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#1 Posted : Friday, December 15, 2017 2:17:21 AM
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In between that and the end of the year there were other new business wins, including buying duties for MillerCoors spending on the NFL ($80 million) and Burlington Coat Factory ($70 million). But Initiative closed out 2008 the same way it started it, with another major win. This time, it was a behemoth: the remains of the $400 million MillerCoors media account. chief to chairman and worldwide CEO. president.Though it's a relatively new relationship, Initiative is already proving its value to Hyundai. When the marketer tasked the agency with increasing consideration from potential buyers it launched an integrated marketing effort designed to build awareness and generate sales. Within six months it increased the number of leads 200% and cost per conversion by 339%.The only significant loss for the agency in 2008 was the $50 million Levi's/ Dockers (planning and buying) accounts. And 2009 opened with Home Depot reviewing its media account.2. EdelmanWhen Starbucks announced it would be closing 7,100 stores for a three hour barista training session, the couple of million dollars it lost in coffee and muffin sales paled in comparison to the hundreds of millions of dollars it garnered in free media coverage.It should come as no surprise that the most written about publicity stunt of last year was pulled off with the help of Edelman, long a leader among consumer public relations firms.Led by Ad Age's 2007 Agency Executive of the Year, Richard Edelman, the agency is expecting worldwide growth of more than 12% and didn't lose any of its top 40 clients this past year, a feat it has managed to pull off three years in a row. In 2008, when a number of the world's biggest marketers were slashing budgets, the agency saw revenue from its top 40 clients grow 16% to account for half of its worldwide revenue. Revenue from some of its biggest clients increased significantly. Edelman also won new business across all of its major practices, including consumer, with Carter's and Sam's Club.Aside from its work for Starbucks, Edelman handled global communications programs for 2008 Olympic sponsors General Electric and Johnson Johnson, as well as a national campaign for Burger King's new and relatively healthful Kids Meal, which included the largest product sampling in the fast feeder's history.The effort helped prompt 5.7 million orders of Fresh Apple Fries in six weeks, tripling projections.In its 13th year of existence, AKQA demonstrated that it's unsurpassed when it comes to creating online branded content, whether in the form of software, video or web based applications for a diverse group of marketers including Microsoft, Gap and Fiat.Its work is best seen and played with, rather than described. Nevertheless, highlights included immersive and entertaining alternate reality games for the Xbox game "Halo 2" and, more surprisingly, McDonald's. AKQA Film, a new venture, yielded content for a slew of marketers, such as Nike and Pot Noodle.But perhaps the most impressive wholesale jerseys program of last year was one that connected Fiat drivers' engines with their PCs. Fiat EcoDrive takes driving data such as acceleration, speed and gear changes and sends them to analytic software on a user's PC, which then gives a grade on fuel efficiency. Tutorials help drivers improve their scores. More than just branded utility, this is branded social utility, turning marketing communications into something that can help consumers lead more sustainable lifestyles.While AKQA, led by CEO Tom Bedecarre and Chairman Ajaz Ahmed, didn't have any major new business coups in 2008, it continued to demonstrate why it's among a handful of agencies that can pull off groundbreaking digital programs for major brands.And at year's end it received a truly uncommon laurel when its holiday video was featured on the blog kept by one Kanye West. Hispanic agency that was authentic jerseys wholesale also partly owned by Omnicom. LatinWorks has a strong, strategic, creative culture of its own, and it's never easy to integrate another agency's staff and clients. But LatinWorks hung on to all the new accounts, including Lowe's, Mars, Kimberly Clark and Shell, broadening the agency's client base.LatinWorks had a stellar year that made it a close contender for Multicultural Agency of the Year. The Austin, Texas based agency takes pride in competing at the level of a general market agency, and reinforced that by becoming the first multicultural agency to get a commercial into the Super Bowl two years in a row, when Anheuser Busch again selected one of LatinWorks' popular Bud Light spots for the 2008 game.LatinWorks also took the unusual step in 2008 of creating a media department. With its new capability, LatinWorks developed two proprietary tools to help Domino's Pizza figure out if it was spending the right amount of money on Hispanic media and identify its local Hispanic growth opportunities with franchisees. Domino's discovered the company was underspending on Spanish language media given the amount of business it was getting from Latino customers Domino's Hispanic stores outperform its non Hispanic outlets and increased the Hispanic media spending 5%, according to LatinWorks.Droga5, the New York based creative boutique, launched two years ago and quickly earned a reputation for dreaming up and executing ideas that turn the notion of traditional advertising upside down. But the shop drew its skeptics, too. Many wondered whether it would only succeed in attracting smaller, challenger brands and were doubtful that big budget clients would join up.Last year, the agency, led by former Publicis Worldwide creative chief David Droga, proved its mettle and grabbed the attention of global marketers. Puma, for example, named Droga5 to serve as lead agency for its more than $100 million global marketing account, with its chief marketing officer, Antonio Bertone, endorsing the agency as a partner who is "small but mighty."At the same time, Droga5 continued to win smaller but high profile brands such as Method, known for its environmentally friendly line of cleaning products.Droga5 in 2008 took the Tap Project, its unique cause marketing initiative that brands tap water to raise money for UNICEF, to new heights. What began as a local project with New York City restaurants became a national effort. During this event, restaurant patrons are asked to make donations for drinking water that is ordinarily provided free, with proceeds going to UNICEF to help provide children with clean drinking water. The program is slated to go global this year.One big question mark is the future of Honeyshed, the shopping website that has failed to take off.6. Venables BellThe San Francisco based independent is the agency of record for both companies two brands that have seemingly avoided much of the catastrophic troubles that have plagued their cheap nhl jerseys competitors. Venables was founded in June 2001, in the midst of the tech bubble pop, so it knows how to survive downturns.
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