Small Agency of the Year, West, Silver (tie): Eleven
The San Francisco-based agency has adopted the flat structure of its Silicon Valley brethren, diversifying its revenue streams into an equal mix of AOR and project relationships. That strategy resulted in its most successful year ever in new business wins, yielding $10 million, or 40 percent of its overall revenue, projected at 28.5 million for 2018, it says.
The agency's experimental initiatives included The Lady Factory, a pop-up installation for the Instagram set designed to highlight gender inequality for International Women's Day. For new client Google, Eleven was behind the brand's first cloud computing campaign, which kicked off during March Madness and showed how the brand's services could answer data-driven questions. During the Final Four, the effort used Google Cloud Computing to produce multiple data-fueled real-time ads, each created within the span of 10 minutes. During half time, Eleven and the Google team used stats from the first halves of games to produce spots predicting how the latter halves would play out.