Shoot Magazine, the leading publication for commercial and entertainment production, has announced that Wieden + Kennedy Portland has been selected as its 2010 Advertising Agency of the Year.
They say: SHOOT selected its agency of the year based on which ad shop made the biggest positive impact in '10 in terms of brand building, creative, and successfully weaving its clients into the social fabric of mainstream and pop culture. In an evolving creative marketplace where advertising and entertainment have come together, W+K stood out in 2010, winning a coveted entertainment industry award, the primetime commercial Emmy, for the second straight year–this time for Old Spice's “The Man Your Man Could Smell Like.” The spot proved to be a branding phenomenon, paving the way for a social media campaign that made the Old Spice brand hip and contemporary, a far cry from your father and grandfather's Old Spice. More importantly this reshaping of the brand translated into impressive sales gains.
Meanwhile W+K returned to its Nike roots with athlete-led brand work, including “The Human Chain,” another Emmy nominee, and the recent LeBron James tour de force “Rise,” which tackled the superstar's eroding popularity in some people's minds as he asks us “What should I do?” “Rise” became the #1 most viewed online sports video during the week of a campaign launch, generating some 2.6 million views on Youtube.
Even work that wasn't favourably received across the board garnered pop culture attention–namely “Earl and Tiger,” the first spot in which Tiger Woods appeared following his public fall from grace. With narration from Tiger's late father, the video was seen on newscasts and TV shows as well as online around the world, reaching some 200 million people globally in one week.
Breakthrough social media work for ESPN, Winter Olympics fare for Procter & Gamble, redefining campaigns for Target, and an inspiring Levi's Ready To Workwear campaign tied to one town's resurrection after the country's economic downturn were among the highlights of W+K's 2010 portfolio.
Wieden + Kennedy London today announces a senior addition to the team – Roo Reynolds will join the agency as Head of Emerging Platforms. Working with both the creative and planning departments and W+K’s clients, he will help them explore and understand new and emerging media platforms.
As media and technology continue to change rapidly, it has become evident that agencies need to attract people with diverse talents and broad skills in order to engage further with audiences.
This latest hiring reflects this. The agency is attracting the best talent in the world to create non-traditional solutions for the business problems of its clients and to bridge the gap between the traditional and the digital.
Roo joins W+K from the BBC where he was previously the portfolio executive for social media at BBC Vision, developing and delivering the BBC’s strategy in the intersection between social media and television. Outside of work, Roo co-creates Shift Run Shop [shiftrunshop.co.uk], the popular weekly geek podcast which has featured as Time Out’s podcast of the week with guests including an eclectic range of people including comedians, writers, TV & radio presenters, particle physicists and astro-biologists.
Paul Colman, W+K Planning Director said, “We're delighted that Roo has agreed to join us. He's an innovative, progressive thinker and will be a great asset to the W+K planning team. There’s an immediate job to do in the area of social media, but Roo’s focus will also be on whatever is around the corner.”
Roo said, “Joining Wieden + Kennedy is an incredibly exciting opportunity. I'll be building on my experience of heading up social media at BBC Vision, and am looking forward to helping W+K continue their journey of learning how to communicate in new and inventive ways which reach and excite people. Joining the London office and getting to work with the amazing talents in both the planning and creative teams is going to be an awful lot of fun, and I can't wait to get started.’
Wieden + Kennedy London announces today a new, senior addition to the creative department – Dan Hon. Dan’s expertise lies in games, play and story-telling: he believes that we can learn from all different types of play to create more engaging experiences for consumers. He joins the agency to work across a range of clients including Nike and Honda and will be based primarily in London but will have a wider network remit in the coming months.
As media and technology continue to evolve rapidly, it has become evident that agencies need to attract creative people with diverse talents and broad skills in order to engage further with audiences. Dan’s appointment reflects this.
Dan said, “I’m incredibly excited to have the opportunity to join one of the industry’s most respected and creative agencies. The world of advertising, media and entertainment is changing in such a fundamental way, and to be part of an agency that’s embracing that change and open to new ideas is fantastic. I’m really
looking forward to infusing W+K with a sense of play and games in London and Portland.”
Dan joins Wieden + Kennedy following three years at Six To Start www.sixtostart.com, an award winning entertainment company he co-founded with his brother in September 2007. His work there included ‘We Tell Stories’ for Penguin, which re-imagined how
a publisher could adapt to producing internet native fiction. The project was received to great critical and commercial acclaim, winning the awards for both Innovation and Best of Show at South by Southwest Interactive 2009. The company’s work also includes Spooks: Code 9 – Liberty News for BBC THREE; Smokescreen, winner of Best Game at South by Southwest Interactive 2010; and most recently, Misfits for E4.
Dan speaks extensively on ARGs, transmedia, cross-platform entertainment and video games and has served as a jury member for the BAFTA Videogames and RTS Education Awards. A winner of the 4Talent Multiplatform award for new talent, and one of Broadcast’s Hot Shots in 2009, Dan has most recently spoken at and served on the board of The Media Festival, and spoken at b.tween, Hello Digital, Sheffield Doc/Fest, WildScreen, South by Southwest and the London Games Festival. Previously, Dan helped create Perplex City, an international alternate reality game, at VC- backed startup Mind Candy.
Dan is also one of Wired UK’s ‘Wired 100’.
W+K Director of Operations, Nic Owen said, ‘Story telling will always be at the heart of what Wieden + Kennedy does, it’s just the context, depth and ways in which we tell them that has changed. Dan will help us make our stories richer and more exciting – we’re really pleased to have him.’