Finalist
Ketchum
Summary of work
This is not the story of incredible year-on-year growth…it’s a story of something far greater and more difficult to achieve than that…it’s the story of how a heritage-laden, “safe pair of hands”, pharma-focused PR brand would be rejuvenated and revitalised into a genuine trailblazer of creative, insight-driven, integrated campaigning in personalised, national and global health.
Under the mantra “Thrive not Survive” we revolutionised everything about the way we do business, winning new clients in new areas and at the same time maintaining almost all existing clients. Everything changed – who we targeted, how we pitched, how we staffed teams, the empowerment we gave team leaders, how we welcomed our network and how we became an integration pioneer.
The results are astounding. Staff retention significantly up, profitability significantly up and new business win rate soared from 33% in 2013 to 68% now. Existing clients have also embraced our new approach – with organic growth a remarkable four times higher in 2014 than the previous year.
We are not a young breakaway that’s just doubled its staff…we are almost a century old…but this year we took forward some of the best of our history and completely reshaped our future…
Judges’ comments
They have done a great job turning the agency practice around achieving high growth off a low base, backed by impressive new business wins. They have great vision and give younger employees the opportunity to pitch. It is an agency that stands for community as well as company.
