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02/17/2009 And the winner is…

Congratulations to R/GA as Adweek’s Digital Agency of the Year.  R/GA is a great example of a company tapping into the power of digital by building platforms instead of focusing on attention.

And congratulations, too, to Adweek’s  U.S. Agency of the Year, Crispin Porter Bogusky. CPB does amazing work and is as good at getting attention for its clients as it is at getting attention for itself. It truly walks the walk.

Now, of course, there’s backlash at giving Digital its own AOY. Funny, anointing a media agency of the year somehow doesn’t elicit that much controversy. That itself says a lot. Brian Morrissey and Spyro Kourtis ask the question “Do we need a Digital AOY?”

I think we shouldn’t ask “Do we need fewer awards?” We should say “We need MORE awards.” Personally, I think Adweek should be more like Major League Baseball.

We need a Most Valuable Agency Award. We need an Agency Cy Young Award. We need Gold Glove winners, by specialty (PR, Direct, Search, Event, you name it). We need Agency Rookie of the Year Award and Agency Comeback Player of the Year. We need Best Manager for Planners.

Why be stingy? The big elephants will always get their due, we shouldn’t worry about hurting their feelings. Spread the wealth around and give credit where credit is due.


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