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Small Agency of the Year, West, Gold: Giant Spoon

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"We ask employees to do a lot more than they expect to do -- the job description is only a suggestion," said Jon Haber, co-founder of Giant Spoon.

This unorthodox philosophy fits well with an agency that ignores traditional boundaries between media and creative shops. Giant Spoon, in fact, calls itself "a strategy-centric creative shop, grounded in media, with Hollywood connections."

Take its hit effort for HP, which began with a decidedly unsexy b-to-b topic -- office printers -- and turned it into a cyber-thriller starring Christian Slater as a hacker who infiltrates a company through its printers. Called "The Wolf," the film racked up 12.5 million views in two months, the agency said, and snagged a bronze Cyber Lion at the Cannes Lions International Festival of Creativity.

Such efforts, said Giant Spoon, helped its revenue rise 33% year-over-year to $10 million in 2016. Giant Spoon also encourages employee creativity with a fund staffers can tap to expand their cultural horizons. A recent example is the "Adlandia" podcast, a biweekly insider's look at the industry.

"We want to never stifle experimentation," said co-founder Trevor Guthrie.

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