KROW COMMUNICATIONS
Independent integrated agency
Krow produced some bright and lively work in 2016 in what was otherwise a steady year.
The creative highlight was undoubtedly for DFS around its high-profile sponsorship of the Rio
Olymp ics. The spring/ summer “Great Brits” campaign, which ran for several months and delivered a message of “British quality”, was one of the best-liked ads Krow has ever researched, according to the agency.
But perhaps its most interesting work, also for DFS, was an animated ad at Christmas featuring people who hand-make the retailer’s sofas. According to
Campaign’s Adwatch research, DFS’S was overwhelmingly the best-recalled TV advertising of the year – but time will tell if the effectiveness awards follow.
Krow is still managed by the same group of founding partners who launched the business 11 years ago. Such stability has helped foster a loyal client roster packed with relationships of five years or more, including DFS, Fiat and Pets at Home.
However, the agency did resign the Natural History Museum, an account it had held for eight years, and also declined to repitch for the more prominent Virgin Trains business, much of which it had worked on for three years.
Perhaps the most intriguing of Krow’s three account wins last year was Labour’s creative business, giving the agency a chance to work on some high-profile national campaigns at a turbulent time for politics in general and the opposition party in particular.
It will be fascinating to see how Malcolm White, who had a hand in Labour’s advertising when the party was led by Tony Blair in the 1990s, works with a very different leadership today.