Digital A-List 2008: No.1, Unilever
Digital Marketer of the Year Scores by Making Web Tactics Part of Its Mainstream Marketing Plans
Here's the funny thing about Unilever being Digital Marketer of the Year: It doesn't really do digital campaigns.
Digital A-List 2008: No. 2, AKQA
Ad Age's Digital Agency of the Year Is Actually in the Business of Product Innovation
Fourteen years after it started as a boutique in London, AKQA has become a global powerhouse. In 2007, the San Francisco-based agency reached nearly 700 employees; revenue was up about 40% to $99 million; and new-client wins included Kraft Foods, Unilever, Cadbury Schweppes and Motorola, adding to a roster that already included Nike, Visa, McDonald's Corp., Microsoft Corp. and Coca-Cola Co.
Digital A-List 2008: No. 3, Google
Search Giant Strikes Deal With Publicis, and Doesn't Lose Share Upgrading Rivals
Convincing ad agencies that it was friend, not foe, was imperative for Google if it wanted to start snagging the big-brand budgets major agencies control, and the barely 10-year-old company was effective enough in that campaign that it struck a deal with Publicis Groupe to share ideas, co-develop products and exchange employees.
Digital A-List 2008: No. 4, NYTimes.com
Ending an Unpopular Experiment to Capture Circ Revenue Has Paid Off
When The New York Times' website demolished the pay walls that had separated its columns and other premium content from the freeloading hoi polloi, it sealed a spot on the Digital A-List.
Digital A-List 2008: No. 5, Apple's iPhone
Changed Consumers' Perception of the Mobile Phone
No doubt Apple's sleek touch-screen iPhone is changing the look and feel of mobile phones. But more important, Apple CEO Steve Jobs has given mobile marketing a major boost with his iPhone.
Digital A-List 2008: No. 6, Digitas
Agency's Acquisition by Publicis Has Helped Shop Think Big Picture
Digitas continues to move beyond its roots as a direct-marketing agency to becoming a strong full-service digital partner that engages marketers building brands and businesses.
Digital A-List 2008: No. 7, J&J's BabyCenter
E-commerce Site Is Dominating Digital Mommyhood
Johnson & Johnson's BabyCenter is aiming for global domination and to follow moms beyond the confines of its website.
Digital A-List 2008: No. 8, Baidu
The 'Google of China' Is Moving Past Text-Based Search to Video, IM
Baidu.com is known as the "Google of China," the world's second-largest online market. Baidu has a dominant 62% share of China's search-engine market, according to China IntelliConsulting Corp. Google is the No. 2 player, with a 22.7% share, followed by Yahoo at 10.8%.
Digital A-List 2008: No. 9, ESPN
Its First-Round Knockdown at the Hands of Mobile Led to a Surprising Comeback
Keeping ahead of the game has been ESPN's signature play through the evolution of media, from its traditional TV base to print to its newer digital efforts.
Digital A-List 2008: No. 10, 'Cloverfield'
A Chancy Experiment Created an Immersive Online Marketing Experience
The J.J. Abrams-produced horror movie "Cloverfield" played hard to get through the late summer and fall of 2007. A mysterious online movement was a key ingredient in the run-up to the movie.
Digital A-List 2008: Next in Line
From Rising Star Tribal DDb to ... 'Whopper Freakout'?
In the end, we chose 10. But there was plenty of debate over who should make this year's A-List. Maybe it's no surprise that a burgeoning global power like Tribal DDB would come close, but a purveyor of flame-broiled burgers? These players' remarkable forays in the digital realm show new media's not just for tech companies.
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