Leo Burnett Sydney only Australian agency to rank in Big Won top 20 creative agencies
Australia has slipped to fifth place in the annual rankings of the best countries for creativity in 2014, with Leo Burnett Sydney the only local agency to rank in the top 20 of this year’s Big Won Rankings.
The rankings are based on 32 awards shows across 5,138 pieces of work, won by 1,667 agencies around the world. New Zealand claimed the 14th spot on the list, with the US again taking out the number one ranking.
Leo Burnett Sydney’s performance saw its chief creative officer Andy DiLallo ranked fifth while the agency’s art director Justin Carew made the top ten art directors list, tying for ninth place with Memac Ogilvy Dubai’s Sascha Kuntze.
Che Proximity’s Alert Shirt for Foxtel was the fourth best direct campaign. The agency also grabbed seventh place on the top agencies for direct rankings, beaten by Whybin\TBWA Sydney which claimed fourth place after its award-winning GAYtms campaign for ANZ Bank was named the best direct campaign.
Colenso BBDO Auckland secured fifth place on the top agencies for direct rankings as well as tying for 13th place in the top creative agencies rankings with Publicis Conseil Paris. The agency’s chief creative officer Nick Worthington was ranked seventh on the top chief creative officer list.
Clemenger BBDO Melbourne’s ECD Ant Keogh tied for eighth best ECD with Abbot Mead Vickers BBDO London’s Paul Brazier. GAYtms was also the seventh top campaigns across all media channels for 2014, with Clemenger BBDO Melbourne’s Remote Control Tourist campaign for City of Melbourne tying for 10th best campaign.
Eardrum’s co-authored radio ad Timmy for Commercial Insurance UAE created by Impact BBDO Dubai was the top ranking radio campaign.
Focusing on Australia specifically, Leo Burnett was the top agency network locally according to The Big Won rankings, with Clemenger BBDO, Whybin\TBWA, DDB and McCann rounding out the top five.VML Sydney’s Rip Curl Search campaign for Rip Curl Australia was named best mobile campaign.In terms of holding companies Omnicom topped the list, with WPP in second place and Publics in third. Interpublic claimed fourth place with Dentus and Havas rounding off the list.
Saatchi & Saatchi, CHE Proximity, JWT, Ogilvy and VML finished off the top ten list.
The rankings are compiled by entering awards results from international, regional and local advertising awards shows, and the full results can be seen here.
Top Networks 2014:
| 2014 rank | Points | 2013 rank | 2012 rank | |
| 1 | BBDO (+ Proximity) | 3868 | 2 | 1 |
| 2 | Ogilvy (+ OgilvyOne) | 3344 | 1 | 2 |
| 3 | DDB (+ Rapp, Heye) | 2814 | 3 | 3 |
| 4 | Leo Burnett (+ ARC) | 2586 | 4 | 3 |
| 5 | Y&R (+ Wunderman) | 1980 | 5 | 5 |
| 6 | TBWA | 1286 | 8 | 6 |
| 7 | Publicis (+BBH, Duval Guillaume) | 1178 | 7 | 9 |
| 8 | McCann Worldwide (+ MRM) | 1177 | 6 | 12 |
| 9 | JWT | 1094 | 9 | 7 |
| 10 | Lowe Worldwide | 1036 | 10 | 11 |
| 11 | Grey | 944 | ||
| 12 | Dentsu | 843 | ||
| 13 | Saatchi & Saatchi | 841 | ||
| 14 | FCB | 616 |
Top Agencies for Creativity 2014:
| 2014 rank | Points | 2013 rank | 2012 rank | |
| 1 | Dentsu Tokyo | 552 | 11= | 8 |
| 2 | adam&eve DDB London | 519 | 69 | 259 |
| 3 | Leo Burnett Sao Paulo | 436 | 10 | 329 |
| 4 | Almap BBDO Sao Paulo | 418 | 3 | 11 |
| 5 | BBDO New York | 392 | 11 | 2 |
| 6 | Impact BBDO Dubai | 382 | 74 | 51= |
| 7 | Leo Burnett Sydney | 375 | 8 | 58 |
| 8 | Forsman+Bodenfors Gothenburg | 355 | 21 | 10 |
| 9 | Y&R Beijing | 326 | 157 | – |
| 10 | Memac Ogilvy Dubai | 326 | 22 | 59 |
| 11 | BBDO Proximity Singapore | 289 | 41 | 216 |
| 12 | AMV BBDO London | 283 | 29 | 4 |
| 13= | Colenso BBDO Auckland | 265 | 4 | 1 |
| 13= | Publicis Conseil Paris | 265 | 120 | 51= |
| 15 | Lowe & Partners Lola Madrid | 248 | – | 708= |
| 16 | McCann Erickson Mumbai | 243 | 38 | 195 |
| 17= | Hakuhodo Tokyo | 239 | 50 | 33 |
| 17= | BBDO Proximity Kuala Lumpur | 239 | 228 | 708= |
| 17= | Ogilvy & Mather Paris | 239 | 7 | 47 |
| 20= | Heimat Berlin | 225 | 104 | 31 |
| 20= | Leo Burnett Beirut | 225 | 28 | 6 |
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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could one of the reasons Australian agencies has dropped down the creativity ladders is the over importing of bland British advertising and marketing creative folk? Surely a sure-fire route to mediocracy…whatever happened to developing our own homegrown stars instead of trying to import creativity?
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@Hello seems to me that the creative community as a whole in Australia is fairly culturally diverse. Is it only the English who are bland? I’m wondering whether you have any further anthropological gems you can throw out?
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