#aoty12: Marketing's Agency of the Year winners revealed
11 Dec 2012 | by Gemma Charles
BBH has won Marketing's coveted Ad Agency of the Year award for the first time in seven years.
The agency went from strength to strength in 2012, cultivating significant new-business wins and devising ways to continuously evaluate the effectiveness of its campaigns.
BBH has won Marketing's coveted Ad Agency of the Year award for the first time in seven years.
The agency has regained the crown it was once so used to wearing, after a stand-out 12 months in which its creativity was matched by the returns delivered for its clients, writes Alex Brownsell.
In June this year AKQA started a new chapter in its history, when WPP agreed to acquire it. The deal sent shockwaves through the industry as the highly awarded agency came off the market.
In an extremely tight race, Carat came close to overthrowing three-times winner PHD. It is early days in Carat's transformation process, but the judges felt the agency performed well for clients during a period of significant adjustment of the company.
It has been another strong year for M&C Saatchi Sport & Entertainment, producing two standout documentaries, some eye-catching Olympics work, and creating a global frenzy with a campaign for Castrol, fronted by Portuguese football star Cristiano Ronaldo.
The Brand Union scored highly for effectiveness, with the judges wowed by its results for the rebrand of Paddy O's Granola, sales of which doubled in 2012, plus work on Heineken's Kaiser brand, which led to purchase intention increasing by 10.3%.
There is no doubt that the past 12 months have been bursting with achievements for Cedar, which continues to turn out best-in-class creative content.
During the past 12 months, Arvato has secured several clients in the public and private sector, including Universal Music, Slough Borough Council and Valero's Texaco brand, as well as growing existing relationships with long-standing customers including AstraZeneca and Renault.
Brainjuicer, which has been the winner in this category for the past two years, continued to impress the judges.