Beating out the world's biggest agencies, Colenso BBDO's stellar 2012 on the awards front means it has topped the charts of The Big Won report, which calculates global agency rankings based on awards performances. And it's the first time a New Zealand or Australian agency has ever won the title.
This year's ranking betters Colenso BBDO's previous top performance of fifth last year. And while it might all seem a bit meta, with an award being handed out for winning the most awards (the rankings analyse the results of 39 industry awards shows, approximately 4,500 campaigns or pieces of creative by more than 1,500 agencies from around the globe to find a ranking), it's an impressive achievement considering it's up against international competition up to ten times its size.
The next closest Kiwi agency on the list was DDB/Rapp Tribal, but, as Colenso BBDO's managing director Nick Garrett points out, his agency clocked up more than five times the points its closest rival did in 2012 (as far as countries go, New Zealand was tenth overall, but as the infographic below shows, we were top in the per capita stakes).
The first Aussie agency on the list was Whybin/TBWA Sydney in ninth, which Colenso had a wee stoush with last year over the provenance of the award-winning Pedigree Doggelganger campaign.
"We are still pinching ourselves after hearing the news. The whole agency is absolutely thrilled that a few people in a relatively small Auckland office have beaten the rest of the world," says Garrett. "It's particularly pleasing to receive this accolade as it highlights the variety of award-winning work across so many of our different clients, not just one or two campaigns. It's a testament to the hard work the team have put in over the last couple of years to be more comercially creative, and we are very lucky to work with so many great clients and wonderful brands."
To reach top spot, Colenso BBDO Auckland won a total of 110 awards (30 percent of which were golds or grands prix) with 20 separate pieces of work on behalf of 11 different clients including Levi Strauss, Mars Petfoods, DB Breweries, Frucor Beverages, and State Insurance.
"When you look at the most awarded marketing campaigns over the past few years, many of them have gone further than just advertising," says Nick Worthington, Colenso BBDO's creative chair. "We no longer view ourselves as just supplying advertising, but as creative service providers using a range of channels to solve core business problems."
In the individual honours, Worthington was ranked as the second best creative director, Levi Slavin and Simon Vicars were first and fifth respectively in copywriting and James Tucker and Jae Morrison were both fifth in art direction.
Colenso BBDO was also named the world's best direct marketing agency for the second year in a row and BBDO held onto its number one ranking for global advertising networks (of the top five agencies, three were from the BBDO Worldwide network with BBDO New York ranked second and Abbott Mead Vickers BBDO London ranked fourth).
The performance comes off the back of an award-winning year for Colenso BBDO, winning Gold at the Cannes Festival of Creativity, the New Zealand Effies, The Caples, Spikes Asia and New Zealand’s own Axis Awards, as well as winning the Diamond Echo Award and being named Campaign Asia Australia/New Zealand Agency of the Year and YoungGuns International Agency of the Year.
"Colenso BBDO is one of the most consistently performing agencies in the world. Part of its success comes down to its ability to evolve and adapt to new channels, and deliver award-winning work across a vast number of clients and categories," says Clemenger Group New Zealand chief executive, Jim Moser.
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Top agencies in the world for creativity across all media 2012
1. Colenso BBDO Auckland New Zealand 573
2. BBDO New York 530
3. Serviceplan Munich Gerrmany 431
4. Abbott Mead Vickers BBDO London 358
5. Jung von Matt Hamburg Germany 352
6. Leo Burnett Beirut Lebanon 330
7. DDB Singapore 316
8. Dentsu Tokyo 310
9. Whybin TBWA Tequila Sydney Australia 282
10. Forsman & Bodenfors Sweden 277
11. AlmapBBDO Sao Paulo Brazil 270
12. Ogilvy Frankfurt Germany 262
13. BETC Euro RSCG Paris France 256
14. Ogilvy Sao Paulo Brazil 255
15. BBH London 228
16. Y&R Dubai United Arab Emirates 219
17. Memac Ogilvy Label Tunis Tunisia 212
18. JWT Shanghai 211
19. Y&R Malaysia 210
20. George Patterson Y&R Melbourne 207
Top agencies – Asia/Pacific
1. Colenso BBDO Auckland 573
2. DDB Singapore 316
3. Dentsu Tokyo 310
4. Whybin\TBWA\Tequila Sydney 282
5. JWT Shanghai 211
6. George Patterson Y&R Melbourne 207
7. Hakuhodo Tokyo 152
8. Leo Burnett Melbourne 147
9. BMF Sydney 139
10. DDB Rapp New Zealand 118