The Effies Worldwide Index was released last week and, after tallying up the points earned through finalists and winners in the local Effie awards shows, FCB New Zealand and Colenso BBDO were ranked fifth and eighth respectively in the individual agency rankings, with Barnes Catmur fifth in the independent agency rankings.
FCB, a consistent Effies winner over a number of years, was also ranked number one in both the retail category (largely for its work with Noel Leeming) and the govt/not for profit category (largely for its 'Say Yeah, Nah' campaign with the Health Promotion Agency, as well as wins with Maritime New Zealand and Statistics New Zealand).
“This is a tremendous result for the agency," says recently appointed chief executive Brian van den Hurk. "To be ranked as one of the world’s most effective advertising agencies is phenomenal recognition for our team and for our clients. I am very proud of everyone who has worked hard to deliver outstanding results for our clients last year. Success within the index is notoriously difficult to achieve, and being effective at what we do is something we continually strive for, so to see how well we have done this year has been immensely rewarding."
Colenso BBDO's ranking means across the last five years only it and Sancho BBDO have been in the top ten every year and it is the only NZ/AU agency that has been top ten each year.
Saatchi & Saatchi was in 24th place overall after a big effie haul, largely for Tui's Catch a Million.
Barnes Catmur & Friends was ranked as the number one independent agency in Asia-Pacific and number eight in the food sub-category.
Clemenger BBDO was ranked 11th in govt/not for profit, Whybin\TBWA was ranked 18th in the financial services sub-category, and Colenso BBDO was next on 19th in the same category and third in household and domestic.
In the media and publishing category, DDB was ranked fourth and Finch was ranked 17th; Ogilvy & Mather was ranked 19th in the automotive category; and .99 and Barnes Catmur were 15th and 20th respectively in retail
As for the Asia Pacific Effies, DDB was the top New Zealand agency and third overall with four awards for Stihl (sustained success), Sky TV's 'Bring down the king' (silver and bronze) and Paw Justice (silver).
"The APAC Effies rewards the region’s most outstanding campaigns that have proven success in meeting clients’ strategic objectives," says DDB head of planning Lucinda Sherborne. "We’ve been awarded accolades across three different clients which is particularly thrilling and being named third agency overall in the Asia Pacific region is a feat we’re bloody proud of. None of which would have been possible without our awesome team and fearless clients who’re open to taking risks and jumping on-board with our big ideas."
After being the only New Zealand agency to win gold in last year's show, Barnes, Catmur & Friends backed it up this year, winning gold and two silvers for Hell Pizza's rabbit billboard. This put them just one bronze behind DDB.
"We've been in the top five worldwide for three years now, and this is our second year at number one in Asia-Pacific [in the Effies Index]. It's nice to see New Zealand agencies like ourselves, Colenso, FCB, and DDB making such a strong impact internationally in effectiveness. It says good things about the state of our local industry."
"We've tried from the start to build a more effective business model," says chief executive Daniel Barnes. "So far, so good."
Barnes, Catmur & Friends has also been New Zealand's most effective independent agency for the past three years.
As for the other Kiwi metal winners, Y&R NZ, Clemenger BBDO and Colenso BBDO took silver for, respectively, Nutricia's Made with Love in, NZTA's Mistakes and Pedigree's Share for Dogs.
Colenso BBDO rounded out the wins with a bronze for Samsung's 'Don't Let Go'.
The Grand Effie was awarded to Havas Worldwide and Child Survival India for their campaign 'No Child Brides'.