Marketing League Table: New media Top 100

Digital marketing is expanding rapidly as agencies deliver measurable results for clients that now understand how to use the medium.

Of all the marketing services sectors, new media is the most diverse in its offering. Everything from mobile and email marketing to interactive TV and online advertising is represented by the agencies ranked in Marketing's new media league table.

Whatever their specialism, all these companies share a growing sense of optimism. After the dark days of the dotcom crash, the sector began to recover in 2002, and now the financial results for 2003 reveal that this revenue growth was no one-off. The signs for 2004 are equally encouraging: many agencies have noted an increased use of digital strategies in marketing campaigns being initiated by advertisers.

According to the Bellwether Report, a quarterly survey of marketing budgets produced by the Institute of Practitioners in Advertising, only 6% of companies reported a decline in their online marketing budget in the third quarter of 2004.

Although one in four companies do not use the internet for marketing, the number allocating more than 10% of their marketing spend to the web rose to 10%.

In its survey for the whole of 2003, the Bellwether Report found that 3% of marketing revenues were allocated to online strategies, surpassing the industry's target of 2% by autumn 2004, as set by the Interactive Advertising Bureau (IAB). The organisation recently released figures stating that the new media industry was worth £500m during 2003, and spend has continued to grow throughout 2004, with many in the industry predicting that it will top £600m by the end of the year.

The majority of agencies recorded year-on-year revenue growth for 2003.

Those that suffered a decline were mostly in the upper echelons of the league table, and many probably suffered more from comparison with a prosperous 2002 than any significant drop-off in client interest.

It should not be forgotten, however, that the new media industry is still at a relatively early stage of development, and as such, the agency sector has yet to settle down. According to Sean Hanneberry, head of interactive at CMW Interactive, which works with Porsche and Renault, there are too many agencies, and consolidation is inevitable, if not immediate.

'Consolidation will definitely pick up pace, but it will not happen as fast as has been predicted,' he says. 'I think we will see consolidation within the specialist services, such as email and mobile, before it starts taking place in the agency sector. There are too many players in these specialist sectors because of the perceived low entry barriers, but their services are becoming increasingly commoditised.'

The past 12 months have seen several agency deals in new media, in particular at LB Icon, the technology-led agency whose acquisitions have pushed it to the top of the league. Its UK operation was founded earlier this year principally as the result of the merger of Aspect Group and LBI Linkhand.

Other agencies integrated into the group include Nettec Solutions, Bluewave, Object 1 and Escador. Its 2003 revenue figure in the table refers to the combined total of the pre-merger agencies.

Roy Abrahams, chief executive at LB Icon, argues that by merging with players across complementary technologies and markets, the company will become stronger and have greater scope, enabling it to offer a broader range of services from a more secure base. It is a philosophy that several agencies are applying. The most recent example is last month's merger of Modem Media and Digitas; the combined entity should make progress up next year's league table.

An integrated one-stop shop is no revolutionary idea, but the concept seems to be gaining support, not only among those agencies already in the market, but also among the major media networks that have added to their offering by launching digital subsidiaries. For Ciaran Deering, managing director of Omnicom-owned Tribal DDB London, whose clients include TUI and Volkswagen, offering a full service is the only way to do justice to the variety of the new media market.

'The industry is diverse because client needs are so diverse. The more time we spend with our clients and understand their businesses, the more we realise the scale of the opportunity for digital channels,' he says.

'It's more exciting to be at the crossroads of communications and business planning as a full-service agency than just to be producing online ads. We can't help clients improve customer relations, sell more products or provide branded content if we are specialists in just one area.'

Matt Atkinson, managing director at EHS Brann, agrees that clients' needs are driving the growth of integrated digital agencies. 'Companies need agencies that look at their business and customer needs from an integrated point of view,' he says. 'They are looking at ways of bringing both business and communications efficiencies together by reducing the number of agencies and specialist companies they work with in favour of integrated marketing agencies.'

Atkinson believes there are clear benefits to the integrated approach.

'We demonstrate to our clients how joined-up marketing, which increasingly uses digital channels, can provide quick response and a greater return on investment,' he adds.

Agency alliances

The integrated concept has become so popular that agencies without the in-house capability to offer full-service packages are partnering with other shops to deliver a more rounded offering. Adrian Moss, chief executive at Dealgroupmedia, believes that digital agencies are now emerging as clients in their own right through the growth of such partnership deals.

Not everyone agrees with this switch toward the full-service approach.

John Rahim, client services director at Dowcarter, argues that clients who take their internet strategies seriously want specialists rather than generalists. 'Although the services we offer are wide ranging, I would rather classify us as a multi-disciplined new media agency. That's what clients want, not a jack-of-all-trades,' he says. 'With Carling, we work closely with the core agencies on the brand's roster. It's this collaboration of minds that normally produces engaging work that translates well across channels.'

Rahim's view is supported by Martin Brooks, chief executive of Agency Republic. He believes that the generic integrated approach is detrimental to the industry as a whole, since best practice is driven by specialists. According to Brooks, a full-service strategy is allowing some agencies to win clients but then fail to deliver acceptable work. This problem largely reflects a lack of understanding among clients of the potential of digital marketing - knowledge gaps that some agencies take advantage of to gain business without being able to deliver results. 'Knowledgeable clients at influential levels will be the biggest spur to the new media sector,' says Brooks. 'There is huge diversity at the moment on the client side in terms of levels of understanding. It's very sporadic. Despite the growth of digital marketing, there are still a lot of brands not using it, so there is still huge potential.'

Agency Republic's clients include O2, which has amassed plenty of experience in using digital strategies. 'We can deliver return on investment for O2 because, at the conception of strategy, it knows what it wants and how digital channels can provide it,' Brooks adds.

Beyond bolt-on

Much of the growth of digital marketing can be ascribed to the accountability of new media channels. This factor has helped transform client use of the discipline from a bolt-on activity to a central component of the marketing mix. 'While measurement isn't everything, digital marketing's ability to prove return on investment is certainly helping its cause,' says Alison Reay, director of sales at Yahoo!. 'It's similar to television in that you have an accepted form of measurement that everyone adheres to.'

Reay believes that digital marketing's measurement techniques have ensured that clients are no longer afraid of online tactics. 'Brands are beginning to understand that the internet is not a one-trick pony and that there are many different digital routes to market,' she adds.

Broad-ranging growth

Digital marketing spend is expanding across most client sectors, although IAB research indicates that the financial services market is leading the way. The industry accounted for 30% of the total growth for 2003, followed by automotive (17%).

As with most marketing services sectors, new media agencies are eager to build their client portfolio in the traditionally big-spending FMCG sector. Here, they have been largely successful, as EHS Brann's Atkinson can testify. 'Clients such as Diesel and Diageo are investing in digital to improve and refine customer experience, as well as to gain insight for business development,' he says. 'It's fair to say that digital is here to stay.'

Conchango is another agency that has benefited from the rise in spend from the FMCG sector. Managing director Mike Altendorf believes that much of this growth has been driven by its understanding of client requirements.

'Customer insight and return on investment are crucial to FMCG clients in particular,' he points out. 'By knowing how technology can deliver these, we have been able to meet client needs. New media channels can be effective targeting tools, but they won't work unless you have the back-end solutions as well as the front-end. There are many agencies that don't understand that you have to be clear about what you do.'

It is an outlook shared by Simon Hawkes, chief operating officer at loyalty scheme Nectar, a Conchango client. He believes that the agencies that were around during the bad times are much more aware of what they have to deliver for clients. 'Agencies that started in the mid-90s and have worked with mainstream retail and FMCG clients are more in tune with their requirements than younger, fresher blood that did not have to suffer the dotcom downturn.'

The dotcom era may have taught agencies to be more focused on delivery, but it has also left the sector with a major recruitment problem. After the bottom fell out of the market, few agencies could afford to hire new employees. Now, with the sector enjoying better times, finding experienced staff has become a major hurdle.

Graduate talent

For CMW Interactive's Hanneberry, the digital industry is not doing enough to attract young people into the industry. 'An industry graduate programme would be a great place to start. We don't want new media to be the place for everyone who could not get into a traditional advertising agency,' he argues. 'We also need to do much more to attract greater interest from the creative community. Everyone has recognised the need to improve the standard of digital creative, but this will not happen if we aren't attracting the talent.'

If the recent revenue growth of new media buying agencies is anything to go by, recruitment will continue to be a problem in this sector. I-level, the biggest independent buyer of online media in the UK in 2003, recorded a third consecutive year of double-digit expansion, and the continued growth of online advertising expenditure is creating high levels of new business, both from existing and new clients.

Fractionally above i-level in the league table for new media buying agencies is Isobar, the business formed by Aegis Media through the merger of Carat Digital, Diffiniti and Vizeum. The combined agency was launched in July 2004 to pool all the media network's digital assets (its revenue figures for 2003 refer to the combined totals of the pre-merger agencies).

According to Robert Horler, managing director of Isobar, the rising availability and popularity of digital services has led to an increase in the number of major advertisers willing to invest in interactive and digital channels, contributing to a 20% upturn in global marketing spend on new media during 2003. 'The rise in online advertising has been fuelled in developed markets by the increase in broadband penetration, enabling greater creativity and effectiveness,' he says. 'The past 12 months have also seen the rapid development of search and affiliate marketing sectors.'

The diversity of the new media sector and the low barrier to entry are likely to result in a combination of consolidation and agency launches over the coming years. With technology evolving all the time, there is little chance that the sector will settle down in the immediate future.

Yet the agencies leading the way are those that understand how new media works and can deliver value for their clients - something not every agency can claim to achieve. The more knowledgeable clients become about the sector, the less these non-performing agencies will be able to get away with it.

THE SARBANES-OXLEY EFFECT

For the pure new media agency companies affected by the US Sarbanes-Oxley Act, which restricts the financial information firms are allowed to make public, we have used Companies House data provided by Willott Kingston Smith. In most cases, the latest data available was for the 2003 financial year, although only 2002 data had been filed for Arnold Interactive. All Sarbanes-Oxley-affected companies are listed under their group names and figures.

MEDIA NETWORK SUBSIDIARIES

Most major media network agencies in the UK have digital subsidiaries but, due to the restrictions of the US Sarbanes-Oxley Act, are unable to provide financial information. In normal circumstances, Marketing league tables would use data from Companies House for those agencies, but in the case of these networks it has been impossible to separate new media turnover from overall turnover, making it unfeasible to enter them in the main league table. There are up to 20 of these agencies for which financial details could not be found, but it is safe to assume that any major advertising or media buying agency in the UK has an interest in digital marketing through a subsidiary.

TOP NEW MEDIA AGENCIES 1-90

Agency New media turnover New % Staff Digital

2003 2002 media chg special-

(pounds) (pounds) (%) ists

1 LB Icon 11,000,000 n/a 100 n/a 121 88

2 Dealgroupmedia 9,300,000 4,700,000 100 98 63 63

3 Agency.com* 9,180,185 8,261,402 100 11 68 68

4 Agency Republic* 8,961,980 7,800,631 100 15 45 45

5 Conchango 7,600,000 6,840,000 76 11 170 110

6 EHS Brann 7,057,714 7,127,616 18 -1 213 42

7 Framfab UK 6,886,200 9,640,680 100 -29 65 65

8 Global Beach 6,600,000 7,800,000 100 -15 50 40

9 Incepta Online 6,560,000 8,370,000 100 -22 212 150

10 Wheel 6,500,000 9,800,000 100 -34 85 85

11 IS Solutions 5,985,000 7,426,000 100 -19 70 70

12 Zentropy 5,929,000 4,912,000 100 21 58 58

Partners UK*

13 TBWA\GGT 5,800,000 5,600,000 20 4 150 100

14 Profero 5,500,000 4,900,000 100 12 50 50

15 Carlson Digital 5,400,000 5,100,000 14 6 328 40

16 Syzygy 5,200,000 4,800,000 100 8 58 58

17 Interesource 5,000,000 5,200,000 100 -4 30 5

18 Modem Media 4,745,555 7,741,873 100 -39 55 45

19 Intercea 4,487,000 4,100,000 100 9 55 50

20 Poulternet 4,300,000 4,100,000 100 5 38 19

21 Rufus Leonard 3,990,000 4,690,000 70 -15 55 45

22 TBG 3,823,000 2,065,730 100 85 13 13

23 Lightmaker Group 3,740,000 2,720,000 85 38 34 30

24 Equi=media 3,572,991 2,166,030 85 65 17 12

25 CMW Interactive 3,337,140 3,006,433 25 11 87 19

26 Freestyle New 3,155,711 3,476,524 100 -9 51 18

Media Group

27 Reading Room 2,807,006 2,811,399 100 0 55 50

28 Dowcarter 2,800,000 2,600,000 100 8 45 40

29 Recreate Solutions 2,800,000 1,400,000 100 100 12 10

30 DNA 2,628,000 2,358,000 100 11 62 55

31 Lawton eMarketing 2,500,000 2,500,000 100 0 35 35

32 Good Technology* 2,410,880 3,166,850 100 -24 48 48

33 E3 Media 2,400,000 1,600,000 100 50 35 35

34 Moonfish 2,232,463 1,188,889 100 88 28 25

35 DLKW Dialogue 2,182,500 1,831,912 90 19 24 18

36 Javelin Group 2,100,000 2,025,000 75 4 30 15

37 Hub Communications 2,046,589 1,410,134 100 45 33 8

Group

38 Arnold Interactive* n/a 2,040,838 100 n/a 48 48

39 Glue London 2,004,000 1,216,000 100 65 45 41

40 FullSIX 1,917,126 797,867 100 140 26 25

41 Precedent 1,908,000 1,948,500 90 -2 30 8

Communications

42 cScape 1,875,000 1,575,000 75 19 65 40

43 Abacus e-media 1,805,597 1,232,376 100 47 36 33

44 Pilot Interactive 1,789,610 1,342,208 100 33 16 13

45 Digiterre 1,731,040 1,877,854 100 -8 25 19

46 Beech2 1,708,000 1,400,000 100 22 15 10

47 Babel Media 1,700,000 3,700,000 100 -54 120 120

48 Lateral Net 1,680,000 1,380,000 100 22 30 29

49 M-Corp 1,666,000 1,323,000 98 26 21 18

50 Atticmedia 1,650,000 1,790,000 100 -8 45 40

51 Digitas 1,560,000 1,960,000 40 -20 30 30

52 magneticNorth 1,523,645 1,072,303 100 42 18 18

Interactive

53 Screen Pages 1,500,000 1,300,000 100 15 25 25

54 TechnoPhobia 1,429,121 1,097,440 100 30 36 36

55 Chemistry 1,395,125 845,750 13 65 85 8

Communications

56 Netinfo 1,380,000 1,460,000 100 -5 25 20

57 Graphico New Media 1,320,143 1,263,245 100 5 30 28

58 Cimex Media 1,207,733 1,116,837 100 8 26 24

59 NetConstruct 1,206,680 1,169,820 97 3 30 20

60 Worth Media 1,205,168 942,323 100 28 15 13

61 Greenroom Digital 1,200,000 1,700,000 100 -29 20 20

62 Sequence Collective 1,101,628 1,330,000 100 -17 28 28

63 Redweb 1,012,145 810,116 95 25 24 20

64 Dare 1,012,000 708,000 100 43 41 40

65 Nucleus 994,711 1,104,278 65 -10 25 15

66 Liquorice 980,000 490,000 35 100 36 9

67 Code Computer Love 964,280 505,000 100 91 21 19

68 Harvest Digital 955,000 224,000 100 326 10 10

69 Spannerworks 937,000 701,000 100 34 18 10

70 23red 928,800 844,800 40 10 30 3

71 Bostock and Pollitt 915,102 1,213,960 35 -25 30 7

72 Pancentric 900,000 420,000 100 114 14 14

73 Poke 895,400 660,000 100 36 13 13

74 Rare Digital 841,097 606,592 100 39 8 8

75 Randommedia 741,000 700,000 100 6 20 19

76 Panlogic 733,586 674,268 100 9 16 16

77 Nowwashyourhands 696,382 392,354 80 77 15 15

78 Mook 679,128 377,000 100 80 13 13

79 Skive Creative 614,500 389,500 100 58 8 6

80 NovaRising 560,354 409,281 95 37 9 8

81 DS.Emotion 550,000 375,000 50 47 11 11

82 Tonic 530,171 760,000 80 -30 25 23

83 Headtohead 526,200 490,400 20 7 18 4

84 Clock 522,298 506,227 96 3 12 10

85 Forepoint 495,000 630,000 45 -21 18 2

86 Swamp 459,388 157,368 100 192 12 10

87 Windmill 440,000 189,250 25 132 9 3

Partnership

88 JJ Group 381,850 303,900 5 26 73 7

89 digitalTMW 371,537 252,018 15 47 160 60

90 Base One 201,250 108,500 35 85 28 8

91 Dig For Fire 135,477 104,618 18 29 68 9

Agency

1 LB Icon

Founded 2004. Subsidiary LB Icon AB. CEO Roy Abrahams. Consultancy

(7%), design/build (40%), e-commerce (10%), mobile (3%), online mktg

(1%), other (39%). Clients include DfES, First Choice Holidays.

www.lbicon.co.uk

2 Dealgroupmedia

Founded 1999. Publicly quoted. Chairman David Lees. Online mktg

(10%), online media buying (10%), affiliate marketing (80%). Clients

include BT, Comet, Dial-a-Phone. www.dealgroupmedia.com

3 Agency.com*

Founded 1995. Subsidiary Omnicom. MD Andy Hobsbawm. No activity

breakdown given. Clients include British Airways, Hewlett-Packard,

T-Mobile. www.agency.com

4 Agency Republic*

Founded 2001. Subsidiary Omnicom. MD Martin Brooks. No activity

breakdown given. Clients include O2, Blockbuster, BBC World Service.

www.agencyrepublic.com

5 Conchango

Founded 1991. Privately owned. MD Mike Altendorf. Consultancy (10%),

design/build (10%), e-commerce (50%), CD-Rom (10%), mobile (20%).

Clients include Nectar, Virgin Atlantic, Marks & Spencer.

www.conchango.com

6 EHS Brann

Founded 1991. Subsidiary Euro RSCG. CEO Andrew Harris. Consultancy

(15%), design/build (34%), e-commerce (23%), CD-Rom (1%), iTV (2%),

mobile (5%), online mktg (20%). Clients include Volvo.

www.ehsbrann.com

7 Framfab UK

Founded 1998. Subsidiary Framfab AB. MD Jas Singh. Consultancy

(20%), design/build (35%), e-commerce (35%), mobile (1%), online

mktg (6%), online media buying (3%). Clients include Boots, Sara

Lee. www.framfab.com

8 Global Beach

Founded 1993. Privately owned. CEO Clive Jackson. Managed services

(40%), agency services (33%), software (27%). Clients include

Jaguar, FT.com, Reed Elsevier. www.globalbeach.com

9 Incepta Online

Founded 2000. Publicly quoted. MD Phil Eames. Consultancy (20%),

design/build (15%), e-commerce (20%), iTV (5%), mobile (10%), online

mktg (15%), other (15%). Clients include Waitrose, RBS.

www.inceptaonline.com

10 Wheel

Founded 1987. Privately owned. CEO Philip Hunt. Consultancy (10%),

design/build (40%), e-commerce (30%), online mktg (10%), online

media buying (10%). Clients include Unilever, BT, Marks & Spencer.

www.wheel.co.uk

11 IS Solutions

Founded 1985. Publicly quoted. MD John Lythall. No activity

breakdown given. Clients include Toshiba, Toyota, London Stock

Exchange. www.issolutions.co.uk

12 Zentropy Partners UK*

Founded 2000. Subsidiary Interpublic. MD Alastair Duncan. No

activity breakdown given. Clients include Microsoft,

Hewlett-Packard, Unilever. www.zentropypartners.co.uk

13 TBWA\GGT

Founded 1986. Subsidiary Omnicom. CEO Mike Cornwell. Consultancy

(10%), design/build (20%), CD-Rom (5%), iTV (5%), mobile (5%),

online mktg (5%), other (50%). Clients include News International.

www.tbwa-ggt.com

14 Profero

Founded 1998. Privately owned. MD Wayne Arnold. Consultancy (5%),

design/build (15%), iTV (5%), mobile (5%), online mktg (40%), online

media buying (30%). Clients include Black & Decker, COI.

www.profero.com

15 Carlson Digital

Founded 1990. Subsidiary Carlson Marketing Group. MD Jed Murphy.

Consultancy (20%), design/build (48%), CD-Rom (1%), mobile (1%),

online mktg (30%). Clients include Diageo, Muller.

www.carlsondigital.com

16 Syzygy

Founded 1995. Subsidiary Syzygy AG. MD Stephen Priestnall.

Consultancy (20%), design/build (30%), e-commerce (20%), CD-Rom

(5%), mobile (5%), online mktg (10%), other (10%). Clients include

Air Miles. www.syzygy.net

17 Interesource

Founded 1995. Privately owned. Managing partner Will Howells.

Consultancy (20%), design/build (20%), e-commerce (50%), CD-Rom

(10%). Clients include Lloyd's of London, London Stock Exchange.

www.interesource.com

18 Modem Media

Founded 1998. Subsidiary Digitas. MD Norm Johnston. Consultancy

(30%), design/build (40%), online mktg (30%). Clients include

Hewlett-Packard, General Motors, Unilever. www.modemmedia.com

19 Intercea

Founded 2002. Privately owned. MD Tim Dunger. Consultancy (5%),

design/build (20%), e-commerce (15%), other (60%). Clients include

Cadbury Schweppes, GlaxoSmithKline, CLS. www.intercea.co.uk

20 Poulternet

Founded 1999. Privately owned. MD Mark Saxby. Consultancy (15%),

design/build (10%), e-commerce (25%), CD-Rom (10%), iTV (5%), mobile

(5%), online mktg (10%), other (20%). Clients include Britvic.

www.poulternet.com

21 Rufus Leonard

Founded 1989. Privately owned. MD Will Rowe. Consultancy (20%),

design/build (30%), e-commerce (20%), iTV (5%), mobile (5%), online

mktg (20%). Clients include BT, O2, QinetiQ. www.rufusleonard.com

22 TBG

Founded 2001. Privately owned. MD Simon Mansell. Online mktg (50%), online media buying (40%), other (10%). Clients include

Budget Insurance, Dixons, Experian. www.tbgltd.com

23 Lightmaker Group

Founded 1996. Privately owned. MD Rob Noble. Consultancy (10%),

design/build (65%), e-commerce (10%), CD-Rom (5%), mobile (5%),

online mktg (5%). Clients include AOL, NHS. www.lightmaker.com

24 Equi=media

Founded 1999. Privately owned. MD Andrew Burgess. Consultancy (5%),

design/build (5%), e-commerce (5%), mobile (5%), online mktg (15%),

online media buying (65%). Clients include Esure.

www.equimedia.co.uk

25 CMW Interactive

Founded 1999. Publicly quoted. MD Janet McKay. Consultancy (10%),

design/build (30%), e-commerce (5%), CD-Rom (6%), iTV (3%), mobile

(6%), online mktg (40%). Clients include Flybe, Renault.

www.cmwinteractive.com

26 Freestyle New Media Group

Founded 1996. Privately owned. MD Suzanne Linton. Consultancy (15%),

design/build (30%), e-commerce (20%), CD-Rom (25%), mobile (5%),

online mktg (5%). Clients include Jaguar, EA Games, Land Rover.

www.fsnm.co.uk

27 Reading Room

Founded 1996. Privately owned. Mng partner Simon Usher. Consultancy

(5%), design/build (50%), e-commerce (25%), CD-Rom (5%), online mktg

(10%), online media buying (5%). Clients include Co-Op.

www.readingroom.com

28 Dowcarter

Founded 1998. Privately owned. CEO Rupert Valpy. Consultancy (15%),

design/build (60%), e-commerce (15%), online mktg (10%). Clients

include William Grant & Sons, Tesco Personal Finance, Coors.

www.dowcarter.com

29 Recreate Solutions

Founded 2000. Privately owned. CEO Bhaskar Majumdar. Consultancy

(40%), iTV (40%), mobile (20%). Clients include DITG, Canal Plus

Technologies, Yoomedia. www.recreatesolutions.com

30 DNA

Founded 1998. Privately owned. MD Chris Perry. Consultancy (10%),

design/build (30%), e-commerce (20%), CD-Rom (10%), iTV (5%), online

mktg (15%), online media buying (10%). Clients include Vodafone.

www.dna.co.uk

31 Lawton eMarketing

Founded 1995. Privately owned. MD Steve Sponder. Consultancy (10%),

design/build (5%), mobile (5%), online mktg (60%), online media

buying (10%), other (10%). Clients include EA Games, IBM.

www.lawtonemarketing.com

32 Good Technology*

Founded 1994. Subsidiary WPP. Chairman Richard Davies. No activity

breakdown given. Clients include Audi, Save the Children UK, Virgin

Atlantic. www.gtnetwork.com

33 E3 Media

Founded 1997. Privately owned. MD Mike Bennett. Consultancy (10%),

design/build (25%), e-commerce (30%), CD-Rom (10%), mobile (15%),

online mktg (10%). Clients include Orange, Kia. www.e3media.co.uk

34 Moonfish

Founded 1994. Privately owned. MD Roberto Simi. Consultancy (11%),

design/build (28%), e-commerce (5%), CD-Rom (4%), online mktg (20%),

online media buying (25%), other (7%). Clients include Intel.

www.moonfish.com

35 DLKW Dialogue

Founded 2002. Privately owned. CEO Paul Biggins. Consultancy (10%),

design/build (10%), iTV (5%), mobile (5%), online mktg (10%), other

(60%). Clients include HBOS, COI, Vauxhall. www.dlkwdialogue.com

36 Javelin Group

Founded 1998. Privately owned. MD Tony Stockil. Consultancy (50%),

e-commerce (25%), CD-Rom (10%), online mktg (15%). Clients include

Tesco, B&Q, Screwfix Direct. www.javelingroup.com

37 Hub Communications Group

Founded 1995. Privately owned. MD Sam Rudder. Consultancy (15%),

design/build (25%), e-commerce (20%), CD-Rom (20%), mobile (10%),

online mktg (10%). Clients include Vodafone, BMW. www.thehub.co.uk

38 Arnold Interactive*

Founded 2002. Subsidiary Media Square. MD Ken Frakes. No activity

breakdown given. Clients include Avis, COI, Expedia. www.zinc.co.uk

39 Glue London

Founded 1999. Privately owned. MD Mark Cridge. Consultancy (10%),

design/build (15%), iTV (2.5%), mobile (15%), online mktg (17.5%),

other (40%). Clients include T-Mobile, Virgin, McDonald's.

www.gluelondon.com

40 FullSIX

Founded 2000. Privately owned. MD David King. Consultancy (30%),

design/build (35%), e-commerce (5%), mobile (10%), online mktg

(20%). Clients include Orange, Procter & Gamble, Unicef.

www.fullsix.com

41 Precedent Communications

Founded 1989. Privately owned. MD Paul Hoskins. Consultancy (30%),

design/build (55%), e-commerce (15%). Clients include City & Guilds,

Bluewater, Regus. www.precedent.co.uk

42 cScape

Founded 1996. Subsidiary Net b2b2. MD Robert Killick. Consultancy

(30%), design/build (30%), e-commerce (30%), online mktg (10%).

Clients include Borough of Greenwich, CIPD, Cilip. www.cscape.com

43 Abacus e-media

Founded 1977. Subsidiary Wilmington Group. MD Steve Feigen.

Consultancy (15%), design/build (5%), e-commerce (60%), other (20%).

Clients include CMPi, Thomson International. www.abacusemedia.com

44 Pilot Interactive

Founded 1996. Subsidiary Principle Communications. Client services

director David Crawford. Design/build (55%), CD-Rom (5%), online

mktg (10%), online media buying (30%). Clients include Disney.

www.pilotinteractive.co.uk

45 Digiterre

Founded 2000. Privately owned. CEO Ian Murrin. Consultancy (30%),

e-commerce (70%). Clients include Sainsbury's, Thus, Dunlop Sports

International. www.digiterre.com

46 Beech2

Founded 1999. Subsid bds beechwood. Mng partner John Wood.

Consultancy (10%), design/build (50%), e-commerce (5%), online mktg

(15%), online media buying (5%), other (15%). Clients incl Pernod

Ricard. www.beech2.com

47 Babel Media

Founded 1998. Privately owned. MD Algy Williams. CD-Rom (3%), iTV

(5%), other (92%). Clients include Vodafone, Atari, Nintendo.

www.babelmedia.com

48 Lateral Net

Founded 1997. Privately owned. Chairman Jon Bains. Consultancy

(30%), design/build (60%), mobile (5%), online mktg (5%). Clients

include Levi Strauss, Five, RSPCA. www.lateral.net

49 M-Corp

Founded 1998. Privately owned. MD Awni Samara. Consultancy (4%),

design/build (42%), e-commerce (3%), CD-Rom (49%), other (2%).

Clients include Accenture, Microsoft, RNLI. www.m-corp.com

50 Atticmedia

Founded 1995. Privately owned. Chairman Mark Weber. Consultancy

(5%), design/build (50%), e-commerce (10%), CD-Rom (25%), iTV (2%),

mobile (3%), online mktg (5%). Clients include DfES, BBC.

www.atticmedia.com

51 Digitas

Founded 1980. Publicly quoted. CEO David Kenny. No activity

breakdown given. Clients include American Express, AOL, General

Motors. www.digitas.com

52 magneticNorth Interactive

Founded 2000. Privately owned. MD Lou Cordwell. Consultancy (35%),

design/build (50%), e-commerce (5%), other (10%). Clients include

Kellogg, Coca-Cola, BBC. www.magneticn.co.uk

53 Screen Pages

Founded 1997. Privately owned. MD Roger Willcocks. Design/build

(10%), e-commerce (80%), online mktg (10%). Clients include Fat

Face, Corgi, House of Bath. www.screenpages.com

54 TechnoPhobia

Founded 1995. Privately owned. Mng partner Pip Thorne. Consultancy

(5%), design/build (20%), e-commerce (58%), mobile (1%), online mktg

(1%), other (15%). Clients include Green Flag, Vernons.

www.technophobia.com

55 Chemistry Communications

Founded 2000. Publicly quoted. MD Diane Charlton. Consultancy (15%),

design/build (40%), online mktg (45%). Clients include Unilever

Bestfoods, Transport for London, Kodak. www.chemistrygroup.co.uk

56 Netinfo

Founded 1995. Privately owned. MD Jonathon Bradshaw. Consultancy

(10%), design/build (20%), e-commerce (60%), online mktg (10%).

Clients include Wella, Yell, Crossrail. www.netinfo.com

57 Graphico New Media

Founded 1990. Privately owned. MD Mark Bennett. Consultancy (5%),

design/build (50%), e-commerce (2%), CD-Rom (20%), mobile (3%),

online mktg (20%). Clients include Pepsi, Chivas Brothers.

www.graphico.co.uk

58 Cimex Media

Founded 1994. Privately owned. MD Steve Puxley. Consultancy (5%),

design/build (35%), CD-Rom (30%), online mktg (5%), other (25%).

Clients include Pearson, DfES, e-skills UK. www.cimex.com

59 NetConstruct

Founded 1995. Privately owned. MD David Bentley. Consultancy (5%),

design/build (50%), e-commerce (25%), online mktg (5%), other (15%).

Clients include Cadbury Schweppes, Harveys Furnishing.

www.netconstruct.co.uk

60 Worth Media

Founded 1996. Privately owned. MD Jasper McIntosh. Consultancy

(30%), design/build (55%), e-commerce (10%), online mktg (5%).

Clients include GlaxoSmithKline, Channel 4, DfES. www.worthmedia.net

61 Greenroom Digital

Founded 2000. Privately owned. MD Nick Hamm. Consultancy (5%),

design/build (30%), CD-Rom (5%), mobile (5%), online mktg (55%).

Clients include Icon, Sony. www.greenroom-digital.com

62 Sequence Collective

Founded 1995. Privately owned. MD Richard Baker. Consultancy (10%),

design/build (40%), e-commerce (20%), CD-Rom (5%), mobile (5%),

online mktg (5%), other (15%). Clients include NTL Business.

www.sequence.co.uk

63 Redweb

Founded 1996. Privately owned. MD Andrew Henning. Consultancy (5%),

design/build (50%), e-commerce (45%). Clients include UK Passport

Service, Norwich Union, Fitness First. www.redweb.co.uk

64 Dare

Founded 2000. Privately owned. Managing partner Mark Collier.

Consultancy (20%), design/build (30%), CD-Rom (2%), mobile (5%),

other (43%). Clients include Barclays, O2, Sony Ericsson.

www.daredigital.com

65 Nucleus

Founded 1979. Privately owned. Chairman Peter Matthews. Consultancy

(25%), design/build (10%), e-commerce (55%), online mktg (10%).

Clients include Orient-Express, Cable & Wireless, Center Parcs.

www.nucleus.co.uk

66 Liquorice

Founded 1997. Privately owned. CEO Quentin Boyes. Design/build

(35%), e-commerce (40%), CD-Rom (15%), online mktg (10%). Clients

include The Tussauds Group, David Lloyd Leisure, Johnson & Johnson.

www.liquorice.net

67 Code Computer Love

Founded 1999. Privately owned. Managing partner Tony Foggett.

Consultancy (10%), design/build (45%), e-commerce (10%), CD-Rom

(15%), online mktg (15%), other (5%). Clients include BUPA.

www.computerlove.co.uk

68 Harvest Digital

Founded 2001. Privately owned. MD William Corke. Consultancy (5%),

e-commerce (5%), online mktg (30%), online media buying (60%).

Clients include Norwich Union, Tesco Personal Finance, Shelter.

www.harvestdigital.com

69 Spannerworks

Founded 1997. Privately owned. MD Arjo Ghosh. Online mktg (100%).

Clients include Carphone Warehouse, GlaxoSmithKline, Virgin.com.

www.spannerworks.com

70 23red

Founded 2000. Privately owned. MD Adam Wylie. Consultancy (35%),

design/build (30%), CD-Rom (10%), mobile (5%), online mktg (20%).

Clients include Ladbrokes, Sony PlayStation, COI. www.23red.com

71 Bostock and Pollitt

Founded 1987. Privately owned. CEO David Chapple. Consultancy (20%),

design/build (30%), e-commerce (20%), CD-Rom (15%), iTV (5%), online

mktg (10%). Clients include BT, BP, Space NK.

www.bostockandpollitt.com

72 Pancentric

Founded 2003. Privately owned. MD Bruce Stewart. Consultancy (22%),

design/build (34%), e-commerce (10%), online mktg (20%), other

(14%). Clients include Whitbread, Gillette, Merck Sharpe & Dohme.

www.pancentric.com

73 Poke

Founded 2001. Privately owned. Managing partner Peter Beech.

Consultancy (20%), design/build (50%), mobile (5%), online mktg

(25%). Clients include Orange, BBC Worldwide, Diageo.

www.pokelondon.com

74 Rare Digital

Founded 1999. Subsidiary Chime Communications. MD Tom Hopkins.

design/build (60%), e-commerce (10%), CD-Rom (25%), online mktg

(5%). Clients include Somerfield, St James Homes, AirMiles.

www.raredigital.co.uk

75 Randommedia

Founded 1999. Privately owned. MD Victor Benady. Consultancy (10%),

design/build (60%), mobile (5%), online mktg (10%), other (15%).

Clients include Sony PlayStation, BBC, COI. www.randommedia.co.uk

76 Panlogic

Founded 1999. Privately owned. MD William Makower. Consultancy

(10%), design/build (20%), online mktg (70%). Clients include BBC,

Vodafone, lastminute.com. www.panlogic.co.uk

77 Nowwashyourhands

Founded 2001. Privately owned. MD Neil Jeffries. Consultancy (15%),

design/build (40%), e-commerce (30%), online mktg (15%). Clients

include MTV, Camelot, Fox Kids. www.nowwashyourhands.com

78 Mook

Founded 1999. Privately owned. MD Tom Adams. Consultancy (10%),

design/build (30%), CD-Rom (40%), online mktg (20%). Clients include

Times Newspapers, MTV, V&A. www.mook.co.uk

79 Skive Creative

Founded 2001. Privately owned. MD Sean Singleton. Design/build

(50%), online mktg (45%), online media buying (5%). Clients include

Wanadoo, Totesport, Weetabix. www.skivecreative.com

80 NovaRising

Founded 2001. Privately owned. MD Rob Walk. Design/build (30%),

CD-Rom (10%), iTV (10%), mobile (5%), online mktg (25%), online

media buying (5%), other (15%). Clients include Visa International.

www.novarising.com

81 DS.Emotion

Founded 1998. Privately owned. MD Jay Armitage. Consultancy (20%),

design/build (60%), CD-Rom (15%), mobile (5%). Clients include

Carnaby, Fox's Biscuits, SkyBet. www.dsemotion.com

82 Tonic

Founded 1998. Privately owned. MD Robert Kennedy. Consultancy (10%),

design/build (60%), CD-Rom (10%), online mktg (20%). Clients include

Sony, MTV, Vodafone. www.tonic.co.uk

83 Headtohead

Founded 1996. Privately owned. Mng partner Rod Geoghegan.

Consultancy (10%), design/build (40%), e-commerce (10%), mobile

(5%), online mktg (20%), other (15%). Clients include Auto Trader.

www.headtoheadweb.com

84 Clock

Founded 1997. Privately owned. MD Syd Nadim. Consultancy (10%),

design/build (65%), e-commerce (12%), CD-Rom (1%), mobile (4%),

online mktg (8%). Clients include JD Wetherspoon, Sony PlayStation.

www.clock.co.uk

85 Forepoint

Founded 1992. Privately owned. MD Simon Bailey. Consultancy (10%),

design/build (80%), CD-Rom (5%), online mktg (5%). Clients include

Moto, De Vere Group, British Nuclear Group. www.forepoint.co.uk

86 Swamp

Founded 2002. Privately owned. Chairman Simon Wadsworth. Consultancy

(20%), design/build (40%), e-commerce (5%), mobile (5%), online mktg

(10%), online media buying (20%). Clients include Heinz.

www.swampme.com

87 Windmill Partnership

Founded 1998. Privately owned. Managing partner Chris Rendel.

Consultancy (20%), design/build (50%), CD-Rom (20%), online mktg

(10%). Clients include Findus, RAC, Capio.

www.windmillpartnership.com

88 JJ Group

Founded 1985. Privately owned. Chrmn James Goddard. Consultancy

(5%), design/build (65%), e-commerce (5%), CD-Rom (5%), mobile (3%),

online mktg (15%), online media buying (2%). Clients incl Volvo.

www.thejjgroup.com

89 digitalTMW

Founded 2000. Privately owned. MD Chris Warren. Consultancy (10%),

design/build (30%), online mktg (20%), other (40%). Clients include

Unilever, Diageo, Nissan. www.digitaltmw.co.uk

90 Base One

Founded 2000. Privately owned. MD Richard Bush. Consultancy (5%),

design/build (65%), e-commerce (10%), CD-Rom (5%), online mktg

(10%), other (5%). Clients include Saab, Fujitsu, Dalkia.

www.baseO1interactive.co.uk

91 Dig For Fire

Founded 1983. Privately owned. MD Charles Glover. Consultancy (10%),

design/build (35%), e-commerce (8%), CD-Rom (5%), mobile (2%),

online mktg (40%). Clients include Tesco.com, AXA, HSBC.

www.digforfire.co.uk

*Companies House financial data provided by Willott Kingston Smith on

agencies affected by the Sarbanes-Oxley Act

TOP NEW MEDIA BUYERS

Agency Billings Billings New % Staff Digital

2003 2002 media chng special-

(pounds) (pounds) (%) ists

1 Isobar UK 28,600,000 18,400,000 100 55 45 43

2 i-level 25,000,000 18,000,000 100 39 62 62

3 Unique Digital 11,558,220 4,300,000 100 169 29 25

Marketing

4 Profero 9,400,000 12,000,000 100 -22 50 50

5 Quantum Media 8,750,000 5,010,000 100 75 22 20

6 Equi=Media 8,407,038 5,096,542 100 65 17 12

7 All Response 5,808,572 7,121,270 15 -18 35 7

Media

8 TBG 3,823,000 2,065,730 100 85 13 13

9 Eyeconomy 1,406,408 1,088,942 100 29 6 6

Agency

1 Isobar UK

Founded 2004. Subsidiary Aegis Media. MD Robert Horler. Clients

include AOL, Dell, Renault. www.isobarcommunications.com

2 i-level

Founded 1998. Privately owned. Chairman John Bartle. Clients include

BT, COI, William Hill. www.i-level.com

3 Unique Digital Marketing

Founded 1999. Privately owned. Managing partner Simon Anderson.

Clients include Ladbrokes, Barclaycard, Avis.

www.unique-digital.co.uk

4 Profero

Founded 1998. Privately owned. MD Wayne Arnold. Clients include

AstraZeneca, Black & Decker, COI. www.profero.com

5 Quantum Media

Founded 1998. Privately owned. MD Dan Clays. Clients include Wanadoo,

Intelligent Finance, Domino's Pizza. www.quantum-media.co.uk

6 Equi=Media

Founded 1999. Privately owned. MD Andrew Burgess. Clients include

Esure, Cornhill Direct, Firstplus Financial. www.equimedia.co.uk

7 All Response Media

Founded 1995.Subsidiary Euro RSCG. Head of digital Stefan Bardega.

Clients include OneTel, RAC, Dial-a-Phone. www.allresponsemedia.com

8 TBG

Founded 2001. Privately owned. MD Simon Mansell. Clients include

Budget Insurance, Dixons, Experian. www.tbgltd.com

9 Eyeconomy

Founded 1996. Subsidiary of GMC. MD Jon Clarke. Clients include eBay,

Gaming Corp, SpicerHaart. www.eyeconomy.co.uk

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