DM Leader Rapp Named on Ad Age "A-List"

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Direct marketing agency joins Advertising Age elite after highly successful 2008.

Advertising Age has named RAPP as the only direct marketing agency on its prestigious annual "Agency A-List."

The "A-List" is designed to acknowledge the best agencies in all areas of marketing and is compiled by Ad Age based on performance across three key criteria - creativity, effectiveness and business growth.

RAPP Global CEO, Bob Horvath, describes the accolade as "affirmation that RAPP now sits among the elite agency partners for clients."

He adds: "This is recognition that RAPP is at the forefront of seismic change in the marketing world; recognition that data and insight driven agencies like ours are increasingly making inroads into traditional advertising territories and recognition that in the direct marketing arena we are leading the field."

2008 saw RAPP pick up significant new business from Macy's, Exxon Mobil, Nokia, PepsiCo, Pfizer, Sony and Unilever.

The success, says Global President Paul Price, is down to the agency's ability to navigate clients through an increasingly complicated media landscape. He adds: "The world has changed irrevocably. Media fragmentation and the growth of digital and social media now mean that consumers are interacting with brands in a multitude of different ways. In this increasingly complicated environment it's only by understanding consumer behavior, unearthing consumer insight, finding new and better ways of analyzing data that we can create truly business changing marketing communications strategies for our clients."

One of the key client successes in 2008 has been the agency's flourishing relationship with Best Buy, specifically with the retailer's Reward Zone loyalty program. RAPP's work here helped Best Buy post a double digit increase in incremental revenue. Mark Juba, director of CRM Solutions at Best Buy, describes the agency as "very forward thinking - they have helped make things way more cost effective for us."

RAPP's digital work for the Travel Channel also caught the eye of Ad Age. With the channel keen to target 26-34 year olds, RAPP devised a Facebook app called Kidnap which ultimately made it into the network's 20 most popular apps and No 1 among travel applications. It is now the top driver of traffic to and increased site visits by 28%.

"Ultimately," says Jim Lyons, RAPP President, North America, "any agency succeeds or fails based on how well it delivers for its clients. Our success is based on clients acknowledging that we have the ability to understand consumer behavior, how to motivate them - and through what channels - and thus create engaging communications that deliver outstanding return on investment."


Paul Price, Global President, RAPP on: 212 817 6800

ABOUT RAPP: On the Ad Age Agency A-List for 2008 and listed among the top three of all US direct and digital marketing agencies for the past several years, RAPP ( is one of the world's largest direct marketing networks with over 50 offices in 30 countries, delivering over 40 years experience in customer acquisition, retention and optimization to its clients. RAPP is a part of Omnicom Group Inc.

ABOUT OMNICOM: Omnicom Group Inc (NYSE: OMC) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.


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Paul Price
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