Magazine article Marketing

Agency of the Year 2007: Direct Agency of the Year - Kitcatt Nohr

Magazine article Marketing

Agency of the Year 2007: Direct Agency of the Year - Kitcatt Nohr

Article excerpt

This second successive accolade is testament to the strength of the agency's work.

Last year, a senior industry expert said: 'If Kitcatt Nohr Alexander Shaw does not win Agency of the Year this year, it never will.' In fact, the agency did win the award, and what's more, it has done it again in 2007.

After such a productive 2006, Kitcatt Nohr could have been forgiven for keeping its head down to consolidate and bed in its new clients. But this year it managed to win more new business than ever, represented in its impressive 70% increase in year-on-year turnover, which rose from pounds 5m to pounds 8.5m, while the agency's total billings now stand at more than pounds 44m.

Among this year's new business wins are brands and charities including John Lewis, The Salvation Army, WWF, Charles Tyrwhitt and technology outfit Sling Media, as well as project work for the RAC, Goldfish and The Carphone Warehouse. Despite this impressive growth in volume, Kitcatt Nohr remains true to its principle that at least one of its four founding partners - Paul Kitcatt, Marc Nohr, Vonnie Alexander and Jeremy Shaw - is directly involved in the handling of each client's business.

The agency has also driven extra revenue from incremental work with existing clients, which include Bookstart, LA Fitness and Waitrose. It's easy to see why. In September, the agency demonstrated some quick-thinking following comments made by the then-Chelsea FC manager Jose Mourinho, who, mired in an injury crisis at the club, made comments alluding to the superior quality of Waitrose's eggs. 'Some eggs are more expensive than others and some give you better omelettes,' he said. 'So, when the Class One eggs are in Waitrose and you cannot get there, you have a problem.' The next morning Waitrose ran a witty press ad thanking Mourinho for his kind words.

This is just one example of Kitcatt Nohr's creative reputation, which was again singled out by the judging panel as being particularly strong. The agency's work is consistently creative and effective. A direct mail and press campaign for Bookstart, for example, combined photography with illustrated characters. As well as being innovative, the campaign was credited with generating a 50% increase in web traffic, while phone enquiries to Bookstart went up by 100%. …

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