My post is a little belated, but I wanted to give a shout-out to the team from one of the coolest advertising agencies I’ve seen or heard about, Plaid, which recently wrapped up its annual Plaid Nation tour. As I wrote about last year, the agency has been spending a few weeks each summer driving across some part of the country in a “rolling demonstration of creativity and innovation.” Its goal is to check in on cool companies and share its unique take on the marketing world.

Once again the traveling team at Plaid shared their experience with the world using live camera feeds, a blog, and a Twitter account. This year’s tour took them mostly through the heart of the Midwest, including Milwaukee, Chicago, Detroit, Indianapolis, St. Louis, Kansas City, and New Orleans. Sadly the team did not make its way over to our home base in Cincinnati, but maybe next year.

I believe this is a great example of meaningful marketing in the ad-agency world. Companies often choose long-term agency partners based on culture fit. By taking this tour, the people of Plaid are able to show their personalities, both in real-world meetings at the offices of companies and through online tracking. Prospective clients see an agency with high energy, big ideas, and a desire to get in the trenches. It’s no wonder the agency has clients such as Segway and Virgin.

But aside from the business-building benefits, this annual trek is meaningful for Plaid’s company culture. In the agency world, you have to keep your talent inspired if you want them to continue to stay and do great work for clients. By bonding together over a few weeks and meeting new people at top companies, the agency brings needed stimulation. The Plaid Nation tour shows recruits that the agency is special, and I know that Plaid employees love to be part of this, even if they are not one of the few who hits the road.

I look forward to next year’s tour (and next year’s free blogger T-shirt), and hope Plaid rakes in a bunch of new business.