Professional Agency Team
Field Marketing Agency of the Year
GOLD McCurrach SILVER REL Field Marketing BRONZE TRO
GOLD McCurrach SILVER REL Field Marketing BRONZE Contract People
The challenge for the trophy
The challenge for the trophy
This was a good start for a new category, one that marks an emerging maturity in FMBE agencies and awards their moves towards greater professionalism. This was a close competition, especially between the top two. In bronze, and the lead brand experience agency in the category, was TRO, an agency that is leading the way with initiatives in educations and training – whether via special relationships with Sheffield Hallam and East Anglia universities or internally with its Growing Great Managers course. In silver REL Field Marketing showed how a focus on a People Engagement programme saw the agency bounce back from the loss of its biggest client Sainsbury’s MAC work, whilst going through the agency acquisition by Advantage Sales and Marketing and moving offices. REL emerged with a team that won Sainsbury’s sampling and accounts including Vimto, Tetley and Weetabix. A central plank of the Engagement focus is intranet site
MyWorld which is a news and best practice resource used by 80 per cent of REL managers at least once a week. What stood out about the winning agency team? McCurrach showed how its talent development and recruitment programme supports aggressive growth that expects to see the agency grow from 1400 colleagues today to 2000 in the next 2-3 years. The agency is a genuine people business, channelling talent from within, accountably, in order to exceed client expectation and grow. What did the judges especially like about the entry? The entry showed precisely how the progress of the people at the agency is measured including talent profile matrices that show how career progression can be accountably assessed – “the number of management colleagues in our top three boxes within the 9 Box talent matrix – we measure this quarterly and set a target of having 20% in the top three boxes. In January 2015, we were sitting at 24%. Today we are at 37%.”
There were several high performing agencies for judges to consider but McCurrach’s first visit to Agency of the Year status was remarkable for the relative unanimity of the judges’ preference for the agency. The vote between the remaining 6 shortlisted was much closer, with a good case being made by Field Sales Solutions, Gekko, reigning champs Logobrand and Tactical Solutions as well as the silver and bronze winners.
strategic personnel method and gritty determination. REL’s trademark of highly motivated and top performing teams is supported by investment across the agency in data and training and with new client wins in the locker further progress looks certain. What stood out about the winning agency?
Diverse case study success for Kerry Foods and Microsoft, allied to the gold winning talent programme that is discussed on this page made McCurrach a frontrunner for this award before the In bronze, a remarkable performance agency delivered a near immaculate from Contract People who delivered question and answer when demonstrating an amazing case study in the success, innovation and resourcefulness. launch of Hop House 13 for Diageo McCurrach showcased its pop up shop showing off exceptional versatility and staffing for Unilever’s Magnum and its resourcefulness. Contract People has financial services sector work alongside grown 5% on average for each of the last its FMCG and Technology sector field 5 years, underpinned by clear thinking sales and training programmes. management and now turnover €21.5 What did the judges especially like Million. about the agency? REL’s annual bid for AoY status fell 100% client retention rates whilst income just short but the agency’s silver this grew by 27%. year is perhaps the more remarkable as REL overcame initial setbacks with
Bluewater’s Carly Jennings presented the award to McCurrach
Sponsor: Bluewater Shopping Centre
2016 FM & BE Awards 44
Field Marketing and Brand Experience Magazine Winter 2016