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Why have a digital agency of the year?

Brian Morrissey wrote a provocative post on his blog: "Should there be a digital agency of the year?"

I hadn't pondered this question before. My gut tells me the answer is no. After all, in this media environment, how can one be Agency of the Year without innovating and pushing the boundaries in digital? And isn't "traditional agency of the year" an oxymoron? Can you truly be considered the best while carrying the moniker "traditional." The agency of the year should be the shop that made its clients successful in the most innovative and game-changing ways, whether through smart creative ideas or innovative digital architecture and platforms