News Column

Adweek Names Wieden+Kennedy Global Advertising Agency of 2012

Dec 17, 2012

Allan Brettman

Adweek has named Portland-based Wieden+Kennedy its global advertising agency of the year.

Adweek also bestowed W+K with the award in 2010. This time around, Adweek cited several campaigns and commercials coming from W+K, much of it from its home office in Portland:

-- Chrysler and its "Halftime in America" commercial with Clint Eastwood; -- Procter & Gamble and its "Thank you, mom" campaign for the London Summer Olympics; -- An ad for Heineken linked to the beer brand's sponsorship of the movie Skyfall; -- And the inaugural ad as the agency of record for Facebook. -- In addition, the agency won 45 Lions at Cannes, including 29 for the Portland office. -- "'Halftime' and other work on Wieden's global reel this year represent advertising at its best -- words and images that spark emotions and transcend categories," Adweek writes in an article in this weeks' print issue profiling W+K. The article also cites the creative use of surprise, exemplified in the Summer Olympics commercial for Nike that shows a chubby boy jogging on an open road.

A W+K spokeswoman said Friday the agency is not commenting on the Adweek recognition.

The article says the agency, which has seven offices worldwide in addition to its Portland headquarters, had global revenue of $294 million for the year, up 5 percent over 2011. U.S. revenue also grew 5 percent, to $205 million, the magazine reported.

Among its peers, independent agency Wieden, now in its 30th year, inspires both pride and envy. After all, in the past four years, Wieden has won an average of 29 Lions a year.

Agency co-founder and global president Dan Wieden told Adweek the agency's key to success was building a culture that's "just more fun than you can believe and harder than hell. That generates ideas, great enthusiasm and new ways of looking at old issues."

Adweek's industry counterparts -- Advertising Age and Creativity -- have not announced their 2012 agency winners. The online publication Shoot on Friday named W+K's offices in Portland and New York as agency of the year. Also, earlier this month the online publication OMMA gave W+K a bronze award for creativity.



Source: (c)2012 The Oregonian (Portland, Ore.). Distributed by MCT Information Services.


Story Tools