Creativity 50 2010: Michael Lebowitz

Call him agent provocateur. After Big Spaceship founder and CEO Michael Lebowitz famously chided BBDO (and Cannes) for what he felt was Spaceship's slight in the awards draw for its work on the HBO "Voyeur" campaign, he went on to criticize the current digital vs. agency divide. "I think that new things need to emerge so we can get out of this whole 'there's the agency that's got big ideas and the production company that executes them,'" Mr. Lebowitz told Ad Age last year. And in Creativity he wrote: "Digital agencies are pushing for (and, in my opinion, deserve) greater ownership of the overall consumer experience."

True to his word, Mr. Lebowitz and Big Spaceship capitalized on this vision by stealing away (along with Firstborn and EVB) Wm. Wrigley Jr. Co.'s digital account from Digitas, Tribal DDB and Agency.com last November. The win capped off a transformative year for the Brooklyn-based firm, which also oversaw digital strategy for the launch of Paramount/Lionsgate/MGM movie site EPix. The shop garnered further attention for its creation of Pretty Loaded, an online archive of web loaders, and more recently the company led the digital strategy for GE's Healthymagination campaign, which includes a web portal with consumer tools to improve wellness.

See the rest of the 2010 Creativity 50 here.