AGENCY OF THE WEEK: DMB&B

A fortnight after Burger King announced its departure from DMB&B, the brand hits Adwatch for the first time this year. As the third big client to move out in recent months, it is a frustrating loss for the agency, especially given its pride in its latest work.

A fortnight after Burger King announced its departure from DMB&B,

the brand hits Adwatch for the first time this year. As the third big

client to move out in recent months, it is a frustrating loss for the

agency, especially given its pride in its latest work.



Last year, M&C Saatchi robbed DMB&B of the high-spending Dixons business

and a huge new project on Whiskas.



Although not an altogether bad year, 1996 was a trying one. DMB&B stayed

at number six in the league tables and made a decent profit after a poor

1995 (the first year for a decade that profit targets were not

exceeded). Nonetheless, billings dropped by pounds 20m.



Now the agency is focused on the future. As Jon Farrell takes promotion

in the US, his successor is the Lowe Group’s David Jones who, it is

said, has not been happy in Knightsbridge for a while. But the move to

Victoria will bring more changes than different shopping

opportunities.



Jones is laid-back, clever and passionate about ads - a BMP-trained,

Lowes-polished adman joining a group which, post-Farrell, takes a

fully-integrated approach. In the big UK job, Jones will talk a good

game, but will he really have enough interest in the whole group?



Curiously, he is a ’mate’ and contemporary of DMB&B’s former chairmen

Tony Douglas and Graham Hinton - he even started at Ammirati Puris

Lintas with Hinton on the same day in 1969.



Hinton says: ’He’s a very good operator, he cares about ads, he’s good

with senior clients and he won’t get in Barry Cook’s way. He’s a bright

man who will rise above politics to do a good job.’



Jones can be tough. Look back to Collett Dickenson Pearce, for example,

where he wielded the knife fearlessly during his brief tenure in the

early 90s. He should, however, work well with Cook, Jeremy Pemberton and

Max Burt. For Cook, who sees the 1997 key objectives as new business and

a continuing improvement in the reel, Jones’s arrival is good news that

heralds more work of the Littlewoods calibre.



But Jones will need to keep the entire group, not just the ad agency,

happy in order to - as Littlewoods has it - really get a result.



DMB&B

Projected billings pounds 207m

Wins (in the past 12 months) Scholl, Australian Tourist Commission, COI

Modern Apprenticeships, Tyco Toys, Littlewoods Leisure, Cyprus Tourist

Board, Epson, Lukcy Lotto

Losses (in the past 12 months) PC World and The Link (Dixons),

Clearasil, Interflora, The Express, Burger King (creative), Whiskas

Key clients COI, Mars, P&G, Fiat, TSB, Littlewoods, Lyons Tetley, St

Ivel, British Bakeries

Key people David Jones (group chairman), Barry Cook (managing director),

Jeremy Pemberton (creative director), Max Burt (planning director)



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