Backstory

Founded in Pittsburgh more than 100 years ago, Ketchum is one of the most storied names in the communications for business, and in recent years the public relations firm has been more famous and more successful than its ad agency parent, establishing itself as a top 10 global PR shop before its 1996 acquisition by Omnicom. While Ketchum—our Large Agency of the Year last year—is a full-service agency the boasts a thriving healthcare practice, and capabilities in corporate and technology, it remains best known for its work in the consumer space and for its outstanding creative track record. Ketchum was a finalist for Creative Agency of the Year in North America and for Regional, UK and DACH Consultancy of the Year in EMEA,

Locations

Headquartered in New York, Ketchum has a presence in nine other US cities (Pittsburgh, Chicago, Washington, DC, Raleigh, Atlanta, Dallas, Denver, San Francisco and Los Angeles), as well as in Toronto and Montreal. Ketchum also has 44 offices and/or affiliates in EMEA, including 30 in Europe.  

Performance

After Ketchum delivered its strongest year in 2022, earning it our Large Agency of the Year honors, last year was considerably more challenging. Overall Omnicom’s PR agencies declined by 0.8%, and Ketchum—with its high levels of exposure in consumer—was not immune. Still, there were bright shoots: 48 competitive new business wins, 84 additional assignments for existing clients (the top 10 clients now use an average of 10 of the firm’s specialist services) and growth in healthcare (health equity in particular) and corporate (with purpose driven ESG and DEI work soaring).  Ketchum’s UK business saw 44% growth across its top 10 clients, including P&G, Danone, Adobe, Velux, and Philips, and the agency retained the multi-million pound Samsung account for another three years. Its German operation grew by high single digits and there was notable growth in smaller markets like Austria.

People & Culture

Mike Doyle has led Ketchum as president and global CEO since 2020, stepping into the role mid-pandemic and has worked to emphasize innovation and creativity as the agency’s hallmarks. Jim Joseph joined in 2022 as US CEO and global chief marketing and innovation officer. Together, they have built on the firm’s heritage as an employer of choice and its employee value proposition, “Better for Being Here,” with a standout wellbeing initiative, “Flex and Flow,” which helps employees achieve greater work/life balance. There’s a heavy emphasis on DEI too. The UK office stands out for its high proportion of women in leadership, its Inclusion Council and an unusually high proportion of non-white employees, while the DACH team is among the most LGBTQ-friendly businesses in the region, across all sectors. 

Thought Leadership & Work

Influencer marketing has become a key differentiator for Ketchum in recent years, with work for clients as diverse as Doritos, Jack Daniels, New Balance, all of which led to the revival of the Emanata brand as an influencer marketing division, offering intelligent influence identification; brand safety; creator and user-generated content; and full-funnel measurement. Another new offer, Election Navigator, is focused on helping brands understand societal and political issues. The firm received In2 SABRE nominations for a wide range of work, from the Cheetos 75th anniversary celebration to the “Doritos After Dark” campaign (both for Frito-Lay).  Ketchum was shortlisted for SABREs in EMEA, where global markets chief creative officer Indy Selvarajah was named as creative professional of the year. 

— Paul Holmes / Maja Pawinska Sims

Backstory

The public relations operations of iconic advertising brand Ogilvy have often taken a back seat to the ad agency’s creative dominance, and sometimes appeared to be suffering from an identity crisis as a result. The ill-fated attempt to bring all of Ogilvy’s entities, including PR, into one consolidated business unit was designed to simplify operations and offer greater integration, but it seemed to diminish the standalone value of the PR function and fuel turnover at the top. Things have stabilized since Julianna Richter, formerly Edelman’s US chief operating officer, was named  global CEO of public relations and influence in 2020, but seemed to soar to an entirely new level in 2023. The firm was named Creative Agency of the Year in North America, UK Consultancy of the Year in EMEA, and was Australian Consultancy of the Year, South-East Asia Consultancy of the Year, and a finalist for Regional Consultancy of the Year in Asia-Pacific.

Locations

Ogilvy’s PR and influence operations are headquartered in New York, and there are also offices across Cambridge, Chicago, Denver, Los Angeles, Miami, Parsippany, San Francisco and Washington DC. It has an established presence in the UK and EMEA, and the largest, best-established network of any agency in the Asia-Pacific region.

Performance

WPP does not break out the financial performance of individual agencies in its public disclosures and Ogilvy’s PR operations report as part of the larger Ogilvy brand, not the PR division that includes BCW, H&K and more. But there was healthy growth, estimated to be in the double digits, in 2023. There was some exciting new business from the likes of H&R Block, No7, Canon, Uniqlo, and Snap but the bulk of the firm’s growth came, very intentionally, from growing its existing clients. UK revenue growth was estimated at an industry-beating 20%, with the influence division a significant driver. In Asia, where revenues are estimated at more than $120m, the firm grew by 11%, its third consecutive year of double-digit expansion.

People & Culture

Richter ‘s leadership team includes president of PR and influence for North America Charlotte Tansill, promoted to her current role at the start of 2023, and North American leads for the three functions: Drew Warren (PR), Christine Cotter (social), and Ansley Williams (influence). Ogilvy boomerang Krystal Bullard was hired to drive operations and the integration for PR, Social, and Influence across North America, and other additions included Jordan Lubowitz (PR lead in Washington, DC. At Ogilvy PR, the culture is centered around fostering an environment where our employees can do the best work of their lives. That means a range of resources including opportunities for 1:1 coaching/mentoring and well-being programs, including access to complimentary mental health counseling and a robust Employee Assistance Program. The firm’s hybrid work philosophy, “Together with Purpose” encourages employees to spend three days a week in office. In North America, the firm has set a goal of at least 40% representation of minority groups, and progress is evident, with 57% of hires last year across Ogilvy PR being people of color.

Thought Leadership & Work

Last year saw the formal launch of a new approach to Earned-First Creativity, Earned-First Impact, a bet on the future of marketing that is already paying off in terms of the firm’s creative work. Ogilvy received more North American SABRE Awards nominations for its client campaigns than any other agency, with highlights including two purpose-driven initiatives for Dove (“Black Haid is Professional” and “Turn Your Back,” which took home Best in Show at the PR Week awards); support for the Ad Council’s “Tear the Paper Ceiling” initiative, aimed at creating opportunities for people with skills and experience but not paper qualifications. In Asia, campaign highlights reflect how Ogilvy’s work is among the strongest in the region, with no fewer than 54 Gold and Diamond SABRE nominations, including the Vaseline Derma Body Lotion initiative. And in EMEA, winning work included Hellman’s “Smart Jar” and more. And that doesn’t include Cannes Lions sensation “Michael CeraVe” for L’Oreal, which took place too late to feature in this year’s SABRE competition.

— Paul Holmes / Arun Sudhaman

Backstory

Advertising group M&C Saatchi launched Razor as its South African PR firm in January 2020, bringing in respected industry veterans Dustin Chick and Kalay Maistry to build a new business in the midst of a recession and just as the pandemic was starting to take hold. Despite (or perhaps because of) the market conditions, Razor is the fastest growing startup in M&C Saatchi’s venerable history, with its senior-level focus and expertise in financial services, technology, public advocacy and measurement helping to underpin a very 21st century reputation management firm, underpinned by a focus on kindness and values. Most notably, Razor has demonstrated a world-class ability to marry high-level reputation counsel with stellar creative, in a country where multi-stakeholder engagement has never been more important. 

Locations

Razor’s 30 full-time employees are largely based in the South African cities of Johannesburg and Cape Town. The agency's influence extends across 28 markets via the M&C Saatchi Network and it has 9 international hubs through its affiliate network, SERMO. 

Performance

Despite a difficult global environment, Razor grew fee income by 15% in 2023 to ZAR47.7m with headcount also up to 30. The agency added a number of prominent clients including  MultiChoice, PepsiCo, CIPLA, Johnson & Johnson Consumer / Kenvue, Merdian, Old Mutual (data analysis), Rise Mzansi, and Ticketpro Travel Solutions to its portfolio, joining existing clients such as Anglo American, Takealot.Group, Audi, NTT/Dimension Data Middle East and Africa, Tiger Brands, BDO, Innovation Africa, UNU Health (Standard Bank), Virgin Active, and The Milken Institute. In particular, Razor demonstrated significant growth in key markets, particularly South Africa, and has expanded its reach through the M&C Saatchi Network and SERMO, along with a new partnership with UK behavioural change agency Lynn.Global. Razor’s work for clients such as Anglo American, the Milken Institute, and Of Soul and Joy, among others, has been particularly impactful, demonstrating the agency's ability to deliver high return on investment and reach a broad audience.

People & Culture

Razor’s commitment to diversity and inclusion is evidenced by its level 1 BEE status, along with a group-wide EVP role that takes into account the emotional, experiential, and contractual aspects of the firm’s relationships with employees. Razor also has a junior advisory board, the Culture Club, which is central to the agency's culture, and a remuneration model that is approximately 25% higher than the PR industry average. The firm places a strong emphasis on employee development, with about 32% of staff completing formal training programs that lead to a formal qualification. Razor also prioritizes employee well-being, offering medical aid, provident, and an EAP that addresses financial and emotional wellness. In addition to Chick and Maistry, key leaders include ECD Chris Lazley, Cape Town managing partner Liesl Williams, corporate head Ima Peter, and new appointment Wynand Coetzer, who is head of strategy. 

Thought Leadership & Work

Razor’s strategic partnership with Lynn.Global makes it, arguably, the first PR firm in Africa to provide a dedicated misinformation management cell and incorporate behavioural science in all of its client work. That kind of thinking underpins Razor’s commitment to thought leadership and innovative client work across the Middle East and Africa. The firm has also developed a unique AI Governance Policy with AI experts and created a Talkability Index, a real-time measurement tool that revolutionises the way they assess the impact of their work. Notable campaigns include work for Anglo American and the Milken Institute, demonstrating the firm’s ability to leverage strategic partnerships and innovative tools to deliver impactful results.

— Arun Sudhaman

Backstory

What’s the point of calling an agency The Romans if you don’t build an empire? Last year the London-based agency – which in 2022 had already outgrown its ‘creative boutique’ label and was winning agency-of-record retainers for big brands – significantly grew its fledgling US operation and expanded to Dubai and Amsterdam. The agency more than doubled both global revenue and team size in a rollercoaster year that careered from losing five pitches straight and then winning eight retainers in a row, including seven-figure accounts, but managed to maintain its culture and the outstanding quality of its consumer campaigns, plus an expansion into corporate work, underpinned by new hires from the likes of Portland. And as if it wasn’t busy enough, the agency led by Joe Mackay-Sinclair also made a six-figure investment in Bear Grylls’ men’s mental health app, Mettle, and another six-figure investment in a new agency, Earnies, which opened in late 2023.

Locations

The Romans is based in London and opened its New York office in 2022. Last year it expanded to Dubai (August) and Amsterdam (September). 

Performance

The Romans had impressive financial performance in 2023, with a total global PR fee income of £13.5m, up 114% from £6.3m in 2022, while maintaining strong margins. The agency's workforce also doubled from 63 full-time employees in 2022 to 127 by the end of 2023. Growth in its home UK market was a highly respectable 25%, with income approaching £8m, and income grew exponentially in its newer offices, reaching revenues of £4m in the US (where the team will reach a headcount of 30 this year). The Dubai office will hit seven figures in its first year, and Amsterdam opened in September 2023 and within weeks had picked up Flora, Tony’s Chocoloney and Heineken as founding clients. The Romans lost Twitter as a client after seven years, but immediately replaced it with the Snapchat retainer, alongside another 35 UK briefs including Airbnb, Candy Crush, Deliveroo, Dove, Flora, Fosters, Heineken, Malibu, Mecca Bingo, Monzo, Muller, OnlyFans, Pip & Nut and Strongbow. The new corporate practice grew from zero to £1.3m in revenue during the year. 

People & Culture

The Romans’ 50+ hires globally in 2023 included creative director Dan Roberts, formerly of ad agencies Grey and Havas and a campaigner for working class representation in the creative industries. The agency also hired Shivani Choda from Portland as head of digital and Sam Hodges, formerly in senior comms roles at Twitter, the BBC and Netflix, to lead a growing portfolio of corporate, B2B, tech, and financial clients, while Kandace Williamson was named as one of PRovoke Media’s Young Changemakers. The agency has a long-standing pro bono partnership with People Like Us, a not-for-profit organisation that works to attract more diverse talent to the PR industry. Across the agency, 26% of the team are Black, Asian or mixed heritage. The Romans has trained seven mental health first-aiders, and offers comprehensive mental health support, including free access to psychologists, psychiatrists and therapists. The Romans has its own chef and everyone gets free breakfast and free lunch every day, as well as a Shoreditch House membership and a summer party at Soho Farmhouse. The agency implemented a 10% cost of living pay rise, and 10% of company profits are paid as annual cash bonuses. The agency also has long-term pro bono partnerships with Macmillan Cancer Support and Survivors of Bereavement by Suicide, and donated around £230,000 worth of time in 2023. 

Thought Leadership & Work

The Romans had eight SABRE nominations, including a divisive Brussels sprout Christmas sandwich for Deliveroo, promoting ‘rizz’ as the Oxford English Dictionary’s word of the year and creating ‘Lidl Fashion Week’. But it wasn’t all just for fun: the agency also worked with sports retailer Wiggle and Adidas to address racism aimed at a group of Muslim hikers, with a campaign that included installing signs pointing to Mecca on National Trust Property and developing the world’s first all-weather prayer mat; the campaign has already won multiple awards. 

— Maja Pawinska Sims

Backstory

Trigger was launched in 2010 by founder and managing director Preben Carlsen, a thirtysomething former IKEA communication manager, and made quite an impact over its first decade, becoming the biggest SABRE Awards winner in Norway and being named both Nordic Consultancy of the Year and Creative Consultancy of the Year by this publication. Since its establishment in 2010, the agency has been a pioneer in "engaging communications", a unique approach that actively involves the audience to foster participation and amplify engagement. This approach has been so successful that it has been incorporated into the curriculum of a prestigious Norwegian marketing institution

Locations

Trigger is headquartered in the Norwegian capital of Oslo.

Performance

Trigger grew revenue by 26% in 2023 to NOK80m, representing a record high. The firm’s client roster includes industry giants such as Samsung, Google, and Coca-Cola, along with new business from Havila, Saint Gobain, Redningsselskapet, and TINE. 

People & Culture

Trigger's culture is highly inclusive and diverse, with women making up 63% of the workforce and 12% coming from various ethnic backgrounds. The agency's leadership is evenly split between men and women. This commitment is also reflected in the firm’s creative work, as evidenced by award-winning campaigns developed in partnership with minority groups. As a partner-owned agency, Trigger makes much of the absence of hierarchy, but key creative leaders include Magdalena Kamøy and Bjørnar Thorsen, both of whom have been with the firm for more than 10 years, while Bente Kvam Kristoffersen is CEO.

Thought Leadership & Work

Trigger has long demonstrated an impressive ability when it comes thought leadership and innovative work. These include an award-winning vaccine campaign developed with minority youngsters, the "Hate with no name" campaign that reached over four million people, a project with Coca-Cola during Ramadan that garnered international attention, and efforts to increase public knowledge of Sami nuances by involving Sami people in the creative process. Trigger’s work over the past year has included a specific focus on implementing neuroscience and AI.

— Arun Sudhaman