Wieden + Kennedy is Adweek’s agency of the year 2010

US trade publication AdWeek has named Wieden + Kennedy its agency of the year 2010. This comes in addition to the ‘network of the year’ accolade from Campaign magazine, Agency of the Year from Shoot magazine, and being named the UK’s #1 digital agency 2010 in a survey conducted by YouGov for Pitch/Marketing Week magazine.

US trade publication AdWeek has named Wieden + Kennedy its agency of the year 2010. This comes in addition to the ‘network of the year’ accolade from Campaign magazine, Agency of the Year from Shoot magazine, and being named the UK’s #1 digital agency 2010 in a survey conducted by YouGov for Pitch/Marketing Week magazine.

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US trade publication AdWeek has named Wieden + Kennedy its agency of the year 2010. This comes in addition to the 'network of the year' accolade from Campaign magazine,  Agency of the Year from Shoot magazine, and being named the UK's #1 digital agency 2010 in a survey conducted by YouGov for Pitch/Marketing Week magazine.

AdWeek says:

Thanks to its breakout campaign for Old Spice’s Red Zone Body Wash—which broke with a Super Bowl weekend TV spot—Wieden is the agency your agency could smell like.

The work, a slightly twisted, tongue-in-cheek production starring a towel-wearing Isaiah Mustafa, was part of a concerted effort by the agency to strengthen its digital offerings. The results have landed the shop in its own version of Bizzarro World, a place where other marketers are looking to “The man your man could smell like” for ideas on how to run their own campaigns. The creative has garnered the brand a 2,700 percent increase in Twitter followers, 800 percent increase in Facebook fan page visits and a 300 percent increase in traffic to the Old Spice Web site. It’s also generated an estimated 140 million YouTube views.

According to Marc Pritchard, global marketing and brand-building officer of Old Spice at parent company Procter & Gamble, it has helped the brand lead market share and is “growing sales in double digits.”

Indeed, the Portland-Ore.-headquartered indie has had one of its best performing years in its 28-year history. It saw client growth in both Portland and New York, and increased its U.S. revenue and billings nearly 22 percent (billings to $1.5 billion, revenue $145 million).

For the most part, it mined existing client relationships. Chrysler added Jeep, Target gave Wieden lead agency status, P&G added a corporate branding assignment as well as Ivory North America, Nokia added North America, and Coca-Cola digital assignments for Diet Coke and Coca-Cola targeting teens.

The agency has also produced some of its best work for Nike, a client Wieden calls “the soul” of his agency. (Its running business returned to the shop in 2008.) “We were born in that cauldron of the early ’80s, when [Nike] wanted to be the Saturday Night Live of the Fortune 500,” he says.

Wieden’s best Nike work this year was the stop-motion spot “Human Chain” and its “Write the Future” commercial directed by Babel’s Alejandro G. Iñarritu. The latter spot, which starred more than a dozen pro-soccer stars and debuted on Facebook, was also in play during the World Cup as a digital installation on a Johannesburg skyscraper. It received so much positive buzz that World Cup sponsor and rival adidas ended up looking as battered as England after being drubbed by Germany.

The creatives that led the effort, Mark Bernath and Eric Quennoy, were promoted to ecds of the Amsterdam office, which had produced the work with assistance from Portland. (And London.)

And this month, Wieden opened a new office in Sao Paulo, Brazil, headed by Icaro Doria, ecd, and Andre Gustavo Soares, managing director.

Improving the shop’s digital output took four years. To start on that path, in 2006 the agency hired Renny Gleeson, former managing director at Aegis Group’s Carat Fusion, as global director of digital strategies. He built up the shop’s digital production capabilities, adding digital creatives, developers, designers, coders—”folks who help iterate,” says Gleeson. He also worked on communications planning—what he describes as “changing the way the media team approaches what it does, how ideas evolve”—and community management.

“It’s not like we flipped the switch,” Gleeson adds. “It was a build. And we needed the spark to set it off. That’s where Iain comes in.”

Iain Tait, recruited last April from Poke London, which he co-founded, joined Wieden as global interactive ecd. Within months of  his arrival, the Old Spice team let loose its “response” campaign. For three days in July, the agency created nearly 200 customized videos starring Mustafa that responded to mentions of the Old Spice TV spots on blogs and social networking sites like Twitter and Facebook. These videos spread virally and, in some cases, became ongoing two-way conversations, engaging participation from celebrities like Alyssa Milano and Ellen DeGeneres, not to mention a  random consumer who wrote in seeking help from Mustafa in proposing to his girlfriend.

This social marketing component generated 1.8 billion PR impressions for the brand.

Even before the Old Spice response campaign, Wieden was being recognized for its new digital expertise at Cannes. It won the Cyber Grand Prix for its 2009 Nike “Chalkbot” campaign—a collaboration with Deeplocal for Lance Armstrong’s Livestrong charity—and the Integrated Grand Prix for the Livestrong campaign of which it was a part. (Wieden also won the top prize in film, and a Best Commercial Emmy from the Academy of Television Arts and Sciences for its Old Spice work.)

With its global growth looking strong as well—it had a 10 percent jump in billings and revenue this year (billings to $2.3 billion, revenue $230 million)—the agency is especially optimistic about the future.

Update: Wieden + Kennedy also named agency of the year 2010 by OMMA Magazine. They say: OMMA’s Agency of the Year Awards celebrate the agencies that were able to rise above the rest over the past year, the shops that represented the best of class in the online advertising community.

Half of the top 10 biggest viral videos of 2010 are by wieden + kennedy

Ad Age has just publised a list of the ten biggest viral videos of 2010. Five out of the ten were created by Wieden + Kennedy.

Ad Age has just publised a list of the ten biggest viral videos of 2010. Five out of the ten were created by Wieden + Kennedy.

Ad age 1
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Screen shot 2010-12-13 at 14.47.19

Ad Age has published a list of the top ten viral videos of 2010. They say:

This year the top10 ads of the year racked up a little more than 320 million views, compared to 196 million for the top 10 in 2009, a 63% increase. Driving the increase is more video consumption and more use of popular sharing tools on YouTube, Facebook and Twitter, not to mention outstanding creative and, in the case of Old Spice, an interactive element that inspired people to participate in the campaign.

The clear winners: Old Spice and agency Wieden & Kennedy, which combined for three campaigns in the top 10 and 168 million views — nearly as much as the entire top 10 last year. Wieden actually has a fourth video in the top 10, it's "Write the Future" for Nike, an ad campaign that leveraged Nike's biggest stars in soccer, Didier Drogba, Fabio Cannavaro, Wayne Rooney and Franck Ribery, to gain more views on the web around the World Cup than the World Cup's official sponsor, Adidas. It was, as Advertising Age reported at the time, one of the best "ambush-marketing" efforts of the web video era.

Actually, as you can see from Ad Age's own table above, they miscounted. Wieden + Kennedy is actually responsible for half the videos in the top ten – numbers one, two, four, five and seven, making a total of five out of ten. Or five out of the top seven, even.

That's a pretty awesome result. Massive congratulations to all involved.

Wieden + Kennedy is Campaign’s network of the year 2010

Wieden + Kennedy is Campaign magazine's network of the year 2010.

Network of the Year 2
They say W+K ‘touched a global popular culture nerve in 2010 like no other. Wieden + Kennedy, the one time quirky alternative to the big shops, made its clients Nike and Old Spice the world’s most viral brands this year. The micro-network demonstrated true creative excellence and left bigger, older rivals in the shade.’

In other W+K-related news from Campaign, Nike ‘Write the Future’ was named campaign of the year.

Nike-Write-The-Future
“Only one brand won this year’s FIFA World Cup and that was Nike. This was thanks to a three minute film that mixed fantasy with football to such a degree that it became a global phenomenon and trounced rivals such as adidas in terms of positioning.”

Campaign of the Year 2
Nike also got best poster of the year and 2nd best TV ad of the year. One of our Honda press ads was named best regional press ad of the year and Nike Grid got number 6 in the ‘best poster’ charts while Lurpak ‘Pride’ was number 9. Nike Grid was also number 3 in best digital campaigns.  Old Spice and Nike were numbers 1 and 2 in top 10 virals.

Great results. Big congratulations to all!

more lions than longleat

Wieden + Kennedy did pretty well at the Cannes Lions Festival this
year. (Wieden – "
Makes my
ancient chest swell."
) Particular congrats due to W+K Portland for their work on Nike, P&G, Levi's and more. For the trainspotters and stat freaks, here's the full run-down.

Overall:

2nd place – Independent Agency of the Year
3rd place – Agency of the Year
3rd place – Interactive Agency of the Year

CATEGORY – TITANIUM/INTEGRATED LIONS:

Grand Prix Integrated Lion – Nike Livestrong, „Livestrong Integrated
Campaign‰

CATEGORY – FILM/FILM CRAFT LIONS:

Grand Prix Film Lion – Old Spice, 'The Man Your Could Smell Like'
Silver Film Lion – Old Spice, 'Different Scents for Different Gents'
Silver Film Lion – Old Spice, 'Kiss'
Silver Film Craft Lion (Direction) – Old Spice, 'The Man Your Man Could
Smell Like'.
Bronze Film Lion – Nike, 'Nike Music Shoe'
Bronze Film Lion – Levi's, 'O‚Pioneers'
Bronze Film Lion – P&G, 'Kids'
Bronze Film Lion – P&G, 'You'll Never Walk Alone'
Silver Film Craft Lion (Best Use of Music) – Nike, 'Nike Music Shoe'.
Bronze Film Craft Lion (Cinematography) – Levi's, 'Go Forth'.
Bronze Film Craft Lion (Special Effects and Computer Graphics) – Nike,
'Human Chain'.
Bronze Film Craft Lion (Editing) – Brand Jordan, 'Slap'

CATEGORY – CYBER LIONS:

Grand Prix Cyber Lion (Other Interactive Digital Solutions) – Nike
Livestrong, 'Chalkbot'
Bronze Cyber Lion (Digitally Led Integrated Campaign) – EA/Dante's
Inferno, 'Highway to Hell'

CATEGORY – MEDIA LIONS:

Silver Media Lion (Best Use of Ambient Media – Large Scale) – Nike
Livestrong, 'Chalkbot'

CATEGORY – OUTDOOR LIONS:

Silver Outdoor Lion – ESPN/Monday Night Football – 'Interactive
Storefronts'

CATEGORY – DESIGN LIONS:

Bronze Design Lion – Selfridges, 'Future A-Z 2109 Window Installation'