This was the first year the Adaptability Award was handed out; it was introduced to recognise the extent to which agencies adapted to navigate the challenging Covid crisis and acknowledge those agencies that rose above the panic and disruption of an unusual year by successfully adapting to this new paradigm.
Covid-19 has presented the ultimate proof point that we live in volatile, uncertain, complex and ambiguous times. The crisis has presented an opportunity for the true mettle of the agency-client partnership to be demonstrated by delivering work that is responsive to the moment and purposeful. For this award the judges were looking for demonstrable agency-client collaboration that positively shifted the conversation. It took into consideration how the agency has adjusted to the new reality, its responsiveness to the lockdown levels and how staff have been empowered to forge ahead despite the challenges. The spirit of this category is as much about responding to the new real...
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