The essence: For Wunderman, 2004 was about digesting Microsoft Corp. as part of a networkwide win for WPP Group's Young & Rubicam Brands, which includes branding, direct and public relation agencies. New work will launch next year. For taking Microsoft, Wunderman moved its IBM Corp. account to sibling agency OgilvyOne. The agency also reshuffled management of its regional offices.
Net growth: Besides winning Microsoft, the agency added Gannett Co. and picked up additional work from clients Citibank's Citicard and Burger King Corp. IBM moved to OgilvyOne to address conflict with Microsoft.
management: Leadership oversaw the acquisition of Microsoft and established Wunderman Seattle as a hub for Team Microsoft. Steve Zammarchi was promoted to president-Wunderman New York from president of the Chicago office. Rick Schreuder, senior VP-director of client services, replaced him in the Windy City.
Creative quality and effectiveness: Wunderman created the online short film series meetheluckyones.com for Ford Motor Co.'s Mercury brand, vastly increasing traffic to the client's Web site. Cross-media "Pfizer for Living" effort offers health tips for aging boomers. The "Your first Jaguar" effort for Ford's Jaguar brand, generated a healthy return on investment, as well as improved brand loyalty and drove people to pricier cars. Its campaign for Hoffman-LaRoche's Xenical weight-loss drug generated more leads than expected.