For the second year in a row, we're highlighting some of the people and companies that are taking advertising into new creative territory. They may have made significant moves over the past year, or just continue to garner the respect of their colleagues. Regardless, They're the ones that are consistently reliable, groundbreaking and exciting. At any rate, we think they're 'it' And so do many of you. As a matter of process, this list was based on feedback from over 4,000 emails sent to the international advertising community, and to some degree reflects our own personal perspective. so here you have it: an explosive orgy of namedropping. We hope you enjoy.

THE ROCK STARS
What more can be said about Honda "Grrr"? Endearing to some and polarizing to others, the quirky animated spot built around the concept of hate has ingratiated itself to the majority of the ad world - and by extension, award show judges. But what gives this ad stopping power is the collaboration evident in its final outcome. An outrageously, upended concept, combined with saccharine-yet-subversive animation, and a song that shocks in its baritone simplicity and left-of-center lyrics. Whatever side of the fence you sit on, this year will always be the year that hate made a comeback.

• * Tony Davidson & Kim Papworth, co-creative directors at Wieden + Kennedy, London > For allowing a brave idea to survive.
• * Sean Thompson, Michael Russoff and Richard Russell, creatives, Wieden + Kennedy, London > For being wack enough to conceive such a concept.
• * Smith & Foulkes, directors, Nexus Productions > For beautiful, inspiring animation with slight traces of flashbacks.

THE CREATORS
Big minds, creative leaders

• * Paul Lavoie, chairman/CEO, Taxi, Toronto/New York/Montreal > The founder and driving force behind one of Canada's most successful independent agencies Taxi, which is largely credited with starting the country's boutique boom, staple Toronto ad guy Paul Lavoie made the jump to New York this winter. Affable and driven, not only does he bring a more creative approach to NYC which allows him to respond to changing media needs, but he's doing it without network acquisition.
• * Fred & Farid, co-presidents, Marcel, Paris > Before this French duo called Goodby Silverstein & Partners home, they were the darlings of BBH, London, where they created a memorable Xbox Microsoft Europe campaign with Kleinman and Levi's with Budgen. While the move to the States was vaunted by many as a clever one, it didn't pay the expected creative dividends. Now, after four years away from home, Fred & Farid have returned to Paris to become masters of their own domain as presidents of international French agency Marcel, signaling great things to come from this exciting creative team.
• * Craig Davis, worldwide creative director; Ty Montaguea, co-president/EVP/CCO, JWT > While certainly not the only forces of change at behemoth agency JWT, the recent appointments of Davis as global creative chief of JWT London and Montague as co-president in New York seems to have injected the agency with some much-needed joie de vivre. Davis' recently crafted internal book-cum-mission statement certainly reflects a desire to turn the old dame into a foxy lady. In fact, the whole of JWT seems abuzz with new energy at the prospect of creating innovative work for its, er, more traditional client base. Whether this momentum continues into '06 and yields fresh work will be the deciding factor, now won't it?
• * Jose Molla, creative director, La Comunidad, Miami > As creative director at Miami's La Comunidad, Molla has created the benchmark for US Hispanic advertising. Though commonly award winning, the most significant aspect of the agency's work is that it doesn't look like Hispanic advertising: it doesn't rely on tired clichés but rather engages with the realities of what will soon be America's majority community.

THE ADJUSTERS
Contemplative and calculating, editors keep the rhythm

• * Eric Zumbrunnen, editor/partner, Final Cut, LA > A longtime collaborator with Spike Jonze and Lance Acord, Eric Zumbrunnen skillfully divides time between commercials, videos and features. He's cut high-profile spots for clients such as Levi's, Citibank, Microsoft, Nike, not to mention 2003's Grand Prix-winning Ikea "Lamp", and last year's epic Impossible is Nothing campaign for Adidas with Acord. Now, after many years at LA's Spotwelders, Zumbrunnen has joined Final Cut as a partner and is busy opening the company's new LA office.
• * Maury Loeb, editor, PS260, New York > Maury Loeb knows comedy, visuals and easy breezy storytelling, which is why he's behind so many of the year's best - from visual spots like Gatorade "Shattered" and the award-winning Adidas "Unstoppable", to the dry comedy of CNN ("Eraq", "Weather", "Lou") and the relaxed vibe of Coke's "Endless Summer". And according to those who know him, you're likely to find the easygoing Loeb chilling out with Coke's skateboarding kids of the sun.