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Jan 28 2013

Advertising Age - Ad Age Picks the Agencies to Watch in 2013


Ad Age's Agencies to Watch in 2013: From midsize media players to a Hollywood talent shop, here are the agencies we're going to be paying close attention to for the remainder of the year. This list of shops contains firms that have some promising momentum in early 2013, and if they play their cards right, they just might leap onto the standouts list or A-List in the future.



SapientNitro, the largest digital agency in the U.S., got bigger in 2012, adding a whopping 65 new clients with a pitch success rate of more than 70% and acquiring two firms -- Iota and Second Story. The agency's arguably biggest get was not a new brand or another firm, however, it was a single person: Miami Heat forward LeBron James. (Although it could be argued Mr. James is a brand in and of himself.) Landing the reigning NBA MVP was a testament to the agency's versatility and continued ambitions. Those attributes were further illustrated in the agency's work helping launch the Fiat 500 Abarth. Labeling the car the "bad boy" of the Fiat line helped the car exceed sales expectations by 380%. Dealer orders were greater than the car's entire 2012 production run. The agency also helped the WWE build upon its bad-boy image when wrestling league relaunched its website. Still, SapientNitro stood up for the little guy in 2012, too. The agency's Earphone Bully campaign empowered Australian schoolchildren to prevent bullying. -- John McDermott


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