Agency of the Year – Wieden + Kennedy

Last year it was very much a case of the traditional agency fight-back, with BBH and Abbott Mead Vickers sharing our agency of the year accolade. This year, the contenders reflect the way that the industry appears to be settling down, with so-called traditional agencies producing great digital campaigns and those known originally for their digital savvy making great work in film and print.

Abbott Mead Vickers had another strong year, with digital work for Doritos, big integrated ideas for Walkers and some lovely print work for the Museum of Childhood all featuring: somehow AMV manages to combine big earnings with quality work, year after year. R/GA and AKQA also had really strong years. The former’s relationship with Nike continues to bear fruit with smart, useful applications for Nike+ as well as the clever Film Room installation. AKQA underlined that it offers more than digital with the hilarious Pot Noeldle viral taking Best in Book.

But our winner this year has really delivered in all aspects of modern advertising. Write the Future was the ad of the World Cup while, on a literally smaller scale, a charming animation illustrated the continued importance of craft, one of several standout pieces of work for Nokia. In hiring Andy Cameron and Iain Tait, Wiedens looks better equipped than most to deliver on that oft-promised-rarely-delivered media-neutral stance, a promise delivered with élan in its US campaign for Old Spice. Of course, we recognise that this work came out of three different offices, not one, giving Wiedens an advantage, but we still feel that the evidence overwhelmingly supports Wieden + Kennedy as our 2011 Agency of the Year.

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