JWT Shanghai’s ‘Heaven and Hell’ the most awarded campaign in 2011: Big Won
The most awarded piece of work in the world last year was JWT Shanghai’s ‘Heaven and Hell’ campaign for luggage brand Samsonite, which earned the agency the 19th spot in Directory Magazine’s Big Won rankings.
The 2011 rankings were compiled from some 6,000 awards won by 4,048 campaigns on behalf of 2,461 clients, the magazine said.
These were created by 1,302 agencies, rewarding the efforts of 272 Chief Creative Officers, 690 Executive Creative Directors, 2,373 copywriters and 2,472 art directors.
The ‘Heaven and Hell’ campaign won China’s first Grand Prix at the 2011 Cannes awards, as well as three gold Lions and a silver. The campaign also earned three Grand Prix, two gold, a silver and a bronze medal at the 2011 Spikes Asia awards. The agency’s success has also translated in to Campaign’s creative rankings, with nine of the top 16 creatives in Asia-Pacific representing JWT in China.
Overall, BBDO carried the year’s Won honours with its New York office topping the agency rankings and the network itself leading the global network league table. As a result, its holding company Omnicom ranked ahead of WPP in second place and Publicis in third among the holding companies.
While Asia-Pacific agencies have a strong presence in the rankings, the top three spots in the overall and most categories are still dominated by agencies from the US and Europe. Nevertheless, Dentsu Tokyo led the Digital Agency rankings, and Colenso BBDO Auckland, Draftfcb New Zealand and Clemenger BBDO Melbourne topped the direct agency list ranking first, second and third respectively.
BBDO’s David Lubar was recognised as the world’s most awarded chief creative officer while Nick Worthington of Colenso BBDO Auckland led the executive creative directors list. Mark Wong of JWT Shanghai ranked second in the copywriter league table and Shahir Zag of Y&R Dubai was last year’s most awarded art director.
“The world’s most creatively-awarded agencies won, on average, two and a half times as many effectiveness accolades as less creative agencies,” observed James Hurman, Executive Planning Director of Colenso BBDO Auckland.
“Out of 4048 creatively-awarded campaigns in 2011, the USA Grand Effie (Old Spice’s ‘The man your man could smell like’) was the 10th most creatively-awarded. The Asian Marketing Effectiveness Awards Platinum (Yellow Pages’ ‘Hidden pizza restaurant’) was the 40th most awarded.
And the IPA Effectiveness Awards Grand Prix (Colombian Ministry of Defence’s ‘Operation Christmas’ ) was the 85th most awarded,” wrote Herman.
Top agencies in the world 2011
1 BBDO New York
2 AlmapBBDO, Sao Paulo
3 Y&R Dubai
4 Jung Von Matt Hamburg
5 Colenso BBDO, Auckland
6 Abbott Mead Vickers BBDO, London
7 Forsman & Bodenfors, Gothenburg
7 Ogilvy Frankfurt
9 Serviceplan Munich
10 Clemenger BBDO Melbourne
11 Publicis Conseil, Paris
12 Grabarz & Partner Werbeagentur Hamburg
13 Dentsu Tokyo
14 Wieden + Kennedy Portland
15 kempertrautmann, Hamburg
16 DDB London
17 BBH London
18 BETC Euro RSCG, Paris
19 JWT Shanghai
20 Wieden + Kennedy, Amsterdam
21 DraftFCB New Zealand
22 FP7 Manama Bahrain
23 Droga5 New York
24 Del Campo Nazca Saatchi & Saatchi, Buenos Aires
25 Y&R New York
Top 20 campaigns across all media
1 Heaven and Hell Press Samsonite JWT Shanghai
2 Decode Jay-Z Outdoor/Digital Bing Droga5 New York
3 American Rom Integrated Kandia Dulce McCann Erickson Bucharest
3 Save as WWF Digital WWF Jung von Matt Hamburg
5 Write the Future Integrated Nike Wieden+Kennedy Amsterdam
6 Homemade is Best Digital/Design IKEA Forsman & Bodenfors
7 Who Killed Deon? TV/Digital Met Police AMV BBDO London
8 Wall of Fame Digital Edding kempertrautmann Hamburg
9 See the Person Integrated Scope Leo Burnett Melbourne
10 Old Spice Response Campaign Direct/TV Old Spice Wieden+Kennedy Portland
11 Yellow Chocolate Integrated Yellow Colenso BBDO Auckland
12 A hunter shoots Digital Tippex Buzzman Paris
13 Burma Outdoor Human Rights Watch JWT New York
14 Friendship Machine Outdoor Coca-Cola Ogilvy Argentina
14 Musical Fitting Rooms Outdoor/Digital Starhub DDB Singapore
16 Break Up Integrated NAB Clemenger BBDO Melbourne
17 Accessories Press/Poster Harvey Nichols Y&R Dubai
18 Watson Digital IBM Ogilvy New York
18 The Journal Integrated New Zealand Ministry of Health DraftFCB Auckland
20 Megane Experiment Integrated Renault UK Publicis London
20 Light Wall Outdoor BMW Serviceplan Munich
Top countries
1 USA
2 United Kingdom
3 Germany
4 Australia
5 France
6 Spain
7 Brazil
8 Sweden
9 New Zealand
10 South Africa
11 UAE
12 India
13 Canada
14 Japan
15 China
Top agencies for Direct
1 Colenso BBDO, Auckland
2 DraftFCB New Zealand
3 Clemenger BBDO Melbourne
4 Shackleton Madrid
5 Ogilvy Frankfurt
6 BMF Sydney
7 Leo Burnett Beirut
8 Mark/M&C Saatchi Sydney
9 Proximity London
10 Jung Von Matt Hamburg
10 McCann Erickson Bucharest
Top agencies for TV/Film/Video
1 BBDO New York
2 Wieden + Kennedy, Amsterdam
3 Wieden + Kennedy Portland
4 Publicis Conseil, Paris
5 Abbott Mead Vickers BBDO, London
6 Dare London
7 Wieden+Kennedy, London
8 DDB London
9 Leo Burnett Cairo
9 Saatchi & Saatchi London
Top agencies for print
1 AlmapBBDO, Sao Paulo
2 Y&R Dubai
3 JWT Shanghai
4 Y&R Paris
5 BETC Euro RSCG, Paris
6 Ogilvy & Mather Kuala Lumpur
7 Leo Burnett Kiev Ukraine
8 Publicis Conseil, Paris
9 DDB&Co., Istanbul
10 Abbott Mead Vickers BBDO, London
11 Ogilvy Frankfurt
12 Leo Burnett Hong Kong
13 Grabarz & Partner Werbeagentur Hamburg
14 Y&R Buenos Aires
15 Serviceplan Munich
16 DDB Singapore
17 Euro RSCG Bangkok Limited
18 Leo Burnett Warsaw
19 Marcel Paris
20 Scholz & Friends Berlin
21 Mudra Communications Mumbai
22 Leo Burnett Dubai
23 Ogilvy Cape Town
24 Ogilvy & Mather India
25 TBWA Paris
26 DDB London
27 Leo Burnett Sao Paulo
28 TBWA RAAD Dubai
29 BBH London
30 Hakuhodo Asia Pacific, Bangkok
Top agencies for Outdoor and Posters
1 Y&R Dubai
2 BBH London
3 AlmapBBDO, Sao Paulo
4 Ogilvy & Mather Kuala Lumpur
5 DDB&Co., Istanbul
6 Serviceplan Munich
7 JWT Shanghai
8 DDB Hong Kong
8 Ogilvy Sao Paulo Brazil
10 Droga5 New York
10 Del Campo Nazca Saatchi & Saatchi, Buenos Aires
Top agencies for Digital
1 Dentsu Tokyo
2 @radical.media New York, USA
2 kempertrautmann, Hamburg
4 Forsman & Bodenfors, Gothenburg
5 Crispin Porter Bogusky, Boulder
6 R/GA, New York
7 DDB London
8 DDB Stockholm
9 Wieden + Kennedy Portland
10 Abbott Mead Vickers BBDO, London
Top agencies for Alternative/Innovative campaigns
1 Jung von Matt Hamburg
2 Serviceplan Munich
3 R/GA New York
4 Crispin Porter Bogusky Boulder
4 Clemenger BBDO Melbourne
6 Publicis Conseil Paris
7 Jung von Matt Hamburg
7 DC Nazca Saatchi Argentina
9 Grabarz+ Partner Hamburg
9 Monumenta Sao Paulo
9 Leo Burnett Melbourne
Top agencies for Integrated campaigns
1 McCann Erickson Bucharest
2 Droga5 New York
3 Leo Burnett Sydney
4 Publicis London
5 Wieden + Kennedy, Amsterdam
6 Crispin Porter Bogusky, Boulder
6 Jung Von Matt Hamburg
8 Wieden + Kennedy Portland
9 Grey Melbourne
10 BBDO New York
10 BBH New York
Top print/press campaigns
1 Heaven and Hell (Samsonite) JWT Shanghai
2 Accessories Required…y Nichols Duabi UAE) Y&R Dubai
3 Melt, Drought, Flood (Greenpeace) Leo Burnett Hong Kong
4 Luther King/Churchill/Gandhi Marcel Paris
4 Jet-Fighter, T-Rex, Wrestler Ogilvy & Mather Kuala Lumpur
6 Movie Flowcharts (CANAL+ France) BETC Euro RSCG, Paris
7 Fiat Ambulance (Campaign) Leo Burnett Sao Paulo
7 Billboard Campaign -…nna, Michael Jackson AlmapBBDO, Sao Paulo
9 Einstein, Marilyn ((Sony Cyber Shot) Del Campo Nazca…i, Buenos Aires
10 Pimple (Breast Cancer Foundation Singapore) DDB Singapore
10 Evian (Campaign) Baby Inside (Evian France) BETC Euro RSCG, Paris
10 Swing, Pool, Stairs (VW Drive Responsibly) DDB Argentina
10 WERU – The final ad Scholz & Friends Berlin
14 Rare Campaign – Woll…ede etc – Land Rover Y&R Dubai
14 Chameleon, Frog camp…Shieldtox Naturgartd Euro RSCG Bangkok Limited
16 Match, Orchestra, Speech Y&R Buenos Aires
16 Guillotine, Gun, Sna…ur Marbels campaign) Ogilvy & Mather India
18 All round safety (Ca…(Volkswagen Germany) Grabarz & Partn…agentur Hamburg
18 Yellow, Blue, Grey (RENFE) SRA RUSHMORE Madrid
20 ADC UA We are not yo…ectors Club Ukraine) Leo Burnett Kiev Ukraine
20 Traffic Blues (Panadol) Ogilvy & Mather Kuala Lumpur
20 Tin Toys (Mint Museum of Toys Singapore) Y&R Singapore
20 Four Heads (Wagon Wheels) George Patterson Y&R
20 For Any Business (Ca…swagen South Africa) Ogilvy Cape Town
20 Seal (Surfriders Foundation) Y&R Paris
20 Jump, Tunnel, Balloon DraftFCB Buenos Aires
20 Builders of Tomorrow (Lego Germany) Serviceplan Munich
20 Oceanes Initiatives – Tyre Y&R Paris
20 Oceanes Intiatives – Bottle Y&R Paris
30 Google Search Engine…an.. (Google Turkey) GREY Istanbul
30 Parking Precision (Volkswagen Germany) Grabarz & Partn…agentur Hamburg
30 Berlin Wall (Dank se…niture store Turkey) DDB&Co., Istanbul
33 Reunion (Avis South Africa) Ireland/Davenport, Johannesburg
33 Oceanes Initiatives campaign Y&R Paris
33 Animals, People (Corbis) Leo Burnett Lisbon
33 Cards, Balloons, Nails (Volkswagen) AlmapBBDO, Sao Paulo
33 Musical Creatures Fi…der (The Fridge UAE) TBWA RAAD Dubai
33 Aircraft/Baby/Prisma…ossing/Square Trails Ogilvy Frankfurt
39 Moby Dick, le Petit Prince, Don Quixote Y&R Colombia
39 Plasticine (Museum of Childhood UK) Abbott Mead Vickers BBDO, London
39 SAMU Social (Campaig…sation (SAMU France) Publicis Conseil, Paris
42 Tower Hamlets Texting Print campaign Abbott Mead Vickers BBDO, London
42 Brown Bear, Grey Seal, Gorilla (Bund) Scholz & Friends Berlin
42 A Bad Part Affects t… (Volkswagen Brazil) AlmapBBDO, Sao Paulo
42 Symmetry 1/Symmetry 2/Symmetry 3 TBWA Paris
42 Oceanes Initiatives – Can Y&R Paris
42 Batelco Directory Ho…el (Batelco Bahrain) FP7 Manama Bahrain
42 Chameleon (Reckitt Benckiser) Euro RSCG Bangkok Limited
42 Charlie (AIDES) Goodby, Silvers…, San Francisco
42 Crossfox – The Compa… (Volkswagen Brazil) AlmapBBDO, Sao Paulo
42 Organic Poo Leo Burnett Hong Kong
42 Life Lost (St. Johns Ambulance UK) BBH London
