One Show’s Penta Pencils reward consistently great work from The Martin Agency and W+K

There are so many different awards at so many awards fests these days that Agency of the Year gongs are taking on more importance. Once upon a time winning the top film category award was enough, now it ain’t.

Winner of the Agency of the Year award last year at the Cannes Lions was R/GA from the US, in 2014 it was the UK’s adam&eveDDB.

A pointer to Cannes (June 18-25), perhaps, is The Martin Agency’s Agency of the Year award at last week’s One Show in New York. Interpublic-owed Martin and client GEIKO also won the inaugural Penta Pencil given to an agency/brand team that has produced outstanding work for five years or more – a brilliant idea for a new award. Insurer GEICO was client of the year.

Martin CCO Joe Alexander says: “Winning Agency of the Year is huge, but I’m most proud of the Penta Pencil. Doing great work that brings great results consistently year after year is tough to do. Like Warren Buffett has said, ‘When I count my blessings at night, I count GEICO twice.’ We couldn’t agree more, Mr. Buffett.”

REI’s ‘#OptOutside’ campaign, in which the retailer decided to close its doors on Black Friday and instead encouraged consumers and its own employees to embrace the outdoors, won Best of Show.

As part of the campaign the retailer gave each of its 12,000 employees a paid day off and suspended e-commerce. The Venables Bell ad campaign included a microsite and social elements as well as films. One showed CEO Jerry Strizke asking viewers to join the Opt Outside movement as he sits at his mountain-top desk.

Wieden+Kennedy also won a Penta for Procter & Gamble’s Old Spice for the campaign that began with Isaiah Mustafa’s ‘The Man Your Man Can Smell Like.’

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