Bill Bernbach, the co-founder of DDB, captured the essence of effective advertising when he said, “Word of mouth is the best medium of all.” Today, this sentiment still holds true, driving the most successful ad agencies in their pursuit of excellence.
In this article, we will explore the remarkable journeys of the top five U.S. ad agencies of this decade. These agencies have consistently pushed boundaries, crafted memorable campaigns, and demonstrated an unwavering commitment to delivering exceptional results. So, let’s dive into their stories and discover what sets them apart in the dynamic world of advertising.
- Wieden+Kennedy (W+K): Pioneering Creativity and Cultural Impact
Born in the heart of Portland, Oregon, W+K has consistently maintained its reputation as one of the most innovative ad agencies. The secret behind their success? “Fail Harder” – a mantra inspiring their teams to take risks in creativity. W+K’s groundbreaking campaigns for Nike, notably the “Just Do It” slogan, have cemented their position in the industry.
One of the other notable achievements is their Nike’s “Dream Crazy” campaign featuring Colin Kaepernick. This provocative campaign skarked debates among professionals and hooked the gaze of the audience. It resulted in a 31% increase in sales for Nike in the days following its release, showcasing the power of W+K’s daring approach.
Additionally, W+K’s collaboration with Old Spice stands out as a testament to their creative prowess. The memorable “The Man Your Man Could Smell Like” campaign became an instant viral sensation, garnering millions of views and reshaping the brand’s image. It contributed to a 107% increase in Old Spice body wash sales within a year, demonstrating W+K’s ability to create campaigns that drive tangible business results.
Dan Wieden, the co-founder of W+K, emphasizes, “The work comes first. And the more provocative the better.” This unwavering willingness to challenge conventions have secured Wieden+Kennedy’s position as an industry leader.
- Droga5: Disrupting the Status Quo with Bold Ideas
Founded in 2006, Droga5 quickly rose to prominence with its commitment to “creativity without borders.” David Droga, founder and creative chairman, says, “We are not in the service industry; we are in the product industry. Our product is our ideas.” And indeed, Droga5’s ideas have shone through their compelling campaigns for clients like Google, HBO, and The New York Times.
One notable campaign that showcases agency’s creativity is their work on the “Google Assistant” campaign. It demonstrated the power and convenience of the virtual assistant in a series of emotionally resonant ads. It garnered over 270 million views and led to a significant increase in brand awareness and user engagement.
In another striking campaign, Droga5 worked with The New York Times on “The Truth Is Worth It” campaign, aiming to highlight the importance of quality journalism. The campaign received critical acclaim and was praised for its compelling storytelling. It helped to strengthen the reputation of The New York Times as a reliable and trustworthy news source.
- McCann Worldgroup: Creating Meaningful Connections across Borders
With over a century in the industry, McCann Worldgroup’s focus on creating “meaningful roles for brands” has stood the test of time. The agency is behind timeless campaigns like Mastercard’s “Priceless,” which runs in 125 countries.
Moreover, McCann Worldgroup launched the “Make What’s Next” campaign in collaboration with Microsoft, which aimed to empower young girls to pursue careers in STEM fields. The campaign featured stories of real girls and women who were making a difference in science, technology, engineering, and mathematics. It sought to challenge stereotypes and encourage girls to envision themselves as the next generation of innovators.
With offices in more than 100 countries, McCann’s deep understanding of consumer behavior and global reach is a recipe for success. Harris Diamond, Chairman & CEO of McCann Worldgroup, highlights, “The constant is change. The constant is disruption. And the constant is our response.”
- BBDO Worldwide: Excellence in Storytelling and Emotional Resonance
BBDO’s motto is, “The Work. The Work. The Work.” They are known for their focus on creating and delivering the world’s most compelling commercial content. With high-profile clients like Apple, PepsiCo, and GE, BBDO has maintained its place as a leading ad agency with its consistent delivery of striking campaigns.
One notable case study is their collaboration with Apple on the “Shot on iPhone” campaign. By showcasing stunning photos and videos captured by iPhone users worldwide, the campaign highlighted the exceptional capabilities of Apple’s devices.
Another remarkable example is BBDO’s long-standing partnership with PepsiCo, resulting in memorable campaigns like “Pepsi Refresh Project” and “Uncle Drew.” These initiatives not only showcased the brand’s values but also sparked conversations on social media and resonated with consumers.
Andrew Robertson, President, and CEO of BBDO, believes in the importance of ‘acts, not ads,’ which has led to the creation of many memorable campaigns.
- R/GA
R/GA, founded by Bob Greenberg, has been at the forefront of integrating advertising technology and design. It has adapted and reinvented itself over the years, transforming from a film effects company into an innovative digital ad agency with clients like Nike and Samsung. Their ability to innovate is best captured by Greenberg’s words: “Our industry doesn’t respect tradition – it only respects innovation.”
One notable implementation of technology was their work with Nike on the “NIKEiD” campaign. Leveraging advanced digital techniques, R/GA enabled Nike to offer highly personalized and customizable products to consumers. Through interactive digital platforms, customers could design and personalize their own footwear, resulting in a seamless and engaging brand experience.
Additionally, R/GA has embraced emerging technologies such as augmented reality (AR) and virtual reality (VR) to create immersive and interactive ad experiences. Their work with Samsung on the “Do What You Can’t” campaign showcased the transformative capabilities of the Samsung Galaxy S8 through a mix of AR, VR, and storytelling.
