School Reports 2016: The Red Brick Road

Just Eat
Just Eat

2015 was a positive year for The Red Brick Road, which increased declared income to £7 million - up 70 per cent since 2012's management buyout.

It was the third year of stable management and that translated into a good new-business performance.

The team – which now includes Andrew Godley, who was promoted from client services director to managing director – is obviously doing something right.

The big win of 2015 was the Yorkshire Building Society Group, which made TRBR its lead creative agency. The shop will handle integrated campaigns across brands including the Chelsea Building Society.

TRBR set up an experiential division to produce more integrated work for clients, including the launch campaign for Up & Go. A new client, the Australian breakfast drink brand created a conflict that forced TRBR to say goodbye to an existing account, Moma.

Client conflict also saw the agency end its relationship with Savills to take up the creative and PR work to launch easyProperty’s residential service. The online estate agent is part of Sir Stelios Haji-Ioannou’s easyGroup.

TRBR picked up Glorious! soups’ creative account and was appointed the retained integrated agency on L’Oréal’s Active Cosmetics in the UK and Ireland. However, after landing GoDaddy’s UK account in 2015, the business moved to TBWA as part of a global win.

TRBR’s standout work was its "mini fist pump" ads for the food-delivery service Just Eat. The agency claims that sales and shares have doubled in the past six months.

David Miller will be pleased with his team’s performance in 2015. Fist pumps all round.

How the agency rates itself: 7

"We’ve had the nation ordering (and singing) "mushroom fried rice" for Just Eat; we’ve offended Aussies for Up & Go (they "suck"); and we reminded the nation that nothing beats TV for persuasion (thanks to "Harvey & Harmony" for Thinkbox). We’ve also welcomed five new clients to The Red Brick Road: L’Oréal UK and Ireland, Yorkshire Building Society Group, Up & Go, easyProperty and Glorious! soups. Let’s toast an ice-cold Jägermeister to 2016!"

The Red Brick Road
Type of agency Integrated advertising
Company ownership Independent
Nielsen billings 2015 £47m
Nielsen billings 2014 £35m
Declared income £7m
Total accounts at year end 19
Accounts won 5 (biggest: Yorkshire Building Society)
Accounts lost 3 (biggest: Global Analytics)
Number of staff 66 (+2%)
Key personnel David Miller, chief executive
Ben Mitchell, head of strategy
Matt Davis, executive creative director
Richard Megson, executive creative director
Andrew Godley, managing director

Score key: 9 Outstanding  8 Excellent  7 Good  6 Satisfactory  5 Adequate  4 Below average  3 Poor  2 A year to forget  1 Survival in question

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.

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