Top b2b agencies grow in still-struggling economy
March 12, 2012 - 6:01 am EDT
Despite the still-sluggish economy, the top b2b agencies won new business and grew their overall revenue in 2011. While total ad spending in the
“2011 was really a watershed year,” said Barbara Sullivan, managing partner of Sullivan. “We had a fantastic year in 2010, and the pace of growth and innovation picked up even more in 2011.”
One factor contributing to Sullivan's success was its strategy to diversify its portfolio, which already had a strong base of financial services companies. It won new high-tech and higher-education accounts, and created successful campaigns for existing clients, including American Express and Columbia Management.
“One of the lessons we learned from the [down] economy in 2008 and 2009 was to focus on our client relationships,” Sullivan said. “Instead of just taking the money, we were loyal to the customer relationships. Loyalty is a really important thing on an agency's part.”
Runner-up in the small-agency category was
“It was a very successful year, especially in an economic environment that was very challenging,” Doremus CEO Carl Anderson said. The agency won new accounts from BNY Mellon, Caterpillar, Hong Kong Mercantile Exchange, Logitech and Visa, and expanded work for existing clients, including Corning Inc., Hewlett-Packard and Owens-Illinois.
“Our approach, which may be even more relevant now, is much less about advertising and much more about being a marketing communications consultancy,”
Runner-up in the midsize category was gyro,
The winner in the large category was BBDO New York, which also grew its revenue and picked up b2b clients, including AT&T's enterprise business, HP's imaging printer group and Empire State Development. The agency also expanded work with such existing clients as FedEx, General Electric, Monster.com and Motorola Solutions.
“2011 was an extremely good year for the industry, our agency and our clients,” said John Osborn, president-CEO of BBDO New York.
“One of the things we're trying to do is not just do TV ads but use the vast array of tools we're now equipped with in the digital space to allow customers to help tell the story.”
For example, the agency created ads for FedEx and GE featuring real customers and employees who told their stories. These stories were further shared through social media and mobile marketing.
Runner-up in the large category was Ogilvy & Mather North America,
Interactive agencies also had an outstanding year as clients increased their digital budgets and used interactive technologies like social media, websites, online advertising and mobile to communicate with customers.
MRM, New York, winner in the interactive category, had double-digit revenue growth and added new b2b clients, including ALD Automotive, Amway, BAE Systems, Bayer Crop Science, CSC, MasterCard, Pfizer and Statoil. It also expanded work with existing clients Verisign and Verizon.
MRM CEO Bill Kolb said one of the biggest challenges facing agencies is understanding, from the client's perspective, how to integrate IT and marketing.
“I think all clients are wresting with that from an organizational perspective—IT having a reporting line into marketing or some other organizational change,” Kolb said. “As agencies, this is a new world. Marketing has to understand how to bring IT into the mix.”
Kolb said other trends in the interactive space this year will be growth in mobile commerce and the integration of social into all elements of the marketing mix. He also said that, despite the proliferation of digital technologies, marketers still value face-to-face meetings.
“CMOs and other execs want to have those face-to-face conversations with clients; so being on the road is more important than ever,” he said.
Runner-up in the interactive category was Digitas,
The following pages contain profiles of the leading agencies in each of the four categories recognized in this report.
