Magazine article Marketing

Marketing Agency of the Year 2012: PR Agency of the Year - John Doe

Magazine article Marketing

Marketing Agency of the Year 2012: PR Agency of the Year - John Doe

Article excerpt

The winning agency has proved its vision of marrying brands with popular culture works to such an extent that, at only three years old, it has a host of major brands on its books, writes Kate Magee.

John Doe is not even three years old, but it is already making quite a mark on the PR industry with an approach to brands that is genuinely different.

As the judges said: 'John Doe stood out in this competitive category due to its fresh and innovative style. It delivered strong, creative ideas with a clear collaborative approach to its clients and was the strongest all-rounder.'

The agency was founded in 2009 by Rana Reeves with a mission to help marry brands with popular culture, moving beyond corporate badging exercises to real partnerships.

When it comes to contemporary culture, it would be difficult to find a more connected agency. It is clearly doing something right when senior journalists including Grazia's editor-in-chief Jane Bruton, the Dazed Group's editorial director Jefferson Hack and GQ's editor-in-chief Dylan Jones line up to praise it in their submission. As Jones said: 'They are charming, they deliver and they don't suffer fools gladly. I'll always take the call, as I know it will be worthwhile.'

These connections are what attracted O2's communications director Nicola Green to hire John Doe without a pitch to help make the mobile operator 'cool' and resonate with a younger audience. O2 is just one of many major consumer brands that have turned to John Doe this year, including Adidas for its Originals range and Pernod Ricard for its flagship vodka brand Absolut.

This new business, alongside organic growth from existing clients, has contributed to an income increase of 55% from last year, and a 20% profit margin. The agency has also retained business from PlayStation and Vauxhall among others.

Crucially, John Doe makes sure its clients also see great return on investment. For example, it worked with Vauxhall for 'Fashion Scout', a showcase of fashion's best new talent at London Fashion Week. Its decision to put the brand at the centre of the show generated the same amount of coverage in a single year as the marque has had for the past three years combined.

These impressive growth figures have not come at the expense of staff The judges admired the agency's investment in training and benefits that go the extra mile. …

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