AdWeek Bestows Agency of the Year Awards on Actual Agencies

It shocked us a little that for 2006 somebody will actually get credit for doing more than being you or spending money. But instead of dicking around like its counterparts, AdWeek stays on track by asking vital questions like, "What's more important, growth or creativity?" which they say contained the big answer for which agencies deserve the gold stars for blood, sweat and tears.

And that's why they've awarded Global Agency of the Year to TBWA, which orchestrated the oft-spoofed but beloved Mac v. PC campaign.

AdWeek also gave Goodby, Silverstein & Partners the coveted US Agency of the Year Award for their "Got Milk?" campaign, featuring an odd alien twist and even some scandal in '05.

Hats off to Goodby, Silverstein & Partners, to TBWA and to AdWeek. They deserve an award for not shirking the responsibility of doling out much-earned credit in favour of that consumer-as-marketer hype. But we can't just blame Ad Age and Time for slacking when lately even major brands prefer to beg for ads instead of creating something themselves.

But hey, it's a fine line between generating legit consumer interactivity and generating yourself out of a job, yeah?