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Craik Jones Watson Mitchell Voelkel.(awards)(Brief Article)
CRAIK JONES, THIS YEAR'S WINNER, DID NOT WIN any silvers in the Direct awards but scored highly on all other criteria. A word first for Saatchi & Saatchi, which deserves massive recognition for winning most awards this year. However, we discounted Saatchi's from the reckoning because it has steered away from launching a specialist direct operation and is still focused on advertising.
The decision to make such an award is never easy and unlike last year, where WWAV Rapp Collins had a clear business case for winning, several leading agencies had stunning financial performances and shared the big pitch wins.
Craik Jones was the one agency that had an excellent year in all departments. Celebrating its tenth anniversary, it had its most successful financial year with income growing by 67 per cent and pre-tax profits reaching close to 2 million [pounds sterling]. This was a great achievement when set against a terrible 1999, where pre-tax profits were a rock bottom 300,000 [pounds sterling].
Highlights included winning the biggest pitch of the year, the 25 million [pounds sterling] Orange business, against much larger agencies WWAV and Lowe Live. It also landed Foreign & Colonial, UDV business for Bailey's and Bell's and a place on the Barclay's roster.
Creatively, Craik Jones continues to flourish. It won top creative awards for its Land Rover and Virgin Trains work and creative directors Phil Keevill and Simon Kershaw run a stable and high-quality ...
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