Australia ranked #5 in The Directory Big Won Rankings 2014; Leo Burnett Sydney #7 agency
The Directory Big Won Rankings 2014 have just been released which reveal that Australia is ranked #5 most creative country in the world while New Zealand is ranked #14.
Leo Burnett, Sydney is ranked #7 creative agency while Colenso BBDO, Auckland is ranked equal #13. Leo Burnett, Sydney’s Andy DiLallo (pictured) is ranked #5 chief creative officer while Colenso BBDO, Auckland’s Nick Worthington is ranked #7. Clemenger BBDO, Melbourne’s Ant Keogh is ranked equal #8 ECD, Leo Burnett, Sydney’s Justin Carew is ranked equal #9 Art Director.
In the Top Agencies for Direct chart Whybin\TBWA Sydney was ranked #4, followed by Colenso BBDO Auckland at #5 and Leo Burnett Sydney at #7.
ANZ ‘GAYTMs’, via Whybin\TBWA Melbourne, was ranked #7 campaign across all media channels (and #1 Direct campaign in the world), while City of Melbourne ‘Remote Control Tourist’, via Clemenger BBDO, Melbourne was ranked equal #10. Rip Curl ‘Search’ via VML Sydney was ranked #1 Mobile campaign in the world while Foxtel ‘Alert Shirt’ via CHE Proximity, Melbourne was ranked #4 Direct campaign.
Eardrum Australia has also been recognised for a radio campaign via Impact BBDO. The campaign for Commercial Insurance picked up 95 awards in 2014, and took the #1 and #2 positions in the rankings. This tally helped the agency become the World’s 6th Top Agency for Creativity.
Says Fadi Yaish, Impact BBDO executive creative director: “It was our best experience yet to work with Eardrum on these spots, and it has redefined how we should do radio from now on.”
Eardrum also directed the multi award winning Samsung S Drive campaign for Leo Burnett Sydney, which was ranked #31.
The win means Eardrum goes one step further than 2013 when Rescue Radio, another of its campaigns, was ranked #2 in the world.
Says Ralph Van Dijk, founding creative director, Eardrum: “It was an honor to work on so many strong ideas last year and bring them to life in the best way possible. These rankings hopefully justify the agency’s decision to invest a little more in a medium that’s often easy to ignore”.
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 No.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 No.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.
Adam&eveDDB London won a similar number of awards, 49, for Harvey Nichols ‘I’m Sorry I Spent It On Myself’.
Memac Ogilvy Dubai had the most number of awards for a single piece of work with 51 for ‘The Autocomplete Truth’ for UN Women.
BBDO New York had the most number of awards for the most number of clients – 39 completely different creative treatments for 19 different clients across the widest spread of categories including TV, Print, Outdoor, Media, Promo & Activation, Direct, Social, Mobile and Integrated media.
Sixty-two BBDO agencies contributed to the network’s performance, which beat its nearest competitor 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.
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.”
In the Top Ten most awarded Chief Creative Officers in the world , David Lubars, BBDO’s Worldwide Chief Creative Officer, was joint #1 – 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.
“The best work works best for our clients,” said Andrew Robertson, President and CEO, BBDO Worldwide, noting that there is “a proven correlation between work that wins creative awards and work that is exceptionally effective.”
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 &nb
sp; 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
6 Comments
That Woolies work is taking them far…
Well done to all those talented legends helping to put Australia on the map.
Big congrats to Leo Burnett Sydney – Global domination again!
That old trick, if it moves enter it!
Leo Burnett are killing it!
Has to be the hottest agency on the planet by FAAAAAAR!
And it’s in Sydney!
So hot right now and forever so clever so hot hot hot Ricky Martin style no one will ever catch us.
Love em or hate em a lot of creatives have stayed at Burnetts a long time, which is more than you can say for most Sydney based, suit driven outfits.
The only place where creatives stay longer is Clem’s Melbourne.
It is a tricky one this whole award game.
On one hand it can bring you fame and fortune.
On the other it can take your focus off what you are supposed to be doing.
Great creative directors get to the pinnacle of their careers when they can stand next to a brand and say “I helped build that”.
Dan Weiden can. Lee Clow can. Sir John Hegarty can, etc.
There are a great number of people famous for awards but not building brands.
And I think that’s the great trap in our industry.