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—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. It resulted in the agency growing its revenue 4.6% and avoiding layoffs while also 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.

Anti-Asian hate crimes in New York have surged 1,900% 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.

The Reddit-fueled boost of flagging businesses such as 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 Marchisotto
• At Proto, a Consultancy Started by Former R/GA Leaders, ‘We Are Creating New Things’
• Poshmark Expands Into Pets to Show It Can Grow Post-IPO
• Profiles in Black Creativity: Clifton Simmons Helped a Chicago Museum With Marketing Push
• WarnerMedia, Fox Also Set Virtual Return to Upfronts Week

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.”

Don't wait, our Valentine's Day flash sale for the Brandweek: Challenger Brands Summit, Feb. 22-25, ends after tomorrow! Register for your VIP or Partner Pass today and use code LOVE50 for 50% off* your pass.

Brandweek: Challenger Brands Summit, "... a must-attend conference for every marketer ...". Four days of insights and inspiration from the world's most agile and innovative brands, experiences to foster lasting connections and so much more. 

*New registrations only.

All the information you need about this year's presentations.

Managing paid Facebook and social advertising is an entire job in itself.

The brand wants to establish itself as the gold standard in the industry.

The deal with Hormel Foods stands to benefit both companies.

PepsiCo's seltzer lineup expands as category sees ongoing growth.

The latest pandemic-era retail activation.