Ever eyed one of your competitor's big-spending clients and wondered: 'How do I cut me a big juicy slice off that side of ham'? Some corporate joints are off-limits ('we've had the same agency of record for 57 years, thank you'), while other accounts are more of a free-for-all ('pitch, sink or swim!'). And at the creative end, some clients are open to edginess and experimentation in broadcast and beyond, while others are renowned control freaks. Boards dissected some of this year's award-winning television advertisers who rock, spend lots of money and win awards. With a little help from their creative colleagues.

• Ikea


• Orange


• Honda


• MINI


• Saturn


• Volkswagen


• Nike


• Adidas


• Reebok


• Levi's


• Absolut


• Budweiser


• Johnnie Walker


• Guinness