OPINION: Top marks awarded for innovation and courage

What conclusions are to be drawn from Campaign’s verdict on the outstanding performers of 1999?

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

compete?



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

alone.



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