Magazine article Marketing

AGENCY 2002: Below the Line Agency of the Year - TBWA GGT Direct

Magazine article Marketing

AGENCY 2002: Below the Line Agency of the Year - TBWA GGT Direct

Article excerpt

TBWA/GGT Direct secured business wins across the board, with creative and strategic work that helped it stand out from the crowd and scoop awards.

Few direct marketing agencies demonstrated the zeal for new business and commitment to creative innovation that TBWA/GGT Direct demonstrated in 2002. As the advertising market plummeted, GGT Direct was among the leading DM players to shout from the rooftops about the growing importance of the medium to some of the UK's most talked-about brands.

Financial services continues to remain one of the biggest spenders on direct marketing, and a strong new business performance in this sector helped TBWA/GGT Direct achieve impressive growth in 2002.

The agency, which already boasted agency-of-record status on the NatWest pounds 20m direct marketing account, recorded wins for brands including Marks & Spencer Financial Services (M&SFS) and Eagle Star during the course of the year. The M&SFS task involves launching its savings and investment products at a time when the company's portfolio is under review.

New business was not restricted to the finance sector, however. GGT Direct also picked up the brief to launch the web site for Cadbury Trebor Bassett's Heroes brand, Apple's European online advertising, a customer segmentation project for Air Miles, and the direct marketing and digital account for 3, the 3G phone network about to be launched by Hutchison.

Perhaps the most impressive win was an assignment from Marks & Spencer to oversee the DM launch of its credit and loyalty card, one of the most radical marketing initiatives in the retail giant's history. The brief included brand development and strategy as well as media planning.

While the agency's management would not claim to have had everything its own way, an anticipated rise in gross profits to pounds 17.3m in 2002 highlights the company's prowess at growing business incrementally as well as forging new client relationships.

New long-term contracts are in the process of being agreed with NatWest and Vauxhall, two of GGT Direct's largest and longest-standing clients.

In many respects, though, what makes GGT Direct stand out from the below-the-line crowd this year has been the strength of its strategic and creative work as it strived to help its clients carve out distinct niches in often predictable marketplaces.

The relaunch of the Prudential brand in the autumn underlined GGT Direct's ability to work as a leading communications partner alongside brand advertising and media strategy agencies. 'The Plan from the Pru' campaign featured a massive DM spend, which GGT Direct integrated with the above-the-line work created by WCRS. Under the creative guidance of Nick Moore, campaigns for Unicef's Omo Water Appeal and the Vauxhall GM Card transcended conventional assumptions about charity and finance mailings. The year's other creative highlights included a mailer for NatWest designed to resemble a jeans pocket.

GGT Direct also ends the year as one of the most frequently decorated direct shops of 2002, with triumphs including a Bronze at the Creative Circle, Bronze and Silver Lions at Cannes, and recognition at D&AD. In the US, the agency recorded wins at the Caples and Echo Awards for Unicef and News International.

At the DMA/Royal Mail Awards, GGT Direct won Golds for its Unicef Waterpack campaign and Condor Post Production. The agency also picked up four Silvers for the same clients and a Bronze for its News International work, which aimed to engage Sun and News of the World readers by promoting popular areas of the newspapers.

Chief executive Mike Cornwell and managing director Penny Reid have also spearheaded GGT Direct's integration of digital communications into its overall offering to provide the agency's clients with a more holistic package. The duo pride themselves on GGT Direct's data department, which boasts 30 staff, and the eight-strong planning function, which it hails as the best in the industry. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.