Kitcatt Nohr Digitas

A couple of weeks ago, I was lucky enough to attend the awards for Revolution magazine. Aside from the mighty Snickers work winning 'best integrated campaign' (hurrah to all who created it!), I learned one big thing. Here it is:

The future belongs to all of us. If we are bold enough to claim it.

The winners at the awards came from every category. A couple went to one man and his dog, a couple to creative offshoots of media agencies. A couple more went to digital pureplays. And another couple went to the digital offshoots of above-the-line agencies. 

They're the ones that worry me, frankly.

Not because they're more creative than us, of course. But because they're so very, very determined.

AMV BBDO were prominent for their work for Aviva. Saint at RKCR/Y&R won another couple of awards. But the names and the packdrill aren't important; the fact that they're properly interested is.

Because make no mistake about it, once ATL agencies decide that something is profitable, they will pursue it with all the vigour they possess. Of course, that's fine provided they're part of our network and their work is better than ours... 

But if that's not the case, we need to seize the high ground right now. And keep on showing clients how much we care and how well we answer their briefs because we're a genuinely integrated agency.

There is no time to waste. (Next year's Champagne is on me.)