LONDON: Colenso BBDO has been named the world’s smartest creative agency in new rankings released by global marketing intel website Warc. Colenso/Proximity was the world’s top digital agency. DDB NZ also featured in the Top 20.
The Warc 100 is a ranking of the world’s top marketing campaigns and companies, based on their performance in effectiveness and strategy competitions.
Colenso scored 115.2 points on the new rankings, edging out AMV BBDO (103.4 points) and JWT Cairo (101.6). Ogilvy & Mather New York was in fourth with 95.1 points, making it the top-ranked creative agency in the Americas. Whybin\TBWA Sydney was fifth on 91.9.
DDB NZ, with65.2 points, was 18th.
Colenso/Proximity NZ was the top digital agency (96.3 points) in the world, ahead of Digitas New York on 86.7.
These rankings are based on the Warc 100 database, which tracks winners of effectiveness and strategy awards from around the world each year. To compile the rankings, Warc tracked more than 1700 winners in 75 different competitions, assigning points based on the awards won (for example, Gold, Silver or Bronze), then weighting those points based on the competition’s rigour and prestige in the global industry.
Warc has also released global rankings of agency networks and holding companies. BBDO Worldwide scored 1232.9 points to become the number one agency network. Ogilvy & Mather (1164.1) was second, with DDB (743.9) third.
Omnicom Group narrowly topped the holding companies rankings, on 3520.4 points to WPP’s 3480.9. Publicis Groupe and Interpublic were third and fourth, scoring 1889.6 and 1731.2 points respectively.
“These rankings showcase the agencies that are really making a difference to their clients’ businesses,” said David Tiltman, head of content at Warc. “By focusing on effectiveness and strategic thinking, the Warc 100 offers a new benchmark for agency performance, based on real campaign results.”
In the media agency rankings, Starcom MediaVest Group Chicago was the clear winner on 118.7 points, with OMD UK in second on 71.5. Colenso/Proximity New Zealand was the top digital agency (96.3 points), ahead of Digitas New York on 86.7.
Top 5 creative agencies
- Colenso BBDO New Zealand
- AMV BBDO, London
- JWT Cairo
- 4. Ogilvy & Mather New York
- 5. Whybin\TBWA, Sydney
Top 5 media agencies
- Starcom Chicago
- OMD UK
- MediaVest New York
- OMD Hong Kong
- OMD New York
Top 5 digital agencies
- Proximity New Zealand
- Digitas New York
- OgilvyOne London
- Arc Chicago
- OgilvyOne Mumbai
Top 5 agency networks
- BBDO Worldwide (Omnicom Group)
- Ogilvy & Mather (WPP)
- DDB Worldwide (Omnicom Group)
- TBWA Worldwide (Omnicom Group)
- McCann Erickson (Interpublic Group)
Top 5 agency holding companies
- Omnicom Group
- WPP
- Publicis Groupe
- Interpublic Group
- Havas
- See the full rankings list here: www.warc.com/warc100/topcreativeagencies2014.100
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