The Brief

ClemengerBBDO Melbourne has had an incredible run over the last 5 years, winning Agency of the Year at every local and many international shows, year on year. However, after such a long run of success, it became almost impossible for judges to award the agency yet again. So for this year's entry, how could we prove to the judges that we truly deserve to win. Again.

Describe how the promotion developed from concept to implementation

To ensure that the agency was judged purely on its work, and not by its name, for the 2012/13 Agency of the Year awards run, ClemengerBBDO Melbourne didn't even enter. Instead, Agency-X did. The entire entries for these awards, right down to names on credits, were branded Agency-X. In fact, to prove that we were serious, we even re-branded our entire building.

Describe the success of the promotion with both client and consumer including some quantifiable results

Agency-X has been crowned Australian Agency of the Year at 3 of the 4 award shows entered. That's a 75% strike rate. Not a bad result. In 2012 ClemengerBBDO Melbourne (under the name Agency-X) was awarded: - Mumbrella Australian Agency of the Year (for the 2nd year in a row) - AdNews Australian Agency of the Year - Campaign Brief Australian Advertising Agency of the Year (for a record 5th year in a row)

Explain why the method of promotion was most relevant to the product or service

We needed to find a brand new way to put our work in front of the judges. In doing this, we essentially presented Agency-X as the most creative, most successful and most effective agency in Australia. And for all accounts, it was. Judges simply could not ignore an agency of this caliber and were forced to judge the agency purely on merit, rather than the name on the front of the building. It provided a clean slate, in order to impress on a whole new level