Dentsu Tokyo ranked #1 in The Directory Big Won Rankings 2014; BBDO ranked top Creative Network worldwide; BBDO’s Ronald Ng and Y&R’s Nils Andersson star in CCO + ECD tables
The Directory Big Won Rankings 2014 have just been released which reveal that Japanese powerhouse Dentsu Inc. Tokyo is the world’s #1 ranked creative agency.
Making the Top 10 for the first time is Y&R Beijing with a ranking of #9 in the world.
BBDO Proximity Singapore comes in at #11 in the world. McCann Erickson Mumbai at #16 and Hakuhodo Tokyo and BBDO Proximity Malaysia are both ranked at =#17
Australia is ranked #5 most creative country in the world with Japan and India also making the Top 10 at #8 and #9 respectively. China comes in at #11 followed by New Zealand (#14), Malaysia (#15) and Singapore (#19).
The rankings are compiled from the awards results of international, regional and local advertising awards shows.
Dentsu Tokyo had 37 separate pieces of work awarded. ‘Sound of Senna’ for Honda is the #1 ranking piece of creative work in the world with 291 points from 49 separate awards including 8 Grands Prix and 12 Golds.
As well as being the #1 agency in the world for creativity across all media, Dentsu Tokyo was also the No.1 agency in the world for Digital and the No.1 agency in the world for Design.
BBDO Proximity Singapore’s Ronald Ng (pictured above), who has now joined DigitasLBi North America, is the only Asian Chief Creative Officer to make the world’s Top 10 CCO list. He is ranked #6 worldwide in a list headed by BBDO New York’s David Lubars.
BBDO’s performance in this ranking table was dominant. In the Top 10 were: David Lubars – the third time that he has been ranked #1. Marcello Serpa of Almap BBDO was ranked #3, Ronald Ng of BBDO Singapore #6, Nick Worthington of Colenso BBDO #7, and Greg Hahn of BBDO New York #8.
Y&R China’s Nils Andersson (pictured right) comes in at #4 in the ranking of the Top 10 Executive Creative Directors in the world – the only Asia-based ECD to feature.
In the Top 10 Copywriters worldwide it’s a very strong performance from Asia with 5 of the top 6 places all being filled by copywriters working in Asia. The list is headed by Dentsu Tokyo’s Nadya Kirillova and Sotaro Yasumochi (pictured very top). Y&R Beijing’s Gao Han (#2); BBDO Proximity Singapore’s Nikhil Panjwani (#4); Y&R Beijing’s Nils Andersson and Zhang Wei (#5); and Ogilvy Malaysia’s Adam Chan (#6)
Dentsu Tokyo’s Yu Orai heads the ranking of the Top 10 Art Directors worldwide, with three others filling the top 5 worldwide. Y&R Beijing’s Jianjun Geng and Bruce Xie (#3); BBDO Proximity Singapore’s Gary Lim (#4); and Y&R Beijing’s Johnny Zhang and Nils Andersson (#5).
In the Top Networks Worldwide ranking BBDO has moved up from last year’s #2 position to edge out Ogilvy & Mather to top the table this year. Ogilvy, DDB, Leo Burnett, Y&R and TBWA make up the Top 6. Sixty-two BBDO agencies contributed to the network’s performance, which beat Ogilvy & Mather by more than 500 points. Seven were ranked #1 in their respective countries. Almap BBDO in Brazil was the world’s most awarded agency in Press and BBDO New York the most awarded agency in the world in Direct Marketing.
Omnicom beat WPP to claim the world #1 ranking for Holding Companies.
Says Patrick Collister, the author of the Directory Big Won: “The Directory Big Won is a way for agencies to benchmark their performance against their competitors. To top the report demands that an agency deliver excellence across more than just one campaign and more than just one medium. Today’s consumer interacts with media via multiple platforms. Clearly, BBDO is delivering the best work for its clients above the line, below the line, offline and online.”
Top agencies for creativity 2014
Points 2013 2012
1. Dentsu Tokyo 552 11= 8
2. adam&eve DDB London 519 69 259
3. Leo Burnett Sao Paulo 436 10 329
4. Almap BBDO Sao Paulo 418 3 11
5. BBDO New York 392 11 2
6. Impact BBDO Dubai 382 74 51=
7. Leo Burnett Sydney 375 8 58
8. Forsman+Bodenfors 355 21 10
9. Y&R Beijing 326 157 –
10. Memac Ogilvy Dubai 326 22 59
11. BBDO Proximity Singapore 289 41 216
12. AMV BBDO London 283 29 4
13= Colenso BBDO Auckland 265 4 1
13= Publicis Conseil Paris 265 120 51=
15. Lowe Lola Madrid 248 – 708=
16. McCann Mumbai 243 38 195
17= Hakuhodo Tokyo 239 50 33
17= BBDO Proximity KL 239 228 708=
17= Ogilvy & Mather Paris  
; 239 7 47
20= Heimat Berlin 225 104 31
20= Leo Burnett Beirut 225 28 6
Top countries for creativity 2014
Points 2013 2012 rank
1. USA 4436 1 1
2. UK 2905 3 4
3. Brazil 2434 4 5
4. France 2354 7 6
5. Australia 2217 2 4
6. UAE 1942 6 7
7. Germany 1870 5 2
8. Japan 1564 12 11
9. India 1440 15 13
10. Spain 1105 18 19
11. China 1088 14 18
12. South Africa 1080 13 14
13. Canada 986 8 9
14. New Zealand 970 9 10
15. Malaysia 930 23 17
16. Sweden 861 11 8
17. Argentina 839 17 16
18. Netherlands 796 26 21
19. Singapore 736 10 12
20. Denmark 561 29 26
The top networks 2014
Points 2013 2012 rank
1. BBDO 3868 2 1
2. Ogilvy 3344 1 2
3. DDB 2814 3 3
4. Leo Burnett 2586 4 3
5. Y&R 1980 5 5
6. TBWA 1286 8 6
7. Publicis 1178 7 9
8. McCann 1177 6 12
9. JWT 1094 9 7
10. Lowe 1036 10 11
11. Grey 944
12. Dentsu 843
13. Saatchi & Saatchi 841
14. FCB 616
The ‘micro groups’
15. Wieden + Kennedy 496
16. Jung von Matt 317
17. Grupo ABC 300
18. Hakuhodo 297
19. Cheil 283
20. Droga5 246
21. Geometry Global 198
22. Sid Lee 196
23. R/GA 187
24. M&C Saatchi 173
25. VML 161
Top media agency groups
Points 2013
1. Starcom Mediavest 374 1
2. PHD 324 7
3. OMD 172 2
4. Mindshare 164 4
5. UM 96 6
6. Zenith Optimedia 75 –
7. MEC 68 –
8. Mediacom 47 –
9. Initiative 46 8
10. Havas Media 33 –
Top holding companies
Omnicom 8682
WPP 7923
Publicis 5293
Interpublic 3391
Dentsu 905
Havas 834
2 Comments
There is no Sotaro Yasumochi in the top picture!!!
It’s Kaoru Sugano on the right!!
Shame!
Yes that is Kaoru. Obviously Sataro was not at Spikes Asia when this photo was taken on stage.