School Reports 2018: Goodstuff Communications


Type of agency & ownership:  Independent media planning and buying agency
Nielsen billings 2017: £112m (+25%)
Declared income: £8m
Total accounts at year end: 52
Accounts won: 10 (biggest: Sunny)
Accounts lost: 6 (biggest: Spotify)
Number of staff: 88 (+17%)
Key personnel: Andrew Stephens, co-founder; Ben Hayes, co-founder; Laura Moorcraft, managing partner; Sam Drake, managing partner; Bobby Din, investment partner
Star player: Sharon Kinlock, business operations manager

Goodstuff Communications says it had an "unbelievable" year and there was a lot to savour. For a start, the founders, Andrew Stephens and Ben Hayes, showed self-belief to buy out their minority shareholder, Omnicom Media Group, less than 12 months after Brexit.

The work was strong as the agency streamed the Grand National on digital out-of-home and took Love Island on tour for ITV, worked with start-up razor brand Harry’s on a sequential ad campaign on Google, and struck an equity-for-airtime deal for Eve mattresses with Channel 4.

Goodstuff also showed its willingness to collaborate by staging its second annual Media Showcase where it brought together media owners and independent creative agencies to share ideas – without worrying about the trading benefit – and it backed ISBA’s transparent media agency framework contract.

All of this helped Goodstuff to win Media Agency of the Year at the 2017 Media Week Awards, only five years after the planning shop moved into buying.

There were 10 account wins, including Sunny, Elevate’s money-lender brand, and Harry’s – both ecommerce-type challenger brands. Three of the six losses were resignations, including Miele and Ann Summers, and it did not pitch for a fourth, Spotify, which moved its account to New York.

With about £100m in billings, there’s room for growth, especially in digital, which accounts for only 10% of Goodstuff’s media spend. Stephens, the terrier-like frontman, is hungry for more.




8 7 8.5

Agency's year in a tweet

Unbelievable. We bought out Omnicom, won Media Week’s Agency of the Year & nearly did the double with Campaign. ’18 is all about that double

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


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



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