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BBDO tops Warc ranking of world’s smartest agencies

MUMBAI: Colenso BBDO of New Zealand has topped a new ranking of the world’s smartest creative agencies released by Warc, on the back of breakthrough work for clients such as Tip Top and Mountain Dew. Colenso BBDO is followed by AMV BBDO in the UK.

The two agencies’ parent network BBDO Worldwide (part of Omnicom Group) topped the rankings as the world’s smartest network, edging out WPP’s Ogilvy & Mather. At holding group level, Omnicom finished narrowly ahead of WPP.

Warc also announced that Starcom Chicago had topped the ranking for media agencies, while Proximity New Zealand took first place in the list of digital agencies.

Warc, the global marketing intelligence service, has revealed the top agencies, networks and holding companies from the Warc 100 database, which tracks agency and brand performance in effectiveness and strategy competitions.

BBDO Worldwide president, CEO Andrew Robertson said, “The best work works best – smart insights inspiring creative magic, in turn driving strong business results. I am very proud of the people in our agencies who work so hard to deliver against this, for every client, every day, and, as a result, have pushed us to the top of this chart.”

Warc head of content David Tiltman said, “These rankings showcase the agencies that are really making a difference to their clients’ businesses. By focussing on effectiveness and strategic thinking, the Warc 100 offers a new benchmark for agency performance, based on real campaign results.”

The Warc 100 ( is a benchmark for commercial creativity, allowing organisations to compare their performance with their peers. It is an annual list of the world’s best campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions.

To compile the rankings, Warc tracked more than 1,700 winners in 75 different competitions. It assigned points based on the awards won (for example, Gold, Silver or Bronze), then weighted those points based on the competition’s rigour and prestige in the global industry. Warc has developed a proprietary methodology to weigh competitions in consultation with Professor Douglas West, Professor of Marketing at King’s College London.

In July, Warc announced the world’s smartest 100 campaigns , based on their performance in 2013 competitions. Colenso BBDO had three campaigns within the top 100: ‘Feel Tip Top’, a social media-led campaign for Tip Top, a food brand; the ‘V Motion Project’ for drink V Energy; and the ‘Beyond the Wall’ for Mountain Dew, which invited graffiti artists to decorate spaces on Google Street View.

Top 5 creative agencies in the Warc 100:
1Colenso BBDONew Zealand115.2
3JWT CairoEgypt101.6
4Ogilvy & Mather New York US95.1
Top 5 media agencies in the Warc 100:
1Starcom ChicagoUS118.7
3MediaVest New YorkUS56.3
4OMD Hong KongHong Kong46.7
5OMD New YorkUS46.1
Top 5 digital agencies in the Warc 100:
1Proximity New ZealandNew Zealand96.3
2Digitas New YorkUS86.7
3OgilvyOne LondonUK52.1
4Arc ChicagoUS47.8
5OgilvyOne MumbaiIndia40
Top 5 agency networks in the Warc 100:
Network (Holding company)Points
1BBDO Worldwide (Omnicom Group)1232.9
2Ogilvy & Mather (WPP)1164.1
3DDB Worldwide (Omnicom Group)743.9
4TBWA Worldwide (Omnicom Group)527.2
5McCann Erickson (Interpublic Group)514.1
Top 5 agency holding companies in the Warc 100:
Holding companyPoints
1Omnicom Group3520.4
3Publicis Groupe1889.6
4Interpublic Group1731.2