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

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
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer