The Big Won Report: Colenso BBDO, Auckland ranked world’s most awarded ad agency; DDB Singapore, Dentsu Tokyo, JWT Shanghai and Y&R Malaysia rank in the world’s Top 20
For the first time a New Zealand advertising agency, Colenso BBDO, has fought off strong international competition more than ten times its size, to be named the world’s number one advertising agency for 2012 in The Big Won Report released in London today.
It’s the first time a New Zealand agency has won the title, and betters the previous top performance, which was Colenso BBDO’s fifth placing last year.
“When you look at the most awarded marketing campaigns over the past few years, many of them have gone further than just advertising. We no longer view ourselves as just supplying advertising, but as creative service providers using a range of channels to solve core business problems,” says Nick Worthington, Colenso BBDO creative chair (pictured left).
Following a great year DDB Singapore is the best performing agency from Asia – coming in at number 7, up 21 places on last year.
Dentsu Tokyo is also in the top 10 agencies with a number 8 ranking, up from number 13 last year.
Two other agencies from Asia made the top 20. JWT Shanghai at number 18 (up one place on 2011) and Y&R Malaysia at number 19 (up from a low world ranking of 348 in 2011).
The Big Won is an annual global report tracking award performance of marketing communications agencies across all media categories and disciplines throughout the year. The rankings analyse the results of 39 industry awards shows, approximately 4,500 campaigns or pieces of creative by more than 1,500 agencies from around the globe to give a conclusive ranking.
In the Press & Print category JWT Shanghai’s “Heaven and Hell” for Samsonite was the top ranking ad with DDB Singapore’s Life Cycle Bicycle campaign coming in second.
DDB Singapore’s Neil Johnson and Joji Jacob were placed at number 6 in the top chief creative officers/executive creative directors listing. Danny Li and Haoxi Lv from JWT Shanghai ranked equal second in the top art directors table with DDB Singapore’s Thomas Yang and Chris Soh coming in number 4 and 6 respectively.
Y&R Malaysia has three creatives ranked equal 2 in the top copywriters table – Andrea Yap, Boone Wong and Azeril Johari. DDB Singapor’s Andrew Hook comes in at number 10.
Top agencies in the world for creativity across all media 2012
1. Colenso BBDO, Auckland, New Zealand 5
2. BBDO New York, USA 1
3. Serviceplan, Munich, Germany 9
4. Abbott Mead Vickers BBDO, London, UK 6
5. Jung von Matt, Hamburg, Germany 4
6. Leo Burnett, Beirut, Lebanon 26
7. DDB Singapore 28
8. Dentsu Tokyo, Japan 13
9. Whybin TBWA Tequila Sydney, Australia 105
10. Forsman & Bodenfors, Sweden 7=
11. AlmapBBDO, Sao Paulo, Brazil 2
12. Ogilvy Frankfurt, Germany 7=
13. BETC Euro RSCG, Paris, France 18
14. Ogilvy Sao Paulo, Brazil 36
15. BBH London, UK 17
16. Y&R Dubai, United Arab Emirates 3
17. Memac Ogilvy Label Tunis, Tunisia 257
18. JWT Shanghai 19
19. Y&R Malaysia 348
20. George Patterson Y&R Melbourne 377
Top agencies – Asia/Pacific
1. Colenso BBDO Auckland 573
2. DDB Singapore 316
3. Dentsu Tokyo 310
4. Whybin\TBWA\Tequila Sydney 282
5. JWT Shanghai 211
6. Y&R Malayaysia 210
7. George Patterson Y&R Melbourne 207
8. Hakuhodo Tokyo 152
9. Leo Burnett Melbourne 147
10. BMF Sydney 139
Top Networks
1. BBDO (including Proximity) 3349
2. Ogilvy (including OgilvyOne,) 2837
3. Leo Burnett 2104
4. DDB (including Rapp) 1868
5. Y&R (including Wunderman) 1762
6. TBWA (including Tequila) 1055
7. JWT 885
8. Saatchi & Saatchi 707
9. Publicis 688
10. Euro (including Havas) 670
11. Lowe 594
12. McCann Erickson (inc MRM) 573
13= Grey 475
13= Wieden + Kennedy 475
15. Dentsu 380
16. BBH 364
17. Jung von Matt 358
18. DraftFCB &n
bsp; 339
19. Hakuhodo 278
20. M&C Saatchi 177
Top countries
1. USA 4123
2. Germany 2702
3. United Kingdom 2581
4. Australia 2150
5. Brazil 1233
6. France 1194
7. United Arab Emirates 1043
8. Sweden 1006
9. Canada 990
10. New Zealand 989
11. Japan 965
12. Singapore 961
13. India 950
14. South Africa 914
15. Lebanon 718
16. Argentina 715
17. Malaysia 676
18. China 598
19. Spain 561
20. Russia 499
Top campaigns across all media channels in 2012
1. The Bear – Canal+ – BETC Euro RSCG Paris 193
2. Return of Dictator Ben Ali – Citizens Engagement – Memac Ogilvy Tunis 186
3. Back to the Start – Chipotle – CAA Los Angeles 155
4. The Solar Annual Report – Austria Solar – Serviceplan Munich 151
5. Small Business Saturday – Amex – CP+B Boulder 137
6. Book Burning Party – Troy Library – Leo Burnett Detroit 129
7. BYO Cup Day – 7 Eleven – Leo Burnett Melbourne 116
8. Heaven and Hell – Samsonite – JWT Shanghai 111
9. The Invisible Drive – Mercedes-Benz – Jung von Matt Hamburg 110
10. Mobile Medic – Australian Defence – George PattersonY&R Melb 107
11. Share a Coke – Coca-Cola – Ogilvy Sydney 105
12. Beauty of a second – Mont Blanc – Leo Burnett Milan 100
13. Nike+ Fuelband – Nike – R/GA New York 96
14. No rights, no Women – No Rights Group – Leo Burnett 90
15. Push to add drama – Turner Broadcasting – Duval Guillaume Antwerp 88
16. Parking Douche – The Village Russia – Look at Media Moscow 84
17= Be the Coach – SAB – Ogilvy Cape Town 83
17= Sorry about the twigs – DB Breweries – Colenso BBDO Auckland 83
17= Sunny Sale – EMart South Korea – Cheil Seoul 83
20. The Museum of Me – Intel – Projector Tokyo 82