Bartle Bogle Hegarty

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2002 Rating: 3 stars

2001 Rating: Not Rated

In the words of New York agency president and native Brit Cindy Gallop, "lovely."

Bartle Bogle Hegarty, currently 49% owned by Publicis Groupe, took a gamble in 2001 by not resorting to layoffs to cover losses and expenses in what was a dismal year.

But it paid off early in 2002 when Bartle Bogle won the $66 million Levi's U.S. jeans business. The agency went on to add 50 more employees, took over a third floor in its downtown Manhattan building and optioned two more floors for lease this year. That's what $168 million in new business does for a small agency. Bartle Bogle lost Unilever's Lipton Sizzle & Stir business when sales for the product weren't nearly as grand as the creative, which earned the agency awards. Bartle Bogle's rollout of Unilever's Axe deodorant in the U.S. was a hit, and its spots for e-speed/Cantor Fitzgerald-the investment company that suffered more than 600 deaths in the World Trade Center tragedy-were quite poignant.

LOOKING AHEAD

Rumors are that Bartle Bogle ownership is looking to buy itself back from Publicis, which it denies. If it can-and that's a big if-would the agency turn around and sell itself to another holding company?

Passion: In an Axe spot, a woman gets frisky.

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