Agency 2001 recognises a creative year

In Agency 2001, we at Marketing acknowledge the best agency of the year in every sector. It's a first for Marketing and a first for the industry, writes Craig Smith, editor of Marketing.

What we have attempted -- and I think I can now safely say, pulled off -- is to recognise excellence in its widest form. Marketing is about the breadth of the industry, not the narrowness of it.

In selecting our agencies of the year, we have encompassed the full range of the communications mix, and assessed the performance of those agencies over the full year. It's about consistently creative solutions that have delivered for clients.

We have taken into account creativity, effectiveness, innovation of service, new business won, financial and management performance.

Our selection has been made from the top 10 or 20 in each sector -- or 30, where we have merged direct marketing and sales promotion. On the plus side, this is where the vast bulk of client spend is concentrated. Our strapline "Biggest and the best" refers to this; these are the sector heavyweights, and the title fight has been every bit as bloody as you might imagine.

Regrettably, there are a few agencies that would have easily made it onto our sector shortlists had the size limitations not existed. These agencies will no doubt be recognised elsewhere for their achievements in 2001.

The top agencies have achieved their success in one of the most difficult years the industry has known. New business has been down, growth has been tough and for many agencies cuts have been a harsh fact of life.

Against such a backdrop, the achievements of our agency winners look even more extraordinary. As you read through the top performers, we hope you will be heartened by the brilliance of the creative work, by some astonishing new-business records and some innovative methodologies introduced this year.

It has been a turbulent 12 months, but the agencies featured in this supplement have delivered exceptional performances.

Follow the links on the right to view PDFs of the categories. Please note that some of the PDFs are quite large and may take time to download fully.


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