JWT Shanghai’s ‘Heaven and hell' was the most awarded campaign in 2011: Big Won

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 10 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          
8.  Ogilvy Frankfurt                                              
9.   Serviceplan Munich                                  
10. Clemenger BBDO Melbourne

Top networks
1. BBDO                                                          
2. Ogilvy                                                          
3. DDB                                                          
4. Leo Burnett                                              
5. Y&R                                                          
6. JWT                                                          
7. TBWA                                              
8. Saatchi                                              
9. Publicis                                              
10. EuroRSCG                                               

Top Holding Companies
1. Omnicom                     
2. WPP                                                          
3. Publicis                                              
4. Interpublic                                              
5. Havas                                                           

The full rankings can be found here.