Since arriving in New York in late 2004, CEO Gwyn Jones has quietly stabilized Bartle Bogle Hegarty's U.S. outpost. Throughout 2006, BBH increased relationships with current clients, including Diageo (Smirnoff Ice, Source, Raw Tea and Bushmills) and Unilever (Promise and Becel). Though wins from new clients were few, one -- New York City Marketing --was a symbolic coup in BBH's longstanding goal to infiltrate the U.S. ad scene.
Creatively, BBH delved aggressively into new formats. The agency conceived of and partnered with production company Radical Media to create a one-hour MTV special, "The Gamekillers," funded by Unilever's Axe brand. "The Gamekillers" was so successful that MTV selected it for development into a series, set to air in the spring. For the launch of Smirnoff's alcoholic ice tea, BBH created a music video posted on YouTube.com and a TeaPartay.com website that got a heap of buzz.
BBH in 2006 invested in two key areas: digital and engagement planning, which is much like media's channel planning; it essentially brings knowledge, insights and ideas about consumers' media use to the creative process.