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Small Agency Conference and Awards

Small Agency of the Year, International, Silver: 101

By Published on .

Why It Won: Working from offices in Somerset House, a former palace on the banks of the Thames, 101 was founded in 2011 by the agency and marketing team behind Cadbury's famous "Gorilla" spot. Since then, 101 has built a reputation as Britain's brainiest shop, with a knack for CEO-level engagement and a culture worth fighting for. And while 2016 was its best new-business year yet -- it included winning a place on Heineken's global roster -- 101 was not afraid to ditch Kettle potato chips because of the brand's "diminished creative ambitions," it said, and it declined to repitch for Coca-Cola's Innocent smoothies brand.

Profit-sharing agreements with some clients and a creative spirit around side projects -- including a clothing line with U.K. rock legend Paul Weller and a Prosecco events company -- also mark 101 as an industry innovator.

The Work: For property portal Zoopla, 101 had hermit crabs carry miniature houses on their backs. And 101 challenged American filmmaker Alex Gorosh to see all 20 million works of art in London in one day for the Art Fund. The "See Everything" campaign, the shop said, saw sales of the National Art Pass increase by 22%.

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