As mobile marketing comes into its own in 2011, the most visible challenge will be bringing a highly fragmented, relentlessly evolving platform to some kind of practical scale. For an agency business already in flux, however, it is equally pressing that mobile learnings find their way across the organization to inform everyone - and in a hurry. For the second year in a row, we acknowledge Phonevalley's leadership role, not only in developing innovative, creative programs for clients like Bank of America, GM, L'Oreal, Nestlé and Kraft, but integrating and evangelizing the post-desktop future throughout Publicis' many components and markets. …

When Pepsi opted not to advertise in the Super Bowl in 2010 as opposed to years past, its absence ended up garnering more attention than its presence ever could have. There was also, in the absence, a large shadow. Or a HUGE shadow. Because, however coy Pepsi's team wanted to be about the lack of running Super Bowl spots not being a media push, it coincided with the launch of the Pepsi Refresh project, funneling $20 million toward it as a prize for an ongoing crowd-sourced award competition. And Brooklyn, NY-based HUGE led the effort online.

In the less than two years that Sapient has acquired the Nitro Group, the dynamic 20-year-old agency, now known as SapientNitro, has been reaping universal kudos from industry pundits. The praise has helped SapientNitro vault to No. 45 on Fortune Magazine's list of Fastest Growing Companies. As the $500 billion communication market relentlessly morphs under the technological and sociological climate of the times, SapientNitro is particularly well-positioned as an innovative leader.

2010 will go down as the year somebody got it right. By somebody we mean Wieden + Kennedy. And by got it right we mean a scalable two-way conversation, the unlimited promise of social media made real in the form of a man who might well now say: "I'm on a juggernaut."

There's something you may notice about OMMA's choice of Agency of the Year for 2010, Wieden + Kennedy. It's not what anyone would really refer to as a digital agency, and as such, it doesn't follow OMMA's history of selecting digital natives.