MediaFile

Making the grade: Adweek out with agency report cards

April 13, 2009

Adweek is out today with its annual ad agency report cards — and it looks like nobody took home an “A” for 2008. The trade publication covers 25 companies, picked based on size and influence. Agencies are judged on creative performance, management and revenue growth profitability (these final two factors were a challenge in 2008 for obvious reasons).

Top marks for 2008 (in this case “B+”) went to Crispin Porter + Bogusky; Goodby, Silverstein & Partners; The Martin Agency; Publicis USA; and Wieden + Kennedy.

Ogilvy and Draft FCB were handed “C-” grades. Here’s what Adweek said, in part, about Draft FCB (which, it should be noted, rang up a bit of good news last week in landing the Miller Lite account).

Qwest spot communicates that nothing is as bad as waiting for the cable guy with news style interview of stranded airline passengers. Oddball yet riveting yodeling theme song and uber-violent quick-cut imagery combine in hit viral spot for EA’s Mercenaries title. Coors Light effort integrating real football coach banter with antics of four guys trying to open a cooler provides a mild diversion. Kraft commercial with American and Asian girls forging a bond as they watch each other dunk Oreos in different trains at a railroad station is too cute for its own good. Out-of-home effort with giant Oreo riding a mall elevator into a huge vat of milk was, quite literally, a slam dunk. Texting campaigns efficiently link Coors to events like the NFL draft and Nascar.

For the full, Adweek report cards,  click here.

Keep an eye on:

  • The chief executives of Microsoft and Yahoo met last week to discuss potential partnerships between the companies’ Internet search and advertising operations (WSJ.com)
  • Sixteen-year-old actress Miley Cyrus became one of the biggest stars in Hollywood on Sunday as her first nonconcert movie topped the North American box office, earning twice as much as Disney had forecast (Reuters)
  • A pair of series premieres Thursday night gave NBC hope for an eleventh-hour comeback this season (The Hollywood Reporter)

(Photo: Reuters)

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