From Ogilvy, Glitch to Dentsu Webchutney, agencies celebrate their wins with the team
· August 14, 2019, 07:39 IST
The spirit of sportsmanship
Last year, when Ogilvy took the top spot in the Brand Equity Agency Reckoner (digital marketing agencies list) Dentsu Webchutney sent a cake to the firm to congratulate the team. A sign of good sportsmanship that’s sometimes in short-supply in the ad industry. This year Ogilvy returned the sweet gesture with icing on the cake that read, “What a fantastic year you’ve had. So much great work and so many accolades to recognize and celebrate a wonderful team!” The agency took back the No1 spot from Ogilvy in BE’s Agency Reckoner this year.
Letters to archive for posterity
In 2018, after a long run at the top of the table, Dentsu Webchurney fell to second place. At the time co-founder Sidharth Rao sent a letter to all employees with the subject line ‘That awkward moment’. Here’s the letter reprinted with Rao’s permission, and slightly edited for punctuation, sentence case and clarity.
The ET Brand Equity rankings are out today. It’s one of those rarest of rare moments we aren’t Number 1 but Number 2. Ever since these rankings started in 2009 (the Digital Marketing Agencies list), we have dominated the table all but one time. Considering our performance at Goafest, Kyoorius and overall business, I had begun to think we will make it happen this year again. So in some way, it’s a good reminder that we aren’t “entitled”.
Going forward, our bar is higher than ever (remember it’s Ogilvy not Ogilvy One anymore) and I am aware of the wonderful effort all of you are putting in this year and that leaves me with no doubt we will be back.
Last week, after the special edition of the Brand Equity Agency Reckoner 2018-19 came out and gave a lot of people cause to cheer, Rao sent another email to his troops.
“Subject: Re: That awkward moment
Was grinning ear to ear digging out this email from last year... we knew we would win this back, didn’t we?
So proud of all of you. Can’t say this enough!
Meanwhile at Ogilvy, that’s the No1 ad agency in the Brand Equity Agency Reckoner 2018-19 list, the celebration was topped with a letter, too. We managed to lay our hands on the email through an employee, and the note is reprinted here with permission. Read the email sent by Ogilvy Group’s chief creative officer, Piyush Pandey to his team of hundreds after the agency topped the rankings.
“Subject: Salute! Salute! Salute!
To each one of you and to all the support staff, which includes the people who give us coffee in the middle of the night and the security who looks after us 24 hours.
It is yet again a proud moment for each one of us and for our families, who support us while we are busy doing our work. It is our sincerity towards our work and towards our clients that has made it possible over the last sixteen years (I think that's the number of years that the reckoner has come out.)
Let's keep the good work going, let's keep believing in our work and let's keep chasing passion.
We had given a number of names to The Economic Times, but they published an edited version because of their own editorial constraints. But in my heart there is no constraint, each one of you is a rock star. Keep rocking. Your names are engraved in my heart.
A Mario Leap
Underdogs displayed the true spirit of the Agency Reckoner last week. While agencies celebrated coming in at No2 and No3 in their respectively categories, Glitch, ranked No5 in the digital marketing agencies list, created a Mario themed video to acknowledge its progress in Brand Equity’s rankings.