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Welcome to the list of 50 of the top award winning advertising and marketing agencies in the UK 2015. When AMV was founded 35 years ago with the simple ambition of becoming the best communications agency in the UK, did they ever realise their ideal? Overall when analysed by the 2 award ranking specialists: The Gunn Report (the annual review that collates major global awards), ranked AMV as the UK's most creatively awarded agency and the No 1 Digital Agency in the UK in 2012. Abbott Mead Vickers are now part of the BBDO Group a€“ they are in good company as BBDO are recognised as both the world's most creative and effective agency network as it has also been ranked the most creative network in the world by the same Gunn Report for 11 of the 14 years that the report has been running. Looking through AMV's portfolio reveals some legendary adverts for Guinness, BT, Birdseye, Walkers Crisps and Revel's campaign 'against the coffee'. So while it's great to start off with an agency of this calibre, remember to read the remainder of the list as there are some other hidden gems that may be more suitable for you, either as an advertising agency looking for some eye candy or a marketer looking for their next potential design agency a€“ you are sure to find one on here. On looking into their work, one of the most outstanding pieces I can find is the advertising for Fosters, the 'Good Call' campaign which is simply superb at marketing to 20-30 year old blokes a€“ it does it so well that it makes me laugh every time I see it on TV (I'm just about within the targeted audience).
A&E are a major part of the international DDB network (which has been going since 1949), I say a major part as I personally think they are one of the stronger arms of the creative business even though DDB overall is ranked as the 3rd most awarded agency at the Cannes Festival 2013 with a mass of 93 Cannes Lions Awards. With clients like Lexus (Toyota), Unilever and ASICS, it's no wonder that we are amazed by this award winning full service marketing and technology agency. Blimey this one sounds like a posh agency, reminds me of a game (similar to the 'what was your first pet called and your mothers maiden name' which gives you your comedy porn star name), we could try something similar with this so try to think of your friends surnames and add them together to see if your name would sound like an upmarket design agency?
Barrington Johnson Lorains are the UK's most awarded agency outside London and they deliver ideas which get results for their clients' bottom line. One upon a time marketing agencies had harped on about whether they were above the line or below the line.
With clients like these it's no wonder that BD are a great agency with some ace work for Nintendo, Virgin, Coca-Cola, Nike, Peugeot etc.
We resume this list with BMB which was voted as Marketing Magazine's Agency of the Year 2008. The infamous and mass award winning Paris agency BETC has recently opened up a London office with the intention of building on the success of the 600 strong French agency (which was ranked 2nd most creative agency in the world in the 2010 Gunn Report and Agency of the Year at the Art Directors Club New York 2012). Let's hope their creative matches up to the famous ideas from Paris office (such as the 'Dancing Babies' commercial for Evian). The founding principle of BETC is 'Courage' as it takes courage to implement big ideasa€¦ I wonder how fearless they can be! Billington Cartmell celebrates their 20th year with an unprecedented 3rd consecutive title as Marketing Magazinea€™s Agency of the Year in the sales promotion category. So if your thinking that BC are slightly weak just for winning a 'category' then think again, it's a huge achievement that is backed up by multiple ISP and IPA Grand Prix wins too, so there :-).
Award wise they have won a Marketing Society Grand Prix, some MCCAs, ANNAs, NMAs, DMAs and IPA Effectiveness Awards. CHI&P are responsible for those cute Argos aliens adverts and the British Gas Worlds that we see around at the moment. 28 other industry awards for creativity and effectiveness ranging from a One Show Award, BIMA, Bronze Cannes Lion, 2 Chip Shop Chip Awards, 4 DMA Awards, 2 IPA Effectiveness Awards, 4 IPM Awards and 2 John Caples Awards. The Engine group is a new kind of creative communications company that is actually a group of 10 distinct disciplined agencies all housed under one roof (in what must be a huge building in London), merged to form the ultimate integrated agency set up. I've pulled out some example agencies from the Engine Group to demonstrate the award winning capabilities that they offer. Loving a good problem, Fallon like to use creativity to solve business problems and unlock new growth opportunities for clients (Sony, Cadburys, Kerry, Unilever, Orange and Skoda).
I concentrate on the former guise of Draft FCB, the original agency was formed in '06 as a new breed of agency and is a 'behaviour based' integrated marketing communications network that believe that there is no way to separate creativity and accountability. FCB Inferno are already highly ranked in the Gunn Report and are ranked within the top 15 most effective global agency networks in the Effie Effectiveness Index and Warc (The Global Marketing Intelligence Service). The fold are a 21st century agency for a 21st century consumer, or at least that's what they claim. Rather unlike other agencies who say the do 'big ideas', Grey like to promote 'long ideas' and I also like the fact that clients meet with the creatives and ideas do not have to be bottle-necked through a single 'godlike' creative director, good on them! Bit of a specialist one here, Gyro and HSR were merged way back in 2009 to create Gyro and are the world's largest B2B integrated marketing agency. With 21st century noise enveloping all consumers (including business ones), Gyro has now had to change their culture entirely after 30 years of helping world-class businesses as they say that business-to-business or B2B is now over and the death was inevitable with modern mobile media. Gyro (as many agencies in the B2C sector already know) says emotion is the key to intimacy between businesses, brands and people. Havas as a worldwide group are pretty darn big so one would have expected them to have won an award or two in their time, well they hav(e)as well: Advertising Age's Global Marketers Report had rated them the Largest Global Advertising Agency for five years in a row, Campaign also named them the same during one year a€“ Adweek named Havas Worldwide as one of the top three Advertising Agencies of the Decade, and the GUNN Report named Havas Worldwide as the 2nd a€?Most Awarded Network of the Decade' in 2011. When I said large I meant it, as the full Havas Worldwide network is made up of 11,000 employees in 316 offices in 120 cities and 75 countries.
They say beauty is in the eye of the beholder, so let's have a look right into the Iris of this one then shall we?
Iris also hope to do this with relative speed, their Project 72 aims to crack ideas in 72 hours using globally connected briefing structure. The clients addicted to speed are the likes of: Adidas, Barclaycard, Cannon, COI, Costa, Diageo, Domino's, Food Standards Agency, GA?, Heineken, Kellog's, LOCOG 2012, Nestle, Pepsico, Philips, Reckitt Benckiser, Shell, Sony and Unilever. Consumer Advertising Agency of the Year at The Grocer Marketing, Advertising & PR (MAP) Awards 2011, 2010 and 2009. For an agency that doesn't normally enter design awards it's a little strange that they on my list don't you think? A bit of a specialist entry for you here, but not one that I can really ignore, Langland are the most creatively awarded healthcare advertising agency in the world. This 10th most awarded agency in D&AD history has a striking portfolio of work to look at which covers some luxury lifestyle brands like Patek Philipe, Timberland, Bollinger Champagne, Glenfiddich and Intercontinental hotels whilst at the same time doing some decent work for charities like the British Red Cross, Angelus Foundation, Shelter and Stop the Traffik.
One of my favourite pieces in their portfolio is the IRN-BRU Can Clan, which was a world record 10,000 person can-can attempt to keep IRN-BRU as the No.1 in the hearts and minds of Scottish consumers and was very funny! We have another design giant here, Leo Burnett WW was ranked as the 4th Most Awarded Agency Networks in the World according to the 2012 Gunn Report. 40+ ANDYs from the Advertising Club of New York, 151+ Lions from the International Cannes Advertising Festival, 84+ CLIOs, 6 Yellow Pencils and 1 Black Pencil from the D&AD (and 67 In-book), 51+ Eurobest Awards, 24+ Awards from the Art Directors Club of New York, 84+ Adfest Awards from the Asia-Pacific region and 159+ FIAP Awards (Latin American awards from The Ibero American Advertising Festival). Award winning Lowe & Partners are another fantastic agency network and have a belief in populist creativity, which means that they want their work to be engaging and talked about so that their work then becomes a part of our popular culture.
Lowe London have merged with another award winning agency - Delaney Lund Knox Warren to form the strengthened arm of its UK division. Mcgarrybowen have been named Agency of the Year by Advertising Age in 2009, and again by both Advertising Age and Adweek in 2011 within a decade of their inception, now an independently operating part of the Dentsu Aegis Network they have the global capabilities to tap into resources at over 300 offices across 110 countries and cover all communications channels around the globe.
MBG are built lean and smart to deliver speed and unique thinking modern clients rely on to build brands and grow businesses, they say they never chase awards but they deceiver them and seem to be doing ok considering their age.
M&C Saatchi are founded on the principle of Beautiful Simplicity of Thought, it's at the heart of everything they do a€“ from their creative thinking to their structure which breeds a culture of entrepreneurialism, innovation and of course an allergy to bureaucracy. There are 12 different businesses in the UK Group and one of their innovations has been to bring together strategists from all the disciplines to sit and work together in our Central Strategy Unit (CSU). Recent award wins include Best Digital Agency and Bronze Creative Agency of the year at the 2013 Advertising + Marketing Agency of the Year Awards, a Grand Effie in 2012 and Sport Agency of the Year at Sport Industry Awards 2012, some Golds from Campaign's Big Awards, 9 Golds from the Creative Circle Awards, Gold Cannes Lions and a Gold Jay Chiat Award for Strategic Excellence. I have thrown MEC into the mix as an award winning media planner and buyer as quite frankly advertising and marketing agencies can't really be without them (although most big design agencies do have their own internal departments), and of course some clients use them direct to avoid costly agency mark ups.
If you would like to see some of MEC's competition then I have assembled a further 6 award winning media agencies at the base of this article.
The Mill produce award winning visual output to bring directors, creative agencies and visionary brands' ideas to life, after 22 years of innovation The Mill is a recognised for creating seamless visual effects and is the Most Awarded Production Company by the D&AD. If you want to fill few weeks, then take a look at their portfolio as it has over 1,620 showreels at the last count!!!!
It also seems that Mother is a hotbed for new creative talent, as they have been named the No 5 agency in the world for emerging young creatives from the YoungGuns Top 10 (Gunn Report) with rankings for the most awarded of agencies of the past 10 years!
This has got to be one of the biggest websites I have ever come across, it's massive with over 1600 articles about everything you would like to know about design and of course Oglivy, so where do I start with such a huge amount of information to digest?
London International Awards (LIA) has announced that O&M is the 2013 Network of the Year for receiving 125 awards including one Grand LIA, 28 Gold Statues, 40 Silver Statues and 57 Bronze Statues. The UK website is not very well populated with visual case studies or work too ogle, and so for that you will have to turn to the group's dot com website which has work a plenty (including work from the UK) and even a link to a museum of it's own archives of work from decades of creative production. If you would like to see some of OMD's competition then I have assembled a further 6 award winning media agencies at the base of this article. An advertising agency like O&M are going to be hard to follow but follow we must, it a shame that this entry is going to appear a little week after the last one. Since 1998 they have won plenty of oddly shaped metal and perspex lumps of recognition (they say that they don't exist to win awards but are a good recognition of what Profero do). Although the Publicis Groupe are the parent network to some of the other amazing agencies in my articles (Fallon, BBH, Leo Burnett, Saatchi & Saatchi and Razorfish), I thought I would still include the main arm of their venture Publicis as they are a series integrated communications companies in their own right beyond the parent 'Publicis Groupe'. Publicis (aka not the Groupe) totalled 29 of the Lions mentioned above by itself in 2011 and won medals for 23 campaigns, of which Publicis London was the only UK agency to win an Integrated Lion. More recent Publicis London Wins include: an LIA and Campaign Awards in 2013 and a Campaign BIG Award in 2012. Ok, so the hard facts are that they have been IPA's Agency of the Year, Marketing Week's Agency of the Year and voted Most Effective Creative Agency by Client in the UK 2012, but using their own ranking system doesn't necessarily make them the best especially when they use their own points scoring system and when you compare them to other agencies in the UK that go for global rather than national awards, I would say it's up to you to decide but the Gunn Report did it for you by naming them top creative UK agency in 2010, 3rd in 2011 and 5th in 2012. That aside, I like their creative mantra - 'What brands need most is energy!' and this certainly shows in some fantastic work for the BBC, the Home Office, Land Rover, Lloyds, M&S, Virgin and Volvic. Mass award winning S&S are a full service, integrated communications network that get people to fall in love with their clientsa€™ products and services (there that's a simpler wording and far less pretentious).
I could write a book on TBWA but thankfully for you guys this is just going to be a synopsis (which I'll try to make as short as I can), honest! TBWA are a giant among the others on this list, their principle way of working is something they call 'Disruptive Ideas', an idea that can bring life to all forms of medium (I like the sound of that ethos, sounds like it encourages creative thinking). Accolade wise, TBWA is ranked as a top worldwide advertising agency and was recognised by the Advertising Age as the 'Best International Network of the Decade' in 2010. UPDATE: The 2015 edition of my marketing technology landscape is now available, charting 1,876 different companies and open source projects. One of the things that I was less than happy about with the previous version was its lack of underlying structure. The breakthrough occurred in discussions around my post in October on the emerging third-party era of marketing automation.
An exchange in the comments with David Raab also led me to his insightful thinking about customer data platforms (CDPs). Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment. Infrastructure such as databases, big data management, cloud computing, and software development tools. Marketing Backbone Platforms such as CRM, marketing automation, WCM, and e-commerce engines. Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.
But before we explore these classes further, let’s talk about categorization for a moment. To start, let’s agree that any attempt at categorizing a field this large will be imperfect.
The situation is further complicated by the fact that categories can always be divided into subcategories, the labels and definition of categories vary depending on who you ask, many products cross multiple categories, and vendors are constantly acquiring and pivoting their way into different categories.
Out of those infinite possibilities, this is merely one: my humble opinion, at this moment in time, about which categories might be most useful to a marketer surveying this landscape. For the most part, I avoided duplicating companies across categories, with very few exceptions. However, while categories are useful to illustrate clusters of related marketing technologies, many innovative products out there are being designed outside the boundaries of these categories. Combined, these platforms and marketing middleware make it increasingly manageable to orchestrate diverse marketing software products into a cohesive stack. This nascent category contains products that were once considered unrelated to each other — polls and surveys, social contests and sweepstakes, and app-like web and mobile experiences such as wizards, configurators, calculators, etc.
The perfect storm of cheap cloud computing, open source software, rich web development frameworks, a global talent pool, and the accessibility of customers through content marketing makes it easier than ever for new ventures to enter this space with imaginative new ideas and sheer entrepreneurial gumption. Even if the ratio is off by a factor of 2X or 3X, there’s still no denying that the vast majority of marketing technology innovation is happening outside the context of advertising.


This is indicative of — and directly enabling — the seismic shift of marketing away from advertising to experience-driven marketing. The evolution of many demand-side platforms (DSPs) to data management platforms (DMPs) is another sign of the times. To be sure, there are many amazing advertising technology vendors out there, and new ones will continue to arise.
More generally, the growth and innovation with these products speaks to the increasing traction that agile and lean management philosophies are gaining across more and more organizations. Because while all the incredible marketing technologies illustrated in this landscape are dramatically changing what’s technically possible for businesses to achieve, the bottlenecks that still hold teams back are more likely to be the remnants of management approaches from the last century. The continued rise of agile methods and culture, however, is helping to reinvent marketing management for this century — so the human parts of our marketing, which will always be the most important parts, can harness the full potential that all this technology has to offer us. The growth of the marketing PaaS and Middleware categories demonstrates the maturation of the entire marketing technology industry as martec programs are formalized into a unified technology stack.
Especially in the marketing automation scene, everyone claims their technology covers everything but in reality or sometimes you simply encounter a glorified email marketing tool with a couple of add ons. However, the upside that you point out is that, overall, this will drive innovation up and drive costs down.
And it’s worth remembering that all these tools are ultimately just a means to an end. Scott: would you consider Marketing Apps as a category that covers what was formerly known as point solutions? Scott – I applaud you for taking the endless hours to demonstrate just how vast the technology marketing enterprise landscape has become in such a short period of time. The previous version of this graphic was frequently used to frighten people — “boo! Scott, this is incredibly well done–I cannot imagine the time and energy it took to assemble! Keep up the amazing work at HubSpot — making all us Boston marketing technology types look good. Scott, awesome job and I am excited that you had this break through about middleware and the need for a centralized customer data platform. Scott, first of all, let me wish you a Happy New Year 2014 and then let me thank you for this great gift. Looking at it, and thinking as a marketing technologist I had a digital dream: What if instead of a picture, you could provide this Excellent and Incredible work in an HTML 5 landing page, with a clickable map, and a crowd sourcing app on top of it letting all people working for companies add new companies, and more valuable select and share the tools they use in each stack and how well the integrate in their marketing usage of them? Stellar update Scott – very very helpful for highlighting how the landscape is changing depressingly fast! Scott, great job in framing the emerging marketing stack, and for putting so many companies into meaningful segments.
Great infographic Scott – the categories you used to define this highly competitive landscape really helps to clarify and segment the various parts of the larger marketing techology puzzle. I agree that there’s tremendous opportunity for products that help with influencer and advocate marketing.
I have a small question: Did you consider dividing the marketing automation category into B2B and B2C?
The Big Won (who similarly collate global awards) ranked AMV the Number 1 UK Agency for Creativity, TV & Film, Integrated Campaigns and Direct in 2011 and 2012. BBDO are also number one across all marketing communications in the Big Won Reports too and are the 5 time winner of 'Network of the Year' at the Cannes Lions. Well believe it or not the second on my list is another big hitter, Adam and Eve were voted Campaign Magazine's Agency of the Year in 2010 (& runner up in 2013), Marketing Magazine's Agency of they Year (Creative) 2010.
Other clients of note are Google, Save the Children, Volkswagen, Marmite, The Telegraph, Halifax and John Lewis.
We can also add to that with 37 Clio's in 2013,classed as the 2nd most awarded agency network in the 2012 Gunn Report and won Network of the Year 2012 for Campaign, Epica and at the NY Festivals. Yes digital is the mainstay of their DNA but they do offer a comprehensive range of services beyond digital strategy and communications, like traditional marketing and public relations.
Mine would be Clarke Weetman Stokes a€“ OK so that doesn't work for me at all but worth a try. Besides winning Best Integrated Agency and Best Advertising Agency at the RAR Awards 2013, then the other awards of note include: regional CIPR Awards, DADIs, Drum Marketing Awards, lots of Fresh Awards, IPAs, loads of Roses Advertising Awards including Creative Agency of the Year 2013 and also a heap of SWOT Marketing Awards.
BJL don't care whether they are below the line, through the line, down the line or sideways a€“ they just don't see a line and they never have. BBH are a superb agency responsible for some classic adverts, like the ones that put Levis and the launderette in the public mind, Audi's 'Vorsprung durch Technik' and more recently it was responsible for 'The Lynx Effect' which more than tripled sales for the brand owner - Unilever. And yes I know that that was over 5 years ago but an agency doesn't suddenly become rubbish in that time, BMB are still leading the fore in their marketing and advertising excellence to the degree that they need to employ over 100 staff. The new London arm only opened it's doors in mid 2011 with a team headed up by ex-directors of TBWA and DDB. They are an award winning creative agency whose creative campaigns get people talking about brands, so much so that I've heard people talking about some of their great work for Panasonic, Green & Blacks, Moet and Reebok.
This is because CHI say the the world is a complicated place and demands a more sophisticated agency with it's own partners get get across a brands 'big idea' to the consumer. Seriously, did you ever think he would appear working for an award winning integrated marketing agency, no? The group was formed in the 21st century to be a 21st century agency (not one born in the 20th century that has had to evolve to keep up when their roots are stuck in the past). WRS&Co are a modern integrated creative agency with Marketing Week Effectiveness and Engage Awards and were also Marketing Weeka€™s Agency of the Year. I bet they must need a pretty big engine room to generate enough power for all these agencies in Great Portland Street. Fallon has created some of the most iconic and memorable ads of our time, first off is the Sony balls advert a€“ a multi award winning campaign for Sony's range of LCD TVs which used a quarter of a million coloured balls bouncing down a street in San Francisco to the headline a€?colour like no othera€™ (in archive). Fallon are the agency for clients who would rather outsmart the competition than outspend them.
Well they understand that 95% of consumer decisions are made intuitively, so they try to target the unconscious drivers of human behaviour and create work that provokes the emotional response needed to open minds and change behaviour so that brands become so intuitively right they end up as the a€?no brainera€™ choice. On looking in the agency folio it certainly seems they have some ace creative that cuts through the noise of the 21st century, work such as the tongue in cheek poke at Apple in the Somersby Cider commercial, the Carlsberg Great Escape (from the Spa) Advert, building the Molton Brown brand, work for Nike, BA and even the likes of Google by working on promoting Gumtree Motors. So if you really want to influence business decisions you have to reach and persuade the individual as a new customer and not just the corporate entity they belong too, because an individual is independently minded, highly connected and an emotional human being.
It's there in every choice we humans make either buying a laptop or signing a million pound contract. The UK office being a particularly strong creative arm and has won a 'TED' which makes it's 'ideas worth spreading', other awards range from D&ADs and Cannes Lions with others spread in-between. Quicker still is their 'Urgent Genius' which offers real-time marketing and content generation to react to trending media themes in under 48 hours. I've no idea, but with this integrated agency it has certainly helped them win over 40 IPA Effectiveness Awards over the last 25 years. In the last few years alone, Langland have received hundreds of creative awards across almost all of its client list.
This charity work inspired the group CEO Margaret Johnson to do voluntary work for charities, including the British Red Crossa€™ womena€™s philanthropy group, the Tiffany Circle and be awarded an Order of the British Empire (OBE) for services to creative industries and of course charity work in late 2013. Leith were awarded 'Scottish Marketing Agency of the Year' for the 2nd year running from the Marketing Societya€™s Star Awards in 2010, bring us further up to date in 2014 we find that they have won a further 43 awards for effectiveness including 17 golds at the Marketing Star Awards.
Leo Burnett claim that their purpose is to be the world's best creator of ideas that truly move people, bar none. They have achieved this on many award winning levels, one to note is an award from the UN (which is the first award I have heard of) a€“ the campaign for the 'lottery of life' which got an award for public service advertising, beat that. Their client centric approach and simple mantra must be working, they listen very carefully and make sure they understand a clienta€™s business.
This simple principle has helped them become a AAA* Ranking Agency in the Marketing Week Inaugural Agency Reputation Survey.
The CSU brings together strategists from advertising, brand, PR, CRM, data and digital and enables clients to work with them in a number of different ways - as strategic advisor or as a full service partner delivering everything from strategic thinking to execution across all disciplines. MEC were named Media Agency of the Decade by Media 360 in 2013 beating off the likes of Carat, Mediacom, ZenithOptimedia and PHD at a huge ceremony in the O2 in London.
Well, they have 450 offices in 169 cities worldwide*, that is BIG, so for a network of so many disciplines in so many countries, are they bound to have picked up an award or two?
Profero were a strong independent agency that aim to create ideas that people want to belong to and they predominantly use 'digitally marketing' driven creative combined with their technology and strategic talent.
Wins include Agency of the Year at the British Interactive Media Association (BIMA) 2011, a Creative Showcase Grand Prix and a Revolution Award Grand Prix in 2010, some Campaign Big Awards, a Cannes Cyber Lion and another older Revolution Grand Prix Award in '07.
Also they won 6 trophies in 2012 for work on VW, DMA and Royal Mail, making them the most awarded agency for the 6th year in a row at the Caples Awards. Well, yes it is another monster agency network, Publicis are the largest global network within the Publicis Groupe*. Publicis London were also a part of an 9 trophy haul at the CLIOs and took 4 of a 17 trophy collection from the New York Festivals in 2011, across TV, print, digital and integrated media.
Well while it's nice to see that they have been creatively recognised, they are proud of their effectiveness and have compared their effectiveness awards to other agencies using their own common sense ranking system on the awards that they have won from the IPA Effectiveness Awards, Marketing Week Effectiveness Awards and Marketing Society Awards. Of course they do do what they say, paining the town Black with Guinness, work for Toyota and Visa. The way TBWA describe how to use 'disruption' as a starting point for any project a€“ drive the strategic development of a solution by challenging and overturning the conventions of the marketplace of a product or service, excellent rebelliousness!
TBWA is also ranked as the most creatively recognised network in the world for three out of the last five years in Creativity magazinea€™s Annual Awards Report. It represents a whopping 947 different companies that provide software for marketers, organized into 43 categories across 6 major classes.
It is just a sample, albeit a large one, of the many different kinds of software available to marketers today. Terry Kawaja of LUMA Partners had added a terrific marketing technology LUMAscape — his original display advertising LUMAscape was my inspiration for my first landscape. First, the number of people who kept using earlier versions of my graphic and expressing their appreciation for it — while also nudging me to, um, kindly update it — meant a lot to me. It struck me that these CDPs, along with some other technologies such as tag management and cloud connector services such as Zapier, were coalescing as marketing middleware — software to help all the other software in marketing work better together. So if a vendor’s products spanned multiple categories — which many of them do — I usually just picked one, whichever one I thought was best.
To do it justice, I’ll do a series of in-depth, follow-up articles over the next few months. Instead of each product needing to explicitly integrate with each other product out there — an impossible n2 integration points — middleware can serve as a common highway system for data between them. Each business will be better able to tailor a marketing technology portfolio that best serves their mission.
But I believe they share a common DNA of letting marketers build interactive experiences to better acquire and nurture customers — without expensive, custom programming. One prediction is that some of the first generation marketing automation players will likely acquire several of these second generation players — to achieve further reach and hedge their bets on product design choices. Content marketing, social media marketing, interactive experiences, and the analytical capabilities to optimize those efforts with continuous experimentation are where the largest flood of innovation is occurring.
But the momentum of the burgeoning marketing technology field clearly has a different center of gravity. The clear visualization of the six categories provides a meaningful hierarchy to help in educating others about the marketing technology structure, unlike anything I have seen thus far. The solidification of such a vibrant set of platform and middleware vendors in this space is definitely the most exciting revelation I took from this project. Yes, I agree the space in its totality is overwhelming — and as I disclaimed up front, this graphic is actually far from comprehensive. What matters is a great product, a great marketing strategy, and great marketing execution. I think what Black Ink is doing at the intersection between marketing and finance is very exciting.
I found your blog to be the single most valuable resource in shaping my thinking of the architecture for this landscape. Thank you for including HubSpot in the integrated marketing category, we are honored to be a part of the list. It was a little bit of time to assemble this, but everybody needs a hobby, and I don’t golf.


I just wrote a blog to help to better define this category (but a lot more work on this is still needed and I welcome all discussion on the topic).
Although it does provide connective tissues between multiple other different marketing technologies, it’s using that connectivity as a means to an end to deliver higher-level business value. On a more simplistic level, would you consider sharing a working database of categories and companies featured?
I agree with William – following this is hard… to keep it current must be a labout of love!
It just helps to understand the competitive landscape faced as we continue to invest in companies.
We really pride ourselves in creating social marketing tools that will help brands get to market faster and smarter. My apologies that I missed PromoJam in this version of the landscape, but thank you for sharing it with us. I am a big fan of Lumascape presentations but I do like how yours includes a comprehensive view of the marketing ecosystem. Will definitely consider those as their own categories in future versions of this landscape. I wrestled quite a bit with these categories, trying to decide what the best level of resolution should be. A whole infographic could be developed just around the marketing automation ecosystem that could do much more justice to the structure within it. Recent awards in 2013 include 8 awards Eurobest awards, 4 Epica Awards, 'Outdoor Agency of the Year' at the Campaign Big Awards, a Cannes Lion and they gained 15 British Arrow Awards.
What they see are opportunities to connect with consumers, change their behaviours and drive profitable business. Amongst their client roster are a huge amount of large global businesses which are supported by the global network of satellite agencies.
They are an independent, integrated and multi-disciplined communications agency with over 21 years' experience delivering market-leading campaigns. While BMB (still) believe in traditional broadcast media and print, they don't rule anything out.
BETC London is already making waves and is quickly on the rise attracting both international brands such as Samsung and Diet Coke (and local classic British brands such as Cockburna€™s, Cow & Gate and Warburtons). Some of the latest work you might have seen on TV are the brilliant adverts for the new Panasonic starring the magician Dynamo. By combining the integrated skill-set of the different 'sub' agencies, Engine can provide countless ways to provide businesses with the answers they need for any audience, be it for the people they employ, the customers they serve or the stakeholders they answer to. WRS&Co have won numerous IMAs, ANNAs, Creative Circle, Cannes Lions and even the smaller but no less prestigious Best Awards. 1 in 5 of the UK's top 100 marketing spenders are already working with the Engine Group and their lovely clients include: Coca-Cola, GSK, Aviva, Sky, Diago, Santander, Sony, BMW, Nike, Bupa, RBS and Unilever.
Second was the most awarded ad in the world (or at least was according to the Gunn Report back in '08) in which a gorilla was playing the drums along to the Genesis track 'In the air tonighta€™ for Cadbury a€“ it took word of mouth advertising to another level. Creating ideas that are talked about by kids in the playground and their mums at the school-gates, in bars, chatrooms, airport lounges and across social networks a€“ putting brands at the heart of conversations.
All this and a litmus test that all work must stand up to a€“ the '6.5 seconds that matter' a€“ which is the time most consumers will give a communication before their attention waivers in todays mass multi channel brand bombardment.
It would be nice to see them win a few more awards so let's hope they don't get lost in the fold or hidden below it!
All of Gyro's work must contain an idea that ignites human emotion for the good of your business.
JWT has created some memorable advertising moments in the UK over the years, their HSBC lemonade adverts are great and they also invented the Andrex Puppy, launched the first tea bag and created numerous famous tag lines a€“ 'Have a Break, Have a Kit Kat' and 'Another Crunchy Nut'.
Well they have as Karmarama were Marketing Magazine's Engage Awards Agency of the Year in 2011, pretty good considering they don't entera€¦ If they did they would win a hell of a lot more. Both Leith and their sister agency Tangible won a clutch of Stars for their work on Knife Crime, Fire Safety, IRN-BRU and Organ Donation. Based on their background (their awards pages is a massive 4 pages long), they are definitely one to watch for the future. Some nice client work for COI, Channel 4, Diageo, FedEx, GSK, HSBC, Ikea, Lufthansa, Mini, Pespi, and 7up. Others include 8 awards at the 2012 DMAs: 4 Golds, 2 Silvers and 2 Bronzes, a Gold at the International Echo Awards and a Silver at the Campaign Big Awards also in 2012. The Groupe believe in contagious ideas that change conversations, that they certainly do as their creative talent has been recognised and voted as the Number 1 in Creative Performance by the Gunn Report every year since 2004. Publicis London clutched a few trophies from the AdPrint Awards to help Publicis Worldwide to be awarded the main Network of Angels Trophy.
Oh and the advert for Walls Sausages with the little talking dog in a ring box is so funny! And in the Gunn Report, TBWA is ranked as the third most awarded network in the last 10 years (the Gunn Report combines the winnersa€™ lists from all of the major advertising award contests in the world). There are many more companies — indeed, entire categories — that were not included, merely due to the constraints of time and space. I was expressing the magnitude of the marketing technology space, but I wasn’t bringing much order to the chaos.
The main exceptions are the giants who have acquired across the whole space, such as Adobe, IBM, and Oracle. These two classes of products are bringing some much needed structure to the marketing technology stack.
You may get these pieces from one vendor or several, but they will serve as the foundation for your marketing technology stack. For instance, there are 66 vendors in just the social media marketing category alone (and many more that I couldn’t squeeze in).
DMPs are increasingly able to leverage audience data across a much broader range of marketing initiatives. Finally, I’m excited by the wonderful set of agile management tools that are available today.
Great for choice but also in some cases overwhelmingly confusing at the stage of doing vendor review.
But given the mushrooming scale of this landscape, you’re right, a crowdsourced approach makes a lot of sense. I predict that new categories of marketing (especially around the area of influencer marketing and advocate marketing) will emerge more prominently in the near future and maybe they will make it on your future list! AMV have one simple aim for all of their clients: to help solve their business challenges with creative ideas that change the competitive landscape, in whichever media form is the best to achieve the objective a€“ digital, experiential, print or broadcast. BJL don't look at the media first, but at the business problems they want to solve for their clients and by using fresh and effective ideas they shift the category and can provide real commercial results.
This globalised company structure is displayed incredibly well on their website as it holds all the agencies offices in-one-website in a very effective way. In fact they believe in using other communication forms 'as well as' rather than instead of and it all counts in the marketing mix. One of their older adverts was for the Lumix G2 which featured blokes running around taking photos whilst performing some parkour stunts on a streetscape and it was amazing. Another agency a€“ Andrews Aldridge has 15+ DMAs, IPA Effectiveness Awards, are BIG Campaign Winners and are also multiple Marketing Agency of the Year winners as voted by the 'Sun' (WTF?). Well it's a brand that consumers want to be a part of; brands that start conversations, invite experiences and build communities that like them a€“ these brands open, accessible, involving and successful.
One amazing fact from Ad Age is that JWT's advertising has sold more products to more people than any other agency, how is that for size!
Excellent work for Plusnet, Costa, BT, Honda and the brilliant advert for Well's Bombardier starring Rick Mayall a€“ 'Bang On'! Leith also holds the 'Scottish Advertising Agency of the Year' title from the Scottish Ad Awards. Please take a look at Leo Burnett's beautiful portfolio of work, you could spend days looking through it in amazement.
I'm not going to go into them all because that would be ridiculous and the list would be as long as this entire article.
Of course that is on top of the recent accolade of the most Awarded Global Media Network in the Cannes Lions, an amazing position to be after that initial win a mere 14 years ago. That statement alone should be enough but when you actually look at some of the awards that contribute to the report totals it is truly mind-blowing, in Cannes alone they as a Group regularly win around 100 Lions per year, year in year out.
And by the time you read this, it will inevitably be out of date due to new launches, re-launches, expansions, exits, and mergers.
I was content to retire from the rearranging-little-logos business and leave it safely in their hands.
What makes them platforms, rather than just products, is that they’re increasingly open — interoperable with other, more specialized marketing software. These products let marketers produce interactive experiences, rather than static content, to engage their audience. Many of these are new ventures or expansions of vendors from other categories (especially email marketing). Granted, this landscape is not comprehensive, and there are many advertising technology companies that are missing from it. Our solution easily organizes all of our customer’s disparate client data to publish to Marketing Execution Systems at 10X the speed of traditional IT integration methods. In the meantime, Happy New Year–wishing you and the other marketers included on this list a very happy and healthy 2014! I confess, it is very humbling to realize all the amazing companies that I inadvertently overlooked.
BD believe in the power of 'sticky thinking' which is a philosophy that places the consumer or the shopper at the very heart of their ideas (and not tied to a specific discipline) enabling BD to create powerful integrated ideas focused on results, murdering the mediocre. An example is their ground breaking app for the iPhone 'the iPint' which we have all seen at some point on our own or friend's phones. Let's see shall we :-) Nope, no burger chains there but they did once work for Pizza Hut, so close enough! Work wise, take a look at the chair they sent into space to promote Toshiba, what a pure eureka moment! Not only do they do well there but they have also received a Grand CEBA (Creative Excellence in Business Advertising) Award, which is the top honour from the American Business Media. Who knows or cares, what I do care about is that this is another great agency, I love their work they have done for Stella Artois, Pot Noodle, the funny 'dweeb' surfing on an inflatable crocodile for Moneysupermarket and the legendary PG Tips adverts starring Johnny Vegas (although they are not as good as the old PG Tips Monkeys). Thankfully they got rid of the spoof website link in which you could go down the yellow brick road, it was a waste of time and not even funny even with it's irony of following alternative agencies down the yellow brick road).
No guarantees, but when I go to do another version of this landscape in the future, I’ll check here first. We are the glue that makes the 900+ other companies in your graphic more effective at what they do! Their advertising for Carling, Virgin Money and Late Rooms are particularly superb and are ones to look out for on their website. See Cat Deeley (gert lush as we say in the South West) promoting Pantene, Vinnie Jones promoting the British Heart Foundation with the hilarious staying alive advert and the Seat advert insinuating their car is like a toy for adults that make the kids jealous rather than the other way around.
Named as IMD's 'Most Successful Agency of the Year' with 3 Golds back in 2011, won an IPA Effectiveness Award in 2012, Mother also won a number of awards at the BTAA British Arrows and 5 Cannes Lions in 2010. TBWA has won 12 Grand EFFIEs out of the 32 that have ever been awarded since 1980 (in the US). Second, many products would fit in both subdivisions, which seemed like it would make those subdivisions less useful. They are an integrated agency with a focus on behavioural change, they have a fascination with the way people behave when they meet brand communications. The Effie Awards honour the most significant achievement in marketing communications, aka - ideas that work. I hope you and your readers will stop by and say hello to learn more about us and the value that we are delivering to some of the largest companies in the world.



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