Location: Boston
URL: www.digitas.com
Key executive: Colin Kinsella, CEO
Employees: 2,200
2011 revenue: N/A
2011 b2b revenue: N/A
Key clients: Aflac, Emerson, Intuit, Owens Corning, Sprint
Major 2011 campaigns: Aflac, LaunchPad mobile app; American Express OPEN, “Small Business Saturday,” digital tool kit for merchants; Emerson, mobile website
Comments: Added new b2b clients Emerson and Sprint; opened Digitas Business, a dedicated b2b practice; expanded work with existing clients, including American Express, Aflac and Intel.
Digitas describes 2011 as a “watershed year.” Not only did the Boston-based digital shop grow existing accounts and land Emerson and Sprint as clients, it officially opened Digitas Business, a dedicated b2b practice within the agency.
The division represents a natural evolution, said Dennis Reilly, senior VP-global practice lead for Digitas Business, noting that the agency had seen a spike in demand for the services it offers. “Companies realize if they're not embracing digital, they're at a direct disadvantage,” he said.
While Digitas' work for Sprint is still being developed, its efforts for existing clients such as American Express OPEN Forum continued to show success last year.
Collaborating with Crispin Porter+Bogusky, Boulder, Colo., Digitas provided a robust follow-up to AmEx's 2010 “Small Business Saturday,” a day encouraging consumers to shop locally.
Last year, more than 500,000 shop owners took advantage of a digital tool kit AmEx created with Digitas. The promotional kit included a free YouTube video maker with scripts, templates and music, as well as a Facebook page builder. More than 100 million people flocked to local stores during the shopping event, with 50 states declaring Nov. 26 Small Business Saturday.
The tools represent what Reilly called “active branding.” “It's all about making it real, or advertising as a service,” he said.
This shows through in Digitas' work for Emerson. The agency created a mobile site for the global manufacturing and technology company, pulling the most requested content from Emerson's website and reorganizing it in a mobile-friendly format. Year-over-year visits to the site jumped 169% and prompted a mobile adaptation of Emerson's ongoing “It's Never Been Done Before” marketing campaign.
For Aflac, Digitas rolled out the Aflac LaunchPad app, which allows the company's 70,000 insurance agents to easily create customized sales presentations. The app's features include a content management system and easily accessible videos and white papers.
A year after its launch, the award- winning sales app has been used for nearly 30,000 presentations.
—P.R.
| LARGE AGENCIES | |
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WINNER: BBDO READ MORE |
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RUNNER-UP:
Ogilvy & Mather North America READ MORE |
| HONORABLE
MENTION: Wunderman READ MORE |
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| MIDSIZE AGENCIES | |
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WINNER:
Doremus |
| RUNNER-UP:
gyro READ MORE |
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| HONORABLE
MENTION: Stein+Partners Brand Activation READ MORE |
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| SMALL AGENCIES | |
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WINNER:
Sullivan READ MORE |
| RUNNER-UP: DeSantis Breindel READ MORE |
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HONORABLE
MENTION: RiechesBaird READ MORE |
| INTERACTIVE AGENCIES | |
| WINNER: MRM READ MORE |
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RUNNER-UP:
Digitas READ MORE |
HONORABLE
MENTION: Tocquigny |
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