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.

























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

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
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