School Reports 2018
[Extended edition]
Abbott Mead Vickers BBDO



Abbott Mead Vickers BBDO



Type of agency & ownership:  Creative agency, owned by Omnicom
Nielsen billings 2017: £431m (-17%)
Declared income: £62.2m (2016)
Total accounts at year end: n/s
Accounts won: 5 (biggest: Carphone Warehouse)
Accounts lost: 1 (Department for Transport)
Number of staff: 383 (-5%)
Key personnel: Cilla Snowball, chief executive and chairman; Alex Grieve, executive creative director; Adrian Rossi, executive creative director; Bridget Angear, joint chief strategy officer; Craig Mawdsley, joint chief strategy officer
Star player: Sam Williams, senior strategist

Year in review

In its 40th year and after the blow of losing Sainsbury’s in 2016, last year was about stabilisation at Abbott Mead Vickers BBDO. It filled the supermarket-shaped gap with a big piece of retail business in the shape of the consolidated Dixons Carphone account. Alongside this, the agency won the job of making YouTube’s first UK B2B campaign and a knife-crime prevention campaign for the Mayor of London. And despite parting ways with the Department for Transport, after it lost its place on the government agency roster in December 2016, AMV went out on a high, with the creatively inspired road-safety film "Pink kittens".

The departure in August of chief executive Ian Pearman, who moved to Singapore to lead BBDO’s stablemate network TBWA in Asia, could have rocked the boat. However, Cilla Snowball demonstrated her indispensability by resuming the chief executive duties she held before rising to group chief executive and chairman in 2006. Snowball’s status in the industry was further elevated when, in June, she became the first woman in advertising to receive a damehood.

It was a year of strong work. After being reappointed by BT without a pitch, AMV led a relaunch for the telecoms brand, creating the excellent BT Sport film "Being Dele". Creative innovation was also evident in an interactive bus shelter for Cancer Research UK and a takeover of TV channel Dave for Snickers. In October, the agency proved it could move culture forwards, with an ad for Bodyform – the first to depict menstrual blood. Such boldness is to be welcomed.

Agency's Year In A Tweet


"#40yearsyoung"

Scores


Score this year: 6
Score last year: 4
How the agency scores itself: 7
Management strength: 6
Creativity: 7
Innovation: 6
New business: 7
Diversity: 5

Business performance and accounts

Gross income

Latest: £59.9m
Previous: £63.8m
Change: -6.10%

Operating profit

Latest: £9m
Previous: £10.6m
Change: -4.80%

List of total accounts Retained:

Bacardi

BT

Camelot

Currys PC World

Diageo

Essity

ExxonMobil

Google

Hiscox

HP

Ikea

J&J

Mars Confectionery

Mars Petcare

Mars Food

Mercedes

Met Police

Museum of Childhood

PepsiCo

Smart Energy GB

The Economist

The Aukland Project

Tourism Australia

TV Licensing

Twinings

Verisure

Virgin Holidays

Visa

Wrigley

Project:

Bayer

Bremont

Cancer Research

GE

Homes for Britain

Office for Low Emmission Vehicles

LVMH Thomas Pink

Thunderhead

FedEx

Mayor of London

Top three spending accounts:

Bacardi (n/s)

BT (n/s)

Mars (n/s)

Number of retained accounts: 29
Number of accounts that are projects: 10
Biggest win: Carphone Warehouse (£24.2m)
Biggest lost: Department for Transport (£2.6m)

Diversity


Awards

Haymarket award wins


Campaign Big Awards: 3

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free