Location: New York
Key executive: John Osborn, president-CEO
2007 revenue: N/A
2007 b2b revenue: N/A
Key clients: AT&T, FedEx, GE, Monster, Motorola
Major 2007 campaigns: GE, “ecomagination,” TV, print, online, outdoor; AT&T, “Your Seamless World,” TV, print, online; FedEx, “No More All Nighters,” TV, print, online, in-store, guerrilla marketing.
Comments: Won more than $1 billion in new business including AT&T, Best Buy, Hertz Rent A Car, Monster.com, Motorola and New Balance. Won two gold awards in the National ADDY competition for GE “Jar” commercial; won gold at London International Advertising Awards for AT&T “Battle” commercial.
BBDO New York, winner of this year's large agency category, deepened its reach into the b2b arena with new-business wins, award-winning work for clients, agency growth and the development of new service areas.
The agency picked up more than $1 billion in new business in 2007, including being named lead agency for AT&T. Motorola Corp. consolidated all its b2b business with BBDO, which also picked up new clients Best Buy, Hertz Rent A Car, Monster.com and New Balance.
It also expanded practice areas such as behavioral planning and engagement mapping, hiring new directors and staff for these areas.
“One of the big advancements in b2b continues to be raising the bar on deepening the engagement across all marketing activity,” said John Osborn, president-CEO of BBDO New York. “Running a commercial or placing a print insertion isn't how the playing field is being viewed. Everything needs to interlock together, all designed to deepen engagement with the target audience using multiple media vehicles.”
For AT&T, BBDO developed an integrated campaign, including TV, print and online, called “Your Seamless World.” The campaign used a mashup approach of combining names of cities and countries to come up with fictitious locations such as “Japaridelphia” and “Hollyyorkizonasouthameriland”
For longtime client GE, BBDO rolled out the second phase of “ecomagination,” a campaign to demonstrate the marketer's commitment to the environment. New work included TV, print and online, using human stories to show how GE's products are helping the planet. One TV spot, “Jar,” won two gold awards in the National ADDY competition.
“With GE, we wanted to tell the story in a way that makes what they do come to life in a really powerful and meaningful way, and really resonate with people,” Bruce said.
Beth Comstock, CMO of GE, said, “BBDO has helped us on the advertising front, and they have helped us on the innovation front as well. We have been partners with them for 80 years, and they continue to reinvent themselves.”
BBDO pushed into new areas such as viral marketing. Atmosphere BBDO, a digital agency of BBDO North America, launched a campaign for FedEx called “Launch a Package,” in which users could create a virtual package and send it to friends and colleagues.
In addition, BBDO continued its traditional work for FedEx, including a TV spot called “Carrier Pigeons” that debuted during the broadcast of Super Bowl XLII. The ad ranked second in USA Today's poll of most popular Super Bowl commercials.
And for FedEx Kinko's, BBDO developed an integrated campaign aimed at small businesses called “No More All Nighters,” including TV, print, online, in-store and guerrilla marketing.