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

The most awarded piece of work in the world last year was JWT Shanghai’s ‘Heaven and Hell’ campaign for luggage brand Samsonite, which earned the agency the 19th spot in Directory Magazine’s Big Won rankings.

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 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

7 Ogilvy Frankfurt

9 Serviceplan Munich

10 Clemenger BBDO Melbourne

11 Publicis Conseil, Paris

12 Grabarz & Partner Werbeagentur Hamburg

13 Dentsu Tokyo

14 Wieden + Kennedy Portland

15 kempertrautmann, Hamburg

16 DDB London

17 BBH London

18 BETC Euro RSCG, Paris

19 JWT Shanghai

20 Wieden + Kennedy, Amsterdam

21 DraftFCB New Zealand

22 FP7 Manama Bahrain

23 Droga5 New York

24 Del Campo Nazca Saatchi & Saatchi, Buenos Aires

25 Y&R New York

 Top 20 campaigns across all media

1 Heaven and Hell Press Samsonite JWT Shanghai

2 Decode Jay-Z Outdoor/Digital Bing Droga5 New York

3 American Rom Integrated Kandia Dulce McCann Erickson Bucharest

3 Save as WWF Digital WWF Jung von Matt Hamburg

5 Write the Future Integrated Nike Wieden+Kennedy Amsterdam

6 Homemade is Best Digital/Design IKEA Forsman & Bodenfors

7 Who Killed Deon? TV/Digital Met Police AMV BBDO London

8 Wall of Fame Digital Edding kempertrautmann Hamburg

9 See the Person Integrated Scope Leo Burnett Melbourne

10 Old Spice Response Campaign Direct/TV Old Spice Wieden+Kennedy Portland

11 Yellow Chocolate Integrated Yellow Colenso BBDO Auckland

12 A hunter shoots Digital Tippex Buzzman Paris

13 Burma Outdoor Human Rights Watch JWT New York

14 Friendship Machine Outdoor Coca-Cola Ogilvy Argentina

14 Musical Fitting Rooms Outdoor/Digital Starhub DDB Singapore

16 Break Up Integrated NAB Clemenger BBDO Melbourne

17 Accessories Press/Poster Harvey Nichols Y&R Dubai

18 Watson Digital IBM Ogilvy New York

18 The Journal Integrated New Zealand Ministry of Health DraftFCB Auckland

20 Megane Experiment Integrated Renault UK Publicis London

20 Light Wall Outdoor BMW Serviceplan Munich

Top countries

1 USA

2 United Kingdom

3 Germany

4 Australia

5 France

6 Spain

7 Brazil

8 Sweden

9 New Zealand

10 South Africa

11 UAE

12 India

13 Canada

14 Japan

15 China

Top agencies for Direct

1 Colenso BBDO, Auckland

2 DraftFCB New Zealand

3 Clemenger BBDO Melbourne

4 Shackleton Madrid

5 Ogilvy Frankfurt

6 BMF Sydney

7 Leo Burnett Beirut

8 Mark/M&C Saatchi Sydney

9 Proximity London

10 Jung Von Matt Hamburg

10 McCann Erickson Bucharest

Top agencies for TV/Film/Video

1 BBDO New York

2 Wieden + Kennedy, Amsterdam

3 Wieden + Kennedy Portland

4 Publicis Conseil, Paris

5 Abbott Mead Vickers BBDO, London

6 Dare London

7 Wieden+Kennedy, London

8 DDB London

9 Leo Burnett Cairo

9 Saatchi & Saatchi London

 Top agencies for print

1 AlmapBBDO, Sao Paulo

2 Y&R Dubai

3 JWT Shanghai

4 Y&R Paris

5 BETC Euro RSCG, Paris

6 Ogilvy & Mather Kuala Lumpur

7 Leo Burnett Kiev Ukraine

8 Publicis Conseil, Paris

9 DDB&Co., Istanbul

10 Abbott Mead Vickers BBDO, London

11 Ogilvy Frankfurt

12 Leo Burnett Hong Kong

13 Grabarz & Partner Werbeagentur Hamburg

14 Y&R Buenos Aires

15 Serviceplan Munich

16 DDB Singapore

17 Euro RSCG Bangkok Limited

18 Leo Burnett Warsaw

19 Marcel Paris

20 Scholz & Friends Berlin

21 Mudra Communications Mumbai

22 Leo Burnett Dubai

23 Ogilvy Cape Town

24 Ogilvy & Mather India

25 TBWA Paris

26 DDB London

27 Leo Burnett Sao Paulo

28 TBWA RAAD Dubai

29 BBH London

30 Hakuhodo Asia Pacific, Bangkok

Top agencies for Outdoor and Posters

1 Y&R Dubai

2 BBH London

3 AlmapBBDO, Sao Paulo

4 Ogilvy & Mather Kuala Lumpur

5 DDB&Co., Istanbul

6 Serviceplan Munich

7 JWT Shanghai

8 DDB Hong Kong

8 Ogilvy Sao Paulo Brazil

10 Droga5 New York

10 Del Campo Nazca Saatchi & Saatchi, Buenos Aires

Top agencies for Digital

1 Dentsu Tokyo

2 @radical.media New York, USA

2 kempertrautmann, Hamburg

4 Forsman & Bodenfors, Gothenburg

5 Crispin Porter Bogusky, Boulder

6 R/GA, New York

7 DDB London

8 DDB Stockholm

9 Wieden + Kennedy Portland

10 Abbott Mead Vickers BBDO, London

Top agencies for Alternative/Innovative campaigns

1 Jung von Matt Hamburg

2 Serviceplan Munich

3 R/GA New York

4 Crispin Porter Bogusky Boulder

4 Clemenger BBDO Melbourne

6 Publicis Conseil Paris

7 Jung von Matt Hamburg

7 DC Nazca Saatchi Argentina

9 Grabarz+ Partner Hamburg

9 Monumenta Sao Paulo

9 Leo Burnett Melbourne

Top agencies for Integrated campaigns

1 McCann Erickson Bucharest

2 Droga5 New York

3 Leo Burnett Sydney

4 Publicis London

5 Wieden + Kennedy, Amsterdam

6 Crispin Porter Bogusky, Boulder

6 Jung Von Matt Hamburg

8 Wieden + Kennedy Portland

9 Grey Melbourne

10 BBDO New York

10 BBH New York

Top print/press campaigns

1 Heaven and Hell (Samsonite) JWT Shanghai

2 Accessories Required…y Nichols Duabi UAE) Y&R Dubai

3 Melt, Drought, Flood (Greenpeace) Leo Burnett Hong Kong

4 Luther King/Churchill/Gandhi Marcel Paris

4 Jet-Fighter, T-Rex, Wrestler Ogilvy & Mather Kuala Lumpur

6 Movie Flowcharts (CANAL+ France) BETC Euro RSCG, Paris

7 Fiat Ambulance (Campaign) Leo Burnett Sao Paulo

7 Billboard Campaign -…nna, Michael Jackson AlmapBBDO, Sao Paulo

9 Einstein, Marilyn ((Sony Cyber Shot) Del Campo Nazca…i, Buenos Aires

10 Pimple (Breast Cancer Foundation Singapore) DDB Singapore

10 Evian (Campaign) Baby Inside (Evian France) BETC Euro RSCG, Paris

10 Swing, Pool, Stairs (VW Drive Responsibly) DDB Argentina

10 WERU – The final ad Scholz & Friends Berlin

14 Rare Campaign – Woll…ede etc – Land Rover Y&R Dubai

14 Chameleon, Frog camp…Shieldtox Naturgartd Euro RSCG Bangkok Limited

16 Match, Orchestra, Speech Y&R Buenos Aires

16 Guillotine, Gun, Sna…ur Marbels campaign) Ogilvy & Mather India

18 All round safety (Ca…(Volkswagen Germany) Grabarz & Partn…agentur Hamburg

18 Yellow, Blue, Grey (RENFE) SRA RUSHMORE Madrid

20 ADC UA We are not yo…ectors Club Ukraine) Leo Burnett Kiev Ukraine

20 Traffic Blues (Panadol) Ogilvy & Mather Kuala Lumpur

20 Tin Toys (Mint Museum of Toys Singapore) Y&R Singapore

20 Four Heads (Wagon Wheels) George Patterson Y&R

20 For Any Business (Ca…swagen South Africa) Ogilvy Cape Town

20 Seal (Surfriders Foundation) Y&R Paris

20 Jump, Tunnel, Balloon DraftFCB Buenos Aires

20 Builders of Tomorrow (Lego Germany) Serviceplan Munich

20 Oceanes Initiatives – Tyre Y&R Paris

20 Oceanes Intiatives – Bottle Y&R Paris

30 Google Search Engine…an.. (Google Turkey) GREY Istanbul

30 Parking Precision (Volkswagen Germany) Grabarz & Partn…agentur Hamburg

30 Berlin Wall (Dank se…niture store Turkey) DDB&Co., Istanbul

33 Reunion (Avis South Africa) Ireland/Davenport, Johannesburg

33 Oceanes Initiatives campaign Y&R Paris

33 Animals, People (Corbis) Leo Burnett Lisbon

33 Cards, Balloons, Nails (Volkswagen) AlmapBBDO, Sao Paulo

33 Musical Creatures Fi…der (The Fridge UAE) TBWA RAAD Dubai

33 Aircraft/Baby/Prisma…ossing/Square Trails Ogilvy Frankfurt

39 Moby Dick, le Petit Prince, Don Quixote Y&R Colombia

39 Plasticine (Museum of Childhood UK) Abbott Mead Vickers BBDO, London

39 SAMU Social (Campaig…sation (SAMU France) Publicis Conseil, Paris

42 Tower Hamlets Texting Print campaign Abbott Mead Vickers BBDO, London

42 Brown Bear, Grey Seal, Gorilla (Bund) Scholz & Friends Berlin

42 A Bad Part Affects t… (Volkswagen Brazil) AlmapBBDO, Sao Paulo

42 Symmetry 1/Symmetry 2/Symmetry 3 TBWA Paris

42 Oceanes Initiatives – Can Y&R Paris

42 Batelco Directory Ho…el (Batelco Bahrain) FP7 Manama Bahrain

42 Chameleon (Reckitt Benckiser) Euro RSCG Bangkok Limited

42 Charlie (AIDES) Goodby, Silvers…, San Francisco

42 Crossfox – The Compa… (Volkswagen Brazil) AlmapBBDO, Sao Paulo

42 Organic Poo Leo Burnett Hong Kong

42 Life Lost (St. Johns Ambulance UK) BBH London