Magazine article Marketing

Creative Agency of the Year: Adam & Eve

Magazine article Marketing

Creative Agency of the Year: Adam & Eve

Article excerpt

The three-year-old agency has cemented its reputation for creative excellence and being quick to devise effective campaigns that fulfil clients' requirements, whatever the budget.

The crowning of Adam & Eve as Marketing's Creative Agency of the Year, less than three years after its creation, reflects the hot shop's meteoric rise.

Founded by former RKCR/Y&R bosses James Murphy, Ben Priest and David Golding, along with exNaked head of strategy Jon Forsyth, Adam & Eve opened its doors for business only in January 2008. Yet over 2010, agency billings more than doubled from pounds 27m to pounds 60m.

The judges praised Adam & Eve's 'excellent business development', 'strong leadership team', and creative work - which, they said, is 'right on the money'.

The judges commended Adam & Eve's ability to pick up new business in a difficult climate while maintaining creative excellence on existing accounts.

With its epic cradle-to-retirement John Lewis TV ad, which used an acoustic cover of the Billy Joel song She's Always a Woman as its soundtrack, the agency created one of the biggest talking points in the ad world of the past 12 months.

Adam & Eve has gained a name for being quick to get to grips with clients' core challenges - a reputation that has fuelled impressive growth, adding about pounds 30m in new business over the past year. In 2010, its new-client haul has including Foster's, Save The Children, Silver Spoon and Benecol.

With its popular campaign for lager brand Foster's, the agency adapted the above-the-line concept for digital media channels. At the time of writing, the Australian characters that feature in the brand's ads, Brad and Dan, have 20,000 fans on Facebook, while Foster's Twitter feed has been adapted to incorporate the campaign.

Adam & Eve has also shown itself adept at working on a tight budget. For Silver Spoon's Half Spoon variant, sales soared 25% year-on-year within six weeks of the agency's ad campaign hitting TV screens.

Staff turnover has been very low since launch - just 5% - but the agency continues to hire what it describes as an 'eclectic' range of talent, including creative directors Ben Tollet and Emer Stamp, who joined from DDB UK. Rob Isaacs also joined, from EHS 4D, to become head of social strategy.

The agency set out its stall to devise first-class creative concepts that work across both traditional media and digital channels. This year, Adam & Eve turned that into reality. For this, it is a worthy winner of Creative Agency of the Year.

Focus on - John Lewis

Adam & Eve's founding partner, James Murphy, appeared regularly in a BBC Two fly-on-the-wall documentary Inside John Lewis. The show featured the filming of the retailer's Christmas TV ad, which used a slow version of Guns 'N' Roses classic Sweet Child O' Mine.

It was the next ad, however, with its sentimental charting of a woman's life from birth to old age, that pierced the general public's consciousness in way that few commercials manage. A wave of media coverage included features on BBC Radio 4 and articles in titles from the Financial Times to The Sun. Commentators described it as 'the ad that made the nation cry'.

John Lewis reaped the rewards for this creative excellence. In the wake of the campaigns, half-year profits soared 77% year on year, while sales via johnlewis. …

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