What agency pushed the envelope this year? How?
Edwards: Modem Media for their client Dice.com. They built ad units that functioned like instant-message consoles, enabling tech professionals to "rant" about their job dissatisfaction, in real-time, within the ad unit itself. It was risky -- anyone with an internet connection could write copy for their ad banners -- and thus exuded confidence in their brand and their value proposition. Read more about it here.

What agency made the biggest mistake this year? How?
Hespos: We may never know whether Edelman fell on a sword for Wal-Mart or whether they made mistakes in recommending questionable tactics to their client. In either case, they really screwed up with disclosure and transparency surrounding the Wal-Mart fake blogs. If Wal-Mart asked them to do it this way, they ought to have refused, and if the strategy did come from Edelman, there's no excuse for a self-proclaimed leader in social media to approach a blogging campaign without adhering to the basic ground rules.

Who's the biggest name in online marketing this year?
Philalithes: Without a doubt the names Chad Hurley and Steve Chen, the founders of YouTube, were uttered by everyone in the industry this year. Even if you just referred to them as "those two guys that founded YouTube…"

Berens: Julie Roehm, but not for the reasons that she'd like, unfortunately.

Lawson: Google.