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The Directory Big Won Creativity Rankings 2010

Issue 17 | January 2011

The 2010 Listings

The 2010 rankings are compiled from 5,619 awards won on behalf of 2,820 clients by 1,616 agencies, rewarding for their efforts 331 chief creative officers, 698 executive creative directors, 2178 creative directors, 2465 copywriters and 2489 art directors.

Digital is now no longer a single category but pervades many others. While there are 726 purely digital award winners in 2010, of the 1253 direct campaigns around half are digitally-based. Most of the 236 ‘alternative and innovative’ campaigns listed and just about all the 250 integrated winners have a digital core.

So it is intriguing to see traditional ad. agencies in every position in the Top 20 agencies list except at 15= and Farfar Stockholm.

While Almap BBDO’s position at No.1 is largely due to its expertise in press and poster media, with work for Billboard, Havaianas, VW, EPA and Greenpeace, the rankings reveal how adroitly many large agencies have responded to the changes in the media landscape. Few have been more adroit than BBDO New York and AMV BBDO London, both of whom won more awards in other categories than in traditional TV and print media.

Both these agencies are actively attempting to work to a new advertising model, creating ideas people can participate in, lean-forward communication, if you like. BBDO New York won awards in alternative & innovative, outdoor, media, direct, promo & activation, integrated, design and digital categories as well as in press and TV. AMV BBDO similarly won awards across all categories, including radio whereas Y&R New York’s success is due largely to lean-back entertainment films both online and in TV. That said, Tony Granger’s appointment as worldwide chief creative officer has had a noticeable effect both on the group’s flagship agency and the network, where strikingly mould-breaking work is emerging from the group’s Tel Aviv, Johannesburg and Sydney offices.

BETC Euro RSCG were responsible for one of the most-viewed Youtube ads of the year with Rollerbabies for Evian; and Wieden+Kennedy also had an internet sensation with ‘The Man Your Man Could Be Like’ for Old Spice, an idea they migrated brilliantly into social media as well.

DDB London, usually a top-ranked agency thanks to its press and TV is a top-ranked agency this year thanks to its digital work including ‘Monopoly Streets’ and ‘Parallel Lines’ for Phillips.

Around the world, agencies have changed their structures and their cultures to be able to compete. The losers, by and large, are the specialist digital agencies, many of whom are being used as production houses rather than as creative originators. The exception is Farfar Stockholm, whose work for Nokia, principally, helped it climb 111 places between 2009 and 2010.

Top 20 agencies in the world 2010

Agency Points 2009 rank 2008 rank
1. Almap BBDO Sao Paulo 48 1 11
2. BBDO New York 434 3 1
3. Y&R New York 381 138 619
4. Abbott Mead Vickers BBDO London 368 4 5
5. BETC Euro RSCG Paris 365 27 22
6. Jung von Matt Hamburg 335 21 2
7. Ogilvy Frankfurt 328 7 6
8. Forsman & Bodenfors Gothenburg 301 73= 928
9. Ogilvy Paris 293 73= 75
10. DDB London 291 2 8
11. Wieden + Kennedy Portland 290 104 108
12. Del Campo Nazca Saatchi Buenos Aires 269 25 26
13. DDB Stockholm 265 300 56
14. TBWA Hunt Lascaris Johannesburg 263 40 425
15= JWT Dubai 253 105 41
15= Farfar Stockholm 253 126 78
17. Leo Burnett London 236 45 80
18. DDB Auckland 233 66 39
19. Shackleton Madrid 225 6 9
20. Colenso BBDO Auckland 224 36 32

The top networks are:

Network Points 2009 rank 2008 rank
1. BBDO Worldwide 2602 1 1
2. DDB Worldwide 2423 3 2
3. Ogilvy Worldwide 2248 2 3
4. Leo Burnett Worldwide 1991 4 4
5. JWT Worldwide 1462 6 6
6. TBWA Worldwide 1438 8 7
7. Y&R Worldwide 1312 11 10
8. Saatchi & Saatchi Worldwide 1058 5 5
9. Euro RSCG Worldwide 871 9 15
10. Publicis Worldwide 616 12 12

The top countries are:

Country Points 2009 rank 2008 rank
1. USA 4666 1 2
2. Germany 3319 2 1
3. United Kingdom 3089 3 3
4. Australia 1923 4 8
5. Brazil 1915 5 6
6. France 1618 6 7
7. Sweden 1578 19 9
8. Canada 1512 8 12
9. Spain 1397 7 4
10. UAE 1365 18 21

The top countries for Direct:

1. Germany 802
2. Australia 796
3. United Kingdom 702

The top countries for Digital:

1. USA 844
2. Sweden 643
3. United Kingdom 561

The top countries for print/press:

1. UAE 371
2. India 279
3. Canada 272

The top countries for TV:

1. United States 1435
2. United Kingdom 608
3. France 449

The biggest leap in rankings is Sweden, largely on the back of digital campaigns. Four of the world’s Top 5 digital campaigns are Swedish with Kokokaka Gotheburg’s ‘Bluebell Spring/Summer Collection website’ leading the way, Forsman & Bodenfors’ ‘Facebook Showroom’ for IKEA at No.2, VW ‘Fun Theory’ from DDB Stockholm at No.4 and Farfar’s ‘World’s Biggest Signpost’ at No.5.

Also the United Arab Emirates have improved their showing with arresting work from Memac Ogilvy Dubai and Y&R Dubai in particular. In fact, UAE is the leading country in the world for Print/Press advertising.

Top 20 campaigns in the world – across all media

Campaign Agency Points
1. The world’s biggest signpost – Nokia FarFar Stockholm 242
2. Facebook Showoom – Ikea Sweden Forsman & Bodenfors 181
3. Replay – Gatorade TBWA Chiat Day L.A, 142
4= Fun Theory campaign DDB Stockholm 137
4= Andes Teletransporter, Argentina Del Campo Nazca Saatchi 137
6. SDIA Project – Aids Awareness Shalmor Avon Y&R Tel Aviv 118
7= The Closet – Canal+ BETC Euro RSCG Paris 108
7= Last Call – 13th Street Jung von Matt Hamburg 108
9. We Choose the Moon – JFK Library The Martin Agency, Richmond 107
10. Auditorium – Heineken JWT Italy 106
11. Choose a Different Ending – Police AMV BBDO London 88
12. HBO Imagine campaign BBDO New York 87
13. Wrangler Spring/Summer Collection Kokokaka Gothenburg 85
14. Monopoly City Streets – Hasbro DDB London 84
15= Sandwich – Walkers Crisps AMV BBDO London 83
15= Baby Elephant – Antwerp Zoo Boondoggle Leuven 83
17= Nothing Soft Gets In – Toyota Australia Saatchi & Saatchi Sydney 81
17= Support Scent – Guide Dogs Australia Clemenger BBDO Melbourne 81
19. Graffifti – Aides TBWA Paris 77
20= Whopper Face Ogilvy Brazil 76
20= Orcon + Iggy Together – Orcon NZ Special Group Auckland 76

The Top 10 DIRECT agencies in the world are:

Agency Points 2009 rank 2008 rank
1. Ogilvy Frankfurt 150 3 2
2. Shackleton Madrid 149 1 1
3. BMF Sydney 147 4 10
4= Clemenger BBDO Melbourne 107 5 48
4= AMV BBDO London 107 - -
6. BBDO New York 99 327 -
7. Farfar Stockholm 88 - -
8. Ogilvy Sao Paulo 82 80 229
9. Memac Ogilvy Dubai 77 50 148
10. JWT Italy 76 492 -

1,253 campaigns won awards for 609 agencies.

Shackleton and Ogilvy Frankfurt were early adopters of integration and both have, for the past five years, produced consistently outstanding work in the Direct category, Shackleton perhaps having a greater digital expertise.

Ogilvy Frankfurt won awards with no fewer than 20 different ideas and Shackleton with 13.

BMF Sydney is as capable of skillfully targeted direct mail campaigns as it is of creating web-based brand-response campaigns such as ‘6 Beers of Separation’ for Tooheys.

That said, it is the brand-response campaigns, almost always revolving around video content, that win the big international awards. Only one piece of direct mail won Gold at Cannes in 2010, for instance.

Both Abbott Mead Vickers BBDO and BBDO New York are now totally integrated agencies in as much as they are both creating advertising that is doing well in all categories at different kinds of show. For instance, AMV BBDO won Digital awards at the Webbys, was Direct agency of the year at Cannes and produced the UK’s No.1 TV commercial for Guinness with ‘Bring It To Life’. Similarly BBDO New York is producing great work in what used to be called ‘below the line’, especially with its interactive work for HBO, ‘Imagine’ and ‘Wall of Secrets’.

Farfar’s big winner in 2010 was the ‘World’s Biggest Signpost’ for Nokia, which was a digitally direct idea and the No.1 direct campaign in the world.

Ogilvy Sao Paulo’s position is down to three campaigns – the ‘Whopper Face’ idea for Burger King, the ‘$73,000 Bar Tab’ campaign they created for a minimal budget for Bar Aurelia and GRAAC ‘Donate your Website’.

While Memac Ogilvy Dubai was not a big winner at international shows, it performed exceptionally well in regional awards shows with ‘Dustvertising’ for Castrol and campaigns for Volvo, The Economist and self-promotion for themselves.

Not one agency in the Top 10 is a dedicated direct marketing agency.

To find one you have to look as far down as No.16, where Proximity Portugal makes a showing, with di Paola & Asociados at No.19 and RMG Target Dublin at 20. The Irish agency won only minor awards at international shows but gained its position by winning a disproportionately large haul of awards at home.

In comment online and offline around the world, some traditional DM agencies have been resentful of advertising agencies winning ‘their’ awards. However, Guy Bradbury, creative director of Touch DDB in London, told Directory it was “Good for us all in direct agencies because it not only raises the bar creatively but it shows clients what can be achieved with appropriate budget.”

That said, direct mail has not been completely superseded. Serviceplan’s work for Bang & Olufsen, the No.5 campaign, when they got top opera artistes in Germany to sing the annual report, used mail as the activator of an integrated campaign, as did CP Proximity Spain’s ‘Composing Your Life’ idea for Audi, No. 11, and Leo Burnett’s ‘Photochains’, No.13.

The Top 10 DIRECT campaigns in the world are:

Campaign Agency Points
1. The World’s Biggest Signpost – Nokia Farfar Stockholm 88
2. Sandwich – Walker’s Crisps AMV BBDO 71
3. Nothing Soft Gerts In – Toyota Saatchi & Saatchi Sydney 70
4. Andes Teletransporter – Andes Del Campo Nazca Argentina 63
5. Audio Annual Report – Bang & Olufsen Serviceplan Munich 58
6= Orcon + Iggy Together – Orcon NZ Special Group Auckland 54
6= Support Scent – Guide Dogs Australia Clemenger BBDO Melbourne 54
8. Auditorium – Heineken Italy JWT Italy 52
10. 4320 LA/SYD – Virgin Australia Droga5 Australia 42

Top 10 Digital campaigns in the world 2010

Campaign Agency Points
1. Spring/Summer Collection – Wrangler Kokokaka Gothenburg 85
2. Facebook Showroom – IKEA Sweden Forsman & Bodenfors 78
3. We Choose the Moon – JFK Library The Martin Agency Richmond 74
4. Fun Theory – VW Sweden DDB Stockholm 72
5= Monopoly City Streets – Hasbro DDB London 64
5= World’s Biggest Signpost – Nokia FarFar Stockholm 64
7. Graffiti – Aides TBWA Paris 60
8. The Sounds of Hamburg – City Orchestra Jung von Matt Hamburg 54
9. Thinking Space – The Economist AMV BBDO London 45
10. Verbatim Championship – Mitsubishi IMG SRC Tokyo 40

Top 10 Alternative and Innovative campaigns in the world 2010

Campaign Agency Points
1. Facebook Showroom – IKEA Sweden Forsman & Bodenfors Gt’burg 65
2. The World’s Biggest Sign – Nokia FarFar Stockholm 47
3. Concert for Hamburg – Hamburg Orchestra Jung von Matt Hamburg 42
4. Replay – Gatorade TBWA Chiat Day L.A. 38
5= Auditorium Football – Heineken Berabino & Partners Milan 28
5= A Village of Experts – Microsoft Bungalow 25 Madrid 28
7= Baby Elephant – Antwerp Zoo Boondoggle Leuven 26
7= Riding Shotgun with Papa – Papa John Fleshman Hillard, St.Louis 26
7= Save Christmas – Aladdin Chocolate Prime PR Stockholm 26
10. House of Cards – Shelter Leo Burnett London 24

Top 10 TV campaigns in the world 2010

Campaign Agency Points
1. The Closet – Canal+ BETC Euro RSCG Paris 92
2. The Life – Xbox T.A.G. San Francisco 61
3. The Man your Man Could Be – Old Spice Wieden + Kennedy Portland 58
4. Selinah – Topsy Foundation Ogilvy Johannesburg 52
5. Drama Queen – Young Director Award TBWA\PHS Helsinki 41
6= Pure Waters – Boags Publicis Mojo Sydney 40
6= Bring It To Life – Guinness AMV BBDO London 40
8. Destiny – Unilever Axe Ponce Buenos Aires 35
9= Inheritance – Care One Argentina Leo Burnett Buenos Aires 33
9= Going West – NZ Book Council Colenso BBDO Auckland 33

Top 10 Press campaigns in the world 2010

Campaign Agency Points
1. Yes/No campaign – Kimberly Clark JWT London 46
2. Billboard Magazine campaign AlmapBBDO Sao Paulo 41
3. Living Room/Campaign - Sima Foods Elephant Cairo 30
4. Screams campaign – Strepsils EuroRSCG Spain 28
5. Vespa campaign Ace Saatchi Philippines 26
6. Great Emotions – Zürich Orchestra Euro RSCG Zürich 25
7= Everywhere URL Y&R Johannesburg 20
7= Melting campaign – Perrier Ogilvy Paris 20
9= Cause & Effect campaign – Harvey Nicholls Team/Y&R Dubai 19
9= Aircraft, Baby, Prisma – Rolling Stone Ogilvy Frankfurt 19
9= Gun, Palms, Mask – Tribune Juniper Park Toronto 19

Top Talent

These rankings come with a health warning. The data has not been cleaned as effectively as we would hope. Some awards shows do not publish the names of winners. In many cases, the awards entries are filled in incorrectly and names go missing. And in logging the details of 5,600 awards, it is possible that any one of the Directory team can have made a mistake.

The rankings give an indication of how people are performing rather than a picture of pinpoint accuracy – and are published more for fun than for anything.

The Top 20 copywriters in the world in 2010

Copywriter Agency Points
1. Carl Fredrik Jannerfeldt Frafar Stockholm 242
2. Adam Reeves BBDO New York 189
3. Martin Lundgren DDB Stockholm 175
4. Brandon Henderson Y&R New York 167
5. Cristiano Tonnarelli JWT Italy 151
6= Valerie Chidlovsky BERTC Euro RSCG Paris 140
6= Daniel Fisher Leo Burnett London 140
8. Patricio del Sante Del Campo Nazca Saatchi Argentina 137
9. Andre Kassu Almap BBDO Sao Paulo 129
10= Wade Alger The Martin Agency 119
10= Gregg Nelson Arnold Worldwide 119
12. Simon Vicars DDB New Zealand 116
13= Shahir Zag Y&R Dubai 113
13= Ali Ali Elephant Cairo and Advantage Marketing 113
15. Will Chambliss Arnold Worldwide 110
16= Peter Gocht Jung von Matt Hamburg 108
16= Andreas Henke Jung von Matt Hamburg 108
18. Komal Bedi Sohal Y&R Dubai 105
19= Eric Kallman Wieden+Kennedy Portland 104
19= Jean-Christophe Royer BETC Euro RSCG 104

The Top 20 Art Directors in the world in 2010

Art Director Agency Points
1. Tomas Jonsson Farfar Stockholm 242
2. Brandon Mugar BBDO New York 176
3. Simon Higby DDB Stockholm 175
4. Kieran Antill Leo Burnett Sydney 161
5. Komal Bedi Sohal Y&R Dubai 160
6. Marco Vigano JWT Italy 155
7. Juan Pedro Porcaro Del Campo Nazca Saatchi Argentina 153
8= Agnes Cavard BETC Euro RSCG Paris 140
8= Richard Brim Leo Burnett London 140
10. Carlos Muller Del Campo Nazca Saatchi Argentina 137
11. Eric Astorgue BETC Euro RSCG Paris 122
12. Danilo Boer Almap BBDO Sao Paulo 120
13= Eric Stephenson Arnold Worldwide 119
13= Brian Williams The Martin Agency 119
13= Simon Mogren DDB Stockholm 119
16. James Tucker DDB Auckland 116
17. Emmanuel Bougneres Colenso BBDO Auckland and Ogilvy Paris 113
18. Denis Kakazu Ogilvy Sao Paulo 112
19. Rob Kottkamp Arnold Worldwide 110
20= Marius Bell Jung von Matt Hamburg 108
20= Daniel Leverenz Jung von Matt Hamburg 108

Top 10 UK copywriters

Copywriter Agency Points
1. Daniel Fisher Leo Burnett London 140
2. Christiano Neves JWT London 93
3. Stephen Howell Saatchi & Saatchi London 92
4. Martin Loraine Abbott Mead Vickers BBDO 88
5. Steve Colls Abbott Mead Vickers BBDO 83
6. Matt Ross DDB London 70
7= Pete Gosselin Leo Burnett London 57
7= Tony Malcolm Leo Burnett London 57
9. Paul Brazier Abbott Mead Vickers BBDO 53
10. Simon Dicketts M&C Saatchi 50

Top 10 UK Art Directors

Art Director Agency Points
1. Richard Brim Leo Burnett London 140
2= Steve Jones Abbott Mead Vickers BBDO 93
2= Rick Dodds Saatchi & Saatchi 92
4. Tony Cianci DDB London 88
5. Christiano Neves JWT London 83
6. Colin Jones Abbott Mead Vickers BBDO 70
7. Matt Fenn DDB London 57
8= Jay Hunt Leo Burnett London 57
8= Guy Moore Leo Burnett London 53
10. Paul Brazier Abbott Mead Vickers BBDO 50

More detailed information can be found here

Top 50 agencies

Banner:

To find out what your personal ranking is in 2010, email [email protected]

The Directory Big Won Creative Rankings are sponsored by recruitment specialists

The Garden Partnership. Contact: Alison Tindall – [email protected] or 0208 834 1380.

The Directory Big Won has been tracking awards across all media categories since 2006. Prior to that, as The Won Report, it was an annual analysis of awards won specifically in the field of Direct Marketing.

The Big Won is edited by Patrick Collister, publisher of Directory magazine and creative resource (www.directnewideas.com), and former Executive Creative Director of Ogilvy London and of EHS Brann.

For further information please email [email protected] or telephone +44 (0)1622 884712

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