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I’m not going to bore you with the reasons for this because believe me, it would bore you to the point of death – however I have some questions I’d like to ask, however your choice of answer is limited to any one of the following agencies …
Got it?
Cool … so let’s begin.
Most interesting agency for interesting, pragmatic and exciting planning.
Most interesting agency for overall interesting, pragmatic and exciting creativity.
Most interesting agency for youth brands.
Most interesting agency for FMCG brands.
Best agency for attracting international brands. [FMCG / Pragmatic Players and/or New Asian Powers]
Agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach.
Most motherfucking overall exciting agency.
Agency that’s most likely to still be a leader in planning/creativity/imagination in 10 years time.
Interms of your answers … you can either just list the agency you feel the most appropriate or give a more detailed explanation to your answer, it’s totally up to you.
On top of this, if you think there is another agency that is a better fit to the questions above, then feel free to add it after you’ve given your answer from the choices above … however the rules are that the ‘other’ agency must be,
1/ Part of a global network [ie: have offices in 3 different continents]
2/ Not be reliant on just one office for their creative/planning credentials
3/ Have a good presence in Asia.
You are all legends … and please don’t just say the ‘cooler’ agencies from the list above – they all have their strength’s and weaknesses even if the BBH’s and WK’s of the World are giving the others a real run for their money at the moment.
Thank you again.
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planning on leaving us are you campbell? lol.
Comment by andy@cynic February 9, 2010 @ 7:12 amReal people don’t have an answer to those questions.
Comment by John February 9, 2010 @ 7:36 amMost interesting agency for interesting, pragmatic and exciting planning?
BBH and WK. Sometimes TBWA but not like they used to be.
Most interesting agency for overall interesting, pragmatic and exciting creativity?
BBH and WK. Sometimes TBWA and sometimes Ogilvy (Asia) but it’s more the exception than the rule. Leo’s are OK but not what they used to be and seem to be struggling with the new world of communications.
Most interesting agency for youth brands?
WK.
Most interesting agency for FMCG brands?
Probably BBH but even they struggle to do great stuff on this category a lot of the time, Axe aside.
Best agency for attracting international brands. [FMCG / Pragmatic Players and/or New Asian Powers]?
All do OK, it’s less about the work and more about the fit which is why multinationals do well in face driven Asia and the smaller shops appeal to the creative impressed West.
Agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach?
They all are prone to hype but BBH and WK live it more than say it.
Most motherfucking overall exciting agency?
I sound like a broken record but I’d say BBH and WK. Both seem to be coming into their own at the moment and BBH are really trying to evolve for the changing times.
Agency that’s most likely to still be a leader in planning/creativity/imagination in 10 years time?
BBH. TBWA had a chance but they seem to have blown it. I like WK but it seems less planning influenced than BBH, more planning justified but that’s only from an outsiders view.
Comment by Pete February 9, 2010 @ 8:01 amThe question I asked myself was if I was starting an agency, who would act as a role model for doing it right (work, money) and it would be BBH and WK.
The others are OK, but it’s too hit and miss and they spend more time on their positioning than letting their work speak for itself.
Who seriously would say “I want to be the new Y&R?”
Comment by DH February 9, 2010 @ 8:19 amGood point Dave but even better point Mr Dodds … however as I assume only weird and losers read my rubbish, I’m selfishly hoping they will know what the hell I am talking about.
Comment by Rob February 9, 2010 @ 8:42 amMost interesting agency for interesting, pragmatic and exciting planning.
It’d be so hard not to say BBH for this one. It’s also hard to think my opinion’s not strongly influenced by the fact they’ve been advocating a planning first stand since day one and that’s what they are/were generally known for. But even that aside I still think a lot of their work is driven by very strong planning, and I know they try to stick to the “the best creative work comes out of really solid insightful strategy” as much as they can, which is already more than the others on the list.
Most interesting agency for overall interesting, pragmatic and exciting creativity.
WK & BBH but it’s kind of unfair to to compare them with the mega-networks. Some individual offices within those networks do some very good stuff (Leo Lisbon, TBWA Media Arts Lab or JWT Shanghai or Manila for instance) but it’s overshadowed by the mostly crap work the other places are farming out.
Most interesting agency for youth brands.
BBH
Most interesting agency for FMCG brands.
I don’t really have an answer for this. sorry.
Best agency for attracting international brands. [FMCG / Pragmatic Players and/or New Asian Powers]
The big ones will always do a bit better with international brands because of their scale and “distribution network” alone. I don’t have a strong favourite for this one, JWT maybe.
Agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach.
BBH and WK equally so.
Most motherfucking overall exciting agency.
BBH
Agency that’s most likely to still be a leader in planning/creativity/imagination in 10 years time.
It’s funny 10 years is a long time as in so much can happen, but it’s also a short time as in I don’t see an agency losing all its built up capital within such a timeframe. So I’d say BBH or WK. I think BBH are doing more, or at least being more vocal about what they’re doing to reach that goal than WK who are mostly petty little fucks that never give us any mon…unh, i mean that live in Portland and are kind of isolated from the rest of adland.
Comment by rafik February 9, 2010 @ 11:22 amI am not weird or a loser btw.
Comment by rafik February 9, 2010 @ 11:23 amWhat are you doing here then?
And thank you for the comments, bloody good and interesting …
Comment by Rob February 9, 2010 @ 2:32 pmi don’t have an answer to those questions
Comment by lauren February 9, 2010 @ 2:50 pmWhy is Y&R in the list but not Saatchi?
Comment by Denial February 9, 2010 @ 3:06 pmThanks for pointing that out Lauren. 😉
And Saatchi’s aren’t on the list, because they’re not part of the project we’re working on … but if they were, how would it influence your choices to the questions above.
Comment by Rob February 9, 2010 @ 3:48 pmMost interesting agency for interesting, pragmatic and exciting planning.
Comment by Jonathan February 9, 2010 @ 10:03 pmW+K
Most interesting agency for overall interesting, pragmatic and exciting creativity.
W+K
Most interesting agency for youth brands.
W+K
Most interesting agency for FMCG brands.
BBH
Best agency for attracting international brands. [FMCG / Pragmatic Players and/or New Asian Powers]
BBH, TBWA
Agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach.
W+K
Most motherfucking overall exciting agency.
W+K
Agency that’s most likely to still be a leader in planning/creativity/imagination in 10 years time.
Only W+K seem to stay on top of the game. Others come and go.
Hmm. As long as you don’t ask WHY i chose them…
Comment by Anjali Ramachandran February 9, 2010 @ 10:27 pmMost interesting agency for interesting, pragmatic and exciting planning.
BBH
Most interesting agency for overall interesting, pragmatic and exciting creativity.
W+K
Most interesting agency for youth brands.
W+K
Most interesting agency for FMCG brands.
Leo Burnett
Best agency for attracting international brands. [FMCG / Pragmatic Players and/or New Asian Powers]
W+K
Agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach.
JWT
Most motherfucking overall exciting agency.
W+K
Agency that’s most likely to still be a leader in planning/creativity/imagination in 10 years time.
W+K
inspector fucking closeau was better at disguising himself than you jonathan. or should i say dan?
hegarty will leave a fucking comment on here next probably using his less well known middle name morris.
Comment by andy@cynic February 9, 2010 @ 10:32 pmjwt as the agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach?
guess anjali is really mighty fucking midget sorrell in disguise spouting more of his half truths and wall street shit.
jwt dont talk wank? has anyone read their fucking “value of time” bullshit?almost makes lovemarks sound fucking plausible. could be worse, could be y&r with their “resist the usual” which has somehow been translated into do the fucking usual ever since campbell saw sense and left them flagging.
all the agencies have good guys in them but only bbh and wk are good through and through.
Comment by andy@cynic February 9, 2010 @ 10:44 pmjust been told other people are allowed an opinion and it doesnt have to be the same as mine. dont know when that fuck that happened but have a go if you think youre worthy enough.
Comment by andy@cynic February 9, 2010 @ 10:55 pmRampant socialism. They’ll be giving planners the vote before long if something isn’t done about it.
Comment by John February 10, 2010 @ 1:28 amover your dead body doddsy.
Comment by andy@cynic February 10, 2010 @ 5:46 amMost interesting agency for interesting, pragmatic and exciting planning.
W+K (Used to be TBWA, years and years ago, when I was there, ha!)
Most interesting agency for overall interesting, pragmatic and exciting creativity.
W+K
Most interesting agency for youth brands.
W+K? Unsure
Most interesting agency for FMCG brands.
Leo’s? Unsure
Best agency for attracting international brands. [FMCG / Pragmatic Players and/or New Asian Powers]
TBWA, increasingly W+K
Agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach.
W+K
Most motherfucking overall exciting agency.
W+K
Agency that’s most likely to still be a leader in planning/creativity/imagination in 10 years time.
W+K
And Andy, yes, I’ve read JWT’s value of time shitefest and oh my fucking lord, what a WANK. Appalling.
Comment by Angus February 10, 2010 @ 6:24 amMost interesting agency for interesting, pragmatic and exciting planning.
BBH
Most interesting agency for overall interesting, pragmatic and exciting creativity.
W+K
Most interesting agency for youth brands.
BBH
Most interesting agency for FMCG brands.
JWT
Best agency for attracting international brands. [FMCG / Pragmatic Players and/or New Asian Powers]Not sure
Agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach.
BBH / W+K
(Though JWT are improving in this area it seems)
Most motherfucking overall exciting agency.
W+K
Agency that’s most likely to still be a leader in planning/creativity/imagination in 10 years time.
Comment by Rob Mortimer February 10, 2010 @ 10:25 pmBBH
Rob, I’d like to see your answers to this. Campbell, that is, as much as I enjoyed Mortimers.
Comment by Angus February 11, 2010 @ 4:49 amBBH and Wiedens for all. But increasingly, in London particularly, I see BBH losing their edge
Comment by Morris February 11, 2010 @ 10:54 pmStill waiting for your answers Campbell…
Comment by Angus February 15, 2010 @ 9:15 amSorry Angus …
OK for me it would read like this:
Most interesting agency for interesting, pragmatic and exciting planning:
BBH … WK … and [when they get it right, which is increasingly less and less] TBWA
Most interesting agency for overall interesting, pragmatic and exciting creativity.
WK and BBH. Of course the others do it occasionally, but like the previous question, I’m talking about work that is at a more consistently high standard than most.
Most interesting agency for youth brands.
WK
Most interesting agency for FMCG brands.
To be honest, I think TBWA and JWT. Not because they have the millions of offices to make it work, but they just know how to handle massive, global business to a higher standard than the others. Again, the other agencies mentioned all have lots of experience [especially Leo’s] but I just feel JWT and TBWA are doing better work … even more so than BBH and WK with these massive types of truly global business. Whether that means the work is amazing is another thing though …
Best agency for attracting international brands. [FMCG / Pragmatic Players and/or New Asian Powers]
FMCG: JWT and TBWA
Pragmatic: WK and BBH
New Asian: Dependent on the client and the business they operate in, cultural rules dictate the opportunity is skewed much more to a multinational than the far more intelligent and creative BBH and WK’s of this World.
Agency who is a genuine opinion leader … with views that aren’t wank, but actually backed up in their behaviour and approach.
WK and BBH … by an absolute country mile.
Most motherfucking overall exciting agency.
WK and BBH … both sort-of coming into their own at the moment, though that has as much to do with the others falling behind [despite the odd pithy PR release] as it does their own determination to get ahead.
Agency that’s most likely to still be a leader in planning/creativity/imagination in 10 years time.
BBH. I know WK can be there too … but a lot depends on how they evolve in terms of moving beyond traditional forms of creativity without it falling into self-serving wank.
Put it this way, BBH seem to be metamorphisisng into the modern age better than all the other sizeable agencies … but I still think their future will be determined more by how their Asian operations [which are the best in the region] evolve and drive global business than how London decides to position itself within the industry bubble.
WK … well I love them … but they still are too ‘ad’ orientated, though I think they’re the best print creator on the planet and are definitely moving into other areas, which their China office is really driving.
Will BBH and WK be the most profitable agencies?
Probably not .. but I would say in terms on return on investment, genuine awards, employee satisfaction and driving the business into relevant – yet exciting new places – they’d leave the others in the dust.
There you go Angus, was I as predictable as you guessed I would be?
Comment by Rob February 15, 2010 @ 6:14 pmA journo’s perspective for you Rob – generally it’s BBH and W&K. Especially BBH in Asia. Of the other networks JWT has done well in Asia and seems pretty adept at the big FMCG stuff. TBWA very quiet in the past couple of years.
But don’t underestimate the ‘exciting’ agencies’ ability to churn out crap. BBH, say the trade press, has been steadily losing its grip on Vodafone UK for the past year as the work has lagged behind the other mobile brands. Admittedly, the brand itself is going to the dogs, but still.
Comment by davidtiltman February 15, 2010 @ 9:52 pmshop window vs cash flow its just bbh and wk have more shop window to show off than all those other fuckers (unless those other fuckers pull out 60 years of reel) plus theyve managed to make most of it their fucking cash flow too. except for ba which is fucking pants but when you see how they run their shit airline you know they are getting what they deserve even if hegs should be hypeventilating over it.
now campbell, why the fuck do you answer angus request on this fucking blog and ignore our fucking calls and emails? pervert.
Comment by andy@cynic February 15, 2010 @ 10:44 pmThanks for the answers Rob. You were a little more of a fence sitter than expected but they’re good answers.
I imagine that your (and others’) perceptions of BBH are impacted by their operations in Asia. Mine is only through my experience with them in London – working with them (while at a partner agency). I was consistently appalled. And I was working with high level people (whatever the fuck that means).
Comment by Angus February 16, 2010 @ 11:03 amFence sitter? What on earth has happened to me … but I know why you would say that about BBH London, they may have some great people and do some toptastic work, but more than one friend and ex-BBHer has told me the place is quite toxic interns of how it works, operates, approaches stuff. Thankfully the guys in Asia are quite different and fully deserve their reputation – I just hope, based on your comment, it spreads beyond the Asia borders.
And to answer your question Andy, this might help …
Angus V Andy
Pretty straight forward really eh.
Comment by Rob February 16, 2010 @ 6:45 pmNone of them produce work as good as Rainham Sheds.
Comment by John February 17, 2010 @ 7:46 am