Meet Adweek's Media Agencies of the Year: Monday’s First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Meet Adweek’s Media Agency of the Year Honorees In 2020, media agencies faced seemingly insurmountable odds, with clients both leaning on them more than ever to help them rapidly pivot and respond to the pandemic—all while budgets were dramatically slashed. Our latest issue features the annual Media Agencies of the Year, which rose to the challenge, emerging with closer ties to clients and the lessons needed to forge ahead into the unknown. MediaCom, our Global Media Agency of the Year, thrived by embracing its “People first, better results” philosophy, investing in talent and saving jobs—even though in some cases it meant employees making salary sacrifices or working shortened weeks to avoid layoffs which the WPP agency did successfully. Now it’s all paying off, with that powerful talent helping MediaCom win new business and expand its capabilities with existing clients. Learn more about MediaCom’s strategy. U.S. Media Agency of the Year Wavemaker experienced a mad client scramble early in the pandemic, with clients rolling back budgets just as the agency unveiled a fresh rebrand. Part of the refresh included its focus on “Positive provocation,” which allowed employees to challenge old ways of thinking—and it resulted in the agency’s revenue not only growing 4.6% and avoiding layoffs but growing its workforce by 200 and promoting 100 employees. Discover how the mission led to inspiring action. Similarly, Breakthrough Media Agency of the Year PMG managed to avoid layoffs and furloughs, while growing revenue 30% or more. The agency calls its approach “digital made for humans” with a focus on authentic connections, and that has landed PMG business from the likes of Beats by Dre, Old Navy, Sephora and TikTok for Business. Explore key campaigns. More stories from Adweek’s latest issue: In this Voice piece, Jason Rosario, chief diversity, equity, and inclusion officer at BBDO Worldwide, Inc., discusses his journey grappling with masculinity and how it impacts men’s lives and work.New data from Engine Insights shows that consumers demand more from brands for Black History Month, and that DEI has influenced the brands, celebrities and media they’re interested in. See more data in the latest Adweek Infographic. ‘My People are Dying in Silence—and I’m Here with a Megaphone’ Anti-Asian hate crimes in New York City have surged 1900% over the past year, a dark plague that has swept the entire nation. In this Voice piece, marketing executive Eric Toda puts names to the victims of these crimes and implores the industry to stand up against violence against Asian Americans. He’s not the only one speaking out: Adweek held an emergency Town Hall with Asian American marketing leaders on Friday. Nick Tran, Evelyn Rusli, Minjae Ormes, Kyle Wong, Judy Lee, Soyoung Kang and more came together to discuss this horror their communities are facing and what we can all do to stop it. Watch the Town Hall here. Reddit’s Short Squeeze Saga Exposes Challenges and Opportunities for All Brands The Reddit-fueled boost of flagging businesses GameStop, Blackberry and AMC has left the marketing and media industry considering what challenges and opportunities may emerge. These brands may have the opportunity to pick themselves back up (some more than others), but it also allows other brands to consider the potential of the online masses to effect change, for better or worse. These key factors may change the way marketing meshes with online communities. More of Today’s Top News and Highlights: Marketing is Seduction and Commerce is Sex for e.l.f. CMO Kory MarchisottoAt Proto, a Consultancy Started by Former R/GA Leaders, ‘We Are Creating New Things’Poshmark Expands Into Pets to Show It Can Grow Post-IPOProfiles in Black Creativity: Clifton Simmons Helped a Chicago Museum With Marketing PushWarnerMedia, Fox Also Set Virtual Return to Upfronts Week Real-Life Couples Reconnect in Diesel’s Covid-Era Campaign Fashion brand Diesel has a history of taboo-busting, politically minded marketing with heavy social justice themes and imperfectly beautiful imagery, and its latest steamy yet SFW campaign is no exception. The campaign, “When Together,” aims to be “real, raw and intimate” and give a look “forward to a world in which true connection may occur once again.” More of the Latest: Adweek’s (Virtual) TV Upfronts and NewFronts 2021 CalendarWhy Kraft Heinz Sold Planters PeanutsMy Social Media Career Is Not a Side HustleBubly Launches Caffeine Product, Giving Michael Bublé the Kick He Needs to Vandalize CansTruly Taps Drag Queen Monét X Change to Launch Iced Tea Hard SeltzerLowe’s Takes Customer Engagement Literally and Figuratively During Night of Lowemance