AMP Is PROMO’s Agency of the Year

By Jun 01, 2004

AMP Agency is PROMO Magazine’s 2004 Agency of the Year, based on solid campaign work and strong two-year revenue growth.

The Boston-based agency impressed PROMO editors with campaigns for Hewlett-Packard (hp Bringing It Home Tour), L’Oreal USA (Garnier Fructis sampling), and Rite Aid (Camp Glam).

AMP’s net revenues rose 18% to $49.6 million for 2003, all organic growth (including a $3 million shift in business from sister shops) after two years of acquisitions. Parent Alloy, Inc. built AMP (and sister shop 360 Youth) in a 2000-2002 buying spree that swallowed a dozen marketing companies including MarketSource, Target Marketing & Promotions and Triple Dot Communications. AMP spun off from 360 Youth in 2001.

In general, marketers are spending more with their current promotion agencies, and revenues are up for two-thirds of the shops on the PROMO 100 ranking of the top 100 promotion agencies. Ten of the Top 25 agencies said at least half their 2003 growth came from current clients. Only one of the Top 25 shops, Equity Marketing, bought business in 2003.

The Top 10 shops on the PROMO 100 ranking are:

1. GMR Marketing
2. AMP Agency
3. Tracy Locke Partnership
4. PowerPact
5. Velocity Sports & Entertainment
6. EastWest Creative
7. Draft
8. Arnold Brand Promotions
9. Momentum North America
10. Publicis Dialog

This is the first year that the PROMO 100 has focused specifically on U.S. revenues. Agencies are ranked on a three-part formula: 2003 net revenues; two-year growth; and quality of campaign work as judged by PROMO editors. Each part carries equal weight. See the June PROMO and www.promomagazine.com (http://www.promomagazine.com) for full PROMO 100 coverage.