ADVERTISING & PROMOTION: AGENCY PROFILE: Abbott Mead Vickers BBDO

AMV celebrates its 20th birthday next year, and in the ever-changing agency world that makes it something of a veteran.

AMV celebrates its 20th birthday next year, and in the ever-changing

agency world that makes it something of a veteran.



But advertising is a business where grey hairs aren’t always welcome.

The agency is bringing in new management to ensure its prosperity into

the next millennium.



Creative supremo David Abbott appointed Peter Souter as his heir

apparent in January. Former WCRS chief executive Andrew Robertson was

also head-hunted to beef up the operation. Its acquisition of PHD last

month extends that thinking into media.



It is a strategy that appears to be working. More than 40% of the

agency’s clients have been on its books for five years or more.



Where it has lost major clients there have been factors outside the

agency’s control. Kingfisher pulled out the pounds 24m Comet account to

align all its business with Cordiant, and AMV lost the Leeds building

society when it was swallowed by the Halifax.



Its win record, which includes WH Smith’s pounds 13m account and pounds

14m from BT, has more than compensated. ‘The single greatest thing we

can do for clients is something they cannot do themselves, which is to

come up with great ideas,’ says AMV chief executive Michael Baulk.



No one disputes the quality of AMV’s work, but with a list of blue-chip

clients and all that history, can it remain on the creative cutting

edge?



It has already dipped its toe into more off-beat advertising with Tony

Kaye’s ‘Unexpected’ work for Dunlop, which polarised opinions. Some

critics saw it as against AMV’s creed and a creative ego gone mad.



But it pleased the client. Stuart Wyss, marketing services manager at

Dunlop, says: ‘They’re terribly skilled at understanding what the client

needs - even if the client doesn’t know it himself.’



------------------------------------------------------------------------

Abbott Mead Vickers BBDO

------------------------------------------------------------------------

principal Directors

Michael Baulk chief executive

David Abbott creative director and joint chairman

Turnover                     pounds 287m

Billings (Register MEAL)     pounds 253.22m

Media network                New Phd

New business wins 18 in 1995

Key clients BT, PepsiCo, Gossard, Volvo and Sainsbury’s

------------------------------------------------------------------------



Discussion

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

Latest

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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message