BBDO Worldwide tops The Big Won network ranking for 2010

Globally, BBDO ranks as the top network for the fourth year in a row, followed by DDB and then Ogilvy. In fourth position is Leo Burnett, followed by JWT, TBWA, Y&R, Saatchi & Saatchi, Euro RSCG and Publicis. 

The network leads in all the regions, except for Asia-Pacific where DDB takes the lead followed by Ogilvy and BBDO in third. The Asia-Pacific ranking continues with Leo Burnett in fourth, followed by Y&R, Saatchi & Saatchi, Publicis, Dentsu, Grey and TBWA. 

BBDO also claims the top two spots under the top 20 agencies in the world in 2010. Almap BBDO Sao Paulo comes in at number one, up from 11th last year, followed by BBDO New York, down from first last year. Y&R New York, up from 138th last year, ranks third, followed by yet another BBDO agency in Abbott Mead Vickers BBDO London.

“You can be a lucky winner once. Maybe twice. But to do it four times in row takes both an unfair share of the world's most exceptional talent and a relentless focus on delivering the world's best work,” said Andrew Robertson, president and CEO, BBDO Worldwide.

Flying for flag high for New Zealand, the only two entries for APAC in the top 20 is DDB Auckland at 18 and Colenso BBDO Auckland at 20, up from  66th and 36th positions last year, respectively.

Patrick Collister, the author of The Big Won, noted, “The big story here is how adroitly many large agencies have responded to the changes in the media landscape. None have been more adroit than BBDO, which understood the new technologies better than their competitors and won more awards in categories other than traditional TV and print media."

Saatchi & Saatchi Sydney's 'Nothing soft gets in' for Toyota, Clemenger BBDO Melbourne's 'Support scent' for Guide Dogs Australia (tied at 17) and Special Group Auckland's 'Orcon + Iggy together' for Orcon NZ (at 20) all get a mention in the top 20 campaigns in the world, across all media.

According to The Big One release, "Agencies have changed their structures and their cultures to be able to compete. The losers, by and large, are the specialist digital agencies, many of whom are being used as production houses rather than as creative originators."

Roy Elvove, EVP, director of corporate communications at BBDO North America, goes on to note, "The point is, the walls between traditional and digital, general and specialised, big and small agencies seem to be coming down."

The release further points out, "Perhaps one of the most intriguing pointers to further changes is the winner of the Alternative & Innovative category – Prime PR Stockholm. PR is becoming not only increasingly important to agencies as they seek to build traction for their campaigns in social media but as a brand-building tool in its own right. PR agencies are growing rapidly at a time when, on the whole, ad agencies are not."

The Big Won ranks agencies across all media categories and dicipline, including direct, digital, alternative or innovative and more traditional categories like press, radio, TV and outdoor. This year's rankings were compiled from 5,619 awards won by more than 1,616 agencies on behalf of 2,820 clients.

Click here to access the full results.