Winner: Waggener Edstrom Worldwide Inc.
Waggener Edstrom’s digital initiatives in the past year were pretty robust. To name just a few, the agency worked with Microsoft Mobility, HTC and T-Mobile to launch the Windows Phone 7; developed and executed a yearlong campaign that shifted perceptions of Internet Explorer to the effect of 2.36 million downloads within the first hour of Internet Explorer 9’s launch; built a Web site for the Sasquatch! Music Festival, where users downloaded 20,000 songs on the first day the Web site went live; and created the "Hot Spots" app that used Foursquare data to show real-time heat maps in order to show SXSW attendees which events were the most popular. In fact, the "Hot Spots" app was downloaded 4,000 times by the time of WE's own event at SXSW.
What’s more, the agency is armed with a suite of digital products that help clients monitor and gain a better understanding of the digital market. For example, “WE Twendz” analyzes and ranks influencers online; a Twitter monitoring platform not only locates influencers but also gauges tweet emotions and tracks conversations; and “Ripple Effect” shows how top influencers amplify their messages through digital channels. —SP
Honorable Mentions
Edelman: The agency’s digital presence is highlighted by the Volkswagen Beetle Reveal effort in 2011, which generated 90 million Twitter impressions in 24 hours.
MWW Group: MWW’s Dialogue Digital helped Sara Lee’s Jimmy Dean capture the largest share of voice at the 2010 BlogHer.
Ogilvy Public Relations Worldwide: In 2010, Ogilvy PR Worldwide’s social media arm doubled its business. The 360° Digital Influence group created such firsts as the launch of the all-new Ford Explorer via Facebook.
Ventana Public Relations: To build brands online, Ventana launched a New Media Engine that delivers content-driven SEO to thousands of new media sites.
Weber Shandwick: Accounting for 20% of the agency’s total revenue, notable digital work in 2010 included the launch of the Pepsi Refresh Project.