AGENCY 2003: Creative Agency of the Year - Bartle Bogle Hegarty

Marketing, December 18, 2003 | Go to article overview

AGENCY 2003: Creative Agency of the Year - Bartle Bogle Hegarty


Whether working for FMCG, retail or banking brands, BBH has proven that artistic flair can drive sales.

There are many measures of success in adland: new business performance, client loyalty, creative awards, sex appeal. Bartle Bogle Hegarty scores highly on all counts. But the main reason BBH is Marketing's Creative Agency of the Year for 2003 is because it has turned out consistently excellent advertising. Not only were its ads clever, entertaining and salient, they really helped its clients sell stuff.

The agency's TV commercial for Lynx Pulse, featuring a geeky but cool dancer in a bar, was a prime example. The soundtrack topped the charts for four weeks, and the ad was one of the most written about, and talked about, of the year.

Crucially, it scored phenomenal recall among Lynx's target audience of 16- to 24-year-olds. The truly integrated campaign also proved BBH could successfully collaborate with new media and PR agencies on behalf of its client.

Lever Faberge says Pulse is now the leading variant in the market; sales of the little cans are 82% higher than 2002's new variant at the same point in the year; and Lynx has its highest share of the European deodorant market since 1991.

Unlike Lynx, KFC was a struggling brand in a declining market. But BBH's 'Soul Food' campaign, featuring beautifully shot commercials with distinctive soundtracks, reversed that. Brand recognition shot up in the aftermath and KFC grew sales by 2%, with a 0.5% increase in market share since the campaign began.

Indeed, the KFC creative - along with early work for pounds 25m win Woolworths - demonstrated that BBH, long renowned for its FMCG brand-building, is more than capable of repeating such outstanding results for retail clients.

In yet another sector, BBH's 'Fluent in finance' campaign for Barclays, featuring Samuel L Jackson, helped the bank take the lead in share of new customers in the 12 months to July 2003, gaining 1.1% of new accounts.

It also topped the table in new savings accounts, with a 5% volume share over the same period.

Elsewhere, Diageo continues to love the cinematic Johnny Walker 'Keep Walking' campaign and is now running it in 120 markets; Audi reports double-digit sales increase of the A4 model since BBH's haunting 'fish' ads; and the typically surreal Levi's campaign ('a bold new breed') helped the featured Type 1 jeans range grab a 15% slice of the denim company's sales.

Watch BBH's reel, and its astute use of sound becomes immediately apparent.

For years, the agency's Levi's ads have created number one hits, but now the agency is taking this skill further. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

AGENCY 2003: Creative Agency of the Year - Bartle Bogle Hegarty
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.