Some people say that the definition of insanity is doing the same thing over and over and expecting different results. Wieden & Kennedy has always been admired for its passion and for its long time client, Nike.
They have not however been admired for the relationships they hold with their clients until recently. Holding the proverbial mirror up in 2010 showed that they had a few areas to improve on. And improve they have.
They were honored by both Ad Age and Creativity in the same year. They brought Old Spice back to life with the “responses” campaign. It seems they have effectively reinvented themselves. They are no longer seen as the agency with a relationship problem.
I think that if you hold up the mirror and don’t see room for improvement there is a problem. The way they turned their negative reputation into a very positive one was brilliant.