Last year, in an effort to get a sense of the scope of work agencies are doing beyond conventional advertising, strategy inaugurated the B!G Awards. In contrast to awards based purely on advertising prowess, these are designed to explore the range of contributions agencies make to their clients’ business in other realms, such as internal branding, shaping customer experience and developing new products.
The B!G Awards celebrate projects for big brands. We invited agencies to submit case studies from clients that have media budgets of over $20 million, whose business results in at least $2 million in revenue for the agency. The deep pockets focus indicates that these are players with the resources to outsource projects to any partner they desire, so choosing their agency over consultants is a big vote of confidence.
The entries highlight the insights and solutions the agency has made to solve a broader business problem, and the ultimate outcome of those contributions. We asked our eminent judges to evaluate each case study in three areas: strategy, creativity and impact. Here are the results…

Gold – Sid Lee

Silver – Cundari

Bronze – Cossette

Judges

Visit the B!G Awards 2007 site