There’s enough conversation around what the agency of the future will look like. But what about the agency of now? What are some of the best and brightest shops doing today to answer the questions of tomorrow?
There are clues that lay in the articles that follow, starting with Cossette, strategy’s Gold Agency of the Year. Its current process is to, well, have no process. Traditional rules that separate creative from strategy have no place in its offices, with the shop blurring the lines to almost non-recognition.
Then there’s FCB, the Gold Digital AOY. What better way for the agency to set itself up for tomorrow than by investing in its people today? FCB is learning that a curiosity to educate its staff in new platforms will guarantee attention.
Data is further catching fire, with MAOY winner Touché keeping its marketing scientists close by, while the top PR AOY, Edelman, also relies on analytics to to drive its thinking.
And finally, our inaugural Design AOY, Leo Burnett, is setting itself up as a mecca for design, embedding the craft in all corners of the agency.
The shops were judged on their work (see the criteria here) by jury members from brands and agencies, but these articles on the 14 winners go beyond the campaigns entered, focusing on the strategy behind their structures, with a look at the work that won.
Read about the winners below.
AOY Gold: Cossette’s strategic approach
AOY Silver: JWT’s movement strategy
AOY + Design Bronze: Lg2 is in its Elements
DAOY Gold: FCB doubles down on digital
DAOY Silver: Bimm goes direct to digital
DAOY Bronze: No Fixed Address finds its feet
Design AOY Gold: Leo Burnett’s evolution by design
Design AOY Silver: Rethink is social by design
MAOY Gold: Touché’s data-driven transformation
MAOY Silver: OMD’s changing media role
MAOY Bronze: Mindshare’s content push
PRAOY Gold: Edelman’s trust in the process
