RECMA DARD Digital Agency Research Department | USA 2012
Copyright © 2012 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission
RECMA Inc New York • RECMA Manila • RECMA London • RECMA SA Paris • david@recma.com • www.recma.com • May 25, 2012
May 25th,
2012
RECMA Ranking
LBi Group USA
n° 40
General
Presentation
LBi is an independent global digital marketing and technology agency headed by CEO Luke Taylor. LBi offers the full
range of digital capabilities, including digital strategy, branded content, service design, media, CRM, technology,
managed hosting and support services. In the USA, LBi operates offices in Atlanta and New York. Founded in 1996.
Agency
Motto
“Building Believable Brands.”
Historic core
business
Founded in 1987 (as Tom Nicholson Associates, Inc.) the company started by providing digital design and development services to a
range of blue chip clients during the industry’s earliest days. In 1997 The Interpublic Group of Companies (NYSE: IPG) purchased a
minority interest in Nicholson NY and in 1999 the firm was acquired by the publicly listed Icon Medialab International AB to become
IconNicholson, the US hub for a network of 18 offices in 11 countries throughout Europe and Asia.
History
1987: Foundation of Tom Nicholson Associates
1990: Tom Nicholson Ass. Merged with IconMedialab.
2006: Merged LB icon & Framfab. Rebranding in LBi
2007: Acquired Creative Digital Group
Top Executive in the US are:
Name
Judith Carr
Richard Tan
Cedric Devitt
Omino Gardezi
Matt Britton
Paulo Yuvienco
Management
2008: Acquired Netrank (SEO)
2008: Acquired Social Media practice Special Ops.
2010: Acquired Obtineo (inlc. Bigmouthmedia)
2010: Bigmouthmedia rebranded in LBi
2011: Acquired Mr. Youth (youth marketing & social media)
Title
President & MD
Chief Operating Officer
Executive Creative Director
CEO & MD New York
Chief Social Architect
Director of Technology
Since
2010
2011 (2008 – bigmouthmedia)
2010
2002
2011 (2002 – CEO Mr Youth)
2004
Top Executive Biography
As President of LBi in the US Judith leads the NYC and Atlanta offices of over 245 people.
She was previously the US Managing Director at LBi IconNicholson in 2009, where she led the full-service digital agency’s US
offering. Prior to her promotion as US Managing Director, a position created specifically for her, Judith served as Client Partner for
LBi in the UK where she was responsible for managing a significant sector of the organization. Judith first joined LBi in 2004 when it
acquired and merged full-service digital agencies FramFab and Wheel, where she worked at the time. Judith graduated from the
University of Bristol and began her career at Lowe Direct before moving to Wheel in 2002.
Key hiring in 2011:
Richard Tan - Chief Operating Officer
Matt Britton – Chief Social Architect
Size
Total digital staff in the US : 278 people - (1,800 staff worldwide)
LBi US key services are: Digital marketing, advertising, interactive agency, ecommerce, social media, mobile
Activity/Service Structure:
Expertise
(Services)
Main
Activities
Strategy
Development & creative
Planning & Buying
- Traffic
Sub-Activities
Strategy,
marketing,
consulting
Websites (brand, e-commerce,
intranet); SEO; Content
Display; SEM;
Affiliation; Emailing
Social
%
By
Activities
-
-
-
-
Miscellaneous
Measurement
Mobile
Viral
Video
Other
ROI
-
-
-
-
RECMA DARD Digital Agency Research Department | USA 2012
Copyright © 2012 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission
RECMA Inc New York • RECMA Manila • RECMA London • RECMA SA Paris • david@recma.com • www.recma.com • May 25, 2012
USA
Coverage
LBi is headquartered in New York.
In the USA LBi has offices in 2 cities: New York and Atlanta.
Key major US clients include:
Advertiser
Clients
References
Sony Erickson
MoneyGram Int.
Macy’s
Newell Rubbermaid
SeamlessWeb
American’s Elect
British Telecom
William Grant & Sons
Brand(s)
Sector
Digital Assignment(s)
Xperia
MoneyGram
Macy’s
Graco
SeamlessWeb
American’s Elect
BT.com
Hendrick’s Gin
Electronics
Financial
Retail
Baby products
Internet, Retail
Public Service
Telecom
Alcohol
Social, mobile
Web, Mobile
E-commerce, social
Content, CRM
Banner, Social, ePR
Website, Content
Web, Strategy, E-biz
Web, CRM, Social
Active in
2012
Yes
Yes
Yes
No
No
Yes
No
Yes
Year
of win
2011
2001
Major expertises across sectors: Pharmaceuticals, Entertainment, Automotive, Travel, FMCG and Education.
Wins/Losses
Notable
Campaigns
Strategy
2012/2013
Major New Wins/Losses in 2011/2012 are:
Advertiser
Brand(s)
Etihad Airways
Etihad Airways
MoneyGram
MoneyGram International
Honda
Honda Motor
Peroni & Grolsch
SABMiller
Most Notable Campaigns in 2010/2011 are:
Advertiser
Brand(s)
Xperia
Sony
Hendrick’s Gin
William Grant & Sons
MoneyGram
MoneyGram
Macy’s
Macy’s
American’s Elect
American’s Elect
Sector
Travel
Financial
Automotive
Alcohol
Digital Assignment(s)
Strategy, Web, Social
Digital, Platforms
Digital, Platforms
AOR, Social, Mobile
Name of the Campaign
Remaking reality
The Curiositorium
Move money online
Adding Magic to the fitting room
A new way to pick a President
Wins / Losses
Win
Win
Win
Win
Year
2011
2011
2012
2012
2012
Not Disclosed.
Recent Awards / Recognitions 2010/2011 are:
Awards / Recognitions
Awards /
Recognitions
Websites
Clio Awards
Webbys
Jay Chiat Awards
SAMMYs award
ADDY Awards
Category
Silver in Content & Contact – Bronze in Interactive for American’s Elect
Best Integrated Mobile Experience – Sony Xperia
Jay Chiat Planning Awards
Best Branded Social Community - BABIES
Spectracide, The Home Depot & Calphalon, LBi Atlanta’s website
www.lbi.com/us/
www.twitter.com/#!/LBiNewYork
www.twitter.com/#!/LBi_Atlanta
Other
Details
2012
2012
2011
2010
2010