One-to-one Marketing: Comment - Metal tally confirms 'runaway files' need far more creativity

At the end of last year, you could hear the cheers reverberate around the hallowed halls of agencies. Managing directors breathed a sigh of relief. Suits sat back, loosening ties and blouses, and the creatives headed to their watering holes to drink away the post-apocalyptic after-taste of a dry year. So how did we fare?