Interactive Agencies—Runner-up: OTOi

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Location: Boston
Key executive: Ian Karnell, CEO
Employees: 65
2006 revenue: $35 million
2006 b-to-b revenue: $17.5 million
Key clients: Comcast, First Marblehead, GlaxoSmithKline, Roche, Royal Carribean/Celebrity Cruises, UPromise
Major 2006 campaigns: Roche, brand strategy and Web sites for CellCept, Valcyte and Zenapax; GlaxoSmithKline, interactive marketing strategy for Avandamet, Avandaryl and Avandia; SunTrust, interactive marketing program for federal student loan consolidation product
Comments: B-to-b makes up half of total business; agency revenue more than doubled in 2006 to $35 million; picked up new clients including Cox Cable, Roche's pharmaceuticals division and Starwood Hotels; acquired AdTools.

OTOi, Boston, the interactive agency of One to One Interactive, more than doubled its revenue in 2006 as a result of new client wins, expanded relationships with existing clients and the addition of new services such as social networking.

One to One Interactive completed a restructuring into a holding company last year, forming interactive agency OTOi, technology services company OTOlabs and media company OTOnetworks.

Total agency revenue more than doubled, from $15.0 million in 2005 to $35.0 million in 2006.

"Last year was just phenomenal for us," said Jeremi Karnell, co-founder and president of One to One Interactive. "The interactive channel is benefiting from the shift of marketing dollars from traditional media into the digital space."

About 60% of the agency's revenue came from expanded budgets of existing clients, such as Comcast, First Marblehead and GlaxoSmithKline. The agency also picked up new clients, including Cox Cable, F. Hoffmann-La Roche & Co.'s pharmaceuticals division and Starwood Hotels.

For Roche, OTOi was charged with developing an interactive presence that solidified the company as an industry leader in transplantation therapy.

OTOi created brand guidelines and Web sites for three of Roche's leading brands—CellCept, Valcyte and Zenapax—targeting physicians and patients.

For GlaxoSmithKline, the agency developed an interactive marketing strategy for new diabetes products Avandamet and Avandaryl, as well as its existing product Avandia. The agency used Web site development, online quizzes and interactive resources in the direct-to-consumer and physician-targeted campaign.

OTOi also added new services around social networking.

For client Comcast, OTOi launched a presence in virtual community Second Life, called Comcastic Island, featuring games and online communities.

"We're dedicated to creating original content in rich and emerging formats," Karnell said, pointing to podcasts, RSS feeds and mobile applications to support user-generated content.

Also in 2006, the agency acquired AdTools, which develops branded desktop applications such as widgets. The acquisition will give the agency the ability to better connect brands to customers through applications including interactive animations and updated information channels, Karnell said.


  Large Agencies Midsize Agencies Small Agencies Interactive Agencies
Winner McCann Erickson HSR Business to Business Mobium Group Modem Media
Runner-up Ogilvy North America Doremus PJA Advertising+Marketing OTOi
Honorable Mention BBDO New York Slack Barshinger Stein Rogan+Partners Digitas
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