Campaign US Top 25 Agencies Campaign US Top 25 Agencies
October 29, 2018
To celebrate Campaign’s 50th anniversary, we’ve put together a list of the 25 most influential agencies in the US over the past five decades. America’s advertising heritage is rich and vibrant: some agencies are still going strong after more than 100 years, many have made a big splash in recent years while others, such as D’Arcy Masius Benton & Bowles, NW Ayer & Son and Wells Rich Greene, burned brightly for a time but have now been consigned to history. There is no such thing as a perfect run. Businesses have their ups and downs, talent comes and goes and the economy ebbs and flows. What follows is a list, in no particular order, that celebrates 25 standout agencies and highlights their best moments.
The WPP agency has lived up to its banner “Famously effective since 1917” and has been leading the charge with powerful campaigns that serve as cultural milestones.
It caught America’s attention in 2015 by opening up a gun shop in Lower Manhattan in a bid to debunk the perception that guns make you safer. Instead of showing gun features, consumers were presented with the histories behind them – the suicides, homicides and mass shootings that are a direct result of weapon ownership. It was only open for two days but, within a week, more than 400 media outlets covered the story in the US alone, with additional pick-ups in 179 countries around the globe. Most importantly, it was a successful driver in changing people’s minds: around 80% of those who visited the shop decided they no longer wanted to own a firearm.
Grey stunned the nation again during the same year with a chilling ad for the NFL to fight domestic abuse. The simple concept, “Listen”, included a real 911 call from a woman who pretended to order a pizza while in distress. It was aired during the Super Bowl and was widely regarded as the first step towards restoring the league’s image in the wake of domestic violence allegations against its players.
Oct 29, 2018