Last year, CampaignLive pondered whether there would still be some logic for a Digital Agency of the Year category in 2011. Wouldn’t every agency be so digital that such a silo would become redundant? But there were still plenty of digital-only assignments up for grabs in 2011 and, as we considered the potential candidates for this accolade, it was obvious that some digital agencies are still doing work that other creative agencies cannot match.
This year’s winner is a perfect example of how specialist agencies continue to set the standard in digital communications. AKQA continues to offer a powerful combination of technological craft and emotive creativity that few other agencies can even reach for.
AKQA’s record in technological innovation, coupled with design, creativity and business acumen, is breathtaking. The agency finished 2011 with a 100 per cent client retention rate, revenue growth of 12 per cent to £41.5 million and £5.2 million in new business from clients including the Royal Bank of Scotland, EDF Energy, NatWest, Nissan, Arsenal and Virgin Money.
Creative excellence has always been at the heart of the agency, driven by the chief executive officer and co-founder, James Hilton. AKQA scooped no less than five Cannes Lions, winning three gold Cyber Lions, one silver and one bronze at this year’s awards.
Creative accolades were spread across a wide body of work. Standout campaigns included a world first this year for Heineken by creating the real-time Star Player app. Despite coming up against technical difficulties due to TV broadcasting delays, the agency managed to create an app that allowed football fans to interact in real time with Uefa Champions League action. In three games, the app was downloaded 30,000 times and engaged each user for 29 minutes on average. It also won a gold Cyber Lion.
AKQA’s Nike Training Club, named “app of the week” by Apple on both sides of the Atlantic, was another highlight. The app, which won a bronze in Cannes, reached the top of the App Store in 21 countries. To date, 40 million minutes of training have been sweated out thanks to the programme.
AKQA was also behind a recent Nike campaign featuring the singer Ellie Goulding. An online film showed Goulding running to her song Run Into The Light. The film was viewed 63,000 times in the first ten days and the brand added 2,490 fans on Facebook.
AKQA’s mantra, “It’s good to be first. It’s better to be good. It’s best to be both”, has once again proved to be a winning formula for the agency
for 2011.
Our view
We’ve always believed that ‘digital’ agencies are simply ‘advertising’ agencies with a specialism. A specialism that has become a way of life for most people under 45.
We’ve also always said that AKQA had the potential to be the heir apparent to BBH.
Today, they are in our opinion neck and neck the best two creative agencies in the UK and possibly in the best three in the world alongside
Weiden & Kennedy.
Next year Campaign needs to take its courage in its own hands and create a new combined category of ‘Creative Agency’ doing away with Advertising & Digital as misnomers and perpetuators of silos.
Hats off to Ajaz & James Hilton for believing, for their single mindedness and for their creativity that delivers.
BBH & Weidens have set the bar incredibly high over the years and we’re now entering a golden period of three creative ‘heavyweights.’ My money is on AKQA to come out on top by 2015 – if only because of their digital DNA in a world where online & offline will not be in our lexicon, thank goodness.
Roll on the golden age of creativity again. Oh, and a big thank you to
Nike and Levi’s!