Agency of the Year: Agency 2004

So here they are, Marketing's Agencies of the Year from across the marketing services sectors. We have taken a full year's worth of effort, inspiration and intellect from many talented people from across the agency world and dumped 90% of it into the dumpster of history. You have to be cruel to be kind.

What was left has been subjected to the withering gaze of journalistic scepticism. It has been interrogated, poked and prodded for substance, tabulated, calculated, shouted at and locked into a small dark room by itself just to see whether it is made of the right stuff.

We have, without question, identified the best of the best in 2004. It hurt us, almost as much as it did the agencies that didn't make it (well, almost) but someone has to assess the best-performing agencies across all the disciplines - and only Marketing does.

Much as we don't relish seeing an advertiser change agencies without a very valid reason, Agency 2004 represents a dream list of creative, effective and blossoming agencies that any marketer would benefit from having on their next shortlist.

The criteria we use are simple, but they work: effectiveness, creativity, organisational change, new business and incremental business from existing clients. Those five measures throw up many compelling stories from our 11 Agencies of the Year.

Among the winners there have been management buyouts, extraordinary pitch conversion rates, outstanding tales of staff development and retention, client crises that have been overcome and record-breaking awards hauls.

There are winning agencies that are the biggest in their field, and others that started 2004 with a single client. Some stood head and shoulders above their rivals; others have taken the title by a whisker.

Marketing speaks to many experts about agency performance over the course of the year. A few went out of their way to narrow down the search for the top agencies in 2004. Our special thanks to: Crispin Manners, The Public Relations Consultants Association; Alex Young, Peggy Connor, Julie Constable, Juliet Blackburn and Paul Phillips, AAR Group; The Institute of Public Relations; Deborah Dawton, Design Business Association; Julia Hutchison, Association of Publishing Agencies; Nick Fennell, Archway Management; Penny Bousfield, CM Insight; Andy Pearch, Billetts; and Pip Hainsworth, Media Audits.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers