AGENCY 2001: Agency 2001 recognises a creative year

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

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's been a turbulent 12 months, but the agencies featured here have

delivered exceptional performances.


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