals, particularly within the holding terms of equality and diversity.” The relevant than ever, judging by the buying account, defended the £45m Pearson and his leadership team,
company groups. agency was also second-most awarded impact the agency has on its clients’ Specsavers business and produced which includes other bright, long-
So the business is firing on all in Cannes globally. businesses. Its work on Aldi has innovative work for clients. servers such as Natalie Bell, managing
cylinders creatively, and bringing resulted in the supermarket overtaking Billings shot up 30% to £650m and director, and Clare Peters, executive
in new business to fuel growth, but Adam & Eve/DDB non-discount competitors and being profits rose 10% last year, driven director, also raised the bar when it
what of the softer metrics that are In 2018 the A&E/DDB the remaining named one of the UK’s best-loved “predominantly by value-added, came to investing in people.
increasingly important in keeping staff co-founders James Murphy and David brands, firmly established in the fee-based services”, the agency said. Its staff-retention rate was 82%,
happy and engaged? Golding announced they would be national consciousness. McCann also Headcount was up from 380 to 500. the gender pay gap was just 4.4%
Mother has never followed the leaving the agency that they had led to won the first Cannes Lions Grand Prix This success marked the culmination (although that figure, for parent
hierarchical approach that now looks an unprecedented run as five-time for Creative eCommerce with its work of years of investment in internal talent company OMD Group UK, includes
so hopelessly out of touch and winners of the Campaign Agency of the for Microsoft Xbox. It’s little wonder and succession planning, as Manning sister agency OMD) and the senior
alienates so many staff. While its Year prize. The agency they have left to that one of the judges commented: Gottlieb OMD has groomed its leadership was 62% female. The agency
leadership is clear – and 2018 marked their successors, led by Tammy Einav “Great creative, delivering impressive management team. Tim Pearson, chief has 16% BAME representation.
the first full year under the team of Ana and Mat Goff, is in excellent health. results for clients.” It’s also little executive, and Paul Knight, chief Meanwhile, the agency’s staff
Balarin, Chris Gallery, Hermeti Balarin John Lewis continues to be its creative wonder that the agency’s client list operating officer, have both been at the well-being programme, The Gym
and Katie Mackay-Sinclair, supported yardstick and, despite the pressure, it expanded with wins from Just Eat, agency for two decades and counting. and Spa, won best learning and
by global partners Michael Wall and managed to charm viewers with the Princes and eBay among others. Manning Gottlieb OMD maintains development strategy at HR Magazine’s
Robert Saville – it also looks after its retailer’s Christmas spot, featuring Sir that it is now Omnicom’s biggest HR Excellence Awards 2018.
people. Free breakfast and lunch are Elton John. Having picked up one of VCCP media agency in the UK, ahead of Manning Gottlieb OMD also
standard but it also offers a £1,000 the biggest domestic accounts of the While so many other agencies were international networks OMD, PHD and proudly claims that 10% of its staff are
bonus to people who successfully give year in the National Lottery, as well as literally losing their heads, how Hearts & Science, and it can justly “boomerangers” – people who have left
up smoking and has focused on Booking.com, the agency had plenty to refreshing to see VCCP as a beacon of claim to have built a uniquely British the business but then returned at a breaches. Goodstuff’s co-founders, back from a series of largely global billings last year, winning £85m in
supporting the mental wellbeing and get its teeth into. Generally, the work stability in turbulent times. No crisis of culture, with a focus on media later date. Andrew Stephens and Ben Hayes, kept account losses. Notable wins included new billings from clients such as
resilience of staff with an initiative was excellent as usual. confidence here – instead, a focus on creativity and effectiveness. Developing this distinctive culture up its reputation for giving back to the Lidl’s £70m planning business and Associated British Foods and
called SelfSpace. It has jumped on producing brilliant and effective work Landing the UK government’s has been impressive, considering the industry by staging its third media Betway’s £30m media account. OMD Peperami. It also increased profits by
board the industry’s pledge to attract a Bartle Bogle Hegarty and expanding its client roster. VCCP account, the biggest success in agency has had to share Omnicom’s showcase for media owners to present UK’s chief executive, Dan Clays, also 21%. Client retention, meanwhile, was
more diverse talent base with gusto. Always known for its consistent succeeded in winning a place on one of Manning Gottlieb OMD’s history since Bankside headquarters in London with ideas to creative agencies and by secured some valuable client retentions 95%, and it was the best part of £200m
One Agency of the Year judge said creative excellence, in 2018 BBH was the biggest pitches of the year as its foundation in 1990, was an a string of other agencies since the end launching a £1m fund, Startstuff, to in closed-door renegotiations. ahead of the next biggest independent
of Mother’s performance: “A really also recognised for its equally strategic and creative lead for Shell appropriately patriotic win and the of 2016. support agency start-ups. OMD UK’s board is 65% female and by billings. The7stars has put a lot of
good story, with a balance of work, important focus on effectiveness – it globally, showing that its worldwide undoubted highlight of the year. The fact that Colin Gottlieb, headcount has risen by a third to emphasis on transparency, and it was
effectiveness and business was named Effectiveness Company of footprint can match its competitors. The Crown Commercial Service co-founder of Manning Gottlieb, is MediaCom 389 – two further reassuring health the only entrant that included its
performance along with some long- the Year at the IPA. The agency’s work And while some agencies struggled to set tough standards on media EMEA chief executive of Omnicom Britain’s biggest media agency had an indicators. Glowing client testimonials audited financial accounts as part of its
standing initiatives.” with Audi, which won the Effectiveness represent contemporary Britain, its transparency, and said quality of Media Group has meant there has been excellent year when it retained Sky, the from McDonald’s and NSPCC underline submission for these awards. »
Managing to accomplish just one of Grand Prix, continued to impress and Nationwide and Cadbury campaigns service, rather than pricing, would be a watchful eye looking out for his old country’s biggest advertiser, and how OMD UK has regained its place as
these tasks is difficult enough but there were other highlights such as have a creative heart and deliver key in this complex, competitive agency. He and former partner Nick Coca-Cola, expanded its Mars brief in one of the UK’s best media agencies.
Q: HEAR ABOUT THE
successfully achieving all four marks “Super Bolt” for Virgin Media and results. As one judge summed it up: review, which encompassed more than Manning should feel proud at how far the UK and helped to win Adidas and
out Mother, and is the reason that it is “Purpose pays” for Barclays. One of the “Another agency where diversity and 90 clients across government. their creation has come. defend Shell globally. Revenue was up PHD
Campaign’s Advertising Agency of the
Year 2018.
client judges said: “BBH continues to
deliver great creative that delivers
talent are top of the agenda alongside a
great performance.”
So its victory was a significant
endorsement for Manning Gottlieb’s
At a time when network media
agencies are under scrutiny and
5%. MediaCom also produced award-
winning work, notably a Grand Prix for
Simplicity was a winning formula for
PHD in 2018 as it played a leading role CHICKEN WHO COULD
approach. “We far exceeded the financial pressure, Manning Gottlieb Tesco’s “Food love stories” at Cannes in the global HSBC win and delivered
ONLY LAY EGGS IN
WINTER?
guidelines set by the ISBA 2.0 OMD stands out as a beacon of positive Lions, and it was ranked as the top for existing clients such as Sainsbury’s.
framework and the resultant structures change and decency. media agency in the world in the Gunn Three-quarters of PHD’s clients have
AGENCY OF THE YEAR: THE JUDGING PROCESS
Panel of top marketers joined Campaign’s editorial team in a process audited by PwC
and processes have set a new industry
benchmark for all UK agencies and RUNNERS-UP
Media 100 report. The judges were also
impressed by UK chief executive Josh
“paid for additional services” in the
past year; its dynamic creative A: SHE WAS NO
This is the first year that Campaign has eye on the rigour of both the shortlist In the end, though, the final decisions
clients to strive for,” the agency said.
Retaining Specsavers, one of its Goodstuff Communications
Krichefski’s commitment to his staff,
through the launch of Mental Health
production team has enjoyed stellar
growth and experiential has expanded
SPRING CHICKEN
opened up the awards to external judging. process and final decision-making. resided with Campaign’s team, as always. biggest clients, in a marathon pitch 2018 was another good year for Allies, a team designed to support the strongly. The agency broke new ground
For more than 30 years, the decisions There are too many judges to mention And making our choices was as exacting process that involved no fewer than 13 Goodstuff. It passed 100 staff and health of employees. Employee churn by appointing joint heads of planning
were the preserve of the editorial team. here (the full list is on campaignlive.co.uk), and agonising a process as ever. rival agencies, was another important notched up £112m in billings. Wins was 17%. The judges described to look after brand and performance
But to bring the UK Agency of the Year but they did a phenomenal job of sifting So the winners on these pages are very test. Manning Gottlieb OMD was included Groupon and Subaru but the MediaCom’s entry as “very compelling” respectively in recognition of clients’
scheme in line with Campaign’s other through the entries, offering useful much Campaign’s winners, the companies “absolutely exceptional”, according to judges were also struck by how the and “brilliantly written” and it was changing needs. The judges praised the
awards globally, we have introduced new pointers and comments on the calibre of and people we are so proud to celebrate Chris Carter, Specsavers’ commercial independent agency turned down a lot a very close contender for agency of agency’s gender pay gap of 2.56% as
categories and now have a panel of senior each one and lending their marketing and elevate for all their achievements over trading director. of pitches as part of its mantra of “be the year. one of the lowest in the sector.
marketers to whittle the entrants down to nous to the process. Thank you to all our the past year. Huge congratulations to all Other retentions included the good, do good”. Award-winning work
a shortlist. PwC also stepped in to keep an judges for their excellent direction. our winners. You set the highest bar. Financial Conduct Authority and, included Hiscox’s “The honeypot OMD UK the7stars
importantly, the agency grew network”, an innovative use of data on “What a comeback” was the judges’ The UK’s biggest independent agency
organically by selling additional out-of-home sites to illustrate cyber verdict, as the Omnicom agency fought claims it became a top 10 agency by
32 March 2019
AGENCY OF THE YEAR
that it remains the UK’s best digital of the start-ups featured in 2018 had R/GA also spent the last year
innovation agency in a year in which female founders, a rarity in the extending its Woman Up programme,
it lost is founder and chief creative male-dominated tech community. which it launched in 2016 to champion
officer, James Temple. He defected to The agency is also innovating from female knowledge and wisdom. In 2018
VR headset start-up (and recently won within. It created a dedicated mixed- Woman Up led campaigns for Pride
client) Magic Leap, not long after the reality studio, which is designed to Week, National Mental Health
agency also lost group creative director push growth for clients who are Awareness Week and International
DIGITAL
Jon Andrews to Possible. marketing in the augmented and Women’s Day, as well as hosting
R/GA has replaced Temple with virtual-reality space, such as Magic monthly events to discuss topics such
INNOVATION
Andre Le Masurier, who is joining in Leap, McDonald’s and O2. as tackling unconscious bias in
April from Google Brand Studio, and It is growing its data capabilities, recruitment, and parental leave policy.
AGENCY
brought in executive leads in client too, by bringing in engineers, scientists
services and strategy, namely Iain and analysts, and in 2018 it created a RUNNERS-UP
R/GA LONDON
Preston from Digitas and Rob Campbell machine-learning algorithm for
from Deutsch LA. Siemens to help the electronics AnalogFolk
In 2018 R/GA ran the second round company classify digital content. AnalogFolk simply cannot be
of its IoT Venture Studio programme Then there is the launch of a ignored after another barnstorming
R /GA London has continued to excel
at delivering best-in-class work while
also continuing to grow substantially.
from its office – the only London
agency to offer such an initiative at this
scale with the start-up community –
financial services offering, through
which it will deepen innovation around
next-generation banking and AI
new-business record of winning 16
accounts, which included becoming
digital agency of record for Unilever’s
Whereas 2017 was about introducing culminating in a Demo Day where automation. With lots of venture food brands, and losing none. It also
a consulting arm, in 2018 R/GA companies could pitch to potential capital money being pushed towards improved its already above-average
launched “transformation at speed”, investors and R/GA clients. This has led emerging fintech brands, this is a BAME representation at senior
which is all about improving efficiency to several start-ups partnering brands, canny move. management levels, which stands at
and productivity by embedding data such as CupClub and Waitrose, Sensing Google wants to be known as an 37.5%, and was recognised by the
that helps brands to thrive. Feeling and Deloitte Digital, and “actions” brand, rather than an Financial Times as one of the UK’s
It was this theme of constant Sceenic tying up with Sky, Virgin and “answers” brand. To this end, R/GA top 100 companies for making a
reinvention that made R/GA stand out, BT. It is important to note that the 70% created four integrated campaigns in long-term impact on their sector and
as well as a track record that showed off Europe in just 14 weeks that embedded society. The work continues to impress,
not only the agency’s fire power, but Google Assistant across four markets. too, in the form of a Facebook
also the tangible outcomes it helped This drove a 30% growth in daily active Messenger chatbot that AnalogFolk
brands achieve. users for Google Assistant in Europe created for Walkers’ “Win live”
As one judge said of R/GA: “A and it is now Google’s partner for all competition. Marmite’s “Taste face”
great mix of clients, which shows their things Assistant in Europe. app, using facial recognition for brand
depth of expertise. Great submission For McDonald’s it activated its new building, was another highlight.
and really helped me understand the Disney partnership globally using Importantly, AnalogFolk also showed
impact they are making for clients.” It was this theme of constant facial recognition and read-along leadership, driving the conversation on
On the subject of clients, R/GA books. It also delivered in-restaurant digital transformation through its
reinvention that made
picked up 11 new ones, including augmented reality through colouring- collaboration with Microsoft on the
Google, Magic Leap and British R/GA stand out, as well as a in sheets, and rewarding children who Future of Decoded research and its
Land. This contributed to a 10% scanned healthy food options to go AnalogFolk Academy YouTube
increase in the agency’s revenue track record that showed off with their Happy Meals. masterclass series..
compared with 2017; this is no mean not only its fire power, but The agency’s work on Magic Leap
feat coming as it does against a remains exciting, too. R/GA created BrainLabs
backdrop of media consolidation and also the tangible outcomes it the virtual reality start-up’s global Brainlabs continued to ruffle the
economic uncertainty. tagline “Free your mind” and launched media establishment’s feathers with
It is testament to the breadth and
helped brands achieve the developer kit and first-ever creator an impressive run of new business in
quality of R/GA London’s capabilities conference LEAP. 2018 that included a global brief for
Vodafone to help bring its digital
media-buying in-house. For a major
advertiser to place its trust in a
six-year-old start-up to deliver that
level of transformation put Brainlabs
on the map as one of the UK’s most
significant innovation agencies. It
rounded off an impressive new-
business year in which it also began
working with Formula One, the
Financial Times and American Express.
What also sets this young performance-
marketing agency apart is its culture,
which places a high premium on
innovation and self-improvement, as
well as its employees being happy at
work. One judge aired a view that was
echoed across the panel: “Love this
agency’s chutzpah. The purpose stuff
doesn’t feel like empty platitudes.
Fresh thinking throughout.” »
R/GA London: new clients include
virtual reality start-up Magic Leap
34 March 2019
AGENCY OF THE YEAR
showed that a physical
delivery can offer
something unique. It
recruited Cardiff City FC
player Junior Hoilett to kick
promotional footballs into
gardens in the Welsh capital.
The scheme boosted conversion
CUSTOMER to BT Broadband by 69%.
For World Sight Day in October,
ENGAGEMENT Wunderman created a campaign
for the Childhood Eye Cancer Trust
AGENCY that told the story of a girl and her
“uninvisible friend”. Playing out across
WUNDERMAN on-street digital displays, geo-targeted
ads and a large blimp installation in
east London, the campaign generated a
T he close of 2018 was a time of
endings for Wunderman: nine days
into the new year its founder, Lester
23% rise in traffic for the charity.
On the B2B side, Wunderman
designed and launched a website for
Wunderman – known as the father of EY that aimed to reposition the
direct marketing – died at the age of 98. consultancy as one that thinks and acts
But he stayed with us long enough to digitally. It helped EY increase traffic
see the agency he founded in 1958 by 46%. For Microsoft, it created
become, to most observers, the senior Microsoft Pivot 1, an innovative, Proximity customers of Virgin Media, the event’s
partner in the merger with J Walter interactive webcast that highlighted Proximity has no shortage of creatively headline sponsor. For the Open
Thompson – a turn of events that the tech company’s place as a thought- prestigious clients: at the end of 2017 it University, it created “The Open
would have seemed scarcely plausible leader in digital transformation and AI. won Ikea’s UK CRM account from diaries” videos, in which students
60 years ago. It attracted 1,000 registrants and seven-year incumbent Lida and in May shared their experiences to tackle
As a global network, Wunderman’s connected Microsoft to 700 businesses. added Audi to its suite of Volkswagen- misconceptions about barriers to
performance in recent years has been The agency’s success, which has owned brands. The agency’s stated education. Viewers of these were more
strong enough to make former chief included organic growth across all its focus on creative customer than four times more likely to explore
executive Mark Read the natural key accounts, led to the creation of engagement has allowed it to grow the OU’s site than those seeing generic
successor to Sir Martin Sorrell at the 82 new roles in 2018. In March, it business across its existing clients, too, Facebook ads. With creative tech sister
helm of WPP. And in the UK, it has launched an on-site operating model, which include TV Licensing and agency Code Worldwide, Rapp
delivered the same mix of business Wunderman Inside. And in September Procter & Gamble. Its achievements in developed a creative automation
performance and innovative creativity it bolstered its capabilities with a 2018 ranged from a campaign for Virgin solution for Burberry, while for PayPal
that resulted in it being named majority stake in Dutch marketing Holidays that helped the brand grow it launched the brand’s “digital kitty”
Customer Engagement Agency of the technology firm Emark. email revenue by 58%, and almost service, MoneyPools, in the UK.
Year by Campaign in 2017, too. The judges were unanimous: double engagement rates, to a striking
Under the banner of “year of the Wunderman offers “strong work with film for UK Black Pride that offered TMW Unlimited
client”, the agency placed its focus on real insight and creativity at the heart”, visibility for one of the most TMW’s work in 2018 included a
expanding its work with existing as well as showing a “clear exerted push underrepresented communities in the campaign for Unilever brand Simple
clients. It was named lead digital to build and invest in internal culture”. country, LGBT people of colour. On top featuring the members of Little Mix, a
agency by Panadol, more than doubled As one judge pointed out, 2019 could be of that, Proximity took home 13 awards partnership that also included a
the size of its GSK account, added more a truly exciting year: “With the merger at the DMAs, across seven clients and limited-edition product range and
work for Microsoft and Samsung, and with JWT, we’re about to find out what including three golds. It was also content tie-up with Superdrug. For
expanded its BT-EE business by 18%. they are really capable of.” ranked the top large company in Virgin Trains, it set out to create “the
It joined Shell’s “agency of the future” Campaign’s Best Places to Work. most tailored customer journey ever”
roster, launching several programmes RUNNERS-UP with improved email communications
for the energy brand. Wunderman also Rapp that boosted open and click-through
picked up accounts with Selfridges, MRM/McCann Rapp won 15 new clients last year, rates and helped drive sales growth. In
Nestlé Purina and Bose. Two of MRM/McCann’s big successes including PokerStars, Montblanc and November, TMW’s powerful Armistice
Wunderman’s work in 2018 clearly in 2018 came via Microsoft. It Waitrose. As part of Omnicom Day work for Westminster Council
illustrates what one judge called “a continued to produce acclaimed work Precision Marketing Group, Rapp also marked the centenary of the end of
dual focus on tech and creative”. For for Xbox alongside sister agency picked up business in the global Ford World War One. The hour-long film
Ikea, it created the Ikea Toybox, an McCann London, with custom review. The agency’s work included a aimed to bring to life some of the
AR-enabled app that allows families to controller campaign The Fanchise 360-degree VR red carpet experience at London and Westminster people
turn the retailer’s cardboard boxes into Model bagging 44 awards globally, the Bafta television awards for behind the huge sacrifices made. »
building and play materials. The including the inaugural Grand Prix in
agency handles the account for Ikea’s Creative eCommerce in Cannes. In
loyalty scheme, and the project was July, the agency beat on-site specialist
informed by data analysis of 50 million Oliver, as well as Wunderman, to be
rows of dialogue across 17 years of named Microsoft’s in-house agency of
parents’ online conversations, which record, with 35 of MRM’s people
found that 50% of parents struggle for working at Microsoft’s site in Reading.
creative play ideas. It was launched live Other wins included Macmillan Cancer
Q: WHAT DO YOU CALL
A CHICKEN IN A
on stage at Cannes with a group of Support, Subway and SaferLondon, as
10-year-olds, generating significant it converted 81% of the pitches it took
earned-media coverage.
Since the proliferation of
part in. It also picked up extra work
from Moneycorp and Tommee Tippee SHELLSUIT?
smartphone technology, traditional
direct mail has only continued to lose
and defended its Direct Line Group
business. MRM is keen to support
A: AN EGG
prestige and relevance for many diversity. A quarter of its creatives are
advertisers. However, in a campaign for over the age of 45 and half are women;
BT, “The garden drop”, Wunderman its board also has an equal gender split.
36 March 2019 March 2019 37
AGENCY OF THE YEAR
Droga5 London:
highlights included
Solange Knowles
Ferguson-directed
dance performance
for Uniqlo
Standout projects in 2018 included The agency has fostered a loyal
work with Spotify for which the agency team, with 24% of staff clocking up
turned the brand’s virtual playlist into five or more years in service. Of its
a brand platform and activation. The senior leadership, 64% are female and
‘”Who we be” experience, which 15% BAME.
included performances by artists The judges praised Amplify’s culture
Dizzee Rascal and Cardi B at London’s and delivery of high-value experiences,
Alexandra Palace, reached an audience which demonstrate clear client results.
BRAND of more than one billion, resulted in an
85% increase in followers of the “Who
As one noted: “Amplify’s entry lived up
to its principles and ethos. Its claim to INDEPENDENT
EXPERIENCE we be” playlist and won a Q Award for
Best Festival or Event 2018.
want to be creatively brave, culturally
connected, curious and executionally AGENCY
AGENCY The agency also created one of the
most memorable activations of the
excellent shines through.”
DROGA5 LONDON
AMPLIFY summer, with the UK launch of RUNNERS-UP
YouTube Music. Across four days,
YouTube Music In Residence staged a Bearded Kitten O nly a few years ago, Droga5 London
was a non-starter. After launching in
shown it can also create populist
stories. The best example of this is a
RUNNERS-UP
Cult
Beefeater Gin’s global creative account.
Other notable wins included Kingston
agency moved into pure-play social
clients, in-house production and brand
T here wasn’t much hype around
Amplify’s 10th birthday in 2018.
This agency has never been one for
takeover of 180 The Strand, with a
collection of music spaces and
performance areas for talks and gigs.
Bearded Kitten has a simple mission
statement: “We design fun.” And that is
what it does, delivering activations for
2013 and failing to match the calibre of
its New York headquarters, founder
David Droga declared the outpost
series of ads for Amazon Prime Video.
The video-streaming platform’s
biggest brand campaign followed
Cult was started in 2012 by serial
entrepreneurs Cat Turner and Bridey
Technology, BBC Top Gear, Richmond
Sausages, UGG and Havana Club Rum.
For Beefeater, Impero set out to return
consultancy. Something must be
working beyond its business, too, as it
has an 88% talent retention rate.
grandstanding, combining a humble And when Google wanted to scale up brands including Red Bull, Amazon “needed to operate in a different way”. protagonists whose lives were Lipscombe, with a focus on social the brand to its “gritty” London roots
approach with the urgency of a its Curiosity Rooms, taking an existing and Time Out. In 2018, the agency’s By early 2016, a new management transformed for the better by TV creative, but it has since evolved to and relaunched it with an urban, Republic of Media
start-up. Yet with a decade’s skin in the two-day format and turning it into a experiential billings increased by 60% team was in place: chief executive Bill binges, such as a couple who rekindle keep pace with the shifting digital youthful design and an outdoor and Republic of Media is a media planning
game, it has set down some solid five-week showstopper on Piccadilly and staff headcount by 50%. Arguably, Scott, chief creative officer David their passion while watching the landscape. Its services have expanded digital campaign. A nationwide tour and buying agency founded in 2012,
financial and creative credibility. Circus, it turned to Amplify to do it. its standout campaign was for beer Kolbusz and chief strategy officer romantic show Outlander. into strategic consultancy, emerging with “do-gooder” celebrities for with offices in Edinburgh and
So this momentous year for the With such a broad range of output brand Lagunitas in the UK, which Dylan Williams. The pressure was on The work caught the attention of tech innovation and production, and in Richmond Sausages, an UGG Manchester. 2018 brought great
agency that describes its mission as and a strong leadership team that included a series of events leading up for the trio to turn the shop around, but management at the tech giant’s Seattle 2018 it won new business from Amazon influencer campaign to make autumn success: billings grew 43% to £95m,
“joining the dots between people, likes to let its work do the talking, it’s to the opening of London’s first beer the backdrop could not have been more HQ and has the potential to build into Fashion, Netflix, Dunhill, PepsiCo and and winter cool, and a packaging bringing it closer to its ambitious goal
brands and culture” passed without easy to see why Amplify wins so many “circus”. This included performances bleak. After the UK voted to leave the along-running creative platform. NBC Universal. To meet these overhaul and launch ads for protein of being the largest independent
fanfare but with a slew of client wins plaudits. Among these, it was named and interactive games. The campaign European Union, economic growth There were other gems in the form of demands, the agency poached Digitas’ brand Goodness Shakes rounded off agency in the UK by 2022; it is currently
and enviable creative work. Most Admired Agency by fellow brand featured 22 events delivered across slowed, squeezing prospects in the Bulk Powders’ tongue-in-cheek ads Matt Watson as executive creative the agency’s creative work. On the less than a third of the size of the
The agency bagged 13 new clients, experience agencies in Campaign’s nine countries. advertising industry as well. This starring Anthony Joshua, Tom director. It also grew the Cult family talent side, Impero claims it has 77% market leader. The year started with
including Asos, BrewDog and Sipsmith, Future of Brand Experiences report. climate made it an even more difficult Daley and Lucy Watson, which picked with a studio in Brooklyn, New York, female staff and no gender pay gap. winning Velux. It went on to scoop up
which joined long-standing clients Other notable successes for the Haygarth time to be an independent business. up a Cannes bronze Lion. The agency and hired Ruben Musca, as head of Beaverbrooks Jewellers, Magners Cider,
Google, PlayStation and Airbnb. The agency included the launch of Young Last year Haygarth restructured its key Despite these challenges, Droga5 created the visual identity and launch production, and Karl Velasco, as group Isobel Rumchata, Ripe Insurance, Scottish
new-business wins represented £5.4m, Blood 2, an update to its original work departments – tech, PR, social and London has more than fulfilled its campaign for Coal Drops Yard, a head of fashion and beauty. At the start Isobel is 15 years old but prides itself on Rugby, Rangers FC and Utilitywise.
increasing Amplify’s total billings by exploring the hopes, fears and realities experiential – to create one connected ambition, becoming one of the hottest beautiful piece of design that featured of 2018, Cult launched a research and its start-up feel. In 2018 it brought that Seven of its 12 new client wins, which
42% to £25m. of young people growing up in Britain. offering for brands. The agency, which agencies on the UK ad scene. the work of 20 different artists, development arm called The independent streak to clients such as will yield £13m in 2019 billings,
As a result, Amplify boosted its The research and films were handles experiential for Coca-Cola’s In 2018, the benefits of the agency’s illustrators and photographers. Experiment to create products that BrewDog, which spread an anti- resulted from competitive pitches
creative department, growing the team complemented by a series of talks product portfolio, also revamped its labour came to fruition. Droga5 And it transformed the House of integrate emerging technology with advertising message and offered to buy against major network agencies. For
from six to 25, under the leadership of enabling the agency to prove its deep creative process to deliver better London recorded an 85% pitch Peroni from a pop-up bar into a fashion human need. The innovation lab a one-million pints round instead. The Republic of Media’s biggest and
executive creative director Jeavon knowledge of key audience groups. insights from live activations. After the conversion rate and beat more incubator, which unveiled its produced Mindscape, an Amazon agency’s second campaign for the founder client, bet365, the agency
Smith. He was made partner and The agency’s footprint is also success of a Ferrero Rocher campaign, established agencies to blue-chip collections during London Fashion Alexa and Google Home voice app that brand played on the slogans of historic helped widen its reach during a Fifa
board director in recognition of his expanding. In the UK, its student- with a “Behind the layers” experience, accounts, bringing it into the big Week in February 2019. offers support to people suffering from mass-market beer advertising to get World Cup year and managed the
output during his first 18 months with focused agency Seed has nearly tripled Haygarth focused on helping brands league. Wins included Barclaycard, Droga5 London’s once empty trophy anxiety or panic attacks. people to try IPA beer. Isobel’s first brand’s broadcast sponsorships,
the agency. in size in the past two years, with to explore the monetisation of BMW’s Mini Electric, Amazon Prime cabinet now holds 54 prizes. While work for ice-cream brand Kelly’s of including Premier League Football on
Recruits included creative directors, turnover rising from £3.4m to £9.5m. In experiences. Internally, Haygrath grew Video in the UK and Germany, Pernod industry leaders expound on how work Impero Cornwall featured locals talking about Sky and BT Sport. Last year its work for
strategists, planners, architects and 2D addition, Amplify launched its first its workforce to 115 and introduced a Ricard’s Kahlua, Canada Goose, should not be done only for awards, the Creative agency Impero boasted 40% their favourite flavours in their native the Scottish government won prizes at
and 3D designers, as the agency sought standalone international office in new graduate programme. Judges eDreams, and London shopping and agency’s accolades are a key sign of its growth and a pitch win rate of more Cornish tongue. On the new-business the Campaign Media Awards,
to enhance its creative reputation Australia, with founding clients praised its impressive financials and restaurant district Coal Drops Yard. business transformation. Its output has than 65% last year. In March, it beat front, Isobel won 10 out of 13 pitches, Marketing Society Star Awards and
beyond its brand experience work. Google, Spotify and Campari. employee culture. Where Droga5 London really shines started to trigger envy from other Leo Burnett Madrid, Lola MullenLowe including Buzz Bingo, Jet, Caffè Nero YouTube Works for Brands Awards.
is in the work. Kolbusz is a bold, advertising leaders and attract talent and Wieden & Kennedy Amsterdam to and the aforementioned BrewDog. The Republic of Media was also named in
eccentric creative leader who is not who want to work in a place that clearly the London Stock Exchange 1000
afraid to push boundaries, and this prioritises creativity. Companies to Inspire Britain.
attitude trickles down to his team. Take The shop boasts a stable leadership
its ad for genealogy company Ancestry, team and 92% staff-retention rate, Uncommon Creative Studio
a Brexit-themed musical released as including home-grown talent such as Uncommon marked its one-year
Prime Minister Theresa May struggled Charlene Chandrasekaran and Dan anniversary in 2018. Started by ex-Grey
to reach an exit agreement with the Morris, both recently promoted to London executives Natalie Graeme,
European Commission. The film creative directors. Lucy Jameson and Nils Leonard, it
featured a cast of European characters, On the work front, its success looks vowed to be a new kind of creative
including a German butcher and an likely to continue this year as the business, and, so far, it has. In just a
Italian grandmother, serenading agency has already unveiled its debut short span, it went from a team of three
British people with Rick Astley’s 1987 campaign for Barclaycard, which people and no clients, to 35 people with
hit Together Forever. champions real businesses, starting more than 15 clients and £5.8m in
For retail brand Uniqlo, the agency with crystal healers in Kettering, and is turnover. Uncommon’s clients now
enlisted singer-songwriter and artist preparing to launch Mini Electric’s first include ITV, YouTube and Ecover. After
Solange Knowles Ferguson to direct a vehicle in 2020. sprinting out of the starting blocks with
modern dance performance exploring As Brexit looms and the ad market a bold Ovo Energy campaign giving the
the theme of creation. The work feels the heat, Droga5 London is a finger to climate-change deniers, the
premiered at the Hammer Museum in cheering success story. Of course, as agency helped set up youth fashion
Los Angeles, along with a sculpture 2018 showed, an agency’s fortunes can brand Collusion for Asos; brought some
called Metatron’s Cube that served as always reverse quickly. But, more than zest to mortgage broker Habito; and
the film’s centrepiece. ever, the UK needs more shops like shone a light on WWF’s fight for the
Droga5 London has built a quirky this, which champion creativity with a environment. The energy is palpable. It
Amplify: activity included scaling up Curiosity Rooms event for Google brand, but over the past year it has fierce, independent spirit. Droga5’s Brexit-themed ad for Ancestry featured Rick Astley’s 1980s classic Together Forever is off to a flyer. »
38 March 2019 March 2019 39
AGENCY OF THE YEAR
Other notable work included the through the clutter. Greggs is the industry front line with energy, The Transformation Trust and
return – and international extension standout story.” As another judge said: purpose and enthusiasm. After a Futureversity, are paying off. At exec
– of its 2017 summer campaign for “The Greggs work is excellent. Playful relatively quiet 2017, Lucky Generals and planner buyer level, 30% of
easyJet during which its planes were and true to the brand.” strengthened its relationship with MediaCom staff are from BAME
turned into “Flybraries”. These stocked Amazon through four major campaigns backgrounds. MediaCom has also
classic children’s books to keep kids RUNNERS-UP (including its Super Bowl spot) and trained more than 160 employees to
entertained on the plane, encourage delivering for longstanding clients recognise the signs of, and support
them to read and resonate with affluent Hill & Knowlton Yorkshire Tea and Anheuser-Busch colleagues who are struggling with,
PR AGENCY parents who feel guilty about the time
their children spend on digital devices.
Hill & Knowlton is home to more than
2,000 creative strategists, content AGENCY HEAD
InBev. The agency focused on fewer,
bigger pitches, and it paid off. Lucky
their mental health. MediaCom,
alongside Bartle Bogle Hegarty
TAYLOR HERRING The agency’s production company,
St Mark’s Studios, is independently
creators and master storytellers. As
one judge said, the agency has “a really DAME CILLA
Generals won the Co-op and Celebrity
Cruises accounts after highly
London, won the Media Grand Prix at
Cannes Lions for its Tesco “Food love
SNOWBALL
turning a profit and has produced 75 solid and systematic approach over an competitive battles. Calcraft was also at stories” work as well as Agency of the
films. Andrew McGuinness, co-founder impressively large canvas of clients the forefront of the industry’s response Year at the Media Week Awards.
I ndependent PR agency Taylor
Herring is enjoying creative and
commercial success with integrated
of BMB, is the agency’s first non-
executive board member to advise on
more above-the-line work.
and colleagues”. Some of its key work
in 2018 included helping Adidas
make the most of its 2018 Fifa World
Chief executive,
Abbott Mead Vickers BBDO
to sexual harassment as a driving force
behind the TimeTo campaign. Lucky
Generals created its ads, and 100
MediaCom narrowly missed out on
agency of the year this time around but
Krichefski has much to be proud of.
campaigns that not only hit the Meanwhile, its viral news site, The Cup sponsorship. companies signed up to its code of
Mark Lund
headlines but also achieved stand-out
success in paid channels.
Taylor Herring started 2018 on a
Poke, is also continuing to grow in
popularity, building a following of two
million fans on social media and
Hope & Glory
The judges were impressed by Hope &
O ne might forgive a long-serving
executive a bit of wind-down ahead
of a portfolio career. However, Dame
conduct ensuring it would have a
proper impact on agency life. As 2018
came to a close, Lucky Generals was
Chief executive, McCann
Worldgroup UK
high, having created its first ad for attracting five million unique monthly Glory’s entry, and the choice of winner Cilla Snowball did the opposite. She looking at a 20% rise in revenue and Four-and-a-half years after Mark Lund
Samsung in November 2017. To users. By championing the creative was a close call. The PR agency posted rocked up to her corner office, rolled up 25% increase in profit – and that’s parachuted from start-up life into the
promote its QuickDrive washing genius of unsung YouTubers, a strong financial performance, won the sleeves of her shift dress and took before its new-business wins enter the top job at McCann Worldgroup UK, the
machine, the agency took over an Photoshop artists and tweeters it has the vast majority of the pitches it up her place in the chief executive’s equation. Crucially, 97% of Lucky 2,200-strong business is working ever
entire ad break on Channel 4 and also built a powerful resource of entered and treats its staff well. But its swivel chair for her final 18 months Generals staff said they had confidence closer together. After three years of
showed footage of the machine freelance creative talent. real strength lies in brilliant creative in advertising. in Calcraft in an agency survey. You what McCann describes as “consistent
working. It then released a 66-minute All this has produced a healthy work for its clients. The agency When Snowball arrived at AMV in wouldn’t bet against her winning over double-digit growth”, the group now
version of the film, with an original business with an increase in total produced its first global TV ad for The 1992, it was the eighth-biggest agency that final 3% this year. partners eight out of 10 of its clients
soundtrack by Hollywood composer billings, fee income and profit margin. Pokémon Company, which aired in the UK. Five years after she joined as on more than one discipline. In
Michel Nyman, which premiered in the It has a great staff-retention rate – 90% during primetime, in the UK and US. It new-business director it was the Sarah Golding 2018 McCann Worldgroup picked up
Cineworld Cinema in Leicester Square. – perhaps partly helped by its equity centred on the insight that for a biggest agency by billings. It has – Chief executive, The & Partnership 37 new bits of business, retaining the
Although this was work done in 2017, it scheme that allows all senior staff to Pokémon GO player, discovering a new amazingly – held the top spot London; president, IPA Direct Line Group direct marketing
is a good illustration of the agency’s own shares in the business. monster is akin to a naturalist finding a consistently since then. Its billings tally Sarah Golding’s diminutive stature account and expanding its relationship
humorous approach to campaigns. The judges were impressed with new creature, so its creative re- is more than £450m, making it more belies a whip-smart brain and furious with Opel/Vauxhall across Europe.
Elsewhere, it launched a cheeky the agency’s growth, its creative and interpreted the Sir David Attenborough than three times the size it was when just pipped to Agency of the Year by work ethic. Combining an ambitious Lund continued to be one of the
campaign for Greggs to highlight a effective campaigns and particularly TV series Planet Earth for the digital she arrived. A remarkable achievement. Omnicom sister agency Adam & Eve/ presidential agenda at the IPA with the industry’s statesmen, leading the
proposed extension of the bakery with its Greggs work. One of the judges age, complete with a Stephen Fry AMV’s claim that it has had a DDB. Among its existing clients, AMV When Snowball arrived at (more than) full-time job of running a Advertising Association’s Media
chain’s opening hours and trial of an said: “This was a really refreshing read voiceover. For the Royal Mint, it consistently smooth succession plan claims to have driven up its advocacy AMV in 1992, it was the large agency is akin to walking a Smart and the IPA’s business
evening menu. With Valentine’s Day in terms of approach not just to client launched “The great British coin hunt” over the past 41 years glosses over some scores above the industry average, and tightrope. But there’s no danger of leadership programmes. Further
approaching, Taylor Herring offered a work, but to the culture internally with – a range of 10 pence coins, one for of the details behind Snowball it extended its record-breaking run of eighth-biggest agency in “Goldie” falling off. As part of her collaboration is in Lund’s sights.
tongue-in-cheek antidote to the some great results which really cut each letter of the alphabet. It resulted assuming day-to-day control of the golds at the IPA Effectiveness Awards “Magic and Machines” agenda at the McCann Worldgroup will follow the
over-priced, overrated, romantic- in sales worth more than £5.5m via the shop. That the agency, which she with recognition for its Guinness work.
the UK. Five years after she IPA, Golding has encouraged the lead of some rivals, bringing 11 of its
dining land-grab. It introduced a client’s website. In addition, the agency handed over to chief executive Sarah Snowball’s move to a portfolio career joined as new-business sometimes timid ad body to take a agencies under the same roof in 2020.
candlelit, four-course dining beat CHI & Partners (now The & Douglas and chairman Justin Pahl is not surprising. Her reach has stand, pushing the tech companies Lund has said the move will lead to
experience in Greggs shops across the Taylor Herring’s viral news Partnership) and social agency ATN to (both internal promotions), was back in extended beyond advertising for many director, it was the biggest on brand safety and calling for a more “productive collisions”. It’s a
country, complete with mood lighting,
site, The Poke, is also come up with Argos’ integrated April the running for agency of the year is years and it gives AMV a chance to
agency by billings moratorium on political advertising smart strategic move in an age where
music, roses, candelabras and linen Fool idea: a USB-powered “Eau de testament to Snowball’s and the wider push on into a new era from a strong online. Back at the day job, she collaboration is key. »
tablecloths. The one-night-only menu growing in popularity, catalogue”, which dispensed the smell team’s achievements in 2018. base. Indeed, Snowball’s damehood rebranded the agency formerly known
included Love Heart-garnished bakery of freshly printed catalogue for The shop’s position at the top of the was as much in recognition of her as CHI & Partners to The & Partnership
items and a brochette of doughnuts. building a following of two customers while on the Argos website. agency table by billings has belied efforts in driving diversity and equality London, bringing it in line with the rest
The agency made a promo video, million fans on social media It was all part of the campaign to tell internal complications there in recent as it was her day job in advertising. She climbed 51% to 200. Biggam isn’t afraid of its network. The change was
invited media to the event, held a the story of Argos’ transformation into years. Its move to Bankside provoked chairs the Women’s Business Council to take a stand on contentious issues. designed to highlight the central role of
preview and had an unexpected and attracting five million a leading digital retailer. As one judge much disquiet among the troops – and the private sector council of the She worked with ISBA on revisions to the London office and celebrate the
press-coverage windfall when a diner said: “Strong, solid, innovative work particularly in the creative department, government’s “Great” campaign. its controversial media contract and beginning of a new phase for the shop.
unique monthly users
proposed to his girlfriend on the night. from a robust and well-run agency, it was said – and the agency had to Advertising and AMV have been makes the case for transparent Client wins included HouseSimple,
Q: WHY DID THE CHICK
DISAPPOINT HIS
Tickets sold out within 20 minutes of evidently both growing and profitable.” pitch (unsuccessfully, as it turned out) lucky to have such a hardworking agency-client relationships. She has Paramount and Coty. The recent
going on sale. The booking website to retain two longstanding clients champion in Snowball for more than also led diversity initiatives designed to Centrica pitch will test Golding’s
received 193,000 visitors, 46,000 of
whom tried to book a table on the day
Sainsbury’s and Camelot.
At the start of 2018 Snowball handed
two decades. And so, undoubtedly,
will the organisation she goes on to
enact real change – rather than just fill
column inches – working with the
mettle but you know she will do
everything she can to land on her feet. MOTHER?
reservations opened, driving an the agency the task of creating work of work with. After all, Snowball is not Brixton Finishing School and Warwick
Josh Krichefski
A: HE WASN’T WHAT HE
WAS CRACKED UP TO BE
increase of 10% in unique users on the the highest calibre, pitching better for the type to wind down her approach Afro-Caribbean Society and
Greggs site. The campaign boosted fewer pieces of new business and to anything. introducing policies such as a Chief executive, MediaCom UK
total sales by 3.7% year on year in the forming deeper partnerships with its maternity-clothes bursary. The7stars’ Josh Krichefski is the embodiment of
same period – with no other above-the- existing clients. RUNNERS-UP achievements in 2018 suggest there’s the modern media leader, putting as
line marketing active in the period. In less than two weeks in March, no chance of the taps there running dry much effort into supporting his staff’s
Later in the year, the agency pranked AMV delivered on the second of those Jenny Biggam any time soon, and it’s no wonder with wellbeing as he does into driving new
people by setting up an undercover three goals when it picked up Asda and Co-founder, the7stars Biggam in charge. In an increasingly business. Despite running the biggest
stall at the gourmet Foodies Festival as Virgin Atlantic (and retained Virgin The7stars takes its name from a pub. homogenous world of media, that can media agency group in the UK – and
Gregory & Gregory, with attendees Holidays). The agency also won work With its ever-present landlady Jenny only be a good thing. being conflicted out of many new-
filmed praising the stall’s products. from Ford, Samsung and the Stroke Biggam pulling the pints, the business opportunities – MediaCom
Greggs’ head of customer and Association across the year. independent agency had another Helen Calcraft won 49 bits of business. It also retained
marketing, Graeme Nash, said: “Taylor In June, at Cannes, it proved it could phenomenal year. Billings rose 31% – Founding partner, Lucky Generals and expanded major accounts,
Herring is delivering an outstanding do the first of the three, picking up driven by wins including Associated There are few people in the industry including Sky, Mars and Coca-Cola.
programme of work for us – it is three Grands Prix – more than it had in British Foods, Capital One and with Helen Calcraft’s charm, wit and Krichefski’s varied efforts to promote
strategic, engaging and disruptive.” the entire previous 41 years – and was Deliveroo – and the agency’s staff stature. In 2018 she burst back on to the diversity, including work with Scope,
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