Topping off Advertising Age’s Agency of the Year the list are the 5 agencies that created some of the best work for 2011. And the award goes to…
No. 5: 72andSunny
Founded: 2004
Clients: Bugaboo, Carl’s Jr., Discovery Channel, Nike, PacSun, Samsung
Talk That Talk: “The guiding principles for the brand they developed years ago are so relevant, and we still use them…They really built our global brand with us.” – Madeleen Klaasen, chief marketing officer at Bugaboo.
Double Take: They made the HP and Dr. Dre collabo dope.
“HP: Dr. Dre”
No. 4: Razorfish
Founded: 1995
Clients: Audi, Delta, Kellogg, Red Bull, Sony, XM Radio
Talk That Talk: “We can throw a nasty, thorny business problem at Razorfish,” Bob Kupbens, VP of e-commerce for Delta.
Double Take: They created a dashboard mounted video site for Mercedes Benz.
No. 3: BBDO
Founded: 1891
Clients: AT&T, Arbys, Exxon Mobil, Foot Locker, Mars, PETA
Talk That Talk: “The advertising really took us from a brand that was an occasional advertiser with [some] relevance, to people wondering what we were going to do next, and what the next ads were going to be like,” said Bob Kraut, Arby’s senior VP-advertising and marketing communications.
Double Take: Yeah, they made that.
“AT&T: Flash Mob”
No. 2 & Creative Agency of the Year: Droga5
Founded: 2006
Clients: Activision, CocaCola, Hennessy, Microsoft, Prudential, Unilever
Talk That Talk: “Some of their work can challenge the consumer to think a bit — but it’s so emotionally on point that it really makes it work,” said Rodney Williams, senior VP-marketing at Hennessy USA.
Double Take: I see you Droga5!
“Rhapsody: Jay Z”
And the agency that won everyone over…
Agency of the Year: McGarryBowen
Founded: 2002
Clients: Anheuser-Busch, Burger King, Disney, Dr. Pepper Snapple Group, The Wall Street Journal, Verizon
Talk That Talk: “They had strength in planning, account service, creative development. To have a long-term relationship, you need all three. … If you’re not [strong] in all three and your creative is not linked to a long-term strategy, it’s not going to work.” – Paul Chibe, VP-U.S. marketing at Anheuser-Busch InBev
Double Take: Oh you guys made that…
“Be 7UP featuring Cee Lo Green”
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Source: Advertising Age Special Report – Agency A-List
“HP: Dr. Dre” commercial: 72andsunnyLP YouTube Channel
Razorfish Mercedes Benz Image: Razorfish Portfolio
“AT&T: Flash Mob” commercial: ShareATT YouTube Channel
“Rhapsody: Jay Z” commercial: JayZ’s YouTube Channel
“Be 7UP featuring Cee Lo Green” commercial: 7Up YouTube Channel
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