BMF tops Mumbrella creative agency study
BMF has come out on top of the inaugural Mumbrella Creative Agency Performance and Perception Study, as revealed at Mumbrella360 this morning.
From a field of Australia’s top 30 agencies, an expert panel and Mumbrella’s readership gave the Photon-owned agency the highest overall score – 78.9 out of 100 across 10 assessment criteria.
Clemenger BBDO Melbourne came second, with an overall score of 75.78. Third was Host – the highest ranked independent agency – followed by Droga5 and The Monkeys.
BMF top scored in six of the 10 criteria – creativity, effectiveness, integration, talent, planning and impact on the industry.
Woot!
To the pub…
Tim, you do yourself and BMF no favours by proclaiming them winners in one breath, then telling us their client was a judge in the next.
It all sounds like a mother judging their own baby the prettiest in a beauty contest.
BMF are the shining beacon of meaningful advertising in Australia.
Poor S&S – how the mighty fall.
Hi oops,
David Thomason, who was one of our ten panelists, was a former client of BMF’s, not current. He was also a former client of The Campaign Palace, which ranked 30th out of 30.
Cheers,
Robin – Mumbrella
Can you tell us how many mumbrella readers were in the panel?
the scores aren’t that high
Robin,
Don’t be so sensitive. I’m not doubting BMF’s credentials. I’m just saying the blog’s editorial notes don’t read well and do you and BMF no favours. That’s all. But then, in the words of Nancy Sinatra, “you had to go say something stupid like …” The Campaign Palace is ranked 30 in Australia. This is when the missing caveat becomes obvious – that is, not 30th best agency in Australia, but 30th of the 30 agencies you’ve chosen to include on your list. [P.S. Well done BMF].
oops
actually, Robin didn’t write “The Campaign Palace is ranked 30 in Australia”, he wrote ‘ranked 30th out of 30’, which clearly wasn’t a stupid thing to say but an honest and accurate assessment of their score.
so I guess the lesson here is that if you’re going to accuse somebody of saying something stupid, it’s probably better if you yourself try to say something smart, not something rather dense
with love
xx
BMF, Clems Melb and Host have been winning new business and major creative and effectiveness awards consistently over a long period. At the end of the day that’s the most independent way to judge who’s the “best”. They deserve congratulations.
However, I don’t think it is fair or relevant to then have a list of the next best 27, especially considering that on many of the criteria outlined it would be impossible for the panel to know the real story at any agency unless they have worked with them as a client. And then bias obviously comes in.
That Robin Hicks is dead cute – is he single and gay?
Don’t you love it when agencies suddenly believe in market research.
AdNews Agency of the Year, B&T Agency of the Year, Campaign Brief Agency of the Year and now some other ranking system from AdNews (that nobody understands) – hmmm the parasites are really filling their pages with this stuff, and making a buck as well…so why not me? – thinks the parasite who runs Mumbrella.
It’s so easy, you just get those dumb arse agency suckers to spend hours preparing a presentation for you (at the end of their 12 hour days, or over the weekend). Of course they’ll have to meet really strict criteria, stuff like ‘Agency with the best ideas or model to transform the industry’.
Judging?
That’s easy.
I’ll just call up all the other parasites that feed off the industry without ever contributing anything to it.
10 judges. That’ll do.
Um, I’ll get three head-hunters.
They’ll love it cos they can get a close up look at every agency’s most talented staff for free.
Pitch consultants?
Boy that industry is just so popular with parasites I’ll have to limit it to two judges.
Strategic Planners?
More peripheral than parasitic really, but if they’re freelance planners that ticks the box.
Market Researchers?
Limit that to one.
Clients?
The good ones will all be busy, so I’ll get one that is out of work, or consulting as they call it these days.
Actually better get one that is in a job – I know the bloke who signed off on that “There’s nothing like Australia’ jingle. Yeah you know the TVC for tourism that looked just like the American one for National Geographic Channel.
Okay done!
But hang on, this is quite a lot of work… stuff it, I’ll choose the 30 agencies myself.
Who cares if I leave out AJF, they’re winning enough business already, same for Ted Horton’s little agency and Cummins, he’ll never get off the ground.
Wow this will be so influential that the blog will go into meltdown!!!
Cut to Mr Mumbrella wandering off into the night singing “we’re happy little parasites” to the tune of “happy little vegemites”– an advertising line that was written 50 years ago, in a time when there were no parasites.
Perhaps that’s why it’s survived.
well done BMF
Ummm and i thought “The agency that best uses the full spectrum of communications channels” would have been a criteria most suited to media agencies???
what a sad, bitter and twisted bunch of people… what’s up didn’t mummy love you? grow up kids.
Mumbrella, thanks. For an industry that builds brand reputations, a study of ours is really interesting to see and helps us understand what we need to strive for.
I think Mumbrella has done the industry a great service with the establishment of the 360 Conference. It has the capacity to create an environment for intelligent discussion,debate and education – all powerful tools for enhancing the standing of our industry in the wider business community. I just wish it hadn’t given in to the old ‘best agency’ type rubbish. Leave the ‘who’s best, who’s hot, who’s not’ to others. My advice — if mumbrella stays above all that crap, you’ll look all the bigger for it.