Marketforce tops 2009/10 Creative Rankings
Marketforce has bounced back to the top of the Campaign Brief WA Creative Rankings for 2009/10 after slipping down to number 3 last year.
The agency scored in eight of the eleven shows counted in the rankings, with its press work being particularly strong. Half of this year’s Top Ten individual creatives are also from Marketforce.
303 slips back to number 2, even though it increased its points tally from 715 last year to 735 this year. 303’s total is thanks largely to Richard Berney – Perth’s top ranked individual creative for the second year in a row – and the agency’s former client, IKEA.
After those two agencies there is a huge gap to third placed The BrandAgency, which tumbled from 565 points last year to 240 this year. TheBrand had a much quieter year creatively after the success of the 2008Perth Zoo ‘Find Your Animal’ campaign.
Meerkats makes the listof ranked agencies for the first time in fourth, and Rare is the onlyother agency with triple-figure points.
Itwas dominant year for Berney who finished almost 200 points ahead ofMarketforce’s Guy Hamilton Howlett. Berney scored heavily with work forIKEA. Although 303 lost the business at the end of 2008, the timing ofseveral award shows meant work including the ‘Sliding Door’ press andcatalogue TV campaign (Want, Space & Support) scored points towardthis year’s rankings.
Hamilton Howlett is the big story of thisyear’s rankings. From being unranked previously, he makes his firstappearance on the list at number 2 after barely two years in theindustry – a rapid rise to say the least. His points tally was led bythe IKEA ‘Crossword’ press ad. The winner of last year’s The WestAustralian Caxton Creative Exercise (which does not attract rankingspoints) was a finalist at Clio and One Show internationally.
Hamilton Howlett’screative partner on that ad, Julia Elton-Bott, Marketforce colleagueAndrew Chu and former 303 writer Mark Fretten, who worked with Berneyon the IKEA television campaign, round out the Top 5.
BesidesHamilton Howlett, those making the list for the first time includeyoung Longtail team Tim Seddon and Gene Brutty, Rodrigo Cassini andAdam Canell (Meerkats), Steve Boros (Braincells), Judi Moosmueller,James Wills and Danielle Glenister (The Brand Agency), Mark Braddock(Block) and John Barton (Gatecrasher).
In show terms, the period coversfrom Cannes last year to Clio this year. Full details are in the Juneissue of Campaign Brief WA, out now.
UPDATES
Although we credited Block’s Mark Braddock in the individual rankingswe left the agency off the published table. The corrected table isshown above, with Block ranking 9th.
Due to some omissions madeon their CB Award entry forms, The Brand Agency’s Warrick Sears andCraig Buchanan were not included in the published rankings. However,Sears should have 60 points as co-creator (with Mitch Mitchell) of theDrug & Alcohol Office ‘Drug Driving – Paranoid’ radio campaign,ranking him equal 16th. Buchanan should have 45 points for his work onThe Box, ranking him 21st.
13 Comments
With Marketforce on 870 points and Gatecrher on 10 does this mean Marketforce are 87 times better than gatecraher?
So, if my old school calculator is on the money, Marketforce’s tally is more than the combined total of The Brand, Meerkats, Rare, Longtail, Cooch, Braincells, Block and Gatecrasher. Now let’s do the Effies tally.
well done Guy!
10:19 PM.
Thank you. After a week of heavy drinking in Cannes, followed by three nightmarish days journeying back home via planes and trains, I can honestly say that I feel like number two. Smelly, jet-lagged number two.
Cheers,
Guy Hamilton Howlett
How are the points allocated?
6.01 At winning awards yes. GC have been very disappointing but I don’t think they are trying.
Well done Rich and Guy.
It will never happen, but it would be great to see a cost per point analysis for each agency.
Yeah you all got talent, but this is Marketforce’s greatest ever talent. If you remember the good old days of Marketforce go to this website and vote for Kelly Klarich.
If she was still working at Marketforce they would never be losing accounts.
http://www.flexonline.com/flexmodelsearch/vote/
Third row from the end – Look for ‘Kelly K’ and vote for her.
11.09 …and other 1980 cliches.
Kelly’s a nice girl but she looks rather like all those other nice girls that are filling my screen. It sounds as if your suggesting that all the other girls at MF are not well…up to scratch? Maybe blame the HR manager who by the sounds of it should be running a tape measure over any future employees. LOL.
The good old days… remind me again.
We havent seen anything creative out of rare for a while, hard to believe they can sit there. Clearly a big gap from the front runners.
12.51.
Didn’t they get an in-book at D&AD? I’m guessing most of their points came from that
Hmm yes you’re right. Pity its not a real brief though. Same ole complaint there. My point still stands though, nothing creative about Rare at the moment.
9.39
By CB’s own admission above, the top two creatives scored the majority of their points from “not real briefs”. Ikea Crossword and Sliding door were both products of the West’s Caxton Competition.