Earlier this week, the 2014 Global Effie Effectiveness Index results were released and, for the third time in a row, Colenso BBDO has been listed as one of the top 10 most effective agencies in the world. The agency on College Hill came seventh overall and, while this was a drop from last year's fifth place, it was still well above the 17th place achieved by DDB, the second highest-ranking Kiwi agency (DDB placed 16th last year).
“Consistency of performance is vital for us, and of course for our clients," said Colenso's head of planning Andy McLeish in a release. "So to be ranked in the top 10 most effective agencies on the world for three years straight is something we’re really proud of. As we’ve highlighted in the past, it takes strong creative ideas based on insightful thinking to deliver great results. But you also need clients who consistently push you and are prepared to take creative risks – so it’s great to be able to deliver them truly effective campaigns year after year.”
These sentiments were shared by managing director Nick Garrett, who focused on the consistency of the agency over the last three years.
"I was blown away with our results over the last two years but to be Australasia’s highest ranked agency and in the top 10 most effective agencies in the world three years running is brilliant. And long may it continue – because it means our clients are doing well.”
The results also came with good news for Barnes, Catmur and Friends, which finished fourth in the world among independent agencies and first in the Asia Pacific region. Managing partner Daniel Barnes says that this result once again illustrates the quality of Kiwi work.
"New Zealand has always punched above its weight creatively so its great to see it doing the same in effectiveness," he says. "This is our second year as the top indie in Asia Pacific, and we've gone up a notch worldwide too from fifth to fourth, so I guess that just makes next year's challenge even tougher."
Paul Catmur, the other partner at the agency, added a bit of sales banter into his response saying: "We're really proud that the principle of concentrating our efforts into making effective work rather than chasing creative awards is recognised internationally. If there are any clients who suspect that their agency perhaps doesn't work that way, feel free to give us a call."
When the breakdown of agency rankings was limited to the Asia Pacific region, there were five Kiwi agencies in total, with Colenso placed third, DDB sixth, Barnes, Catmur and Friends ninth, FCB 12th and Clemenger BBDO 18th.
Despite FCB not finishing in the top 20 agencies in the world, David Thomason, the head of planning, says that the agency is still satisfied with the result.
"We see a placing of 12 out of 99 in Asia-Pacific as a pretty good result," he says. "[It's] also worth noting our 2014 Cannes winners would not have been considered for the current Effies Effectiveness Index given that the deadlines don’t align, so they have measured different pieces of work and therefore we can’t make a direct comparison."
The index identifies and ranks the industry’s most effective companies by analysing finalist and winner data from 40 worldwide Effie Award competitions and adding up the points (click here for an explanation of the points system used for the index).