One of the most important things I look for as a search consultant when I put together a list for clients to go through at the start of a search can be summarized by the concept of “creative momentum.” This is not simply a list of awards or new business wins. I tend to look at freshness and diversity of the work.
Determining creative momentum can be subjective. And arbitrary. Clients are as big a factor in influencing creative momentum. Unless the organization can sell the best work to clients, it doesn’t matter how good the creatives are..
These are the top-10 agencies with the best creative momentum right now based on canvassing of other industry experts: