Perhaps, in this age of convergence we should welcome ad agency's winning recognition for its media work. A sign of the times and a reflection of fluid parameters.
However, the fact is O&M's name may take all the headlines, but its work on behalf of funeral insurance and brand Dela also relies heavily upon a partnership with Eindhoven-based media agency MediaValue.
Based around the idea that people should send their family and friends messages of love before it's too late – yes, before they die – a series of mechanics helped ensure widespread exposure and engagement.
It relied heavily upon user-generated content, with newspaper ads starting with the single word "Dear" encouraging people to write their own message. The best entries were then turned into posters and placed in prime locations.
Melanie Varley of MEC Global said: "It took UGC to a new level."