If you thought ad agencies were only in it for the accolades, then the Directory Big Won may lend a little bit of credence to that, because it's an award show that gives out awards to agencies that have won the most awards. How post-modern. Anyway, after the numbers were crunched, DDB New Zealand and Colenso BBDO were the only two agencies from the Asia Pacific region to make the top 20 list for 2010, ranked as the 18th and 20th most successful creative agencies in the world respectively, the first time either agency has made the list.
DDB NZ managing director Justin Mowday says DDB's desire is "to create work for our clients that stands up on the world stage, not just in our local market". And he says that seeing two New Zealand agencies make the top 20 is also testament to the incredible quality of work coming out from this region, "especially when you see us stacked up with the world renowned agencies that also made the cut" (click here to see the full list, as well as all the best campaigns in the world).
Special Group's 'Orcon+Iggy' campaign was ranked 20th best campaign and =6th best direct campaign in the world, while Colenso BBDO's 'Going West' for the NZ Book Council was ranked =9th best TV campaign, which is slightly ironic, given we never once saw it on TV.
Emmanuelle Bougneres, who left Colenso BBDO last year, was ranked 17th best art director and DDB New Zealand creative duo Simon Vickers and James Tucker, the pair who nabbed a truckload of awards for the Sky Arts Channel campaign, were also ranked amongst the world’s best creatives, with Simon ranked 12th best copywriter and James ranked 16th best art director.
In the country rankings, Australia came in as fourth behind the US, Germany and the UK, but New Zealand failed to make the top ten. Somewhat surprisingly, the UAE was tenth. We demand a recount.
The 2010 rankings were compiled from 5,619 awards won on behalf of 2,820 clients by 1,616 agencies, rewarding 331 chief creative officers, 698 executive creative directors, 2178 creative directors, 2465 copywriters and 2489 art directors for their efforts.
These rankings claim to be different to other awards league tables in that they include ‘below the line’ awards shows, which, increasingly, ‘above the line’ agencies are entering as they seek to prove the effectiveness of their work.
The directory has been tracking awards across all media categories since 2006 and prior to that, as The Won Report, it was an annual analysis of awards won specifically in the field of Direct Marketing.
And in other awards news, Colenso and DDB also took equal first place in the annual Bestads Top Agency Rankings.
Top 10 New Zealand agencies
- DDB New Zealand, Auckland (233)
- Colenso BBDO, Auckland (224)
- Special Group (80)
- Clemenger BBDO New Zealand (72)
- Saatchi & Saatchi Auckland (69)
- TBWA Tequila Auckland (43)
- DraftFCB New Zealand (37)
- JWT Auckland (34)
- Aim Proximity Auckland (33)
- ALT Group Auckland (26)