In Agency 2001, we acknowledge the best agency of the year in every
sector. It's a first for Marketing and a first for the industry.
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
agen-cies 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 ten 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
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
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
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's been a turbulent 12 months, but the agencies featured here have
delivered exceptional performances.