Thinktank's Review of the Year

Full of Mince Pie and seasonal goodwill to all men the Tank sat down and took stock of 2010. Here are a few of our highlights from the year; Best Ad John Lewis' tearjerker and Andrex's mechanical dog both garnered nominations. Dixon's press and outdoor campaign was based on a brilliantly resonant insight into consumer attitudes and behaviour. From the World Cup, Carlsberg’s effort might have been a bit jingoistic but it was lightened with touches of genuine humour. However, our winner this year is Old Spice. Brilliantly funny (who says Americans can't do irony?) and of course came attached with one of the Social Media Campaigns of the Year…. Best Social Media or Digital Campaign Talking of which…it was tempting to give this award to Old Spice as well given that it was such a viral sensation but hey, others should get a look in too. Foster's resurrection of Alan Partridge was a great way of spearheading their desire to align the brand with great comedy. 'Parallel Lines', Phillips' link up with Ridley Scott had credibility amongst film makers and worked brilliantly well to showcase product. Branded Entertainment that gets the balance between 'branded' and 'entertainment' just right. However, this was a World Cup year and our winner is Nike for their fantastic campaign with Arsene Wenger, the Chance. Brilliantly tapping into young people's desire to be a legend in their own network. We then started thinking about our own year. Where has 2010 taken us? What have been highlights for the Tankies? And where did we encounter our... Most Happening City This year we've conducted research on every continent (apart for Antarctica) and seen a plethora of exciting cities. Our top three destinations this year (with apologies to Sutton Coldfield - maybe next year) are; Lagos, Nigeria - Not only a phenomenal and bustling African city but also one filled with brilliantly enthusiastic and unjaded young consumers. We were struck by just how open and optimistic everyone was about the future. Berlin, Germany - much visited but never dull, still manages to excite us as a hub for creatives and those who understand to loaf in style. Great for stores, event marketing and non identikit bars and cafes. But our winner this year was Beijing, China. Hugely dynamic and defined by a young generation oozing a self confident, self defined coolness that's not looking for outside approval. Finally, here are some of our ‘moments of the year’, the times that reminded us why we love our job and like being part of the Tank. To take a selection, this year we… …hung out in Beijing punk bars with Chinese students …loved the multi-puporse experiential spaces that are Bangkok shopping malls …got up close and personal with student protesters in Westminster …discovered young Nigerians’ saucy and Indians’ philosophical sides as expressed on their mobiles …were surprised at the vibrant and open gay community amongst Mexico’s new generation …were charmed by young Russian’s seriousness about self-improvement …took a peek into women’s living rooms, kitchens and even – oops - saw them taking a bath in an auto-ethnographic project for Hello! magazine … enjoyed our speaking opportunities on music, social media, brands and film Let's hope 2011 is just as exciting! Merry Christmas and Happy New Year