Launched four years ago as a subsidiary of Fishburn Hedges, best known for its work in the corporate and public affairs arena, consumer and lifestyle public relations specialist Seventy Seven has quickly established itself as a serious competitor in its highly competitive niche, despite setbacks including the departure in 2005 of managing director Matt Wood after just nine months in the role and the loss early in 2007 of the eBay account, one of the firm’s biggest.
The launch of Seventy Seven was prompted in part by the fact that Fishburn Hedges’ sister ad agency, Abbott Mead Vickers, saw a need for integration that could not be met by FH itself and in part because FH management believed it could create a distinctive and compelling offer in the consumer space. The resulting firm drew on some of its parent firm’s greatest strengths—a focus on people and a commitment to campaigns that delivered real bottom-line benefit—with a creative culture all of its own.
The past 12 months have seen no further disruptions, and under the leadership of joint managing partners James Godron-Macintosh (a founder and lifetime FHer) and Alan Twigg (former creative director at Nexus and Harrison Cowley) the firm has grown its senior team, bringing in Jo Carr (former deputy managing director of QBO Bell Pottinger and MD of Team Spirit), its client base and its capabilities. It now has a team of 18, up by about 15 percent over the past 12 months; a client list that includes Barclays, Capital One, Coutts, Expedia, Hamleys, the Ideal Home Show, Kinder, Stanley Casino, Superbrands, Visit Scotland and Wolff Olins; and expertise that spans categories including food and drink, retail, travel, personal care, health and nutrition, consumer technology, financial and professional services, and celebrity.
High-profile campaigns over the past 12 months include work on behalf of Sing Up, a £40 million campaign to restore daily group singing to British primary schools, which launched with the help of MPs, singing stars and kids and generated more than 100 pieces of launch coverage, encouraging more than 11,000 schools to sign up in the first six months. Seventy Seven also helped the Ideal Home Show celebrate its 100 years in business while revitalizing its image by revisiting the Good Wife Guide and taking a look at the ideal home of the future launched Partouche-Betting.com during the Euro2008 finals with the help of brand ambassador and football legend Eric Cantona; and worked with giant toy store Hamley’s on its campaign for “real play” and its “Christmas in July” promotion.