Editorial

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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