U.S. Agency Of The Year: TBWA\Chiat\Day

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Late last April, Pat McGauley, senior director of innovation and high-end brands at Anheuser-Busch, asked his troops to come up with a list of their most admired brands, so the brewer could contact the ad agencies behind their work. Apple’s iPod and Nissan were big favorites, and TBWA\Chiat\ Day in Playa del Rey, Calif., was invited to present credentials for a possible new-product assignment. Never mind that it had little category experience. The agency, known mostly for its creative prowess, offered more than perfunctory introduction; it blew the A-B group away with ideas for their business.

AW+

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