School Reports 2017: Mr President


Score: 6
Last year: 6

How the agency rates itself: 8

Think of Mr President’s 2016 and the first thing that comes to mind may well be the fire that caused the evacuation of its Soho office in September.

That’s not to say last year was one to forget; in fact, it was a steady – if unspectacular – 12 months for this four-year-old creative shop.

Former Dare executives Claire Hynes and Nick Emmel have maintained a stable leadership structure and expanded Mr President’s senior management line-up to five to include creative director Jon Gledstone and client service director Shahla Lalani.

At the turn of 2017, creative partner Laura Jordan Bambach was promoted to chief creative officer after another year flying the flag for innovation in tech, including at Cannes Lions Innovation.

Laudably, Mr President continues to be one of adland’s more diverse agencies: not only are three of its five senior leaders women but more than half of its creative department is too. There is also a 50:50 gender split across the agency overall.

Mr President became, on balance, five accounts heavier in 2016, with BetVictor the biggest of its eight wins and becoming one of the shop’s top-three-spending clients. There were some delightful pieces of work for Capital and Freesat; the latter’s "Unbelievably good" was a significant brand repositioning that was a playful and well-produced debut by the agency. That said, one does wonder if Mr President needs a meatier multichannel campaign to start to really show off its creative muscle.

Nevertheless, staff numbers grew again to 40 last year, while revenue rose by 7% to £3.1m in the same period, so its upward progress appears steady.

Here’s hoping for some more good work (and fewer office fires) in 2017.

How the agency describes its year in a tweet

We’re on fire!

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

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