Australia and New Zealand agencies feature strongly in latest international rankings – The Big Won annual analysis

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.

Media contact: Patrick Collister, email: , tel: #44 1622 884663

Media release for Aust & NZ media

Australia and New Zealand agencies feature strongly in latest international rankings– The Big Wonannualanalysis

LONDON, 30 January 2008 –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. The full list of rankings is available at while an executive summary highlighting Australianand NZ results follows below.

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 dmagencies, 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 6thplace and TBWA\Whybin Auckland in 10thposition.
  • In the top 10 Alternative & Innovative Media campaigns, George Patterson Y&R Melbourne ranks 6thin 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 Zealandis another example of the blurring of boundaries between media types. Is it a brand campaign? Is it sales promotion? Is it direct marketing? The answersare yes!”

Mr Collister continued, “In direct marketing, New Zealand’s AIM Proximity is clearly a world leader, as is Australia’s MC 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.

The Big Won results

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Top 3 Global Networks

1. BBDO

2. Ogilvy

3. DDB

Top Agencies Worldwide by global rank (across all disciplines)

  1. Jung von Matt Germany598 points
  2. Crispin Porter + Bogusky, Miami 496 points
  3. Saatchi & Saatchi New York 440 points
  4. DDB Germany435 points
  5. Scholz & Friends388 points
  1. AIM Proximity NZ 148 points

35.M&C Saatchi Australia 147 points

55Leo Burnett Sydney 110 points

76BMF, Australia 86 points

  1. Publicis Mojo New Zealand 82 points
  2. TBWAWHYBIN 68 points
  1. Saatchi & Saatchi Australia 67 points

140= DRAFTFCB New Zealand 62 points

140= George Patterson Y&R 62 points

  1. Colenso BBDO, Auckland 46 points

Top 20 Countries

  1. United States6092 points
  2. Germany3848points
  3. United Kingdom2634points
  4. Brazil1605points
  5. Argentina1550points
  6. Spain1266points
  7. South Africa1241points
  8. France1162points
  9. Canada999points
  10. Sweden948points
  11. Australia904points
  12. Singapore711points
  13. Japan700points
  14. New Zealand685points
  15. United Arab Emirates645points
  16. Netherlands558points
  17. Belgium485points
  18. India469points
  19. Switzerland466points
  20. Malaysia456points

Top 5 Direct Marketing Agencies Worldwide

1. Shackleton Madrid210 points

2. AIM Proximity, New Zealand140 points

3. M&C Saatchi, Australia129 points

4. ARC Worldwide, Kuala Lumpur113 points

5. OgilvyOne, Frankfurt111 points

Top 10 Australian Agencies

Global Rank: 35 1.M&C Saatchi Australia 139 points

Global Rank: 552. Leo Burnett Sydney 110 points

Global Rank: 763. BMF86 points

Global Rank: 1364. Saatchi & Saatchi Australia67 points

Global Rank: 1415. George Patterson Y&R62 points

Global Rank: 2356. DDB Sydney34 points

Global Rank: 249 7. Lavender 32 points

Global Rank: 285 8. Clemenger BBDO, Melbourne 26 points

Global Rank: 2858 Clemenger Proximity, Sydney26 points

Global Rank: 348 10. Cummins & Partners, St. Kilda20 points

Top 10 NZ Agencies

Global Rank: 331. AIM Proximity NZ 148 points

Global Rank: 872. Publicis Mojo New Zealand 82 points

Global Rank: 1133. TBWAWHYBIN 68 points

Global Rank: 1404. DRAFTFCB New Zealand 62 points

Global Rank: 1635. Colenso BBDO, Auckland 46 points

Global Rank: 1636. OgilvyOne New Zealand 46 points

Global Rank: 1907. TequilaAuckland 40 points

Global Rank: 2088. OMD New Zealand36 points

Global Rank: 2329. Saatchi & Saatchi New Zealand 32 points

Global Rank: 30110. Clemenger BBDO New Zealand 22 points

Top 10 Australian & NZ Direct Marketing campaigns by global rank

Global Rank: 11. Body Parts, Bank of NZ, AIM Proximity NZ

Global Rank: 22. Earth Hour, WWF Australia, Leo Burnett, Sydney

Global Rank: 6 3. Poms Whinge, British Council, M&C Saatchi, Australia

Global Rank: 10 4. Bonded By BloodNZRU/Adidas, TBWA\Whybin, AKL

Global Rank: 125. Platinum Humantesting Programme, Lion Nathan, BMF

Global Rank: 19 6. Pimp Our Ads, Roads & TrafficAuthority, Lavender

Global Rank: 21 7. Blood Box, Australian Red Cross, M&C Saatchi Australia

Global Rank: 258. Lexus IS Art in Motion, Lexus New Zealand, AIM Proximity NZ

Global Rank: 289. S.P.E.M, Haunui Farm, AIM Proximity NZ

Global Rank: 38 10. Glorious MonoSensurround, Australian Post, M&C Saatchi Australia

Top 10 Australian & NZ Digital Campaigns by Global Rank (GR)

  1. A New Form of Currency Website, Macquarie Bank, BMFGR = 17
  2. Turtle, WWF, Leo Burnett SydneyGR = 108
  3. Mitsubishi Revolution Facility, Mitsubishi Motors Australia, Clemenger Proximity Sydney GR = 197
  4. Tenacious D-Movie, New Line Cinema, Tequila/AustraliaGR = 215
  5. The Nick Shack, Nickelodeon Australia, Deepend SydneyGR = 404
  6. Tiger-Taste it in this Life, Tiger Beer, Saatchi & Saatchi NZGR = 407
  7. V-Raw, Frucor Beverages, Clemenger Proximity SydneyGR = 496
  8. Celebration Dance, National Australia Bank, Clemenger BBDO, Melbourne GR = 510
  9. Homeless Man, Wesley Mission, Leo Burnett SydneyGR = 511
  10. Audi S3 Identity, Audi Australia, M&C Saatchi AustraliaGR = 613
  11. Keep the Crew Together, Optus, M&C SaatchiGR = 683

Top 10 Australian & NZ Poster Campaigns by Global Rank (GR)

  1. How to Remove Breast Cancer Welfare Association Saatchi & Saatchi Australia GR = 105
  2. Icons (1), 42 Below Vodka, Saatchi & SaatchiGR = 100
  3. Adicolor Adidas International, SMART, MelbourneGR = 133
  4. Blue/Green/Orange, Sydney Writers' Festiva, lSaatchi & Saatchi Australia GR = 140
  5. Albatross, Greenpeace, Publicis Mojo New ZealandGR = 238
  6. World Press Photo Exhibition, New ZealandNetherlands Foundation, Clemenger BBDO New Zealand GR = 291
  7. Yellow/ Pink/ Blue, Adicolor Footwear SMART, MelbourneGR = 292
  8. Crying tree, Wilderness Society, DDB MelbourneGR = 428
  9. Injection NTV, Networks New Zealand, Lowe Hunt SydneyGR = 478

Top 10 Australian & NZ TV & Cinema Campaigns by Global Rank (GR)

  1. Children See, Children Do, NAPCAN, DDB SydneyGR = 25
  2. Finding Changes, NationalBreastCancerCenter, Belgiovane Williams MacKay, Sydney GR = 68
  3. Flashbeer, Foster's Australia, George Patterson Y&RGR = 69
  4. Invisible man, Diageo Australia, Leo Burnett SydneyGR = 94
  5. Past Experience, Heineken, Leo Burnett Sydney GR = 97
  6. See Things, McDonald's Australia, Leo Burnett Sydney GR = 100
  7. Reconstruction, Transport Accident Commission, Grey Worldwide Australia GR = 133
  8. Breathe, Greenpeace, Publicis Mojo New ZealandGR = 180
  9. Taste It In This Life, DB Breweries, Saatchi & Saatchi New Zealand GR = 218
  10. Make The Most of Now, Vodafone New Zealand, Colenso BBDO Auckland GR = 317

Top 10 Australian & NZ Press Campaigns by Global Rank (GR)

  1. Ketchup, CALM, Publicis Mojo New ZealandGR = 2
  2. How to Remove Breast Cancer Welfare Association, Saatchi & Saatchi Australia GR = 22
  3. Mum & Daughter/ Dad & Son/ Dad & Daughter, $9.95 PC Games, Colenso BBDO Auckland GR = 97
  4. Chicken & Herb, Little Boys, DRAFT FCB New ZealandGR = 201
  5. DAD & SONMONACO, Colenso BBDO AucklandGR = 205
  6. Duck & Porcini, Little Boys DRAFT FCB New ZealandGR = 209
  7. Smoked Venison, Little Boys DRAFT FCB New ZealandGR = 242
  8. 3D Special Offers, Air New Zealand, AIM Proximity NZ GR = 293
  9. Beaver/Hamster/Chicken Feet, Connex, Leo Burnett SydneyGR = 308
  10. BOLIVIA, Amnesty International, Publicis Mojo NZGR = 310

Top 4 Australian & NZ Alternative & Innovative Media Campaigns by Global Rank (GR)

  1. Talking Boony , VB, George Patterson Y&R MelbourneGR = 5
  2. World Press Photo Exhibition, New ZealandNetherlands Foundation, Clemenger BBDO New Zealand GR = 21
  3. Being Lote, HSBC Waratahs, Saatchi & Saatchi AustraliaGR = 28
  4. This Is New Zealand, Archives New Zealand, Archives New Zealand GR = 66

Worldwide results

The Top 20 agencies in the world by total creativity – awards won across all media disciplines.

  1. Jung von Matt, Germany598
  2. Crispin Porter + Bogusky, Miami591
  3. Saatchi & Saatchi New York440
  4. DDB Germany435
  5. ScholzFriends, Germany388
  6. AlmapBBDO, Sao Paulo365
  7. DDB London334
  8. Ogilvy Frankfurt331
  9. BBDO New York310
  10. TBWA\Chait Day, New York294
  11. Leo Burnett, Chicago292
  12. Duval Guillaume, Belgium269
  13. AMV BBDO, London232
  14. DDB Chicago230
  15. Shackleton, Madrid220
  16. OgilvyMather, Singapore208
  17. Nordpol + Hamburg, Germany194
  18. SaatchiSaatchi, Singapore192
  19. Y&R Buenos Aires191
  20. ForsmanBodenfors, Sweden174

The Top 20 Direct Marketing Agencies

  1. Shackleton Madrid210
  2. AIM Proximity, New Zealand140
  3. M&C Saatchi, Australia129
  4. ARC Worldwqide, Kuala Lumpur113
  5. OgilvyOne, Frankfurt111
  6. OgilvyOne, Malaysia84

7=DDB Germany77

7=Di Paoloa & Asociados, Argentina77

  1. GEKKO, Copenhagen72
  2. Salem, Sao Paulo, Brazil71

11= BMF, Sydney70

11= Ogilvy, South Africa70

  1. Nordpol + Hamburg69
  2. E-Volution, Argentina65
  3. Proximity, London64
  4. Lowe Bull, South Africa62
  5. Wunderman, Dubai56

18= CP Proximityy, Spain52

18= Harrison Troughton Wunderman, London

18= Net#work BBDO, Johannesburg

Top 20 Digital agencies

  1. Crispin Porter + Bogusky247
  2. In-house162
  3. Farfar, Stockholm137
  4. Forsman & Bodenfors, Gothenburg125
  5. AlmapBBDO, Sao Paulo113
  6. Goodby Silverstein + Ptnrs110
  7. R\GA New York100
  8. Euro RSCG 4D Amsterdam 88
  9. AKQA, USA 86

10= DDB Brazil 84

10= Lowe Brindfors, Sweden 84

12. Neue Digitale, Frankfurt 77

13. argonauten G2, Germany 76

14. Great Works, Stockholm 68

15. start/interone, Munich 66

15. Jung von Matt, Germany 64

16= Glue, London 58

16= GrupoW, Mexico 58

18. GT Inc, Tokyo 55

19. McCann Erickson, San Francisco 51

20. OgilvyMather, Canada 48

The Top 20 TV agencies

  1. Crispin Porter + Bogusky, Miami193
  2. TBWA\Chait Day, New York160
  3. Jung von Matt, Germany156
  4. BBDO New York153
  5. BETC Euro RSCG, Paris116
  6. Vegaolmosponce, Argentina116
  7. DDB, Germany114
  8. Leo Burnett, Chicago111
  9. AMV BBDO, London91
  10. Fallon, London87
  11. Wieden + Kennedy, Amsterdam80
  12. Fallon, Minneapolis71
  13. Del Campo Bazca Saatchi & Saatchi, Buenos Aires

69

  1. Duval Guillaume, Belgium68
  2. Nordpol + Hamburg, Germany66
  3. McCann Erickson, San Francisco62
  4. DDB Amsterdam61

18= 180 Amsterdam56

18= Y&R Buenos Aires56

  1. BBH, London52

Top 20 Print agencies (press and posters combined)

  1. SaatchiSaatchi, New York382
  2. Jung von Matt, Germany271
  3. DDB, London262
  4. Scholz & Friends220
  5. OgilvyMather, Singapore192
  6. DDB Germany188
  7. SaatchiSaatchi, Singapore160
  8. Duval Guillaume, Belgium154
  9. Leo Burnett, Chicago144
  10. Ogilvy Frankfurt128
  11. Y&R Buenos Aires127
  12. Neogama BBH, Sao Paulo105
  13. TBWA\Paris100
  14. AMV BBDO, London 96
  15. Villarrosas, Barcelona 90
  16. F/Nazca Saatchi, Sao Paulo 87
  17. Craverolanis, Buenos Aires 84
  18. JWT Paris 78
  19. Leo Burnett, Bangkok 76
  20. Walker, Zurich 72

Top 10 campaigns across all media

  1. EvolutionDoveO&M Canada
  2. Singing CowboyALF “Truth”Arnold/CP+B
  3. Safe HappensVWCP+B
  4. Balloon/Ice/ManHarvey NichollsDDB, London
  5. Short VehiclesVW Golf R32DDB Germany
  6. Railcycle campaignClima Co.Leo Burnett Bangkok
  7. King GamesBurger KingCP+B
  8. Not Here But NowAmnestywalker, Zurich
  9. 2 HeidisDieselFarfar, Stockholm
  10. PaintSony BraviaFallon, London

Top 10 Alternative & Innovative Media campaigns

  1. Wrong Environment jobsintown.de Scholz & Friends
  2. Barrio BonitoNikeBBDO Argentina
  3. Frescoadidas, GermanyTBWA\Germany
  4. NoodleslurperMondo PastaJung von Matt
  5. King GamesBurger KingCP+B
  6. Talking BoonyVBGeorge Patterson Y&R

Melbourne

  1. Iced-LollyNature ConservationY&R Germany
  2. Tate TracksTate ModernFallon, London
  3. Kahnadidas, GermanyTBWA\Germany
  4. Tap Water ProjectUNICEFDroga5, New York

Top 10 Direct Marketing campaigns

  1. Body PartsBank of NZAIM Proximity NZ
  2. Earth HourWWF AustraliaLeo Burnett, Sydney
  3. Smoke is PoisonCRUKOgilvy, London
  4. Poms WhingeBritish CouncilM&C Saatchi, Australia
  5. Lopetegui FaintsBanco GallegoShackleton, Madrid
  6. AnniversaryHasselbladGEKKO, Denmark
  7. The Greatest ShowDMAMArc Worldwide Kuala Lumpur
  8. 24:The gameSony PS220:20 London
  9. Tate TracksTate ModernFallon, London
  10. Bonded By BloodNZRU/adidasTBWA\Whybin, Auckland

Top 10 digital campaigns

  1. 2 HeidisDieselFarfar, Stockholm
  2. Nike+NikeR\GA, New York
  3. Safe happensVWCP+B
  4. Come into the closetIkeaForsman + Bodenfors
  5. R8 MicrositeAudiargonauten G2
  6. EvolutionDoveOgilvyMather, Canada
  7. Big ShadowX-BoxGT Inc., Tokyo
  8. X-Box King GamesBurger KingCP+B
  9. ClearificationMicrosoftMcCann Erickson, San Francisco
  10. The HuntVolvoEuro RSCG 4D Amsterdam

Top 10 TV campaigns

  1. Singing CowboyALF “Truth”Arnold/CP+B
  2. PaintSony BraviaFallon, London
  3. Happiness FactoryCoca-ColaWieden + Kennedy Amsterdam
  4. EvolutionDoveOgilvyMather, Canada
  5. Power of WindEpuron/BMUNordpol + Hamburg, Germany
  6. Underwater WorldIndesitLeo Burnett, Italy
  7. Cuckoo ClockVW PartsDDB Germany
  8. HappydentPalacePerfetti Van MelleMcCann Erickson, Mumbai
  9. The Day You WentTfLM&C Saatchi, London
  10. Return of the SunSolonJung von Matt

Top press campaigns

  1. Balloon/Ice/ManHarvey NichollsDDB London
  2. LingerieFHM SingaporeOgilvy & Mather Singapore
  3. KetchupCALMPublicis Mojo, Auckland
  4. Short vehiclesGold R32DDB Germany
  5. Railcycle campaignClima CoLeo Burnett Bangkok
  6. Haiavanas campaignSao Paulo AlpargatasAlmapBBDO, Sao Paulo
  7. Baeball/CatfightHarvey NichollsDDB London
  8. China campaignStufit DeluxeSaatchi & Saatchi, New York
  9. Imagine etcPrince’s TrustCHI + Partners, London
  10. Get A GirlfriendAxeLowe Bull, South Africa

Top 10 poster campaigns

  1. Voting campaignBBC WorldBBDO New York
  2. SundialMcDonaldsLeo Burnett Chicago
  3. Short vehiclesGold R32DDB Germany
  4. Builders of Tomorrow LegoJung von Matt, Germany
  5. Hangar etcLegoSaatchi & Saatchi Singapore
  6. Railcycle campaignClima CoLeo Burnett Bangkok
  7. Not Here But NowAmnestyWalker, Zurich
  8. Bush/Bean etcMarmite SqueezyDDB London
  9. Balloon/Ice/ManHarvey NichollsDDB London
  10. Shapesadidas, GermanyTBWA\Germany

Top 10 Art Directors

  1. Menno KluinSaatchiSaatchi, New York
  2. Jeff AndersonTBWA\Chiat Day, New York

3. Mike KirklandOgilvy & Mather Toronto

  1. Emer StampDDB London
  2. Adam LarsonCrispin Porter + Bogusky
  3. Marc WientzekDDB Germany
  4. Juan CabralFallon, London
  5. Kevin GradyCrispin Porter + Bogusky
  6. Pipat UrapornLeo Burnett, Bangkok
  7. Sompat TrisadikunLeo Burnett, Bangkok

Top 10 copywriters

  1. Icaro DoriaSaatchiSaatchi, New York
  2. Tim PiperOgilvy & Mather, Toronto
  3. Isaac SilverglateTBWA\Chiat Day, New York
  4. John KearseCrispin Porter + Bogusky
  5. Ben TollettDDB London
  6. Rob ThompsonGoodby Silverstein + Partners
  7. Heiko FreylandDDB Germany
  8. Matthew BrinkLowe Bull, Johannesburg
  9. Juan CabralFallon, London
  10. Yutaka TsujinoCrispin Porter + Bogusky

Top 10 Executive Creative Directors

  1. Alex BoguskyCrispin Porter + Bogusky
  2. Andrew KellerCrispin Porter + Bogusky
  3. Amir KassaeiDDB Germany
  4. Janet Kestin/Nancy VonkOgilvy & Mather, Toronto
  5. David LubarsBBDO, New York
  6. John CondonLeo Burnett, Chicago
  7. Tony GrangerSaatchiSaatchi, New York
  8. Richard FlinthamFallon, London
  9. Graham WarsopJupiter Drawing Room, Johannesburg
  10. Eric SilverBBDO, New York

Top 10 Creative Directors

1= Jan JacobsSaatchiSaatchi, New York

1= Lee PremuticoSaatchiSaatchi, New York

  1. Rob StrasbergCrispin Porter + Bogusky
  2. Bert PeuleckeDDB Germany
  3. Stefan SchulteDDB Germany
  4. Tony CalcaoCrispin Porter + Bogusky
  5. Adam TuckerDDB London
  6. Jan LeubeScholz & Friends
  7. Matthias SpaetgensScolz & Friends
  8. Ian ReichenthalTBWA\Chiat Day, New York

Top 10 account handlers

  1. Ulrich KlenkeDDB Germany

2=Aviva GrollOgilvy & Mather, Toronto

2=Sarah KosteckiOgilvy & Mather, Toronto

  1. Philip HeimannDDB London
  2. Katrin SeegersScholzFriends, Berlin
  3. Falk LungwitzTBWA\Germany
  4. Albert LopezVillarrosas, Barcelona
  5. Steve JacksonDDB Chicago
  6. Louisa IbingDDB Berlin
  7. Janette DecaireEuro RSCG 4D

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