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DATE: 21/12/2006

Runner-up!

Lexis wins second place in Marketing's Agency of the Year 2006 Lexis made a splash in the PR world this year, winning a clutch of accounts from high-profile brands as well as creating some of the louder media noises of 2006. It handled the launch of Coke Zero in July, focusing on the classic media-relations fodder – radio promotions (‘stag dos without getting married’ for xfm) and tabloid features aimed at pushing the ‘Zero downsides’ brand message. It also coined the ‘Bloke Coke’ phrase that gave the brand’s marketing so much traction. The agency also moved the Dove ‘Campaign for real beauty’ to its next phase by running workshops to encourage mums to help improve their daughters’ self-esteem. Another Unilever brand, Birds Eye, hired Lexis to use its Captain Birds Eye character to deliver nutritional advice, backing the reduction of the brand’s salt levels. Lexis was also very successful in its new business effort, swelling its fee income by 12%. It won business worth £1.6m from brands including Norwich Union, M&S Food, Ask.com, Burton’s Foods and Capital One – although one-third of the sum was derived from incremental activity. Aside from the Coke Zero campaign, Lexis also worked on Twenty20 cricket for Npower, eBay Motors, Toblerone for Kraft, plus projects for 3, the Rugby Football Union and Samsung. All the work led the agency to hire 26 extra people in the 10 months to October – a 30% expansion. Source: Marketing magazine’s Agency Of The Year 2006

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