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‘Excellent’ School Report for Wieden + Kennedy

SchoolReport2014

It's 'School Report' time at Campaign, when the advertising industry mag rates the top 100 or so agencies on their performance in the previous year.

They gave us a score of 8 out of 9, for the second year in a row (don't ask me why they score it out of 9) which equates to a rating of 'excellent'. Can't really complain about that. 

Here's what they said about us:

A lot of creative agencies like to say they are all about the work. But with Wieden & Kennedy London this year, there is very little else to talk about – except perhaps the shop hiring more people to do the work.

Staff numbers were up 34 per cent to 190 in 2013. That’s two more than Wieden & Kennedy had in 2010 before Nokia – then its largest client – took its custom elsewhere, and the agency was forced to axe more than a third of its employees.

The creative duo Paul Knott and Tim Vance joined from Abbott Mead Vickers BBDO in August, while the creative directors Dave Day and Larry Seftel joined from Mother in November. Later that same month, Christen Brestrup and Bertie Scrase joined from Crispin Porter & Bogusky, where they had been responsible for some of the best Paddy Power ads. The agency must have felt a certain delight in nicking Brestrup and Scrase, given that the CP&B creative directors were former Wieden & Kennedy stars who jumped ship.

Wieden & Kennedy set the bar high early on in terms of work. Its "the pony" spot for Three, released in February, was a genuine viral smash and easily the 2013 highlight. That said, its spots for Honda and Lurpak would make anyone’s highlight reel for the year too.

The horsemeat scandal that engulfed Tesco gave Wieden & Kennedy the chance to flex a different set of muscles: drafting the supermarket’s apology. The newspaper ads made headlines in their own right, but were later banned by the Advertising Standards Authority for stating that meat standards were an issue for the entire food industry. It seems that the agency has yet to fully stretch itself on the Tesco account.

In addition to wheeling out ancient long-copy skills, Wieden & Kennedy showed off its tech credentials, creating an app for Stride gum that was controlled by chewing motions – it won an award from the Internet Advertising Bureau.

In short, 2013 was a good year for an agency that seemed to be enjoying itself once again.

Well, one or two remarks from teacher there to encourage us to try harder, but mostly a good report. We deserve sweets!

Elsewhere in the same issue, Campaign published their latest 'top 100' league table of agencies by billings. Billings (media spend by an agency's clients) are a pretty meaningless way of measuring an agency's performance as they're wholly unrelated these days to a creative agency's income. Having said that – in this instance BILLINGS ROCK because we have smashed our way up the top 20 table, up seven places from number 20 to number 13, with a reported rise of 25%, which according to Campaign makes us the fastest growing agency in the UK top 20 last year.

Top 100

#0800Fun

Today sees the launch of Three’s new #0800Fun campaign celebrating the fact that calls to 0800 numbers are now free on all new Three plans. 
 
To celebrate this, we’ve helped Three create a selection of fun numbers for customers to call and launched a new TV ad featuring The Singing Dictionary Line.
 
 
 
Directed by Chris Palmer through Gorgeous, the TV spot reveals an 80-strong choir in their call-centre dwelling: Wookey Hole cave. The TV ad is supported by OOH and digital activitty, as well as a selection of beautifully animated films created by Layzell Bros of Blinkink, each featuring one of the five numbers. The animated films are hosted on a dedicated YouTube hub at http://www.makethemostofthem.com
 
Here are a couple of the animated films:
 
 
 
 
And here are all the numbers, so you can try them out for yourself. Make the most of them!
 
The Singing Dictionary – 0800 808 5883
The Time Wasting Line – 0800 808 5730
The Nicknaming Service – 0800 011 9763
The 24 Hour Compliment Line – 0800 808 5602
The Sympathy Service – 0800 808 5191
The 24 Hour Lullaby Line – 0800 011 9865
 
And this is a selection of the accompanying 6-sheet OOH posters, each featuring calling cards for one of the numbers.
 
H3G03M14008_Singing _Directory copy
 
H3G03M14008_Compliments_Line_
 
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