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Article: Analysis: AMV shows retention is key to topping the bill.(Abbott Mead Vickers/BBDO Ltd.)
- Article from:
- Marketing Week
- Article date:
- May 15, 2008
CopyrightCOPYRIGHT 2008 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The loss of a #27m piece of business after a 12-year partnership is enough to knock any agency sideways, but despite the heavy loss of Homebase earlier this year, a recent hat trick of wins worth over #80m has given Abbott Mead Vickers.BBDO reason to be cheerful.
Many observers credit the agency with its high client retention rate, such as Sainsbury's and BT in 2005. AMV chief executive Farah Ramzan Golant marks 2005 as a turning point in the agency's recent history, saying the loss of those two accounts would have seen it freefall from its number one position on the billings ladder, to number nine. "There was fear in our system, but also determination. When ...