Unusual Suspects

Ilost my appetite right after A.J. started telling me about his blind acu puncturist. The image of a wizened old man who can't see, gleefully jabbing needles into vital organs (or their general vicinity) just sucked the love right out of lunch, you know? A.J., a smart young marketer I meet with now and then to find out what the kids are up to, was using the image to demonstrate that even in a recession, some fascinating stuff is going on out there. I had to admit, he was right—even if he was a bit Grand Guignol with his metaphor. As we worked on this year's Media Agency of the Year issue, it was quickly apparent that media-agency news was dominated by the unexpected in 2001—beginning with the winner, Zenith Media. The Publicis- and Cordiant-owned shop was considered a second-tier player as recently as 1999. But under Rich Hamilton, it has taken on all comers, and beaten almost all of them. Our coverage of its performance last year begins on page 26. Two independents, Carat and Horizon Media, also made unlikely stars in 2001, stealing headlines—and business—from the global holding companies. They didn't just win reviews, they established themselves as top shops during what was probably the toughest year in advertising history. Carat triumphed in consolidation reviews for Pfizer and Philips, adding about $500 million in new billings. Client Adidas added to the Aegis Group network's growth picture, too, assigning an additional $50 million. The shop broke into show business with New Line Studios' $120 million business and by year's end was in final negotiations with Hyundai to take over the combined $400 million Hyundai/Kia business. Only Mike's Hard Lemonade and Quizno's, totaling $50 million, walked away. In fact, Carat Los Angeles is now level with (and may have surpassed) longtime champ Initiative Media as the West Coast's largest buyer. Meanwhile, Horizon added 16 new clients worth $200 million through associations with WestWayne and Media Kitchen, and tallied direct wins such as International House of Pancakes and Stuart Anderson's restaurants. CEO Bill Koenigsberg was a deal-making machine last year. Besides the partnerships, Horizon launched offices in Atlanta and Am sterdam, purchased the billings of defunct media shop Catalyst and launched a sports-marketing division. Some of the big boys also played well in 2001. Starcom won Disney, and MindShare won Bristol-Myers, for example. In the main, though, 2001 was marked by the rise of shops that, like A.J.'s medicine man, put a sharp twist on the status quo. This year, the race figures to be tight, with several shops already notching key wins. Several—OMD, Universal McCann, Mediaedge: CIA—are completing structural changes or mergers that will make them even more formidable competitors. Omnicom's OMD, in particular, bears watching. It is within weeks of formally absorbing the media planning and buying units of sisters DDB, BBDO and TBWA\Chiat\Day. When that happens, OMD will be whole—and a whole lot more dangerous. No doubt more surprises lie ahead. But one thing I'm sure about: From now on, A.J.'s paying for lunch.

Brand Marketing

Unusual Suspects

Jack Feuer

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Jack Feuer