In its 20 years, Southern California-based Siltanen & Partners says it has largely avoided advertising award shows, driven by the philosophy that industry bling distracts from what’s really important: clients’ business. This year, however, the 40-plus strong shop entered Small Agency for the first time and scored, thanks to a range of ideas that, true to the shop’s M.O., delivered for its clients. For Coldwell Banker, the agency created a heartfelt campaign that highlighted the emotional connection the realtor’s agents bring to the home search, as well as the brand’s pet adoption initiative, the “Homes for Dogs Project.”

For client Togos, not only did Siltanen conceive a new brand positioning, “True to the Sandwich,” it introduced a new product as well. The “Pretzelrami” featured a pretzel-like bun not previously offered on the menu. It was so successful that Togo’s added a whole new line of pretzel bun sandwiches.