Large agencies, winner: BBDO New York

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BBDO New York's outstanding creative work and growth of b-to-b business in 2004 earned it top honors in the large agency category.

The agency launched campaigns for existing clients FedEx Corp., General Electric Co., Cingular Wireless, Office Depot and Visa International. It also picked up approximately $400 million in new business from clients including DirecTV, GlaxoSmithKline, Schering-Plough Corp. and E-Trade Financial.

Due to financial reporting restrictions, the agency cannot disclose its overall revenue. However, it handled more than $200 million in new-product assignments from existing clients including AOL, FedEx and Visa.

B-to-b work represents roughly a quarter of BBDO's overall business. The agency also handles consumer accounts, including PepsiCo, BMW of North America, DaimlerChrysler and Volkswagen of America.

"It was a very, very good year," said John Osborn, president-CEO of BBDO New York, which is part of the BBDO Worldwide network.

"We partnered closely with our clients to understand what their business needs were, and we used the insight to develop strategy that resulted in great work."

One of the agency's accomplishments in 2004 was a new campaign for the launch of FedEx Kinko's Office and Print Centers, following FedEx's acquisition of Kinko's.

The campaign has the tagline, "Make it. Print it. Pack it. Ship it. Our office is your office." It is aimed at small businesses and uses humor to show how FedEx Kinko's can solve small-business shipping problems.

One spot, which was chosen as the best TV spot in BtoB's Best 2004 issue, shows a man and woman waiting in a baggage claim area while office equipment tumbles onto the carousel. As the man tries to collect the bulky equipment, the woman suggests going to FedEx Kinko's.

"They did a masterful job with the campaign," said Steve Pacheco, director of advertising at FedEx. He noted that ad recall measures are up, among other metrics.

"There seems to be a renewed spirit for emphasis on the work and relationships. We are seeing more integration of their people and our people early on in projects, and that is paying off down the road."

Osborn, who was promoted from chief integration officer to president-CEO in 2004, said the agency is taking a more integrated, holistic approach to both its work and its relationships with clients.

"We try to approach all of our work from the perspective of the business opportunity rather than delivering work in a specific channel," Osborn said.

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