School Reports 2018
[Extended edition]
Mr President



Mr President



Type of agency & ownership:  Independent creative agency
Nielsen billings 2017: £12m (+80%)
Declared income: £3.4m
Total accounts at year end: 23
Accounts won: 6 (biggest: The Crown Estate)
Accounts lost: 3 (biggest: Unilever – Prestige)
Number of staff: 40 (no change)
Key personnel: Claire Hynes, chief executive; Nick Emmel, chief strategy officer; Laura Jordan Bambach, chief creative officer; Shahla Lalani, chief operating officer; Jon Gledstone, executive creative director
Star player: Sarah Hardcastle, creative

Year in review

Laura Jordan Bambach is a creative chief whose name would look good on any agency’s calling card. But she’s a particular asset to Mr President as it seeks some big clients with creative challenges to match.

As it celebrated its fifth birthday, the agency clearly benefited from Bambach’s rising profile. Chosen as one of the BBC’s "100 women of 2017", her combination of digital expertise and fresh creative thinking led to her inclusion in Campaign’s list of top creatives for the year and made her a natural choice to chair the Big Awards judging panel.

The agency ended the year in buoyant mood, having delivered a 10% income growth over 2016, grown relationships with some key existing clients and drawn in some new names. Most notable among the newcomers was The Crown Estate, which has a £7bn central London portfolio, including Regent Street. It has briefed the agency to define its brand positioning. Another was Etihad, for which the agency took on a global marketing and communications role after it split with Cheil London.

Meanwhile, a couple of existing clients underlined their satisfaction by awarding extra assignments. Pernod Ricard named Mr President lead European creative agency for Ballantine’s Brasil and asked it to develop a fresh brand positioning for Royal Salute, its luxury whisky. Global augmented its existing Capital FM and Heart assignments with Classic FM’s 25th birthday campaign. The only significant name to sever relations was Unilever, when it took its Prestige business in-house.

Last year suggested that once clients have been hooked, they like Mr President; what it now needs is some chunky business to get its teeth into.

Agency's Year In A Tweet


"Proudly independent after 5 incredible years"

Scores


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

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts Retained:

BetVictor

Capital (Global)

Classic FM (Global)

The Crown Estate

Freesat

Global Commercial - Global Radio

Miele

MOO

Stonewall

Project-based:

Annoushka

Ballantines Brasil (Pernod Ricard)

Etihad - Roster

GLH

Greenpeace

Heart (Global)

Internet.org by Facebook

Johnson’s Baby

NBC Universal

Royal Salute (Pernod Ricard)

Passport Scotch (Pernod Ricard)

Tandem

The Body Shop

Visit Britain

Top three spending accounts: BetVictor (n/s)

The Crown Estate (n/s)

Gobal (n/s)

Number of retained accounts: 9
Number of accounts that are projects: 14
Biggest win: The Crown Estate (n/s)
Biggest loss: Unilever Prestige (n/s)

Diversity


Awards

Haymarket award wins


0

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