Magazine article Marketing

Marketing Agency of the Year 2012: Branding Agency of the Year - FutureBrand

Magazine article Marketing

Marketing Agency of the Year 2012: Branding Agency of the Year - FutureBrand

Article excerpt

The winning agency reaped the rewards of years of preparation around the London 2012 Games and was able to top off that achievement with a string of new client signings, writes Rachel Barnes.

Like the Olympians we saw in action this summer, FutureBrand put in years of preparation as it headed into 2012. This hard work paid off, as the agency took top honours as Branding Agency of the Year, as well as scoring its most successful 12 months to date.

FutureBrand scooped gold, thanks in part to its impressive lead agency role in the execution of the London 2012 branding for this summer's Olympics.

While judges recognised it was not solely FutureBrand that should take credit within McCann Worldgroup, the agency's work was, they felt, quite simply 'bloody impressive'.

'It didn't benefit from this work last year and it won't next year, but in 2012 it is exceptional and noteworthy,' said one judge.

However, the Olympics was not the whole story of FutureBrand's year. It has won new accounts from Zurich, GlaxoSmithKline, Bentley and Ladbrokes, among others, with new-business revenues up 22%, while also growing existing business, such as Nestle, with a boost to total revenues of 14%.

FutureBrand also scored highly for effectiveness. Its pilot concept for Tragus-owned Cafe Rouge, based on a traditional French bistro, delivered a 12% uplift in recommendations and a 27% increase in the likelihood of diners to return.

Furthermore, its brand positioning work for condom brand Skyn, to create a 'more mature and sophisticated sex brand' to compete with the 'candy-pop coloured world of Durex', gave it a strong launch pad to quickly take a 5% market share.

The agency's creativity was lauded by the judges, with its 'Local Colour' campaign for mining group Xstrata standing out for its innovative approach to a highly corporate business. …

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