Ranked in the top three agencies in Queensland, alongside multinationals Clemenger BBDO and George Patterson Bates, independent agency BCM Ñ with partners Bill Bristow, Kevin Moreland and Paul Cornwell at the helm Ñ claims the Interstate Agency of the Year honour, after securing the runner-up position last year. BCM topped most of the judging criteria, but really impressed judges the most with its industry leadership, devising and implementing a new awards structure recognising creativity and effectiveness Ñ the CREAM Awards. Along with creative that generated phenomenal national publicity, including TVCs for Aussie brands Herron Pharmaceutical, Eagle Boys and Golden Circle Jam, BCM was praised for its Òstrong, pragmatic campaignsÓ which differentiated client brands from their competitors and achieved results, winning a swag of international, national and state awards. At the New York Festivals, campaigns for Dreamworld and Golden Circle made it to finalist level in the entertainment and food/confections & sweets categories Ñ making BCM the only Australian agency to place in either category. At both the BAD Awards and the inaugural CREAM Awards, BCM scooped the most gongs. Income growth was another strong point, picking up $5.5m in new business, an increase of 9.5% Ñ 58% above the agencyÕs forecast Ñ with billings growth of 7%, also well above target. ÒWe also won four out of the five accounts we pursued in 2001, an 80% hit rate,Ó says partner Paul Cornwell. New business includes Couran Cove Resort, worth about $1.5m, Herron Pharmaceuticals worth $1.5m, KR Darling Downs at $2.5m, and a pro bono account, the Surf Life Saving Club QLD, for which BCM has undertaken some of its most talked about and successful work. In its submission, BCM highlighted its commitment to personnel, through staff programs that focus on professional development and training. Among them, a corporate intranet offering access to agency and industry information, a staff induction program that includes a ÒbuddyÓ system to help new people settle in and adapt to BCM culture, and performance appraisals that identify opportunities for training. BCM Direct and BCM Digital, part of the agencyÕs ÒbundlingÓ strategy, were identified as areas of growth in the future. In addition, BCM forged an alliance with design shop Emu Design, specialising in IT, graphic and digital design, enabling BCM to provide Òtotal communications solutions which can cross over the direct, mainstream and digital areas in a seamless mannerÓ. Judges were unanimous in their admiration for BCMÕs growth strategy through broadening its services and integration, particularly in a difficult market. A relaunch of the agency in July saw BCM emerge with new livery, refreshed direction and a clear vision for innovation and Òextracting extra value for clientsÕ budgetsÓ. REPORT CARD Creative B+ ÒStrong work for QLD Transport, and the Herron ad did cause Panadol pain!Ó ÒCREAM Awards initiative deserves recognition.Ó ÒQLD Transport work great, the rest is very regional.Ó ÒStrong pragmatic campaigns for two clients in particular.Ó Income growth B+ ÒSolid growth from a long-standing company.Ó ÒBroadening services and integration has contributed significantly to steady growth.Ó Staff stability A ÒStrong consistency and strong culture, induction for new staff.Ó ÒÔBuddy systemÕ for new staff.Ó ÒGood stability in a difficult market.Ó ÒStrong performance headed by senior management.Ó Client stability, wins/losses A ÒSolid performance.Ó ÒUnfortunate loss of Dream-world, but bigger product offering has contributed to performance.Ó The future A- ÒA new look and clear direction in the market will make BCM a force in Queensland.Ó ÒA sense of forward thinking and ÔprogressionÕ.Ó ÒGood plans and practices set for the future.Ó
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
