Marketing League Tables: Digital - Digital leagues

Digital has recorded huge growth this year as agencies reap the rewards of the medium's elevated status.

In years to come, 2007 may well go down as the year in which digital truly entered the mainstream. With online adspend increasing by £417.1m in the first half of 2007 to £1.3bn, accounting for almost 15% of total UK adspend, broadband penetration reaching 90% in the UK, and young and old alike taking to social networking with a vengeance, demand for digital agencies' services is increasing as the discipline is elevated to a position of key strategic importance.

This prodigious first-half growth was uniform: display advertising rose by 33%, compared with the first half of 2006, paid search by 44%, and classified by 72%. Total online spend for the 12 months to June 2007 stood at £2.4bn, compared with £2bn for the 2006 calendar year. This is reflected in the league tables, which reveal widespread double-digit growth.

Despite these impressive figures, for some at least, the words 'digital agency' retain connotations of something small, tactical and of marginal importance. There are echoes of this in the tables, which reveal a sector that remains highly fragmented, dominated by a handful of big agencies. It is perhaps for this reason that AKQA chairman Ajaz Ahmed describes his firm as 'an agency for the digital age, rather than a digital agency'.

Ahmed is not alone in sensing that the balance of power is shifting in digital's favour. Among the bigger agencies, there is a feeling that the nature of the game has changed over the past 12 to 18 months. 'We now enjoy an agency-of-record relationship with our clients, and typically, there is a very big budget attached to it,' says LBi chief executive, Luke Taylor. Over the past year LBi has picked up 10 additional clients, many of which, such as Canon, HMV and the NHS, will spend millions of pounds a year with the agency to define the brand and roll out an acquisition strategy across all customer touchpoints. 'What is satisfying is that the budgets are now commensurate with the size of the ambition,' says Taylor. 'There is no longer a big gap between the client's expectations and the money available to realise them, and the dialogue is taking place at board level.'

Digital agencies finding a place at the top table is a recurring theme. Agency.com, for example, takes turns with Abbott Mead Vickers BBDO and OgilvyOne to lead the strategic position for its client BT, depending on the brief, according to the agency's business development director, Nick Corston. With IKEA, it went even further. While Glue attracted plaudits and attention for pitching for the Eurostar account, which was eventually won by Fallon, Agency.com took the lead creative and strategic role with IKEA and produced a campaign that ran not only online, but in the press and on London Underground.

'Twelve months ago, I would have been wishing it was the case; now we have done it,' says Corston. 'Big brands are moving significant budgets into digital now. We are tier-one with Procter & Gamble. It is really getting its head round digital and wants to work with specialist partners.'

Land Rover is another brand for which digital is becoming an increasingly important channel, at the expense of traditional direct activity, says the marque's marketing director, Andy Griffiths. 'Microsites have become the norm for any campaign now, they allow us to be more creative and give us space to get across the messages we need to. There is less traditional direct mail, less buying-in of cold prospect data now, it is all about building relationships with people, mapping what their interests are and targeting them appropriately.'

As more money is poured into digital, so clients are taking their relationships with agencies in the sector more seriously. There have been a number of reviews in recent months, as big clients look to create rosters, rather than work with digital agencies on an ad hoc basis. Not least of these have been those called by Shell and GlaxoSmithKline, both of which are assessing their global digital arrangements.

As a result, the balance of the industry may shift away from smaller boutique agencies to established operations capable of processing big accounts. The big holding companies certainly seem keen to build their digital capabilities. A sign of this was Publicis Groupe's takeover late last year of Digitas - the UK arm of which was Modem Media - to gain a global digital network. More consolidation is likely, though some buyers may be put off by price tags that are often the equivalent of 15 times an agency's earnings.

Another way to build scale is via the established integrated agencies. This year's leagues show that a number of direct and sales-promotion agencies have set up digital divisions, such as Craik Jones Watson Mitchell Voelkel. These now represent serious competition to the specialist agencies.

In terms of the work itself, social networking was a key theme for digital marketers in 2007 and, as ever in this market, things moved quickly. MySpace, YouTube and Second Life remained in the news, but it was newcomer Facebook that stole the headlines as people of all ages signed up. Its rise underlined some of the issues still facing the digital industry when a series of big brands including Vodafone and the COI withdrew spend in this area in August after their advertising appeared next to some dubious content.

Despite this setback, David Smith, head of CMW Interactive, claims advertisers are now less worried about social media, including blogs, than they were 12 months ago, because they are more confident about where to draw the lines and about how they can use it to promote their brand. 'They are not all using it as effectively as they might,' says Smith. 'But they are starting to see social media as something they can get involved in a responsible manner, whereas once it was seen as something a little bit frightening over which they had no control.'

The idea of brands infiltrating social networks is, of course, a contentious one. People use social networking sites for a range of reasons, but it is unlikely that many would claim that their motivation is to be sold or advertised to. As such, Andrew Burgess, managing director of Equi=Media, warns that brands need to exercise caution in the social media environment. 'There is no question that we have merely scratched the surface of this phenomenon, but in trying so hard to get close to consumers online, brands can overcook the engagement,' he says. 'If Facebook tells us anything, it is that consumers are seeking more meaningful relationships online, and are turned off by the cynical me-too attempts at getting their attention that we are currently drowning in.'

This is a view shared by Mark Iremonger, head of digital at Proximity. 'It is becoming less about building social networks for brands than adding value to consumers' social network experience,' he says, pointing to the applications consumers choose to download and use on Facebook. 'The first brand that does this really well will reach people in a totally new way.'

As any market matures, those operating within it become more sophisticated. Where once online advertising was all about display, now it is about creating an engaging experience. 'We have moved on from banners and buttons,' says Spencer McHugh, head of digital and direct marketing at Orange. 'It is all about interaction, stimulating word of mouth and allowing people to have conversations around them.'

This type of approach is undoubtedly more subtle, and, according to Mark Patron, chief executive at Redeye, is part of the concerted effort that brands are making to convert more browsers to buyers, as they shift the emphasis from driving traffic, to conversion. As the volume of online content grows, says Patron, it is becoming more difficult for brands to achieve cut-through. With conversion rates often in the low single digits, brands are working hard to make improvements.

There are several methods that can be employed to achieve this. One is for online retailers to email anyone who abandons a shopping trolley part-way through a visit, to remind them that they were mid-shop and ask if they would still like to buy the product. According to Patron, such timely reminders can generate an uplift of between 5% and 10% in the conversion rate.

Another example can be found on Littlewoods' website, where CMW has created a Trinny and Susannah 'style advisor' tool. Consumers enter their height, upper- and lower-body size and leg length, as well as any relevant physical attributes, such as big arms, short legs or thick calves. They are then offered advice about the sort of clothes best-suited to their shape.

Far from being a cosmetic exercise, says CMW's Smith, the process involved the two TV stars going through the Littlewoods catalogue, identifying specific items of clothing for each scenario. The tool is promoted on the site's home page, which, Smith says, has helped to increase conversion rates.

If social networks were the story of 2007 online, widgets will take on a similar mantle in 2008, says Simon McMaster, director of digital at Tequila\London. A widget is a connected application that resides on a computer's desktop, meaning that the user does not have to visit a website to access the information they need. This content could be anything from a weather forecast to betting odds. Once downloaded, the widget provides instant, branded access to the information, without the need to enter the brand's URL into a web browser, or even select it from the favourites menu.

'I would like to see some of the sites we are building now available as desktop applications,' adds McMaster. 'The biggest problem with digital activity is that you have to get people to your website. With a widget, if you can get them to download it and put it on their desktop, you then have a direct line of communication with them, and don't have the problem of how to get people to come back.'

2008 could also be the year that mobile establishes itself as a viable marketing channel. This year has proved somewhat of a false dawn in this area, but with the emergence of unlimited data tariffs and the more widespread availability of sophisticated handsets that make it easy to browse mobile internet sites, there is renewed optimism.

However, Kieron Matthews, head of marketing at the Internet Advertising Bureau, sounds a note of caution. 'There is a lot of talk about when mobile will really take off, but I reserve judgment until after Christmas to see the impact of the iPhone and the level of interactivity offered by handsets,' he says. 'Until sophisticated phones and free access to the net are the norm, mobile still has a little way to go.'

Amid the fads, the one constant within the digital industry has been the importance of data. The explosion of online promotional activity has not only given companies far more customer information to play with, but has brought fresh ways to exploit it. Gail Dudleston, managing director at twentysix, believes it will play a huge part in the next 12 months in enabling behavioural targeting online and giving customers what they want, based on their past behaviour. 'To do digital marketing well, marketers need to combine the idea-generation skills of advertising agencies with the data skills of the direct shops,' she says. This, in essence, is what former Euro RSCG chairman Ben Langdon has sought to do in building the Digital Marketing Group, which comprises Cheeze, Graphico, Inbox Digital, Hyperlaunch New Media and Alphanumeric. For Langdon, data is as important to digital as it ever was for direct. 'The interactivity of digital makes it a highly sophisticated form of direct marketing,' he says. 'It is using new channels to engage in a one-to-one relationship with the consumer, and data is at the heart of this. There are those who understand this and those who just want to do something crazy online. For us, it is all about measurement, ROI, and the intelligent application of data.'

What makes the digital market so fascinating is its restlessness and speed of change. Moreover, business models that separate data, creative and media are starting to crumble, as investors with deep pockets look for new ways to service clients. Where digital ends up is still very much up for grabs, but one thing is certain - it won't stay the same.

TOP DIGITAL AGENCIES
Digital turnover % % of Staff Digital
2006 2005 chng total spec-
(pounds) (pounds) t'over ialists

1 LBi 48,300,000 36,000,000 34 100 380 380
Agency Republic* 27,871,923 18,252,484 53 100 86 80
2 Conchango 25,200,000 15,900,000 58 84 300 260
3 AKQA 22,519,833 14,316,643 57 100 280 280
4 TMN 16,095,000 9,012,000 79 100 100 100
5 Avenue A/Razorfish 15,600,000 5,300,000 194 90 145 140
6 TBG London 13,530,000 6,800,000 99 100 48 39
7 eCircle 11,500,000 8,100,000 42 100 150 150
8 Summit 10,900,000 6,200,000 76 100 80 n/a
9 Dare 10,433,000 4,291,000 143 97 140 140
Agency.com* 9,888,854 7,786,749 27 100 150 150
10 Publicis Dialog 9,075,300 6,964,500 30 33 162 47
11 Global Beach 8,500,000 6,800,000 25 100 84 72
12 Profero UK 7,600,000 7,200,000 6 100 78 78
13 Investis 7,479,000 5,300,000 41 100 111 71
14 Harvest Digital 7,270,000 5,701,000 28 100 34 34
15 Reading Room 7,208,189 3,529,619 104 100 141 126
16 IS Solutions 6,909,000 5,085,000 36 100 77 53
17 Glue London 6,907,120 4,813,187 44 100 107 107
18 digitaltmw 6,780,000 3,960,000 71 25 50 50
19 Nucleus 6,271,966 5,726,239 10 50 46 n/a
20 twentysix 5,900,000 5,700,000 4 90 90 70
21 Craik Jones Watson
Mitchell Voelkel 5,800,000 2,400,000 142 30 90 14
22 Syzygy UK 5,735,000 5,223,000 10 100 76 76
23 Draftfcb 5,675,174 2,324,141 144 33 226 35
24 Grand Union 5,612,300 4,201,227 34 100 50 n/a
25 GT 5,415,100 4,042,626 34 100 109 109
26 Avvio Design 5,200,000 5,200,000 0 75 36 11
27 LIDA 5,041,000 2,457,000 105 47 80 38
28 Rufus Leonard 4,960,000 4,280,000 16 80 64 37
29 Web Liquid 4,665,461 2,769,853 68 100 7 7
30 Spannerworks 4,400,000 2,500,000 76 100 85 70
31 RedEye Int'l 4,393,700 2,646,000 66 100 70 70
32 Blue Barracuda 4,360,000 2,530,000 72 100 41 41
33 Archibald Ingall
Stretton 4,200,000 4,000,000 5 50 95 33
34 Graphico New Media 4,130,000 2,370,000 74 100 72 68
35 Poke 4,010,000 2,225,000 80 100 47 45
36 CMW Interactive 3,900,000 4,000,000 -3 100 30 30
37 E3 Media 3,734,850 2,945,320 27 100 50 50
38 Freestyle New
Media Group 3,728,256 n/a n/a 100 55 49
39 Cimex Media 3,673,459 1,821,726 102 100 45 36
40 The Group 3,600,000 2,960,000 22 100 45 45
41 Mailtrack 3,483,393 2,731,312 28 100 25 23
42= Steel 3,340,000 3,210,000 4 100 43 43
42= Complete
Integrated Comms 3,340,000 3,074,400 9 40 125 38
44 Abacus e-Media 3,150,000 2,500,000 26 100 49 36
45 Sponge 3,040,000 2,488,865 22 100 21 21
46 SixandCo 2,824,587 1,712,132 65 90 78 60
47 Equator 2,816,349 3,035,954 -7 100 45 40
48 Beechwood 2,608,264 3,124,750 -17 70 37 18
49 Pilot Interactive 2,497,006 2,148,072 16 100 20 20
50 Inbox 2,447,609 1,743,597 40 42 29 29
51 Code Computerlove 2,380,518 1,800,000 32 100 48 46
53 Design UK 2,346,000 1,540,464 52 99 34 34
52 Atticmedia 2,259,733 2,468,593 -8 100 30 40
54 Lateral 2,175,675 2,066,211 5 100 31 31
55 Redweb 2,147,514 1,535,484 40 100 42 30
56 Interesource
New Media 2,116,935 1,716,127 23 100 30 30
57 Bluhalo 2,045,808 1,615,230 27 100 42 n/a
58 Pod1 2,032,500 1,160,500 75 100 52 51
59 Sequence 2,007,045 1,919,028 5 100 33 33
60 23red 1,865,362 1,744,991 7 50 45 n/a
61 Halpern Cowan 1,820,000 930,000 96 98 25 23
62 VCCP Digital 1,812,609 n/a n/a 100 26 26
63 Think 1,763,989 989,544 78 100 60 55
64 Ralph 1,750,000 1,500,000 17 100 22 22
65 Seren Partners 1,635,482 1,139,283 44 100 15 11
66 Precedent
Communications 1,632,000 1,809,000 -10 72 45 10
67 Fortune Cookie UK 1,621,000 n/a n/a 100 27 27
68 Pure 1,440,000 569,553 153 100 31 31
69 Chameleon Net 1,204,491 1,231,030 -2 100 26 26
70= Spinnaker 1,200,000 630,000 90 40 28 16
70= Preloaded 1,200,000 520,000 131 100 24 24
72 Bostock and Pollitt 1,087,000 870,000 25 26 37 11
73 WARL 1,046,104 855,620 22 30 38 12
74 Clock 941,000 570,000 65 100 26 23
75 Underwired 808,445 538,999 50 100 14 14
76 Lemon Foundation 769,682 674,878 14 99 10 10
77 NovaRising 668,720 201,197 232 100 12 12
78 Aqueduct 632,000 259,000 144 46 21 7
79 Maynard Malone 615,352 439,858 40 100 10 10
80 Milton Bayer
Communications 493,029 324,575 52 54 20 8

Rnk Agency

1 LBi
Founded 1995. Subsid. LBi Intl. CEO Luke Taylor. 17.5% consult, 27%
des/build, 23% e-com, 2.5% iTV, 2.5% mobile, 2.5% eCRM, 2.5% virals,
2.5% email, 5% ads, 4% search, 3.5% affiliate, 7.5% media. Clients
include BT, Canon. www.lbigroup.com
Agency Republic*
Founded 2001. Subsidiary Omnicom. MD Jane McNeill. 20% consultancy,
15% design/build, 2% mobile, 2% eCRM, 5% virals, 3% email, 25% ads,
4% search, 4% affiliate, 20% media. Clients include O2, BBC, Diageo.
www.agencyrepublic.com
2 Conchango
Founded 1991. Privately owned. Chief executive Mike Altendorf. 10%
consultancy, 10% design/build, 50% e-commerce, 10% CD-ROM, 20%
mobile. Clients include Tesco.com, Harrods, Virgin Atlantic.
www.conchango.com
3 AKQA
Founded 1995. Privately owned. Chief executive Tom Bedecarre. 20%
consultancy, 30% design/build, 10% e-commerce, 10% mobile, 20%
virals, 10% email. Clients include Nike, Xbox, Unilever.
www.akqa.com
4 TMN
Founded 2000. Publicly listed. Chief executive Mark Smith. 70%
email, 8% ads, 10% affiliate, 12% other. Clients include RBS, Volvo,
T-Mobile. www.tmngroupplc.com
5 Avenue A/Razorfish
Founded 1998. Subsid. Aquantive/Microsoft. MDs Chris Perry, Neil
Miller. 5% consult, 20% des/build, 20% e-com, 5% eCRM, 5% virals, 5%
email, 10% ads, 5% search, 5% affiliate, 10% other, 10% media.
Clients include O2, Disney. www.aa-rf.co.uk
6 TBG London
Founded 2001. Privately owned. MD Simon Mansell. 10% consult, 10%
des/build, 10% email, 15% ads, 15% search, 5% affiliate, 5% other,
30% media. Clients include American Express, Ocean Finance.
www.tbglondon.com
7 eCircle
Founded 1999. Privately owned. Chief executive Volker Wossner. 15%
consultancy, 80% email, 5% other. Clients include Argos, HBOS,
Samsung. www.ecircle-uk.com
8 Summit
Founded 2001. Subsidiary Summit Records. MD Hedley Aylott. 5%
design/build, 10% e-commerce, 5% email, 50% search, 20% affiliate,
5% other, 5% media. Clients include Argos, 3, Comet.
www.summit.co.uk
9 Dare
Founded 2000. Subsidiary of Cossette Communications. Managing
director Lee Wright. 35% design/build, 15% virals, 15% email, 35%
ads. Clients include Vodafone, Sony Europe, Barclays.
www.daredigital.com
Agency.com*
Founded 1995. Subsidiary Omnicom. MD Russell Marsh. 19% consultancy,
18% design/build, 3% e-commerce, 1% mobile, 3% eCRM, 41% ads, 4%
search, 4% affiliate, 7% media. Clients include British Airways, BT,
IKEA. www.agency.com
10 Publicis Dialog
Founded 1998. Subsidiary Publicis Groupe. Chairman Dennis Kerslake.
25% consult, 15% des/build, 10% iTV, 10% mobile, 18% eCRM, 2%
virals, 15% ads, 5% search. Clients include HP, Zurich Financial
Services, Renault. www.publicis-dialog.co.uk
11 Global Beach
Founded 1993. Privately owned. CEO Clive Jackson. 20% consultancy,
30% design/build, 5% iTV, 10% mobile, 10% eCRM, 10% email, 10% ads,
5% search. Clients include Jaguar, Bowers&Wilkins, Bentley Motors.
www.globalbeach.com
12 Profero UK
Founded 1998. Privately owned. Managing director Nick Blunden. 10%
consultancy, 15% design/build, 5 % mobile, 5% virals, 30% ads, 10%
search, 5% affiliate, 20% media. Clients include COI, Mini, Channel
4. www.profero.com
13 Investis
Founded 2000. Privately owned. Chief executive Justin Walters. 10%
consultancy, 90% design/build. Clients include Cadbury Schweppes,
Prudential, Arriva. www.investis.com
14 Harvest Digital
Founded 2001. Privately owned. MD Emma Wilson. 10% consultancy, 20%
e-commerce, 5% email, 38% ads, 20% search, 5% affiliate, 2% other.
Clients include Tesco, Auto Trader, Thomas Cook.
www.harvestdigital.com
15 Reading Room
Founded 1996. Privately owned. Joint CEOs Margaret Manning, Simon
Usher. 16% consult, 45% des/build, 21% e-com, 4% CD-ROM, 4% eCRM, 2%
email, 2% ads, 4% search, 2% media. Clients incl Skoda, Land
Securities. www.readingroom.com
16 IS Solutions
Founded 1985. Privately owned. Managing director Jon Lythall. No
breakdown supplied. Clients include Toshiba, Toyota,
moneysupermarket.com. www.issolutions.co.uk
17 Glue London
Founded 1999. Subsidiary Aegis. Chief executive Mark Cridge. 20%
consultancy, 5% mobile, 5% eCRM, 20% virals, 5% email, 45% ads.
Clients include Bacardi Global Brands, Virgin Trains, Adidas.
www.gluelondon.com
18 digitaltmw
Founded 2000. Subsidiary TMW. Managing director Ross Taylor. 10%
consultancy, 30% design/build, 10% e-commerce, 30% eCRM, 10% virals,
10% email. Clients include Diageo, Unilever, T-Mobile. www.tmw.co.uk
19 Nucleus
Founded 1979. Privately owned. Chairman Peter Matthews. 30%
consultancy, 20% design/build, 50% e-commerce. Clients include Aman
Resorts, Teletext Holidays, HSBC. www.nucleus.co.uk
20 twentysix
Founded 1997. Subsidiary Media Square. Managing director Gail
Dudleston. 5% consultancy, 62% design/build, 23% e-commerce, 8%
eCRM, 2% search. Clients include Royal Navy, Waitrose, bmi.
www.twentysixlondon.com
21 Craik Jones Watson Mitchell Voelkel
Founded 1991. Subsidiary Omnicom. Managing director Jackie
Stevenson. 20% consultancy, 30% design/build, 10% mobile, 10% eCRM,
20% email, 10% ads. Clients include Land Rover, Boots, Unilever.
www.craikjones.co.uk
22 Syzygy UK
Founded 1996. Subsidiary Syzygy AG. Managing director Gareth
Phillips. 10% consultancy, 40% design/build, 20% e-commerce, 10%
eCRM, 10% email, 10% ads. Clients include Mazda UK, Channel 4,
Wyeth. www.syzygy.net
23 Draftfcb
Founded 1991. Subsid. Interpublic. MD Enda McCarthy. 5% consult, 20%
des/build, 2% CD-ROM, 2% iTV, 1% mob, 20% eCRM, 5% virals, 20%
email, 20% ads, 1% search, 1% affiliate, 3% other. Clients include
GM, Motorola. www.draftfcb.co.uk
24 Grand Union
Founded 2000. Privately owned. Managing partners Rob Forshaw, Matt
Nicolls. No breakdown discosed. No clients listed.
www.thegrandunion.com
25 GT
Founded 1994. Subsid WPP. Managing partners Marc Giusti, Tim Seddon.
10% consult, 15% des/build, 15% e-com, 5% CD-ROM, 5% iTV, 5% mobile,
10% eCRM, 5% virals, 5% email, 20% ads, 5% other. Clients include
Audi, Aviva. www.wearegt.com
26 Avvio Design
Founded 1994. Privately owned. Managing director Duncan Gardner. 25%
design/build, 10% CD-ROM, 5 % mobile, 40% eCRM, 5% virals, 10%
email, 5% other. Clients include Sky, RBS, News Corp.
www.avvio.co.uk
27 LIDA
Founded 1999. Subsidiary M&C Saatchi Group. Chief executive Lisa
Thomas. 25% design/build, 5% e-commerce, 5% iTV, 3% mobile, 25%
eCRM, 2% virals, 25% email, 10% ads. www.lida.com
28 Rufus Leonard
Founded 1989. Privately owned. Managing director Will Rowe. 15%
consultancy, 30% design/build, 35% e-commerce, 10% email, 10% ads.
Clients include O2, Rolls-Royce, Environment Agency.
www.rufusleonard.com
29 Web Liquid
Founded 2003. Privately owned. MD David Shiell. 35% consult, 2%
eCRM, 8% email, 5% ads, 5% search, 5% affiliate, 15% other, 25%
media. Clients include Hilton Hotels, Avis, XL.com (UK & Ireland).
www.webliquidgroup.com
30 Spannerworks
Founded 2007. Subsidiary iCrossing. Chief executive Arjo Ghosh. 10%
consultancy, 90% search. Clients include TUI, HBOS, Virgin Group.
www.spannerworks.com
31 RedEye International
Founded 1997. Privately owned. Chief executive Mark Patron. 10%
consultancy, 45% eCRM, 45% email. Clients include William Hill,
Warner Breaks, UK Parliament. www.redeye.com
32 Blue Barracuda
Founded 2001. Pr owned. CEO Martin Talks. 2.5% consult, 20%
des/build, 7.5% e-com, 1% CD-ROM, 1% mobile, 10% eCRM, 5% virals, 5%
email, 5% ads, 15% search, 8% affiliate, 5% other, 15% media.
Clients incl FT.com. www.bluebarracuda.com
33 Archibald Ingall Stretton
Founded 1998. Privately owned. Managing partners Stuart Archibald,
Jon Ingall. 20% consult, 15% des/build, 5% e-com, 5% mobile, 20%
eCRM, 5% virals, 10% email, 10% ads, 10% other. Clients include O2,
Skoda, Abbey. www.aislondon.com
34 Graphico New Media
Founded 1990. Subsidiary Digital Marketing Group. CEO Mark Bennett.
15% consult, 17.5% des/build, 20% e-com, 15% mobile, 7.5% eCRM, 2.5%
virals, 5% email, 10% ads, 7.5% media. Clients include Bacardi,
PepsiCo. www.graphico.co.uk
35 Poke
Founded 2001. Subsid Mother. Managing partners Nick Farnhill, Peter
Beech, Tom Hostler, Iain Tait. 10% consult, 50% des/build, 5% e-com,
10% eCRM, 5% email, 20% ads. Clients incl Orange, BBC Worldwide,
Topshop. www.pokelondon.com
36 CMW Interactive
Founded 1999. Subsid Clark McKay & Walpole. MD Martin Nieri. 18%
consultancy, 20% design/build, 5% e-commerce, 25% eCRM, 5% virals,
5% email, 12% ads. Clients include Flybe, Cadbury Trebor Bassett,
GSK. www.cmwinteractive.com
37 E3 Media
Founded 1997. Privately owned. Managing director Stuart Avery. 15%
consultancy, 25% design/build, 10% e-commerce, 5% mobile, 5% virals,
5% email, 40% ads. Clients include BBC, COI, Peugot.
www.e3media.co.uk
38 Freestyle New Media Group
Founded 1996. Privately owned. MD Suzanne Linton. 25% consultancy,
40% design/build, 10% e-commerce, 12% CD-ROM, 2% email, 3% ads, 2%
search, 5% other online marketing. Clients include ICI, Volvo,
Taylor Wimpey. www.fsnm.co.uk
39 Cimex Media
Founded 1994. Privately owned. Managing director Steve Puxley. 25%
consultancy, 55% design/build, 5% e-commerce, 5% CD-ROM, 10% mobile.
Clients include DfES, e-Skills, BBC. www.cimex.com
40 The Group
Founded 1991. Privately owned. Managing director Mark Hill. 25%
consultancy, 70% design/build, 5% mobile. Clients include Aviva,
Imperial Tobacco, Rexam. www.the-group.net
41 Mailtrack
Founded 1999. Privately owned. CEO Guy Marson. 5% consultancy, 5%
des/build, 5% mobile, 5 % virals, 40% email, 5% ads, 5% affiliate,
30% media. Clients include Screwfix, Admiral Group, Artemis
Investment Management. www.mailtrack.com
42= Steel
Fnd 1980. Pr owned. Prtnrs A Hinder, L Hughes, S Pearson, R
Dinsdale. 10% consult, 10% des, 13% e-com, 2% CD-ROM, 2% iTV, 3%
mob, 8% eCRM, 10% virals, 16% email, 23% ads, 2% affil, 1% other.
Clients include AOL. www.steel-london.co.uk
42= Complete Integrated Comms
Founded 1999. Subsidiary MCR Group. MD Mark Coombes. 15% consult,
25% des/build, 30% e-com, 2.5 % mobile, 10% eCRM, 2.5% virals, 2.5%
email, 2.5% ads, 2.5% search, 7.5% other. Clients include T-Mobile.
www.complete.co.uk
44 Abacus e-Media
Founded 1983. Subsidiary Bond International Software. MD Steve
Feigen. 5% consultancy, 2% design/build, 93% e-commerce. Clients
include Times Educational Supplement, United Business Media,
Macmillan Education. www.abacusmedia.com
45 Sponge
Founded 2001. Privately owned. Chief executive Phil Trelease. 100%
mobile. Clients include Coca-Cola, Vodafone, Northern & Shell.
www.spongegroup.com
46 SixandCo
Founded 1998. Division FullSix. Chief executive Frederic Colas. 20%
consultancy, 25% design/build, 20% eCRM, 5% email, 20% ads, 5%
other, 5% media. Clients include Orange, Procter & Gamble, Hertz.
www.sixandco.com
47 Equator
Founded 1999. Privately owned. Managing director John McLeish. 10%
consultancy, 10% design/build, 20% e-commerce, 10% eCRM, 10% email,
20% search, 10% affiliate, 10% media. Clients include De Vere
Hotels. www.eqtr.com
48 Beechwood
Founded 1999. Subsid Dreamwooden. MD John Wood. 5% consultancy, 45%
design/build, 10% eCRM, 5% virals, 15% email, 10% ads, 10% search.
Clients include Pernod Ricard Group, Associated British Foods,
Freeport. www.beechwood.com
49 Pilot Interactive
Founded 1996. Subsid Advertising Principles. Chief executive Mike
Hackett. 10% consultancy, 40% design/build, 10% e-commerce, 5% eCRM,
20% virals, 5% email, 10% ads. Clients include Disney, Nestle, First
Direct. www.pilotinteractive.co.uk
50 Inbox
Founded 1999. Subsidiary The Digital Marketing Group. Chief
executive Gary Stevens. 15% design/build, 20% eCRM, 40% virals, 10%
email, 15% ads. Clients include Procter & Gamble, Vodafone,
Panasonic. www.inbox.co.uk
51 Code Computerlove
Founded 1999. Privately owned. MD Tony Foggett. 3.5% consult, 29%
des/build, 33% e-com, 4% CD-ROM, 2% eCRM, 2% virals, 4% email, 9%
ads, 7% search, 7% media. Clients incl Kimberly Clark, Premier
Foods. www.codecomputerlove.com
53 Design UK
Founded 1997. Privately owned. Managing director Leigh Wiley. 5%
consultancy, 15% design/build, 50% e-commerce, 3% eCRM, 7% email, 5%
search, 15% other. Clients include Butlins, Odeon, Jaeger.
www.designuk.com
52 Atticmedia
Founded 1996. Privately owned. CEO Mark Webber. 40% des/build, 10%
virals, 5% email, 25% ads, 20% other. Clients incl BBC, Royal
Society for the Encouragement of Arts, Manufactures & Commerce.
www.atticmedia.com
54 Lateral
Founded 1997. Privately owned. MD Simon Parker. 10% consult, 20%
des/build, 20% e-com, 10% mobile, 10% eCRM, 5% virals, 5% email, 10%
ads, 10% other. Clients include Levi Strauss Europe, RSPCA,
Hachette-Livre. www.lateral.net
55 Redweb
Founded 1996. Privately owned. Managing director Andrew Henning. 10%
consultancy, 60% design/build, 10% e-commerce, 5 % eCRM, 5 % email,
2% ads, 8% search. Clients include IPS, Transport for London, Sky.
www.redweb.com
56 Interesource New Media
Founded 1995. Subsidiary Interesource Ltd. Managing director Ian
Howlett. 20% consultancy, 50% design/build, 30% e-commerce. Clients
include ITN Source, Telegraph Group, Dogis Trust.
www.interesource.com
57 Bluhalo
Founded 1999. Privately owned. Managing director Spencer Gallagher.
65% design/build, 35% e-commerce. Clients include Sony, Sky Digital
Media, Tottenham Hotspur FC. www.bluhalo.com
58 Pod1
Founded 2001. Privately owned. MD Fadi Shuman. 5% consultancy, 20%
design/build, 35% e-commerce, 10 % virals, 5% email, 15% ads, 10%
search. Clients include Picture Financial, Links of London,
Paramount Hotels. www.pod1.com
59 Sequence
Founded 1995. Privately owned. MD Richard Baker. 5% consult, 43%
des/build, 5% e-com, 15% CD-ROM, 2% mob, 5% virals, 5% email, 8%
ads, 2% search, 10% other. Clients incl BBC, Storm Model Management.
www.sequence.co.uk
60 23red
Founded 2000. Privately owned. MD Jane Asscher. 20% consultancy, 15%
design/build, 5 % CD-ROM, 10 % mobile, 10% eCRM, 10% virals, 10%
email, 20% ads. Clients include Bacardi Martini, Abbey Santander,
Betfair. www.23red.com
61 Halpern Cowan
Founded 1999. Privately owned. CEO Louis Halpern. 10% consult, 49%
des/build, 10% e-com, 5% eCRM, 10% virals, 5% email, 5% ads, 3%
search, 2% affiliate, 1% media. Clients incl Norwich Union,
Malmaison. www.halperncowan.com
62 VCCP Digital
Founded 2002. Subsidiary VCCP. Managing director Buster Dover. 30%
consultancy, 20% design/build, 5 % virals, 20 % ads, 20% search, 5%
other online marketing. Clients include Dyson, Hyundai, SAB Miller.
www.vccp.com
63 Think
Founded 2002. Privately owned. MD Tarek Nseir. 5% consult, 30%
des/build, 20% e-com, 5% CD-ROM, 5% mobile, 5% eCRM, 5% virals, 5%
email, 5% ads, 10% search, 5% affiliate. Clients incl Northern Rock,
Northumbrian Water. www.think.eu
64 Ralph
Founded 2005. Privately owned. Managing director Jay Armitage. 10%
consultancy, 50% design/build, 5% e-commerce, 5% CD-ROM, 10% virals,
5% email, 10% ads, 5% search. Clients include Emap, Nickelodeon, Fox
TV. www.ralphandco.com
65 Seren Partners
Founded 2003. Privately owned. Managing director Terry Heath. 40%
consultancy, 5% design/build, 5 % iTV, 50% mobile. Clients include
Vodafone, Sky, Fox. www.seren.uk.com
66 Precedent Communications
Founded 1989. Privately owned. Managing director Paul Hoskins. 30%
consultancy, 65% design/build, 5% search. Clients include Age
Concern, Department of Culture, Media, Am Baile. www.precedent.co.uk
67 Fortune Cookie UK
Founded 1997. Privately owned. Managing director Justin Cooke. 20%
consultancy, 50% design/build, 30% e-commerce. Clients include Small
Luxury Hotels, Legal & General, Kuoni Travel.
www.fortunecookie.co.uk
68 Pure
Founded 2001. Privately owned. Managing director Stuart Hobbs. 5%
mobile, 95% email. Clients include Innocent Drinks, Rightmove, FT.
www.pure360.com
69 Chameleon Net
Founded 1998. Privately owned. Managing director Vicky Reeves. 11%
consultancy, 35% design/build, 40% e-commerce, 1 % email, 6% ads, 8%
search. Clients include Random House Group, 3M UK, UNICEF.
www.chameleonnet.co.uk
70= Spinnaker
Founded 2004. Privately owned. Partners Robert Goldsmith, Brooke
Dalton-Brewer. 20% des/build, 5% mob, 15% eCRM, 10% virals, 10%
email, 40% ads. Clients incl Sony Pictures Releasing, Twining.
www.spinnakerdirect.co.uk
70= Preloaded
Founded 2000. Privately owned. Chief executive Paul Canty. 10%
consultancy, 60% design/build, 5% e-commerce, 15 % virals, 10% ads.
Clients include Channel 4, Kickers, Dunhill. www.preloaded.com
72 Bostock and Pollitt
Founded 1987. Privately owned. Managing director Philip Mann. 30%
consultancy, 30% design/build, 10% e-commerce, 15% CD-ROM, 5 %
mobile, 10 % email. Clients include Allied London, Hammerson,
DirectGov. www.bostockandpollitt.com
73 WARL
Founded 1998. Privately owned. managing director Chris Ambler. 10%
consultancy, 40% design/build, 5 % mobile, 10% eCRM, 20% email, 5%
ads, 5% search, 5% affiliate. Clients include Tesco, P & G, Scorr
Wilson. www.warldigital.com
74 Clock
Founded 1997. Privately owned. CEO Syd Nadim. 5% consult, 35%
des/build, 25% e-com, 1 % mob, 5% eCRM, 12% virals, 1% email, 7%
ads, 3% search, 3% affiliate, 3% other. Clients incl Channel 4,
Saracens RFC. www.clock.co.uk
75 Underwired
Founded 1996. Privately owned. Managing director Felix Velarde. 12 %
design/build, 15% e-commerce, 3% mobile, 35% eCRM, 5% virals, 10%
email, 20% ads. Clients include Peugeot, Nickelodeon, Virgin
Holidays. www.underwired.com
76 Lemon Foundation
Founded 2003. Privately owned. MD Matthew OiRiordan. 10%
consultancy, 40% des/build, 5% e-commerce, 5% CD-ROM, 5% virals, 5%
email, 10% ads, 10% search. Clients incl E-consultancy, New Star,
Warner Bros. www.lemonfoundation.com
77 NovaRising
Founded 2001. Privately owned. Chief executive Rob Walk. 10%
consultancy, 15% design/build, 15 % iTV, 10 % eCRM, 10% virals, 10%
email, 10% ads, 10% search, 10 % other. Clients include AXA, BBC,
IBM. www.novarising.com
78 Aqueduct
Founded 2002. Subsidiary HJSB ltd. Managing director Rob Oubridge.
11% consultancy, 58% design/build, 18% e-commerce, 2% CD-ROM, 3%
email, 8% ads. Clients include ICAP, Network Rail, Nelson Bostock.
www.aque.co.uk
79 Maynard Malone
Founded 1978. Privately owned. MD Kevin Malone. 10% consultancy, 45%
design/build, 5% e-commerce, 25 % eCRM, 10% email, 5% ads. Clients
include Ben & Jerryis, Pernod Richard, Intercontinental Hotels.
www.maynardmalone.com
80 Milton Bayer Communications
Founded 1990. Privately owned. Managing director Ray Weillington. 40
% design/build, 15% e-commerce, 3% CD-ROM, 15 % virals, 15% email,
10% ads, 2% search. Clients include Flymonarch.com, Visit Britain,
Panini. www.miltonbayer.com

*Companies House data supplied by Willott Kingston Smith for agencies
affected by the Sarbanes-Oxley Act.


TOP DIGITAL MEDIA BUYERS

Rnk Agency Digital billings % % of Staff Digital
2006 2005 chng total spec-
(pounds) (pounds) t'over ialists

1 Isobar UK 101,424,284 57,000,000 78 100 164 164
2 i-level 74,645,478 54,104,043 38 100 140 140
3 BLM Quantum 44,346,419 n/a n/a 100 55 45
4 Zed 39,531,600 35,892,000 10 60 107 n/a
5 MVi 33,778,429 22,831,870 48 100 41 41
6 All Response
Media 19,075,311 14,669,491 30 30 47 12
7 Equi=Media 15,739,992 14,357,916 10 100 36 23
8 Cheeze 11,244,594 6,394,387 76 100 30 20

Rnk Agency

1 Isobar UK
Founded 1996. Subsidiary Aegis Media. Managing director Robert
Horler. Clients include Bell, Aviva, Coca-Cola. www.isobar.net
2 i-level
Founded 1999. Privately owned. Managing director Mark Creighton.
Clients include Orange, BSkyB, COI. www.i-level.com
3 BLM Quantum
Founded 1998. Privately owned. Managing director Dan Clays. Clients
include MBNA, T-Mobile, Thomas Cook. www.blmquantum.co.uk
4 Zed
Founded 1999. Subsidiary Publicis Groupe. Managing director Greg
Grimmer. Clients include Capital One, Zurich Financial Services, BT.
www.zedmedia.co.uk
5 MVi
Founded 2000. Division MediaVest Manchester. Managing director
Elliot Muscant. Clients include Nothern Rock, MyTravel Group, JD
Williams. www.mvinteractive.co.uk
6 All Response Media
Founded 1995. Subsidiary Havas. Managing director Colin Gillespie.
Clients include Chelsea Building Society, 888.com, LoveFilm.
www.allresponsemedia.com
7 Equi=Media
Founded 1999. Privately owned. Managing director Andrew Burgess.
Clients include Everest, Firstplus, Equifax. www.equimedia.co.uk
8 Cheeze
Founded 1999. Subsidiary Digital Marketing Group. Managing director
Katherine Jerman. Clients include Holiday Cottage Group, BUPA, AXA.
www.cheeze.com

MEDIA NETWORK SUBSIDIARIES

Most media agencies in the UK have digital subsidiaries but, due to the restrictions of the US Sarbanes-Oxley Act, are unable to provide financial information. Normally, Marketing would use Companies House data, but in the case of these networks it has not been possible to separate digital turnover from overall turnover, which has precluded their inclusion in the league. Affected agencies include MEC Interaction and Media.com.

THE SARBANES OXLEY EFFECT

For digital agencies unable to provide information due to the US Sarbanes Oxley Act, we have used Companies House data supplied by Willott Kingston Smith. No data could be found for R/GA, Euro RSCG 4D Digital and Digitas, and no digital turnover data could be split out of the figures for Arc Worldwide, Wunderman, Tequila, Proximity, MRM Worldwide and RMG Connect.

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