For doubling down on creative media with its new R&D Lab and for helping brands devise innovative messages over the past year, MullenLowe Mediahub has once again been named MediaPost's Creative Agency Of The Year.
The best reason for recognizing TMK as MediaPost's Social Media Agency of the Year is how it has integrated social into its programmatic stack. The agency transformed programmatic display and search marketing several years ago by creating one single "biddable media" area of excellence. Now it is doing the same for social.
Procter & Gamble has always commanded the attention and respect of media, agencies and competitors. But its voice and impact -- in the person of Chief Brand Officer Marc Pritchard -- have never been more resonant or impactful than in the past two years.
In marketing and media today, disruption is so constant, so fast and so furious, that it is the status quo. Yet the most disruptive force in the business today is neither a breakthrough technology nor a killer concept. Rather, the agent of overwhelming change is a thoroughly conventional, 107-year-old trade organization, the Association of National Advertisers. Leading its charge is a most unlikely revolutionary: ANA CEO Bob Liodice, now also Mediapost's 2017 Media Executive of the Year.
In a year when many of Madison Avenue's top holding companies seemed to retrench -- backing off innovation and visionary industry leadership to protect their flanks amid disruptive forces, including calls for greater "transparency" -- Dentsu Aegis Network continued to muscle forward by doing what agencies do best: servicing their clients.
Vision, innovation and leadership show up in many places in the media industry -- but not necessarily at noble, well-intentioned or transparent companies. Normally, we don't get to see the "use cases" or most effective results of clandestine media -- the kind executed by intelligence agencies -- but thanks to Special Counsel Robert Mueller's investigation into Russia's interference in the 2016 U.S. Presidential election, we have had a unique opportunity to see it up close, if in an uncomfortably personal way.
While TicToc is the latest example of the agency's innovation output, Big Spaceship has long used its unique understanding of culture to shape how people use new media. It has been Google's social media agency of record for YouTube for years.
At a time when advertisers and consumers have entered an ad-blocking arms race and regulatory changes could make it even more difficult to identify and target consumers, Havas is betting big on a new approach that will essentially let consumers self-target.
Mobile has become part of R/GA's DNA. It's in all the work," says Vice Chairman and Global Chief Creative Officer Nick Law. That "work" spans storytelling, systems design, and product development. R/GA's Sao Paulo office literally built a mobile-only banking service for Banco Bradesco this year, and also created a virtual concierge for The Cosmopolitan in Vegas this past year.
Fox has taken the boldest step yet to create even more premium value by reducing advertising exposure and ideally, getting brands to pay more for it. The willingness to embrace a radical transformation of its underlying inventory in hopes of creating a better experience shows the vision, innovation and industry leadership that has earned Fox the award for MediaPost Media Supplier of the Year.