Patrick Collister and The Big Won 2012


Patrick Collister has released his annual directory of the world's best communications agencies, campaigns and individuals, covering areas such as advertising, print, digital, as measured by awards won. Patrick Collister’s The Directory Big Won, revealed that 2012's most awarded ad network was BBDO (including Proximity).

The Directory Big Won rankings are based on 4,459 separate campaigns or pieces of creative work, which won awards at 39 shows around the world.

During 2012 1,595 agencies who won awards in 2012, 223 were from integrated campaigns, 599 from press awards, 614 from posters or outdoor campaigns, 634 from digital campaigns, 785 from TV and film campaigns, and 1,134 direct marketing.

To achieve Top Five agency status in the Big Won rankings an agency has to produce work to a consistently high standard across its portfolio of clients.

As the most creative agency 2012, Colenso BBDO Auckland won 110 awards (30 per cent of which were Golds or Grand Prix) with 20 separate pieces of work on behalf of 11 clients. BBDO New York won 119 awards with 52 separate pieces of work for 16 different clients. Serviceplan Munich won 77 awards for some 15 clients, and AMV BBDO London took home 82 awards for 18 of its clients.



The USA was named 2012's most creative country with Germany and the UK coming in second and third respectively. The UK has consistently taken third place behind the US and Germany, since 2008, apart from in 2011, when the UK climbed a spot to second place. 2012 saw the UK drop back to the take third place.

In specific media sections the UK ranks second for outdoor/poster advertising and TV/Film. The UK takes the fourth spot for direct marketing, and comes in fifth for both media and digital campaigns. The UK takes sixth place for integrated campaigns and comes in eighth for radio. In press, design, and alternative and innovative, the UK is outside the Top 10 ranking.


UK listings

For the sixth year in a row, Abbott Mead Vickers BBDO has cinched the top spot as the Number One UK agency. AMV BBDO is also Number One in the UK for radio, film and TV, and digital campaigns.

The top campaign for TV & Film in the UK was “Dips Desperado”, and the agency also had four campaigns in the digital Top 10, with Mercedes “Escape the Map” ranking in third place.

DDB was the UK’s Number One press agency, and BBH has been named the UK’s second most awarded agency having won in outdoor, press, TV and film, digital, and integrated for clients; Aaron Biber, Google, The Guardian, Audi, St. John’s Ambulance, Unilever Lynx, Weetabix, ASOS, Johnnie Walker and Yeo Valley.

New to the Top 10 are OgilvyOne in fourth place, Euro RSCG London, DLKW Lowe in ninth, and Grey rounding off the Top 10. Wieden + Kennedy ranked equal seventh with Euro RSCG London. However, Fallon, Saatchi & Saatchi and Mother were notable by their absence from the UK Top 10.

The Big Won Rankings also covers the top campaigns across all channels (UK), the top agencies for creativity across all media (global) the top campaigns across all channels (global), the top design agencies and top design campaigns (UK and global), the top digital agencies and top digital campaigns (UK and global), the top direct agencies and direct campaigns (UK and global), the top outdoor agencies and outdoor campaigns (UK and global), the top press agencies (UK and global), the top TV agencies and TV campaigns (UK and global), the top integrated campaigns (UK and global), the top copywriters (UK and global), the top art directors (UK and global), and the top CCO/ECD’s (UK and global).


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