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NATIONAL AGENCY REPORT CARDS

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BATES
Overall Billings: Down slightly, to $1.2 billion..................... D
New Business: Warner-Lambert, Cunard, $95 million...... B
Growth from Existing Business: About $50 million, or 5%. C+
Business Lost: TWA, Best Foods, others, $80 million...... C
Creativity: Dave continues to work hard for Wendy"s; Hyundai strategy missed the mark. Agency can still make beer ads.................................................................... C+
Regional Highlights: Bates Southwest absorbed CME, Houston, and the Texaco account it shares with New York. Bates West regrouped on Hyundai after client looked elsewhere for strategic advice. New York office absorbed AC&R Advertising.
Management: Failed Andrew Cracknell experiment caused distraction. It"s hard to tell whether Bates managed change this year or instigated it........................... C+
Teacher"s Comments: Rebuilding after the Mars loss poses biggest challenge to Michael Bungey.
Overall Grade: C+
BBDO
Overall Billings: A 16% boost, to $2.18 billion................... A+
New Business: Sterling Health, $77 million................. C+
Growth from Existing Business: About $250 million............. B+
Business Lost: Paramount Parks, Blue Cross of California, $40 million..................................................................... B
Creativity: The agency"s got a knack for executing some very old jokes very, very well. Then there"s Visa Gold--smart, memorable and fun................................................B+
Regional Highlights: N.Y. formalized its succession plan and absorbed huge account wins from 1993. In L.A., David Lubars rallied the troops around Apple after Steve Hayden"s departure. Chicago and Minneapolis had solid years. The loss of half of Neon hurt Detroit, but if it absorbs Ross Roy, it"ll be Chrysler"s main shop.
Management: The co-chair setup that elevated Ted Sann and Tom Carey answered the succession question...........B
Teacher"s Comments: An all-pro team, even when there"s no sizzle to sell.
Overall Grade: B+
CHIAT/ DAY
Overall Billings Growth: Up 6%, to $895 million................ B
New Business: $121 million from Jack in the Box, L.A. Gear, Quaker State, Starter............................................. B+
Growth from Existing Business: Up 14%, or $121 million... A
Business Lost: $29 million, including Grant & Sons, Nutrasweet, others............................................................ B+
Creativity: Renewed creative vitality via Fruitopia, Jack in the Box. Nissan work continues to excel....................... A
Regional Highlights: Flagship Venice office had a big year, pulling in over $100 million in new business. New York followed Venice with the opening of a virtual office. Despite the transition, it managed to keep its eye on current accounts and win some new business.
Management: Pending sale to Omnicom will give C/D an international network and solve debt problems............ B+
Teacher"s Comments: TBWA should leave Venice alone. But other units could use a helping hand.
Overall Grade: A
DDB NEEDHAM
Overall Billings: Up an estimated 4%, to $2.1 billion....... B
New Business: $75 million, including Digital, Promus... C+
Growth from Existing Business: About $50 million.............. C
Business Lost: NEC, Seagram, $127 million.................... C
Creativity: Better-than-average reel. Bright spots: Bud Light, New York State Lottery and Rold Gold................. B
Regional Highlights: New York office settled down with reinstatement of a clear chain of command. Bud made it a banner year for Chicago, which also won Helene Curtis and Ameritech. DDB Needham Dallas Group parted with cd David Fowler; longtime client Haggar also left, but Frito-Lay media was a coup. L.A lost a co-cd and portion of Vons.
Management: Executive shuffling still occuring in some offices; Budweiser win illustrates verve. Griffin Bacal acquisition should help agency grow with Hasbro........... B
Teacher"s Comments: After some fits and starts, pieces seem to be falling into place. The question is, how much of a toll will the VW pitch, or win, take?
Overall Grade: B
BOZELL
Overall Billings: A 20% increase, to $1.3 billion............... A+
New Business: Taco Bell, others, $180 million.................. A
Growth from Existing Business: A total of about $190 million, or 18%........................................................................... A
Business Lost: Valvoline, Abbott Diagnostics, $12 million. A
Creativity: Has definitely moved the needle on car advertising with Jeep-Eagle work, but its celebrity strategies for The New York Times miss the point. There"s too much sentimentality in those Merrill Lynch spots..... B
Regional Highlights: New York hitched its wagon to Scott Paper, winning $15-25 million in worldwide billings. Bozell/Salvati Montgomery Sakoda, Costa Mesa, Calif., scored big with Taco Bell.
Management: Kept an eye on the long-term target without sacrificing short-term growth.................................... A
Teacher"s Comments: New York creative has a way to go to match the solid strides Bozell has made in new business development and strategic growth.
Overall Grade: A
CAMPBELL MITHUN ESTY
Overall Billings: Up 2.4%, to $850 million............................ C
New Business: Frigidaire, Commerce Bancshares, $26 million.................................................................................. C
Growth from Existing Business: $34 million, or 4%............ C
Business Lost: Brown & Williamson, Travelers, Baker"s Square, $51 million............................................................ C+
Creativity: Solid, but not overly exciting. Everything works likes a well-oiled machine, why not unleash it?.. B
Regional Highlights: CME, New York--before becoming Compton Partners Saatchi & Saatchi--was kept on artificial life support. Houston became Bates/Southwest. Chicago office was sold.
Management: After the New York office tanked and was ceded to Saatchi, New York, all that"s left is headquarters. DowBrands was a coup but created a direparent company conflict with Procter & Gamble......... C+
Teacher"s Comments: Buyback solves the P&G conflict. Can they get the money?
Overall Grade: C+
D'ARCY MASIUS BENTON AND BOWLES
Overall Billings: Up 7%, to $2.1 billion................................ B
New Business: TWA, RalCorp Foods, $125 million............ B
Growth from Existing Business: About $106 million, or 5%. B
Business Lost: Anheuser-Busch, Amoco, $170 million...D+
Creativity: Agency could do much more than standard real-people spots with clients in the beer, candy and entertainment categories. GM tops the reel................... C
Regional Highlights: A tough year in Chicago. St. Louis lost Bud after 79 years. Detroit"s still a GM power, but FTD"s gone. L.A. had a nice win with Blue Cross of California. Magnavox left New York, but the loss was offset with more business from the likes of Tyco and P&G.
Management: Executives shuffled throughout network last year, sometimes loudly. Lack of coordination among offices in new business efforts, e.g., Kmart and Venture............. C
Teacher"s Comments: Pressure squarely on DMB&B/ North America president Richard Hopple to get the network back in shape.
Overall Grade: C
FOOTE, CONE & BELDING
Overall Billings: Up 7.6%, to over $2.7 billion................... B+
New Business: Mennen, Gallo, $77 million........................ B
Growth from Existing Business: $240 million, or 9%......... A
Business Lost: Taco Bell, MGM, $250 million.................. D
Creativity: Still varies from office to office. San Francisco continues to sparkle with Levi"s. Chicago shows improvement under new cd Geoff Thompson............................... A
Regional Highlights: Chicago firmed its grip on Coors Light and added Illinois Tourism and Bayer. New York was passed over for huge AT&T assignments. L.A. office hit by loss of MGM"s media buying. San Francisco struggled.
Management: Chairman Bruce Mason seems to be centralizing FCB"s far-flung operations, which could benefit the network. But he"s got his hands full with disgruntled French partner Publicis................................................. B+
Teacher"s Comments: Now that Mason is busy setting up holding company True North, will he name a new FCB network head?
Overall Grade: B
GREY
Overall Billings: Up 7%, to over $2 billion......................... B
New Business: Sprint, Brown & Williamson, Seagram, $122 million.......................................................................... B
Growth from Existing Business: About $100 million, or 5%. B
Business Lost: US West, Quaker State, $70 million........ B
Creativity: How can a shop that executes special effects with such professionalism come up with such bankrupt creative strategies?............................................................ C
Regional Highlights: New York continued to tweak its creative department, but the needle still hasn"t moved. In Los Angeles, longtime ceo Miles Turpin stepped down and was replaced by Jeff Alperin.
Management: Take-no-chances strategies make for a stable agency with a healthy growth pattern................... B
Teacher"s Comments: Grey keeps its clients happy and persuades new ones to come aboard. But it also takes few risks. Is that a flaw? Only if you"re trying to stay fresh and achieve excellence.
Overall Grade: B
KETCHUM
Overall Billings: Down 3%, to $600 million.......................... D
New Business: $35 million, including KFC co-ops............ C
Growth from Existing Business: Down about $8 million.... D
Business Lost: Shawmut National Corp., Hunt-Wesson, $21 million............................................................................ B
Creativity: Engaging campaigns for Pacificare and Newsweek, although Orville Redenbacher work was poor. L.A. office picks up the slack with Acura work............. C+
Regional Highlights: L.A. maintained a strong relationship with Acura. New York office has done little since merging with Jerry Della Femina. Pittsburgh had lackluster 1994. The Chicago office spent time looking for a partner.
Management: After years of searching, Ketchum ceo Paul Alvarez finally found a New York partner. It remains to be seen whether the marriage will give Ketchum the presence he wants.............................................................. B
Teacher"s Comments: With management team in place, agency needs to focus on winning new business.
Overall Grade: C
OGILVY & MATHER
Overall Billings: Up 12%, to nearly $1.8 billion................. A
New Business: IBM, others total $264 million.................... A
Growth from Existing Business: About $120 million, or 8%. B
Business Lost: $100 million includes Microsoft................ C
Creativity: Overall, work is better than its competition, but occasionally O&M"s attempts to get noticed fall, er, flat, as with Maidenform power-bra spot............................... B+
Regional Highlights: New York hired Steve Hayden to coordinate IBM. In Chicago, Wilson Sporting Goods win helped temper a lackluster year. L.A. took the consolidated $40-million FHP account.
Management: O&M this year emerged as one of the stronger big agencies. Its big gamble on Big Blue left some tongues wagging but ultimately the agency should be applauded for its nerve................................................. A
Teacher"s Comments: All the important elements seem to be in place here. Biggest 1995 challenge could be juggling demands of IBM with the rest of the roster.
Overall Grade: B+
SAATCHI AND SAATCHI
Overall Billings: Up 6%, to $1.9 billion............................... B
New Business: MGM, Qantas, about $100 million............ B
Growth from Existing Business: A 7% rise, or about $125 million.................................................................................. B
Business Lost: Paddington, Silo, $62 million..................... B
Creativity: Mexico work is mysterious; agency does well in tough packaged-goods categories................................. B
Regional Highlights: Bill Muirhead gave a quick boost to New York, but his hasty departure has caused uncertainty. Avalon launch was a boost for Los Angeles, while Torrance won MGM.
Management: Muirhead, brought to revive North America, left to start the New Saatchi Agency. Michael Jeary has promise in N.Y., but he"s fighting fires..................... C
Teacher"s Comments: British Airways/Qantas may be a write-off, but P&G pledges loyalty. If the agency can limit New Saatchi damage to the U.K. and weather whatever bad PR comes along with it, the worst may be over.
Overall Grade: B
LINTAS USA
Overall Billings: Up 3%, to an estimated $1.6 billion.... C+
New Business: About $80 million from Burger King...... B
Growth from Existing Business: About $40 million........... C+
Business Lost: IBM, others, $90 million............................ C
Creativity: Burger King and MasterCard are still fresh. Chevy plugs along............................................................... B
Regional Highlights: In New York, Martin Puris, ceo of Ammirati & Puris/Lintas, shed unprofitable accounts. OfficeMax win in Detroit will let agency show what it can do with something other than autos.
Management: So far, merger in New York hasn"t led to any client or talent fallout. One reason for the merger--to stabilize Lintas--seems to have been accomplished. The other--giving Ammirati international reach--failed to help the agency pull in a piece of Burger King................ B
Teacher"s Comments: 1994 was a getting-to-know-you period for Lintas and Ammirati & Puris in N.Y. This year, we should see how well they work together.
Overall Grade: B
MCCANN-ERICKSON
Overall Billings: 6% growth to $1.77 billion...................... B
New Business: Smith Barney, Scott Paper, $63 million... C+
Growth from Existing Business: About 6%, or $100 million. B
Business Lost: Mennen, New York State Tourism, for a total of $33 million............................................................................ B+
Creativity: Agency shows resourcefulness with big clients. Black & Decker work is humorous; Coke spot was solid, as was GM.......................................................................... B+
Regional Highlights: Nina DiSesa made move from JWT to be creative director in New York. Los Angeles continued in low- to no-growth mode. Seattle had a quiet year after a big "93. New creative blood in San Francisco.
Management: Dooner"s team seems complete, and agency has made the transition with little fallout. Now agency needs to make some noise. High marks for aggressive posture on interactive......................................................... B
Teacher"s Comments: Creative is improving. Now the agency has to get prospective clients to notice.#
Overall Grade: B
J.WALTER THOMPSON
Overall Billings: Up 7%, to over $2.27 billion.................... B+
New Business: Sun Microsystems, Scott Paper, for a total of $110 million..................................................................... B
Growth from Existing Business: $182 million, or 9%.......... B
Business Lost: Jenny Craig, Sprint business-to-business, $72 million........................................................................... B
Creativity: There may be no agency that tries harder to bring some creativity to dull categories. JWT doesn"t always hit the target, but Clairol Nice "n Easy proves you can be strategic and entertain at the same time.............. B
Regional Highlights: In New York, work impeded by gaping holes in senior management left by the departure of Heekin and Kim. In Chicago, new business guru Brian Heffernan helped win a lot of pitches. San Francisco picked up Sun Microsystems.
Management: The successor question is beginning to interfere with the business of the day............................. B
Teacher"s Comments: Who"s minding the store?
Overall Grade: B
YOUNG AND RUBICAM
Overall Billings: Up 6%, to nearly $2.2 billion................... B
New Business: Philip Morris USA, Disney, $50 million..... C
Growth from Existing Business: Up 7%, about $135 million... B
Business Lost: Warner-Lambert, $65 million................... B
Creativity: Nothing great here. Digital laptop spot is interesting; Molson work off target............................... C+
Regional Highlights: Warner-Lambert loss was the low point for New York. Chicago and Detroit kept busy with their two anchor clients, Miller Brewing and GM, respectively. San Francisco shone with $65 million in new business.
Management: Bringing in Ed Vick to head New York, Ted Bell to work on creative and Peter Georgescu as Y&R Inc. chief should all help point the shop in the right direction........................................................................... B+
Teacher"s Comments: Creative could still use some improvement, but it still looks like Y&R is finally making a lot of the right moves.
Overall Grade: B
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