Once again BBDO has topped the tables for the Directory Big Won Network rankings, which offers an annual overview of the most awarded creative work, people and businesses operating in the global marketing arena, while WPP was the most successful holding company.
The Omnicom-owned advertising network, BBDO scored 3,405 points overall, which meant that it topped the list for a second year running, beating out 2013’s winner Ogilvy which took second place with 2,274 points. That saw the WPP advertising network climb from fourth place in 2015. Third was last year’s runner up Leo Burnett with 1,951 points.
The rest of the top 10 networks were Y&R, McCann, JWT, DDB, TBWA, Grey and Publicis respectively.
As usual, the USA was the most awarded of the 83 countries followed by the UK and then New Zealand, which climbed from 14th, a position it has held for the last two years. That leap was a result of the McDonald’s McWhopper advert which was found to be the most awarded campaign of the year, garnering 321 points, while a campaign for DB Breweries entitled ‘Brewtroleum’ that also came from New Zealand came second with 280 points.
Starcom MediaVest Chicago was named the top media agency for the fourth year in a row with 198 points, followed by Starcom MediaVest Dubai and Mindshare MENA Dubai respectively.
This year’s rankings were compiled from 3,853 pieces of work by 1,673 agencies.
The top chief creative officer was Ogilvy & Mather’s Tham Khai Meng who’s work garnered 592 points, followed by Nick Worthington from Colenso BBDO Aukland with 531 points and then Josh Moore from Y&R Aukland with 458 points.
The top executive creative director was Andy Blood from Colenso BBDO Aukland who acrewed 362 points, Bruno Prosperi from Almap BBDO São Paulo with 254 points and then Ignacio Feriol/Joquin Cubri from David Buenos Aires with 230 points.
BBDO Network topping the rankings was as a result of BBDO New York coming up top of the US agencies rank and AMV BBDO topping the UK list.
Of the top 100 agencies, only 11 were found to be independent this year, suggesting that the most interesting campaigns were being developed by the networks.
WPP topped the holding company with 7,129 points, beating Omnicom which had 6,581 points. Third was Publicis with 4,005 points then IPG with 3,227 points and then Havas with 380 points.
More insights on this year’s results can be found in Patrick Collister, editor of The Directory Big Won Results insights.
For the complete list of winners, click here.