Marketers, take note. This might be a new way to inspire agencies to fight hard to win your accounts.
The government of Albania recently announced that it had picked creative agency StrawberryFrog and APCO Worldwide to lead a global ad campaign -- and did in an elaborate awards function that aired on national TV.
The winning campaign, presented by StrawberryFrog and APCO Worldwide, was titled "Go Your Own Way," and will include digital and social media, short films and PR.
Scott Goodson, CEO and co-founder of StrawberryFrog, told Ad Age that presentations were made to the branding decision-making body, which included experts from Albania, other European countries and Dubai. The presentations happened in Albania, and were "like the Olympics," he said, with judges going for two hour breaks after shops presented.
The ceremony -- which also announced the second place winner, French agency Interface -- was shown on the Tirana-based news channel RTV Ora.