AKQA USA - Recma

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 25 th ,
2012 AKQA USA
RECMA Ranking
n° 15
General
Presentation
Agency
Motto
Historic core
business
AKQA is a full service independent interactive marketing agency. Headed by CEO Tom Bedecarré, its offerings
include interactive marketing, technology services, CRM, media research, and content creation as well as distribution.
AKQA has offices in San Francisco, Washington, New York, London, Amsterdam, Shanghai and Berlin. Its most
notable clients are Coca-Cola, Mc Donald’s, Nike, Ferrari, Fiat, Heineken, GAP, Unilever, Orange among others.
AKQA was founded in 2001. AKQA works in partnership with clients to deliver vision, thought leadership
and solutions that people want to share. Since 2007 AKQA has settled a robust media team enabling the agency to offer
more than design and creativity. AKQA is the last digital agency of significant size still privately held (private-equity
firm General Atlantic). In 2010 General Atlantic tried without success to sell the agency to Dentsu.
“The future inspires us. We work to inspire.”
AKQA started off as a merger between AKQA New Media (London, Citron Haligman Bedecarré (San Francisco) & Magnet
Interactive (Washington, DC) and The AndInc (Singapore) to create an ideas-led agency rather than a pure player. A significant part of
the work produced involved offline services.
History
1995: Launch of AKQA in London.
2001: Strategic alliance with Accenture.
2001: AKQA New Media, Citron Haligman Bedecarré, Magnet
Interactive and The AndInc merge into a sole company.
2001: Foundation of AKQA in San Francisco.
2004: Open New York office.
2006: Launch of AKQA Mobile specialist division.
2007: Open Amsterdam & Shanghai offices.
2007: Acquisition of SearchRev (SEO/SEM).
2007: Adds new investment partner, General Atlantic LLC.
2010: Open Berlin office (June).
2012: Open Paris office (January +40staff).
Top Executives in the US are:
Name Title Since (year)
Tom Bédécarré Global CEO 2000
David Bentley General Manager NY 2003
Katy Zack Marketing & PR Manager 2011
Management
Top Executive Biography
Tom Bedecarré serves as the Chief Executive Officer of AKQA Inc. and AKQA Ltd., and is responsible for the overall strategic
direction, growth and management. Mr. Bedecarré served as the Chief Operating Officer of AKQA Inc. Prior to that, he was a founder
and served as Chief Executive Officer of Citron Haligman Bedecarré. He has been involved in the advertising and marketing industry
for over 20 years. Tom started his career in advertising at Ogilvy & Mather New York and later returned home to San Francisco where
he served as a Vice President management Supervisor at Hal Riney & Partners. He has been a Member of the Agency Advisory Board
at Interactive Advertising Bureau Europe since February 2009. He recently served as Northern California Chairman of the Association
of American Advertising Agencies. The Wall Street Journal featured Mr. Bedecarré as an "Admaker to Watch" in 2006. Mr. Bedecarré
holds a BA degree from Stanford university and a MBA degree from the Kellogg School of Management at Northwestern University.
Size
Total digital staff in the US: 600 - (1,200 staff worldwide).
Breakdown by American cities: New York (150), San Francisco (450).
AKQA is a purpose-inspired strategic and creative agency offering full service consultancy & solutions. The purpose of their services
is to cultivate trust-based connections between brands and people through the activation of paid, owned and earned media. AKQA
offer services such as interactive marketing, technology services, CRM, media research, and content creation as well as distribution.
Expertise
(Services)
Activity/Service Structure:
Main
Strategy
Activities
Strategy,
Sub-Activities marketing,
consulting
%
By
Activities
Development & creative
Websites (brand, e-commerce,
intranet); SEO; Content
Planning & Buying
- Traffic
Display; SEM;
Affiliation; Emailing
Social
Miscellaneous
Mobile
Viral
Video
Other
Measurement
- - - - - - - -
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
AKQA is headquartered in San Francisco.
In the USA, AKQA has 3 offices: San Francisco, New York & Washington DC.
Clients
References
Key major US clients include:
Advertiser Brand(s) Sector Digital Assignment(s)
Active in
2012
Volkswagen Volkswagen Automotive E-Shopper, Platform Yes
Nike Nike Sports Video Social, Mobile, CRM Yes
Visa Visa Financial Mobile, UX Yes
Target Target Retail - -
Audi Audi Automotive Web, Social, Analytics, Yes
Warner Brothers Warner Brothers Entertainment Integrated Social Gaming Campaign Yes
XBOX 360 Halo, Alpine legend Gaming UGC, Video, Display -
Ferrari Ferrari.com Automotive Global Website, No
Major expertises across sectors: Automotive, Financial, Retail, Entertainment
Wins/Losses Major New Wins/Losses in 2011/2012
Notable
Campaigns
Most Notable Campaigns in 2010/2011 are:
Advertiser Brand(s) Name of the Campaign Year
Nike Nike Running “Music Runs Ellie” 2011
Volkswagen Jetta Volkswagen Jetta Gilt 2011
Fiat eco:Drive “Drive Better” 2010
Warner Brothers Sherlock Holmes “Solve the Mystery at 221B” 2010
Strategy
2012/2013
Awards /
Recognitions
Not Disclosed.
Recent Awards / Recognitions 2010/2011 are:
Awards / Recognitions Category Other Details
Adweek Digital Agency of the year 2011
Campaign Digital Agency of the Year 2010, 2011
Fast Company Most Innovative Companies 2009, 2010
IAB Creative Showcase winner Nike Training Club 2011
Webby Winner – Volkswagen Real Racing GTI 2010
OneShow Gold – Volkswagen Real Racing GTI 2010
Cannes Lions Titanium – Volkswagen Real Racing GTI 2010
Websites
www.akqa.com
www.facebook.com/akqa
www.twitter.com/akqa