Clems Melbourne: Mumbrella Creative Agency Review – commercially savvy powerhouse not short on confidence
The newly published Mumbrella Creative Agency Review examines Australia’s top 30 ad agencies. Today Robin Hicks examines how Clemenger BBDO Melbourne has fared over the last 12 months.
Though BMF Tops our survey, it would not have been surprised anyone if Clemenger BBDO Melbourne had rated number one. Least of all Clems, it would appear, which is the only agency to award themselves 10 out of 10 for their achievements this year.
Confidence will be high after winning agency of the year at the 2011 Effies, winning two grand prix at Spikes Asia and one of only two Australian grand prix from Cannes, for NAB ‘break Up’, in a year that has seen ‘Hidden Pizza restaurant’ for Yellow Pages and Support Scent also do the rounds at award shows.
Agency boss Peter Biggs is credited with establishing Clems Melbourne not only as a creative powerhouse, but as a commercially successful business, a point echoed in the company’s highest profits in 60 years.
I realise we have a good idea of who is who in the business, however I wonder if our peers are the ones to truly judge this. We don’t tend to market directly amongst ourselves as much as to clients. I realise a wider industry view affects the positioning of a business as I say this. The panelists had the latest stats, work and other evidence (for want of a better word) to support their judgment where I feel peers have a lag at what they see. Current employees are not necessarily current either as the wider agency status is often communicated to prospects before their own staff (not specifically in Clems but in agencies in general).
This exercise is useful to see that gap between the perception out there for the business and the reality. Clemenger’s marketing can now focus on bridging that gap – I’d recommend they do anyway.
The idea that BMF is equal to or better than Clems Melbourne is laughable.
Historically….sure. Today….not in the same ballpark.
Look at the work, look at the new business wins, look at the calibre of people employed.
If that’s the output of your survey then you need a new methodology.