JAN 2008 - Australia and New Zealand Agencies Feature Strongly in Latest International Rankings
The Big Won, the international ranking of agencies across all marketing disciplines, places Australian and New Zealand agencies highly. The 2007 results covered nearly 10,000 awards presented in 73 countries to more than 1,600 agencies across multiple disciplines, including advertising, direct and digital marketing.
Overall, direct marketing in Australasia is clearly world class with 4 out of the top 10 dm campaigns hailing from the region. Local agencies also made it to the top ten in press campaigns, as well as alternative media, though no Australasia agency appeared in the top 10 TV, print, digital, or poster campaigns.
Key highlights:
• The region boasts world class direct marketing agencies with New Zealand’s AIM Proximity ranked second in the world out of more than 900 dm agencies, while M&C Saatchi Sydney is third, and BMF is 11th.
• Australia and New Zealand dominate the top 10 most awarded Direct Marketing campaigns in the world, with campaigns from Leo Burnett and AIM Proximity sharing first place, M&C Saatchi Sydney 6th place and TBWAWhybin Auckland in 10th position.
• In the top 10 Alternative & Innovative Media campaigns, George Patterson Y&R Melbourne ranks 6th in the world for the VB ‘Boonie’ campaign.
• In the top 10 Press Campaigns, Publicis Mojo Auckland ranked 3rd in the world for the Ketchup ‘CALM’ campaign.
• The best Television and Cinema Advertising campaign from Australasia was ‘Children see, children do’ for NAPCAN by DDB Sydney, ranked 25th in the world.
• The best Digital campaign from Australasia was BMF’s ‘A new form of currency’ for Macquarie Bank, which was ranked 17th in the world from more than 700 campaigns.
• In overall global rankings, AIM Proximity is the top Australasian agency ranked 33rd in the world out of 1,600 agencies, followed closely by M&C Saatchi Sydney at 35th, Leo Burnett Sydney at 55th, and Publicis Mojo NZ at 87th.
Commenting on the Australasian results, the Founder of The Big Won global analysis, Patrick Collister, said “Advertising is changing, we all know that. The brands that learn to create experiences for their consumers, engage them in new ways and new places, are the brands that will endure. And some of the most interesting work that does exactly that is coming from Downunder. "Boonie" for VB from George Patterson Y&R is a brilliant example of how brands can join in and share events with their core target groups. And TBWA/Whybin's "Bonded By Blood" campaign from New Zealand is another example of the blurring of boundaries between media types. Is it a brand campaign? Is it sales promotion? Is it direct marketing? The answers are yes!”
Mr Collister continued, “In direct marketing, New Zealand’s AIM Proximity is clearly a world leader, as is Australia’s M&C Saatchi, ranked second and third respectively. Australia and New Zealand may be smaller markets than some, but in terms of creative solutions they punch way above their weight.”
About The Big Won
London-based The Big Won, is an annual analysis that ranks the world's best advertising and marketing agencies, as measured by the quantity and quality of awards won.
The 2007 results covered nearly 10,000 awards presented in 73 countries to more than 1,600 agencies across all marketing disciplines, including advertising, direct and digital marketing.
The Big Won grew out of the Won Report which was established in 2003 by Patrick Collister, the former Vice Chairman of Ogilvy & Mather. In renaming the report in 2007, The Big Won was reframed to become the first-ever compilation of agency rankings spanning all disciplines: below-the-line, above-the-line, online and offline.
According to Patrick Collister, the new and more comprehensive annual global survey is a recognition that integrated campaigns have become the norm. “Following the direction agencies are moving, it appeared logical to monitor all awards across all media rather than merely investigate 'below-the-line' shows,” he said.
The Big Won website is an online database which is an invaluable tool to agencies wishing to measure their performance against key competitors. The Big Won is revised monthly so that visitors can see the top campaigns to date across all channels: TV, radio, press, poster, digital and direct, as well as the top agencies by total creativity and by media. In addition, The Big Won tracks and ranks the performance of top individual creative talent around the world. The analysis allows CEOs to monitor the creative performance of their agencies, using the rankings as benchmarks.
For a full list of rankings click here.
Spencer Bailey
Chief Operating Officer
Email: spencer.bailey@apn.co.nz
Phone: 09 373 9158
Send this page to a friend