What conclusions are to be drawn from Campaign’s verdict on the
outstanding performers of 1999?
If there are common threads linking the category winners, they are the
compulsion to be innovative, a refusal to accept the status quo and a
determination to push at the boundaries of what they do.
Witness M&C Saatchi, our agency of the year, which has succeeded in
unlocking its true potential to show how potent its ’nothing is
impossible’ philosophy can be when properly channeled.
And what of Freeserve, which has not only driven the internet market but
emerged from a melee of rivals compelled to change tactics in order to
Full marks also to French Connection for refusing to succumb to the
collective depression of its competitors and almost doubling its profits
on the back of mould-breaking advertising. Meanwhile, Levi Strauss has
been courageous enough to let Flat Eric lead it out of the mire.
Well done to all of them. A pity, though, that none of the contenders
vying for agency of the year were able to win on creative consistency