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Four Australian agencies make top ten as country named second overall in Big Won Rankings

DirectoryAustralia has been ranked the second best country for creativity in 2013 with four agencies in the top 20, according to The Directory Big Won Rankings which uses awards success to rate agencies.

The rankings are based on 8,004 awards for 4,780 separate pieces of work won by 1,317 agencies around the world, of which Australia won 3,316 awards, bettered only by the US which won a total of 3,869 awards.

John Mescall

John Mescall

McCann Melbourne stellar awards performance last year made it the number one agency overall and John Mescall named the best ECD and the best copywriter thanks to the award-winning ‘Dumb Ways to Die‘ campaign for Metro Trains, which picked up 725 gongs overall, three times its nearest competitor DraftFCB Auckland’s ‘Driving Dogs’ campaign for MINI/SPCA.

‘Dumb Ways to Die’ was also named the top radio campaign, top TV/Film campaign, the top digital campaign and the top integrated campaign. ‘Driving Dogs’ was named the top PR campaign.

McCann’s art director Pat Baron was also listed first on the best art directors of 2013. He was also ranked fourth on the top copywriters of 2013.

Leo Burnett Sydney also managed to make the top ten agencies for creativity, taking out the number eight ranking while George Patterson Y&R Melbourne scraped into the top 20 at number 17, closely followed by Clemenger BBDO Melbourne at number 18.

Andy DiLallo, Leo Burnett Sydney’s chief creative officer, was named the sixth best CCO while the agency’s art director Justin Carew was in at number ten for that discipline in 2013.

The Sydney agency’s ‘Small World Machines‘ campaign for Coca-Cola came in at number six on the top campaigns across all media channels with GPY&R Sydney’s ‘Mobile Medic‘ for the Australian Defence Force just missing out on the top 10 at number 11. It was closely followed by Havas Sydney’s ‘Fair Go Bro‘ for Virgin Mobile at number 13, with DraftFCB Auckland’s ‘Call Girl’ for Prime TV NZ in the fourteenth spot. Leo Burnett Melbourne’s ‘Volunteer to promote volunteering’ for Seek Volunteer came in at number 16.

Colenso BBDO Auckland just missed out on the top three agencies for creativity, coming in at number four with its NZ competitor DraftFCB coming in at number six. Colenso was ranked number one for direct, with DraftFCB coming in at number four. Colenso’s chief creative officer was ranked fourth in the top CCO list while DraftFCB Auckland’s ECDs James Mok and Tony Clewett came in at number five on the top ECDs for 2013, with DDB NZ’s Regan Grafton coming in at number six.

Australian and NZ agencies did well in the best campaigns for direct, with four agencies from both countries making the top five. DraftFCB Auckland’s ‘Driving Dogs’ campaign was at the top of the list, followed by Leo Burnett Melbourne’s ‘Volunteer’ for Volunteer Australia.

Colneso BBDO NZ’s ‘Trial by Timeline’ for Amnesty tied for fourth place with McCann Melbourne’s ‘Dumb Ways to Die’. Leo Burnett Sydney’s ‘Small World’ for Coca-Cola was ranked eighth.

In the digital space, McCann’s ‘Dumb Ways to Die’ took out the top spot, with DraftFCB Auckland’s ‘Driving Dogs’ coming in at number five. Clemenger BBDO’s ‘Telekinize the rainbow’ was ranked number seven with Colenso BBDO’s ‘Motion Project’ for NZFrucor40 coming in at 10th place.

Unsurprisingly, McCann’s Metro Trains campaign ‘Dumb Ways to Die’ was also ranked number one for the best film/TV campaign, with Clemenger BBDO’s ‘Beer Chase‘ for Carlton Draught coming in at second.

‘Dumb Ways to Die’ was the fourth best poster/outdoor campaign, with GPY&R’s ‘Mobile Medic’ coming in at sixth place. Leo Burnett Sydney’s ‘Small World’ was named the ninth best poster/outdoor campaign.

Two Australian agencies made the top ten press campaigns with Clemenger BBDO’s ‘Spending Time’ campaign for Fosters Australia beating out Dumb Ways to Die, coming in at ninth place, with McCann’s tenth.

The rankings are compiled by entering awards results from international, regional and local advertising awards shows, and the full results can be seen here.

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