It trumpeted the win with a release in typical Diary style and headlined "Motiv8 - award-winning agency? Why the flippancy for a moment when rivals would proclaim from the rooftops with an invitation to interview their top dog on what inspired him? Perhaps it's feeling a little sheepish.
After all, it famously sniffed: "client rewards before creative awards".But we'll let Motiv8's press release shed light on whether the win represents a change of philosophy: "The success of a Motiv8 entry provoked comments from various industry observers. The incident has led to speculation about Motiv8's continuing commitment to its contrarian philosophy, unique to the industry.
"Motiv8 clients were surprised upon hearing of the award and voiced concern about the company becoming 'just another ad agency'. Motiv8 quickly sought to distance itself and downplay its significance. "We remain firmly commited to our policy of non-participation in industry creative award programmes, says MD Chris Fjelddahl. The release continues: "Speaking on condition of anonymity, a source with Motiv8 bemoaned the policy saying, 'It sucks'. Diary couldn't do it better.
