During awards season— The Clio Awards, Cannes, the ADDYs — it seems every day we get another email or direct mail piece, or see a news item about another ad or marketing competition. This makes us stop and ask the question… what is it that drives the creation of the industry’s best work?

Many smaller agencies do fine work in their regional markets. Some even win awards in the big national competitions. But there are a number of big agencies that repeatedly return to the trough and leave with armfuls of awards, year after year. What is it that they bring, in approach, style or motivation that allows them to frequent the “winner’s circle” much more often than other agencies?

“Safe” Is So Yesterday
Every successful creative agency has its own distinctive culture, born from the philosophies or leadership styles of the founders. That culture is usually built around a desire to do great creative that helps the client. Here are just a few examples:

• Butler, Shine, Stern & Partners – This agency develops the IDEA first, then looks for ways to express it, let the consumer in and offer interaction. Flexibility and quick response to opportunities are key. And they embrace good ideas from anywhere, including clients.



• R/GA (An IPG company) – This internationally-known interactive agency reflects “a willingness to try things that haven’t been tried before, to never play it safe and to give a glimpse into the next era of advertising.” (Adweek, Jan 22, 2007) They aim to produce advertising that is “more useful, less gimmicky and more rewarding to consumers.” Technology is regarded as the equal of creative. This agency is behind NikePlus, the user-focused cooperative effort between Apple’s iPod and Nike.



• Goodby, Silverstein & Partners – These renowned creative storytellers have made the transition from traditional print and broadcast to digital and new media, pushed by a desire to be “the most talked-about agency at the water cooler.” Their founders are traditional agency creatives who have invited younger hires to guide the agency into new media waters, but themselves remain active creators for their clients. Their mission statement says their pursuit of their stated aims is governed by one belief: "the work always comes first."

Each of these agencies not only understands their own strengths, but is willing to set aside the “safe” way of doing things to explore new tactics, ideas and media opportunities.

Knock Down the Walls
“Thinking outside the box” is a cliché, but all clichés start as truthful observations. To continually reinvent your agency and better serve your future-minded clients, you need to knock down the walls between traditional media solutions, new media, and even non-media tactics. You need to draw ideas from one big pool of possible solutions. Looking only at the obvious or usual answers makes for boring and repetitive creative. No one wins awards doing that. And your competitors may already have knocked down their walls…

Is your agency poised to move into the new media future? Or are you still playing it safe? Lose the boxy thinking and start being truly creative.