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Agency Report Cards / East

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ALLY & GARGANO
Overall Billings: Up 6.9%, to an estimated $310 million........................C+
New Business: Aamco and Berlex Laboratories contributed to growth of 11.4% or $33 million..................B
Growth From Existing Business: Increased 4% or $12 million........C+
Business Lost: Lorillard contributed to decrease of $20 million..............C
Creativity: The Time to make the doughnuts guy still works for Dunkin" Donuts. Shop turns out steady but unimaginative work...C+
Management: Aamco win cushioned the later Lorillard loss........................C
Teacher"s Comments: Shop needs to win a big account. Kmart would do the trick. Can the agency pull it off?
Overall Grade:
C +
AVRETT, FREE & GINSBERG
Overall Billings: Increased 15%, to $345 million......................................B
New Business: General Media, Hoffman-LaRouche and Schieffelin & Somerset contributed to wins of $17 million...............................................B
Growth From Existing Business: J.B. Williams contributed to an increase of 12% or $36 million......................B
Business Lost: Off almost 6% or $17.5 million..................................C+
Creativity: The fare is conservative packaged goods...............................C
Management: Williams and S&S handed out more business. American Home Products looked elsewhere....C
Teacher"s Comments: Improving creative firepower could help.
Overall Grade:
C+
DEUTSCH
Overall Billings: Stellar 80.6% increase, to $325 million...............A+
New Business: Mattel and Kohler contributed to $28 million increase........B
Growth From Existing Business: Billings from a windfall new business year in 1993 affected 1994, lifting growth to $142.5 million.......A+
Business Lost: Just $2.5 million....B+
Creativity: LensCrafters" Albania campaign is heart-warming. Ikea remains bold. Mr. Jenkins grabs attention for Tanqueray...................B
Management: High marks for retaining clients following departure of Steve Dworin...................................A
Teacher"s Comments: The agency must prove 1994 was not a fluke.
Overall Grade:
A
MARGEOTES FERTITTA
DONAHER & WEISS
Overall Billings: Up $14 million, to $152 million...................................B
New Business: Carillon and NFL contributed to a $27-million boost..B
Growth From Existing Business: Down $1.5 million....................................C
Business Lost: Lost some $4 million.B
Creativity: Clever, clear messages for 4C Foods, NFL Enterprises and Swiss Army. Distinctive print campaigns for Godiva and Putnam......B
Management: Arnie Arlow helped win Stoli account. The shop moved quickly to replace Jeff Weiss with an able talent, Graham Turner......B
Teacher"s Comments: Agency is ready to step up to the next level.
Overall Grade:
B
LCF&L
Overall Billings: Up 2%, to $224 million....................................................C
New Business: Mercedes-Benz dealers fueled a $5-million gain............D
Growth From Existing Business: A small uptick to $5 million................C
Business Lost: None.........................A
Creativity: Consistently delivers clear message, but little creativity...........C
Management: Deserves credit for client retention. But the agency needs more aggressive new business strategies..............................C+
Teacher"s Comments: Let"s see if LCF&L can help keep Mercedes at IPG shops.
Overall Grade:
C
PARTNERS & SHEVACK
Overall Billings: Up 11.8%, to $224 million............................................B
New Business: Monet and H€agen-Dazs paced $13 million increase..C+
Growth From Existing Business: Scotts and American Home Products contributed to $17.7-million increase..B
Business Lost: Off just $3 million.B+
Creativity: Work for NatWest and Arm & Hammer stands out at an agency that otherwise produces sound but safe creative.................B
Management: Snaring H€agen-Dazs should give the creative department an outlet after resigning Apex......B
Teacher"s Comments: Agency seems to be functioning smoothly. Now it needs to pick up the pace a bit.
Overall Grade:
B
GRIFFIN BACAL
Overall Billings: Scant 4% increase, to $213.5 million................................C
New Business: Estimated gain of $5 million...............................................D
Growth From Existing Business: Marginal gain of $5 million....................C
Business Lost: Held onto most, losing an estimated $6 million...................C
Creativity: Bad except for Tonka. Why is Sharp so dependent on sports endorsers who obscure the product being advertised?.............D
Management: Omnicom helps, since it tends to solidify Hasbro, without which Griffin Bacal couldn"t exist...B
Teacher"s Comments: Limited creative reach keeps this shop from expanding beyond its kiddie base.
Overall Grade:
C
JORDAN, McGRATH, CASE & TAYLOR
Overall Billings: Marginal 4.9% increase, to $430 million...................C
New Business: Assignments from Mobil and Milton Bradley contributed to $18-million increase....C
Growth From Existing Business: Lehn & Fink, Okidata, others, for $10 million.C
Business Lost: Good retention........B
Creativity: Agency relies on tested formulas, silly jingles.....................C
Management: Management shows it can sustain existing client relations: Witness the defense of Okidata. New-business record needs work.B
Teacher"s Comments: Jim Jordan could become the third founder to exit. Let"s hope the partners continue to act like gentlemen.
Overall Grade:
C+
KIRSHENBAUM & BOND
Overall Billings: Up 32%, to $185 million..................................................A
New Business: Keds and Time Warner boosted billings $40 million.....B+
Growth From Existing Business: Citibank and Snapple paced growth of 18.6%...........................................B+
Business Lost: Off 4.9%.................B
Creativity: Snapple still works, and CNBC is memorable.......................B
Management: Kudos for blending with Quaker Oats, which bought Snapple. Keds account shores up agency"s roster.................................B
Teacher"s Comments: Founders are thinking long term, putting a team in place for the future.
Overall Grade:
B
PUBLICIS / BLOOM
Overall Billings: Flat, $150 million..C
New Business: Bacardi Imports and Biotherm among $32 million won....B
Growth From Existing Business: CIT Group and Perrier paced increase of $13 million..................................B
Business Lost: Jergens and Scott paper gone, loss of $10 million....C+
Creativity: Perrier tops reel, which shows improvement due to Continental influence. Could use more..C
Management: Acquisition of Bloom FCA resulted in minimal fallout, but agency needs a better profile........C+
Teacher"s Comments: The merger created a stronger U.S. base for its French parent to parlay more business from clients like L'Orƒal.
Overall Grade:
C+
TBWA ADVERTISING
Overall Billings: Up 5%, to $360 million...................................................C+
New Business: Up 2%.......................D
Growth From Existing Business: Increased $30 million...................B
Business Lost: Off $14 million or 4.1%.................................................C+
Creativity: Wonderbra gave TBWA much deserved exposure, and the shop continues reinventing Absolut. But TV work slumped....................B
Management: Shop fell short in reviews for Upjohn, Showtime and Amoco. It"s too soon to tell what new creative chief Tony DeGregorio will bring to the party.................C+
Teacher"s Comments: Pending merger with Chiat / Day means new ball game.
Overall Grade:
C+
WARWICK BAKER & FIORE
Overall Billings: Estimated 9.6% increase, to $183 million...............B
New Business: Estimated $3 million...................................................D
Growth From Existing Business: American Home Food Products paced increase of $17.5 million.....B
Business Lost: Off 2.4%....................B
Creativity: Work is mostly dull. Agency even misses on Heineken, which fails to spice up lackluster reel. Polaner is brightest spot.......C
Management: Top executives seem to keep existing clients happy, but shop could use new business and new revenue.....................................C
Teacher"s Comments: Treading water.
Overall Grade:
C
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