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The 4A's ended day one of its Transformation Conference on a collaborative note, handing out new awards that celebrate partnerships among agencies and between agencies and marketers.
The Partner Awards, which succeed the previous O'Toole Awards, went to a broad array of agencies and brands that included Starbucks, Nissan, American Express, Mountain Dew, BBDO, 72andSunny, TBWA\Chiat\Day and Mekanism.
"There are unique challenges that occur when individuals and companies with different personalities and cultures collaborate to achieve a common goal on behalf of a client," said Alison Fahey, chief marketing officer at the 4A's.
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