Magazine article Marketing

Agency of the Year: Agency 2004

Magazine article Marketing

Agency of the Year: Agency 2004

Article excerpt

So here they are, Marketing's Agencies of the Year from across the marketing services sectors. We have taken a full year's worth of effort, inspiration and intellect from many talented people from across the agency world and dumped 90% of it into the dumpster of history. You have to be cruel to be kind.

What was left has been subjected to the withering gaze of journalistic scepticism. It has been interrogated, poked and prodded for substance, tabulated, calculated, shouted at and locked into a small dark room by itself just to see whether it is made of the right stuff.

We have, without question, identified the best of the best in 2004. It hurt us, almost as much as it did the agencies that didn't make it (well, almost) but someone has to assess the best-performing agencies across all the disciplines - and only Marketing does.

Much as we don't relish seeing an advertiser change agencies without a very valid reason, Agency 2004 represents a dream list of creative, effective and blossoming agencies that any marketer would benefit from having on their next shortlist.

The criteria we use are simple, but they work: effectiveness, creativity, organisational change, new business and incremental business from existing clients. …

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