Agency news you need to know this week

Campaign calls for an industry reset of award shows Awards season is back and agencies have spent the last several weeks churning out press releases detailing all their newly won accolades—and the ones they hope to win at Cannes. But not all agencies are here for the hype. U.K.-based agency 10 Days argues that industry accolades are meaningless if they are given to everyone. That’s why the agency created a spoof website, agencyoftheyear.co.uk, in which all agencies can apply and automatically earn the illustrious title of Agency of the Year. There are no entry fees and no requirements for winning. Those who fill out the form will promptly find out if they have won and receive a personalized winner’s certificate. The gag is everyone wins. An online shop allows winners to spend £10,000 to buy an Agency of the Year trophy shaped to form a giant golden physical visualization of a pat on the back. Other items include a table made of vintage, solid wood for £50,000, an instant lobster and macaroni awards dinner for £100 and more. The agency hopes the absurdity of the website can inspire industry change in its approach to award shows. “How is it that hundreds of different agencies can be agency of the year in one year?” said Jolyon White, co-founder at 10. “If everyone’s a winner. No one is.” Barbarian names new agency leader Barbarian has appointed Jeff Blackman to the new role of managing director. Blackman will report to Joe Maglio, CEO of McKinney and Barbarian and president of Cheil North America. Blackman, who formerly served as a partner at AI product company d2.ai, will be responsible for leading Barbarian through its next phase of growth, prioritizing new and existing business development and developing the agency’s culture. “Ultimately, we’re in the business of helping our clients forge stronger connections with their consumers in the digital space, and that relationship is even more important and complex as culture and technology evolve,” Blackman said in a statement. “I’m looking forward to playing a role in pushing the agency further and expanding our capabilities.” Check out the latest Ad Age events and award programs Corner Table Creative opens its doors Founded by Code3 alums Rachel Brandt and Madeline Meade, the new creative agency Corner Table Creative already counts Yahoo and Sweetgreen as its clients. The content shop offers services such as influencer marketing, creative strategy, production and media. Read: New ad agencies are opening up rapidly Corner Table Creative also works with Kernel, a plant-based, robot-powered restaurant by Chipotle Founder Steve Ells. The agency has 22 employees and is “just shy” of $3 million in revenue, Brandt said in a statement. “Based on the current rate of growth and pipeline, we could finish our first year at close to $4 million,” she added. “Corner Table Creative has been an invaluable thought leader for our team and business,” said Michael Kotick, VP, head of marketing at Sweetgreen, in a statement. Kotick added that the agency has improved the company’s “effectiveness across paid social platforms.” Dentsu releases mid-year update on global ad spend Global ad spend is expected to grow 5% to $754.4 billion in 2024, a rise from 3.3% last year, according to Dentsu, which has issued a mid-year update to its Global Ad Spend Forecast for 2024. This increase also outpaces the growth of the global economy by 1.8%, the holding company said in a statement. “The year has started at a faster pace than previously anticipated, and we predict spend to maintain momentum in the second half of the year with major sporting events drawing global attention,” said Will Swayne, global practice president, media at Dentsu, in a statement. “The November U.S. presidential election alone is forecast to account for about a third ($11 billion) of the incremental ad spend in 2024.” Dentsu forecasted that digital will grow by 7.4% to $449.3 billion, representing 59.6% of global ad spend and making it the fastest-growing channel. Just briefly Helen of Troy, which owns brands such as Hydro Flask, Honeywell and Vicks, has brought on Razorfish as its first creative agency of record after a review handled by R3. Razorfish, which beat more than a dozen agencies for the business, will concentrate on redefining how the company’s brands speak to and connect with U.S. consumers. Also read: Why marketers are taking over reviews from consultants Havas Creative Network named Jorge A. Plasencia global chief client officer, a new role. He will work to identify growth opportunities for new and existing clients, Havas said in a statement. Plasencia will maintain his role as chairman and CEO of Republica Havas, which he co-founded in 2006. We Are Rosie has created a new service, Run by Rosie, that offers clients project-based support from the company’s more than 30,000 freelance marketing professionals. The new offering, “akin to a micro agency,” can help manage copywriting, website and app development, paid search and content development, according to a We Are Rosie statement. Hill Holliday has hired Dave Weist as executive VP, head of brand and promoted Kevin Daley to executive VP, head of art. Both roles are new. Weist joins Hill Holliday from MullenLowe U.S., where he was an executive creative director and worked with brands such as JetBlue, Royal Caribbean, Hyatt and U.S. Celluar. Ad Age Small Agency Conference & Awards Join us July 23 & 24 in Boston Learn more here ID Comms named Sarah Green as its first head of growth. She will be responsible for the consultancy’s sales strategy, leading new business prospecting and building a strong growth culture. Green formerly led a team at Bloomberg Media in Switzerland, covering nine markets and client categories including luxury, tech and finance. Mark Allen & Co. has unveiled PrideNOW, a specialized PR consulting service designed to help clients “connect with the spending power of the fast-growing LGBTQ+ community,” the agency said in a statement. The new service, which debuts ahead of Pride Month in June, will be led by VP of Client Relations Kurt Osenlund. Randstad, an employment agency, has hired Accenture Song as its global creative and content agency of record. Randstad couldn’t be reached for comment on the incumbent agency. Creative film company Farm League announced it has become a Certified B Corporation. Farm League is now setting targets to ensure it keeps “telling stories” from purpose-led businesses and people of underserved backgrounds, the company said on its website. Interpublic Group of Cos.’ customer intelligence agency Acxiom appointed Courtney Keating as chief marketing officer, replacing Jed Mole, who left the company in April. Keating was most recently CMO at eXp World Holdings.

Agency news you need to know this week

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