West Agency Report Cards


ANDERSON & LEMBKE
Overall Billings: Up 29%, to $131 million…………………………………………..A
New Business: $89 million including Microsoft, Legent, Wells Fargo…..A+
Growth From Existing Business: Up $8 million…………………………………….C+
Business Lost: $34 million, mostly tech clients whose businesses conflicted with Microsoft………………D
Creativity: Humor in business ads? A&L banished the snooze factor…..B
Management: Microsoft put agency on the map. Hans Ullmark”s unconventional style plays into where business/tech advertising is heading……A
Teacher”s Comments: A&L could redefine the territory between product ads and consumer branding.
Overall Grade:B
DAILEY & ASSOCIATES
Overall Billings: Down 5%, to $147 million……………………………………….. D+
New Business: $37 million, from Domino”s, Kaufman & Broad and Vons.. B+
Growth From Existing Business: 0%..D+
Business Lost: $3 million, via Gallo…..D
Creativity: Dailey specializes in building solid brand images…………………..B
Management: Longtime agency leader Phil Joanou left; Brian Morris moved up to partner with Cliff Einstein. Despite loss, the agency regrouped and won major reviews………………….A
Teacher”s Comments: Gallo could have been a major morale crippler for the agency. But Dailey recovered and started a new, exciting chapter.
Overall Grade:B
DAVIS, BALL & COLOMBATTO
Overall Billings: Down 6%, to $139 million……………………………………..D+
New Business: $6 million from China Airlines and Knott”s Berry Farm..D+
Growth From Existing Business: $4 million decrease…………………………D
Business Lost: $2.6 million…………..B
Creativity: DBC has positioned itself as a retail expert, with sales results more important than creativity…..B
Management: DBC is in few reviews, has philosophy of maintaining current clients……………………..C
Teacher”s Comments: Client McDonald”s changed its regional marketing philosophy. DBC benefited, but sometimes a shift in client strategy says it”s time to beef up the roster.
Overall Grade:C
EISAMAN, JOHNS & LAWS
Overall Billings: Up 22%, to $197 million………………………………………….B+
New Business: $20 million projected for “95 from entertainment start-up TheaFilm…………………………………B
Growth From Existing Business: Up 22% or $36 million…………………….A
Business Lost: $18 million, from Neutrogena, Crystal Cruises, Domino”s…………………………………..C
Creativity: Ambitious work for The Gas Co., but the agency”s got to pep up the work…………………………………C
Management: Account losses in L.A. interrupted EJL”s effort to spruce up with new blood…………………….C
Teacher”s Comments: Looks like a deal is in its future.
Overall Grade:C+
EVANSGROUP
Overall Billings: Up 9%, to $240 million………………………………………….C+
New Business: $23 million from Papa Gino”s and Hardee”s Midwest…..B
Growth From Existing Business: Up $17 million……………………………….C+
Business Lost: $14 million including Pepsi Northwest, Wendy”s, Caltrans…………………………………………..C+
Creativity: Heavy retail reel ranges from ho-hum to imaginative…….C+
Management: Agency reorganized internally in hopes of generating new activity and visibility………..C+
Teacher”s Comments: Evans lacks image. If Evans wants recognition, it needs to move in markets like L.A., where it bought Stranger.
Overall Grade:C+
GOLDBERG MOSER O’NEILL
Overall Billings: Up 31%, to $145 million…………………………………………..A
New Business: $21 million from mix of small accounts: Nancy”s Specialty Foods, Accolade………………………….B
Growth From Existing Business: Up 29%, or $32 million……………………A
Business Lost: $14 million including Golden Grain, EA Sports and Sutter Home…………………………………D+
Creativity: Solid, folksy, funny…..B+
Management: GMO pitched big accounts, rarely won. Fred Goldberg keeps growing with small and medium-sized stuff………………….C+
Teacher”s Comments: GMO has lost some edge. Its upbeat creative deserves a bigger showcase.
Overall Grade:B
GOODBY, SILVERSTEIN & PARTNERS
Overall Billings: Up 46%, to $316 million…………………………………………….A
New Business: $87 million including Pacific Bell, DHL, Alaska Air……….A
Growth From Existing Business: Up $40 million………………………………..A
Business Lost: $2 million, including Royal Viking…………………………….A
Creativity: Risky, funny, memorable. Keeps the industry scrambling….A+
Management: This team has incredible stamina to snag the best accounts while consistently plowing new creative ground. Tough new accounts such as Pac Bell show they”re also fast on their feet…..A+
Teacher”s Comments: GSP proves it”s ready for major national status.
Overall Grade:A
LORD, DENTSU & PARTNERS
Overall Billings: Up 17%, to $186 million…………………………………………….B
New Business: $34 million from AST Research, Countrywide Funding Corp., Telluride………………………B+
Growth From Existing Business: Up $11.3 million…………………………….C+
Business Lost: $28 million, including HomeBase………………………………….D
Creativity: AST is edgy and inventive, and Suzuki work jumps out. The rest is solid brand-building…………………B
Management: Smooth change to Andy Bielanski from Leonard Pearlstein. Is there a car company in their future? Stay tuned……….B+
Teacher”s Comments: LDP needs something big to jump into the spotlight.
Overall Grade:B
HAL RINEY & PARTNERS
Overall Billings: Up 45%, to $475 million………………………………………………B+
New Business: $101 million, primarily from First Interstate Bank in S.F. and Bally”s in Chicago………………….A
Growth From Existing Business: 0%…D+
Business Lost: $10 million Matrix; Luigino”s……………………………………..B
Creativity: Riney”s folksy, emotive style is still a brand-builder. But it”s time to expand the
range…………………………A
Management: The shop still lacks a defining personality. It has been pulling out of risky reviews and capitalizing on existing accounts………..B
Teacher”s Comments: Solid and steady doesn”t cut it. Riney needs to do more to stand apart from the pack.
Overall Grade:B
RUBIN POSTAER & ASSOCIATES
Overall Billings: Up 45%, to $321 million…………………………………………….A
New Business: $17.5 million including Philips, US West, Your Value Card………………………………………..C+
Growth From Existing Business: Up $105 million from “93 addition of Honda dealers……………………………A
Business Lost: $6 million from Charles Schwab and Yokohama Tire………….B
Creativity: RPA has a trademark wit and style. Honda regained luster…..A
Management: RPA continued to charm Honda, while adding five clients……..A
Teacher”s Comments: RPA lacks the wins and range of a Goodby. But work for major, conservative client Honda still pushes the envelope.
Overall Grade: A
TEAM ONE ADVERTISING
Overall Billings: Up 2.3%, to $212 million…………………………………………….C
New Business: $2 million Revo Sunglasses, SunAmerica………………..D
Growth From Existing Business: Up 6%, or $13 million……………………..C+
Business Lost: $12 million AST Computer, Beech Aircraft, Santa Monica Bank…………………………………..C+
Creativity: Agency showed it can go both ways with new work for Lexus; irreverent creative for Adidas…..B+
Management: Great job of relaunching Lexus, but came up empty in search for a second major client…..B
Teacher”s Comments: Team One recently won America West. That could jumpstart the shop.
Overall Grade:B
WIEDEN & KENNEDY
Overall Billings: Up 29%, to $280 million…………………………………………..A
New Business: $62.5 million Microsoft and Neutrogena………..A
Growth From Existing Business: Up $25 million from Nike, Cola-Cola, ESPN………………………………………….B
Business Lost: $15 million…………….C
Creativity: W&K got a chance to stretch nationally beyond Nike with Microsoft……………………………………A
Management: Shop dealt with new demands from Nike while digesting Microsoft……………………………………A
Teacher”s Comments: It”s no small feat to recover from a $70 million loss (Subaru) and land another biggie ($50-60 million Microsoft).
Overall Grade:A
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