Think B!G

November 1, 2008 by Carey Toane

In the three years since strategy inaugurated the B!G Awards, the scope of what is considered ‘advertising’ has widened considerably. That in turn has raised the bar for an award that recognizes the work of agencies above and beyond advertising – and outside the comfort zone of a TV or print campaign. This year, the winners ventured into new, uncharted territories – from theatre production to brand portfolio management – with tremendous results.

The B!G Awards celebrate big projects for big brands: to qualify, clients must have overall media budgets of more than $20 million, and the projects must be worth at least $2 million in revenue for the agency. The deep-pockets focus indicates that these players have the wherewithal to outsource projects to any partner they desire, so choosing their ad agency is a, ahem, big vote of confidence.

We asked our judges to keep these criteria top-of-mind when selecting the winners. To find out more, read on…

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Gold: Ogilvy’s standing ovation

Silver: Taxi’s mobile workout

Bronze: Juniper Park’s prescription