The 2009 Jay Chiat Awards for Strategic Excellence Winners

Social Strategy—Gold:
Goodby, Silverstein & Partners, San Francisco
"Where My Bees At?"

This paper was co-authored by a brand strategist and a communication strategist at an advertising agency.

This is not standard operating procedure for the Chiat Awards. However, it's the norm for how we've been working with each other.

The paper we're submitting is about a lot of things—sales stagnation, what to do when there is no money, PR partnerships, the creation of "assets" and actions rather than advertising, ice cream and bees, collapsing boundaries between something inside and outside of advertising—as well as collapsing the boundaries within advertising agencies themselves.

It's about making a flavor. And about making a brand behave more like a verb and less like a noun. Which sounds odd but we'll explain what we mean.

Oh, and it's about sending a client to Capitol Hill to testify before Congress.

"Advertising" objectives are getting stranger and stranger these days.

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